In this episode, Claire talks with Aileen Bentall, Head of Shopper and Consumer Insights at Heineken UK, about the art of writing a great brief. Aileen shares why a strong brief acts as a North Star for any project - aligning stakeholders, guiding agencies, and setting the foundation for smarter, more impactful research. 

She highlights the importance of openness, context, and collaboration and reveals how a thoughtful brief doesn’t just kick off a project, it shapes its success.