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Pioneers of mind science techniques.
Truth be Gold is a global behavioural insights consultancy based in Buckinghamshire in the UK, just west of London. We bring you extensive global expertise without the overhead. We are your virtual insights department that provides support based on your needs.

Truth Be Gold Core Values

Consumer truths underpin groundbreaking insight. We are relentless to discover what drives consumers' beliefs, decision-making and behaviour. Not all research techniques are created equal; the selection requires an expert approach. Tools that access the subconscious mind gain the most significant depth of insight. Insights are only ever uncovered by synthesising information from multiple sources.

Founder of Truth be gold

Emma Woodley
To support our clients' needs, we work with Cowry Consulting, Cloud Army, and carefully selected experts in their field both in the UK and globally.

Emma Woodley, the Founder of Truth be Gold, has spent her 25+ year career working client-side and as a consultant on some of the biggest brands in the world, using consumer insight, strategy and innovation to drive them to even greater heights. She is passionate about understanding people, creativity, and strategy and believes the best work happens when all three collide.

She is an expert in Behavioural Insight and has worked client-side on KFC, Pizza Hut, Taco Bell, Curry's, Dixons, PC World, Hallmark Cards and Booker Foodservice.

While traditional research is where Emma started her career, she is a pioneer of behavioural insight techniques and has perfected them globally for the last 20 years. These protocols have allowed her to access customers' subconscious minds to unlock deeper insight. As a result, she is an expert in Psychometric, Biometric and Neurometric Techniques and, of course, Traditional Research Tools.

While client-side, she led the insight function globally for Yum Brands based in Dallas, Texas, USA. As a result, she has gained valuable international experience and a long career working in the UK.

She now works with clients in the hospitality, food & beverage, retail, financial services, automotive and government categories—both with corporate clients and agencies. Emma is also an Associate of two leading consultancies in their fields; Cowry Consulting (Behavioural Economics) and Cloud Army (Neuroscience Research).

To find out more about her experience, check out her profile on LinkedIn.

Project Manager at Truth be gold

Mel Phair

Mel joined Truth be Gold in March 2022. During this period she has project managed an Eye-Tracking study for a global beverage company, implemented Implicit Response Testing (IRT) for clients in QSR and Home Services, managed an MMI qualitative study for a internationally recognised FMCG brand and completed a large scale multi-country diary study for a global company within the music industry. 

These projects were successfully executed in the UK and across a number of international markets, including China, India, Australia, the USA, France, Germany and The Netherlands. 

Previously, Mel worked within the housing sector over a period of 9 years. Initially starting within Residential Lettings and Property Management then latterly moving to New Homes Sales.

Mel is a keen runner and member of athletics club, Wycombe Phoenix Harriers. She has represented Buckinghamshire at the Inter-Counties Cross Country Championships and won team gold at the Buckinghamshire Cross Country Championships.

When not running, Mel enjoys hill walking with her two Golden Retrievers, Sydney and Arnie.

To find out more about her experience, check out her profile on LinkedIn.



Rigorous analysis and focusing on the facts are applied to projects to uncover commercial opportunities.


Being endlessly curious, challenging and creative produces the best work.


It takes well-considered and profound thought to arrive at simple solutions. Therefore, it's essential to be thorough and sensitive in pursuing insightful truths.


It's crucial to understand the human emotions that drive consumers' beliefs, decision-making, and behaviour. So you have to be relentless but caring in the pursuit of insight. Using this approach will ensure you elicit genuine insights.

Get a Competitive advantage!

Empowering you with deep insight, strategy and clarity to make informed, research-based decisions to give your business a competitive advantage.

We use the most pioneering research techniques that delve into the subconscious mind to give us the deepest insight into human behaviour. These insights cannot always be elicited via traditional research techniques.
Competitive advantage - rocking horse to real horse
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