In this episode, Claire is joined by Coral McConnon, founder of 8 Innovation, to discuss the value of 'listening at the edges' in research for driving innovation. 

They delve into the importance of exploring the perspectives of extreme users, early adopters, brand lovers, and haters to fuel creativity and breakthrough ideas. By steering away from the mainstream and habitual thinking, Claire and Coral highlight how engaging with these fringes can spark fresh insights, empathy, and innovative solutions. 

Real-world examples, including insights gained from Arctic explorers for a skincare project, illustrate the power of diverse perspectives in achieving richer, impactful outcomes.