In this episode of The Negotiation Podcast, host Todd Embley sits down with Nichola Quail, Founder and CEO of Insights Exchange and a leading global market research strategist. Nichola works at the intersection of strategy, research, and execution, helping brands access the right insights to make smarter decisions in complex and fast-changing markets.
Nichola shares her career journey and the motivation behind founding Insights Exchange, a platform designed to connect companies with best-in-class research specialists around the world. She explains how her work helps organizations cut through noise, avoid costly missteps, and gain a clearer understanding of consumers across diverse markets.
The conversation explores why market research has never been more important, particularly as brands expand internationally and respond to rapidly shifting consumer behaviors. Nichola also discusses common mistakes companies make when interpreting data, and highlights insights from recent global research reports that reveal how consumer attitudes and priorities differ across regions.
Discussion Points
- Nichola’s professional background and the founding story behind Insights Exchange
- How Insights Exchange supports brands with tailored global research and insights
- Why market research is critical for navigating uncertainty and entering new markets
- Common pitfalls brands face when misinterpreting or misusing research data
- Key findings from recent reports across multiple international markets
- How strong insights can drive better strategy, product decisions, and market entry success
What is The Negotiation?
Despite being the world’s most potent economic area, Asia can be one of the most challenging regions to navigate and manage well for foreign brands. However, plenty of positive stories exist and more are emerging every day as brands start to see success in engaging and deploying appropriate market growth strategies – with the help of specialists.
The Negotiation is an interview show that showcases those hard-to-find success stories and chats with the incredible leaders behind them, teasing out the nuances and digging into the details that can make market growth in APAC a winning proposition.