#025 UMi speaks to Elaine Morris on staying curious about customers

Elaine Morris is the Founder of Curious Edge, which she set up to make research more accessible to small and medium-sized businesses. She’s an experienced leader of high achieving teams, a coach and sounding board for managers and leaders. With demonstrable experience as a researcher, Elaine brings a deep understanding of consumer behaviour to her work. In this conversation, she explains why it’s beneficial for businesses to stay curious about themselves and their customers, and shares some tips for getting started with customer research.