Biography
Liz Pinfold Reed is an insight specialist whose work begins where the data stops talking. She draws on both qualitative and quantitative evidence, but her real superpower is surfacing what isn't said - the unmet need, the blindspot, the truth a market or a team can't quite articulate - and turning it into something a business can act on. For the research and insights community, that is the hard part: not gathering the data, but reading what sits beneath and between it.
From that foundation, Liz works as a thinking partner for leaders facing their hardest, highest-level questions — the strategy, transformation and change calls that don't have a tidy answer. She doesn't replace your team; she works alongside the people who already know the business, bringing an outside vantage point and the rigour to turn evidence into decisions worth committing to. Her focus is the bigger picture: insight-driven purpose, change management and the kind of transformation that reshapes how an organisation thinks and operates, not just what it ships.
Central to her approach is a dual lens: customer and employee. Liz works the whole experience system, designing for the people a business serves and the people who deliver it in the same breath, because transformation only sticks when both move together, and because the most revealing blindspots often live on the employee side of the story as much as the customer side.
She has a genuinely multi-category, global pedigree, having led experience, innovation and brand work across sectors as different as automotive, FMCG and travel, and across markets including China, Singapore and London. That breadth has made her fluent in scalable global brand adaptation: taking a single strategic idea and helping it hold its meaning and momentum from one region, culture and category to the next. Across all of it she bridges the disciplines that usually sit in separate teams: rigorous data, human-centred design, the behavioural drivers beneath real behaviour, and the storytelling that makes a finding land in the room and survive contact with the boardroom.
Her starting point is always the signal beneath the brief - the genuine unmet need and the deeper purpose driving behaviour - from which she helps leaders frame the right change, build the conditions for people (customers and teams alike) to back it, and measure whether trust is genuinely accumulating over time. Increasingly that work includes helping organisations transform with AI while keeping the human thread: "people strategy first, AI second," grounded in a background in big-data and CRM planning and global technology rollouts.
Liz believes the mark of good thinking is the legacy it leaves behind. She invests in the CX EX wider industry as an educator and thought leader - writing, teaching students and sharing frameworks on insights, behavioural science, change and honest measurement - so that better thinking outlives any single engagement and lifts the practice as a whole.
