About the Inside Story

With an operating history of over 30 years and over 2,000 successful assignments, we have tried and tested processes and a rich experience base. Our focus is on Corporate Reputation and Corporate image research and value proposition design through the Jobs to Be Done methodology. We are particularly, skilled at getting to a deeper more emotional understanding of your current and prospective customers.

At our core we design, customise and analyse primary market research, combining internal data, cultural and contextual understanding, with latest thinking in behavioural research, psychology and neuroscience, anthropology and business strategy.

We are a collaborative and creative team of highly experienced insight professionals with substantial commercial experience.

As our name suggests, we are expert storytellers.

Based in Sydney Australia’s CBD, we work Australia-wide and across Asia-Pacific. With a highly qualified and experienced team, we have demonstrated the capability to handle very large projects in tight time frames, and are small enough to be very flexible and personalised.

Inside Story was founded by academic Dr Max Sutherland (author Allen and Unwin: Advertising and the Mind of the Consumer) and Bruce Smith, in 1988 as Sutherland Smith.

Sutherland Smith achieved acclaim as one of the most innovative research-based agencies brand and communications tracking specialists with the cutting-edge and internationally acclaimed MarketMind tracking system, involving powerful in-house software to provide a real-time measurement of responses to marketing activities.

Inside Story’s CEO, Liane Ringham rebranded the company in 2000, extending the skill set to incorporate a broader range of research methods with an increased focus on custom design research methods and strategic consultancy.