Introduction
In Episode 64 of The Incredible Machines podcast, hosts Jon Oliff and Luke Holden are joined by Claire Armstrong, a consumer marketing insights leader at Unilever, mother of three, and a professional in marketing with nearly two decades of experience understanding why people do what they do.
Claire’s story moves between career ambition, motherhood, personal adversity, leadership and the human truths that sit behind great marketing.
At the centre of the conversation is Claire Armstrong’s belief that understanding people starts with paying attention to the experiences, behaviours and emotions that shape their decisions. She reflects on how gratitude, resilience, motherhood, and personal change have influenced the way she approaches both life and leadership.
Whether you're interested in consumer behaviour, leadership, working parenthood or the role of human insight in better marketing, this episode offers valuable perspectives on empathy, ambition, adaptability and why the strongest ideas often begin with a deeper understanding of people.
Key Highlights from Claire Armstrong in Episode 64
1. Gratitude and Yesterday's Best
One of the practices Claire introduces is called Yesterday’s Best.
The idea is simple: look back at the previous day and identify the best thing that happened.
What started as an exercise in gratitude also became a way of deepening relationships, as people began sharing small moments from their everyday lives. More importantly, it became a reminder that even on a difficult day, there is often something worth recognising.
The practice creates a useful rhythm between gratitude for what has already happened and optimism about what could come next.
2. Working Parenthood and Leadership
Rather than viewing motherhood and leadership as competing parts of her identity, Claire believes parenthood has strengthened the way she works with people.
She has become increasingly conscious that everyone enters the workplace carrying a life outside of work. That understanding shapes Claire’s approach to leadership.
She is drawn to servant leadership and regularly asks her team one simple question: “How can I help you?”
Claire believes that when people are accepted as their whole selves, they are more likely to perform at their best.
3. AI Is an Enabler
Artificial intelligence naturally enters the conversation when discussing the future of consumer insights. Claire does not approach AI primarily as a threat.
Data can reveal patterns, and technology can accelerate analysis. But understanding why people behave the way they do still requires curiosity, context and human judgement.
This is particularly important because Claire sees her role as more than simply analysing information. Consumer insights are about connecting data with the real people behind it.
4. Great Marketing Starts with Human Truth
Claire’s point is that strong marketing should start with understanding people, not by deciding what product features a brand wants to promote.
For her, brands often focus too heavily on functional messages such as what a product does, how it performs, or why it is better than a competitor. The problem is that consumers are exposed to so many similar messages that these functional benefits can easily blend into the background.
What creates a stronger connection is understanding the emotions, habits, relationships and cultural experiences that already matter in people’s lives. Once a brand understands that human truth, it can communicate in a way that feels more relevant and emotionally meaningful.
The point is essentially this: start with what matters to the consumer, then work out how the brand naturally fits into that story.
“What's meant for you will never pass you by”
“It will either be great or a great story”
Advertising Campaign Mentioned
Vaseline’s 'Mntana ka Gogo’ Campaign: Claire selected this campaign as an example of consumer insight rooted in real human behaviour. Rather than leading with product functionality, the campaign taps into heritage, love and the familiar relationship between a grandmother, her grandchild and a product already embedded in everyday South African life.
As Claire explains, the campaign demonstrates the power of understanding the emotional role a brand already plays in consumers’ lives. She describes it as “the most beautiful South African example of real consumer behaviour that is absolutely covered in love and emotion.”
Watch the Vaseline campaignConclusion
Claire Armstrong’s story shows how resilience, leadership, motherhood, and consumer insight are connected by one important idea: understanding people changes the way we work, lead and make decisions. Her conversation encourages us to pay closer attention to human behaviour, remain open to change, and recognise that difficult seasons do not define the whole story.
Whether you're interested in consumer behaviour, working parenthood or the role of empathy in building better brands and teams, this episode offers thoughtful insights into ambition, adaptability, and the value of understanding the people behind the data.
Frequently Asked Questions
Claire Armstrong is a Consumer Marketing Insights leader at Unilever with nearly two decades of experience in the insights industry. Her career has focused on understanding consumer behaviour, connecting data with human insight, and helping businesses identify opportunities for growth.
Yesterday’s Best is a gratitude exercise Claire uses with friends, family and colleagues. The idea is to identify the best moment from the previous day. Claire believes the practice encourages gratitude, strengthens relationships, and reminds people that even difficult days often contain something positive.
The Incredible Machines podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and changemakers from across the continent.
You can listen on all major platforms including Spotify, Apple Podcasts and the Tim Africa Podcast Hub.