Beyond Metrics: Ishbel Macleod on the Questions Brands Forget to Ask

In this episode, Ishbel Macleod, Head of Research and Insights at We Are Hydrogen, shares how her curiosity led her from journalism into social intelligence. She discusses using AI to analyse large datasets, streamline tagging and uncover hidden insights – while keeping human interpretation at the core. Ishbel explains how her team turns social data into action, why authenticity and real voices build trust online and how brands can move from trendspotting to meaningful storytelling. She also reflects on the future of social listening, the rise of new platforms and offers practical advice for anyone looking to start a career in insights.