Our Human Truths
Welcome behind the scenes of Embark Insight, where our story begins with a deep fascination with consumer behaviour.
We are obsessed with making sure that our research unearths human truths that make stakeholders want to spring into action, based on insights that are so intuitive they can never be forgotten.
Our founder's vision and our commitment to 'The Truth is Human ®' lead us to explore the depth and complexity of human decisions, recognising that true insights lie in understanding the underlying humanness of our choices.
Discover more about our founder, and glimpse into the core values that shape our agency.
Meet Abbey: Founder, Director and Lead Researcher of Embark Insight.
Driven by the core belief that no human truth should ever be ignored, Abbey is on a mission to provide companies with real insights that reflect the real experiences of the customer, providing tangible and actionable opportunities for brand growth.
“Obsessed” with human behaviour and deeply curious, Abbey is a passionate advocate that the truth is human. As such, in 2022 Abbey coined strategic research-strategy model ‘The Truth is Human Method’, which is a culmination of more than 15 years of Director level industry experience and learnings.
Born from the knowledge that companies, customers and individuals thrive when the customer is truly heard, this method ensures there’s no room for bias, misinterpretation, errors in memory, or cliched responses in order to deliver a strategy that delivers lasting value.
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Values we live and work by…
Excellence: We are unashamedly brilliant researchers, with exceptionally high standards.
We leave no stone unturned, take no half measures and are motivated by KNOWING everything is done to the highest standards.
We always deliver on what has been promised.- We’re meticulous in how we approach the early stages of research and conduct detailed contextual research to form a hypothesis from the off.
We take pride in the research industry and the outcome it can deliver for clients.
Empathy: Because you can not uncover human truths without it.
We strongly believe every single human being deserves equal opportunities and that being self-employed is not only for the "brave few" but for everyone.
We also believe that work is not a means to an end, it's a part of life and should be enjoyed, but not dominate.
To provide the best working environment, the business structure is deliberately flat, giving every employee the same independence and autonomy.
We are genuinely interested in understanding the interviewees lived experience, the human truth behind the responses and structure our interviews accordingly.
We share the frustrations felt by our clients on how to make Insight more visible, and have built our offering to support them in building their own visibility in order to ensure that no insight is ignored.
It’s our role to balance the needs of the business with those of the interviewees – we must attend to both.
Smart: How we think, and we put things together.
Cerebral and creative, we see the world in patterns that others can’t.
We always consider the unique situation in which research takes place and develop hypothesis from multiple angles.
Storytelling elevates research. As natural storytellers, we have an innate ability to simplify learnings into easy-to-digest and understandable human truths and apply this to all we do.
We use behavioural models to aid interpretation and applications of findings.
Our high business acumen ensures we identify and recommend previously untapped, strategically sound and ready-to-implement commercial opportunities.
We believe there is no single right way to do research, but creativity and complex problem-solving should always be at its heart.
Truth: We’re relentless in our pursuit of it.
Anyone can ask a question. Good research means asking the right questions and looking beyond the response to find the truth.
We’re open-minded in our approach to everything, including being proven wrong, and love to be surprised by results.
We’re always transparent with pricing.
We’re direct and courageous in speaking the truth – even when its not what clients want to hear.
Are you an unashamedly excellent researcher?
We’re always on the hunt for researchers who are as passionate about human insights as us. If you are looking for a challenge, we’d love to hear from you.