Welcome to Good Theory Insights 

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​I’m Nicola, a Fintech Research Consultant (ex NatWest, Worldpay, WPP) and the founder of Good Theory Insights. I believe every business, no matter its size, deserves actionable insights that lead to smarter decisions and better customer experiences.

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Over the years, I’ve seen businesses thrive when they have the right insights. I’ve also seen them struggle when they don’t know where to start. That’s where I come in.

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I do the research that uncovers what your customers actually need and the pain points holding them back. Whether it’s your users, your market, or your team, I turn that data into clear, actionable insights to help you move faster and grow. No fluff, just clarity.

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And while I focus on delivering those insights, I’m always under the watchful eye of my rescue cat Biscuit, my “Chief of Research”.