Emma has dedicated over 30 years to uncovering the truth behind human behaviour. As the founder of Truth Be Gold, she helps brands go beyond surface-level responses to understand what truly drives people. Her mission is simple: empower organisations to make confident, evidence-based decisions by revealing the emotional and psychological truths that shape consumer choices.
Emma pioneered advanced behavioural insight techniques that blend psychological expertise with traditional research methods. These include psychometric, biometric and neurometric protocols, perfected globally over two and a half decades. Her work has spanned every continent, supported by a network of local experts who bring cultural depth and precision to each project.
Previously, Emma led global insight for Yum! Brands in Dallas, Texas, and worked client-side on household names such as KFC, Pizza Hut, Taco Bell, Curry’s, Dixons, PC World, Hallmark Cards and Booker Foodservice. Today, she partners with clients across the hospitality, food & beverage, retail, financial services, automotive, and government sectors, delivering clarity, creativity, and strategic thinking to every challenge.
Mel is passionate about helping brands understand the human truths that shape how people think, feel and behave. Since joining Truth Be Gold in 2022, she has immersed herself in the craft of behavioural insight, bringing curiosity, rigour and creativity to every project she leads.
She specialises in designing and delivering global research programmes that uncover the emotional, sensory and subconscious drivers behind consumer decisions. Her work spans eye-tracking, sensory evaluation, Implicit Response Testing, multi-market qualitative exploration and large-scale diary studies, each designed to move clients beyond the obvious and into meaningful, evidence-based clarity.
Mel has partnered with brands across QSR, FMCG, music, home services and hospitality, working in markets including China, India, Australia, the USA, France, Germany, Indonesia, The Netherlands, Mexico and Brazil. Her ability to navigate diverse cultural contexts ensures every project delivers depth, nuance and strategic value.
With a growing expertise in psychology, neuroscience and behavioural research, Mel brings sharp insight, thoughtful interpretation and a commitment to uncovering the truths that truly influence human behaviour.
