Lainie McMinn



Truth-Serum is an Australian owned and operated Strategic Insights and Research Agency, founded by Lainie McMinn, and operating since 2009. Lainie is a Qualified Practicing Market Researcher and a full member of the Australian Market and Social Research Society (AMSRS) with over 20 years’ experience within service, agency and client side market research; strategy and insight generation.

As Research Partner to Comme Consulting, a range of innovative, fit-for-purpose tools to inform and undertake engagement practices have been developed collaboratively; offering tangible, methodical research insights to support community engagement and marketing practices.

These digital tools support both qualitative and quantitative data analysis and include: Online focus groups, Online forums, Online communities and networks, Mobile enabled surveys and Mobile ethnography projects. They are supported by expertise in more traditional modes of social research such as the delivery of Community co-creation workshops, Deep-dive interviews and Face–to-face focus groups.

Drawing on more than 20 years’ experience in research, advertising, digital & brand strategy, Lainie delivers a strategic perspective in the interpretation of research findings into seamless and integrated communication outcomes; supporting behaviour change programs and campaigns.

With extensive experience working in the communications industry in strategic and insight led roles, Lainie is adept at optimizing insight-led communications strategies and leveraging community insights to maximize the effectiveness of marketing and education investments.

Having worked across Community, Not for Profit, Corporate and Government sectors, client projects Lainie can draw frominclude: Inner South Community Health; the Foundation for Rural & Regional Renewal (FRRR) ; Olivia Newton John Cancer and Wellness project; Melbourne City Mission; Headspace; Open Universities Australia; Adelaide University; Kraft Foods; Tyrepower; CityLink; Mission Foods; Mirvac Homes; Adairs; and Fosters amongst many more.