Founder & CEO of Insights Exchange | Expert in Consumer Behavior, Global Expansion & Data-Driven Strategy
With over 25 years in market research, Nichola Quail has built a career around understanding consumer behavior, market trends, and the power of data-driven decision-making. As the Founder and CEO of Insights Exchange, she’s on a mission to make high-quality market research accessible for growing businesses and emerging brands.
Nichola knows that many brands struggle with research—not because they don’t see its value, but because they don’t know where to start or lack the resources. Her company connects businesses with top-tier research talent through a flexible, cost-effective model that provides real-time insights without requiring corporate-sized budgets.
Her expertise extends beyond just market research—she’s also passionate about:
💡 Navigating global expansion and scaling businesses internationally
💡 Empowering women in the professional gig economy to build careers on their terms
💡 Exploring the intersection of AI and human behavior to enhance research and decision-making
From Political Polling to Market Research Powerhouse
Nichola didn’t set out to be a market researcher—but once she entered the field, she never looked back.
With a background in Political Science and Communications, she fell into consumer insights through political polling and became fascinated with human behavior, needs, and motivations.
For 12 years, she ran a successful freelance consultancy, but she saw a major gap in the industry. Scaling brands needed research, but they didn’t know where to start—or they assumed it was too expensive.
At the same time, the gig economy was booming, and Nichola saw an opportunity to connect businesses with expert research talent on demand.
That’s how Insights Exchange was born in 2020—a company that leverages technology and a global network of research experts across North America, APAC, and Europe to deliver high-quality insights efficiently and affordably.
The Challenges and Rewards of Leading a Research Revolution
As a self-funded, solo female founder, Nichola has faced the unique challenge of making every major decision alone.
💡 “Self-doubt can creep in, but having a strong network of peers, mentors, and communities like IAW has been invaluable in keeping me grounded and supported.”
Despite the challenges, the rewards of leading Insights Exchange far outweigh the difficulties.
One of her proudest moments?
🎉 Being part of the global rebrand of Xero, a cloud accounting software company. Seeing her research shape a major global brand’s new direction was an unforgettable experience.
Another huge win is the company’s female-led culture, attracting talented, professional women at all career stages and creating a strong, supportive environment for women in research.
Nichola’s Advice for Women: Trust Yourself & Take Action
Nichola’s top advice for women in business?
🔥 Own your expertise and trust your instincts.
“Ironically, I always tell clients to rely on data and facts, but in business, sometimes your intuition is your biggest asset.”
Other key lessons:
✔ Surround yourself with a strong network. Having people who support and challenge you is invaluable.
✔ Ask for what you deserve. Advocate for yourself and your worth.
✔ Confidence grows through action. You don’t need all the answers—just take the next step.
Future Goals: Making Market Research Accessible for All Businesses
Nichola is on a mission to democratize market research.
💡 Many businesses assume high-quality research is only for big corporations.
💡 Insights Exchange is proving that affordable, high-impact insights are possible for startups and emerging brands.
💡 The company has doubled in growth in the past year and is rapidly expanding, especially in North America.
On a personal level, Nichola was recently appointed as the first-ever Australasian Board Member of the Qualitative Research Consultants Association (QRCA) and co-founded the APAC branch of the AI Marketers’ Guild (AIMG).
These roles will bring her to the U.S. more frequently, where she’s excited to connect with more thought leaders in the research and AI space.
The Pivotal Moment That Led to Insights Exchange
The inspiration behind Insights Exchange came from a fellow female founder, Elizabeth Iorns, who created a research marketplace for bio-research.
But the true turning point came in March 2020, when the pandemic forced businesses to pivot overnight. Nichola realized this was a “now or never” moment and the shift to remote work and digital collaboration made it easier than ever to build a global network of research experts.
That’s when she took the leap and launched Insights Exchange. “They say the best businesses start in times of crisis, and for me, that couldn’t be more true.”
The Power of AI + Human Insight
Nichola strongly believes in the power of AI as a tool—not a replacement for human intelligence.
AI makes research faster and more accessible, but truly understanding human behavior requires human expertise.
That’s why Insights Exchange combines the best of both worlds—AI-driven efficiency with expert human insights.
💬 “If you’re building a brand and want to make data-driven decisions with confidence, I’d love to connect!”
Connect with Nichola Quail
Interested in leveraging insights to grow your brand? Connect with Nichola here:
🌐 Website: Insights Exchange
📍 LinkedIn: Nichola Quail
📍 IAW Profile: Inner Circle
