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As AI advances, critical questions around ethics, limitations, and capabilities emerge. Can it ever truly replicate human insight? How is it reshaping business cost structures? Who really owns the data?
To tackle these pressing issues—and raise even more—we’re joined by Febronia Ruocco, Global Strategic Insights & Analytics Director and Executive Coach. Febronia discusses AI’s potential, dispels common myths, and reveals how insights professionals can leverage AI to become strategic commercial partners for businesses.
We also discuss: Why effective stakeholder management and communication are more essential than everBroader implications of AI in the insights industryThe importance of starting every project with commercial impact in focus -
The secret to leveraging real value from AI in qualitative research is thinking like a user, not an investor—and discerning the data.
In this episode, we’re joined by Aaron Cannon, CEO & Co-Founder at Outset, as he explores how AI can eliminate the trade-offs between depth and speed in qualitative research to gather richer, more actionable insights at scale—without the traditional time and cost limitations.
We also discuss: How to avoid common pitfalls in AI adoption by focusing on user needs and real-life applications.The importance of thinking iteratively and adapting as research progresses.How to balance depth and scale when conducting research.The power of mixed-methods research + how AI can enhance both qualitative and quantitative approaches. -
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By next year, 70 to 80% of all the data we receive will be unstructured. Is your organization prepared?
In this episode, we are joined by Victoria Gnatoka, Customer Experience Product Manager at Expedia. Drawing on over 10 years of experience, she digs into how adopting an omnichannel approach can help obtain unstructured data that can be turned into quality, actionable insights through AI, data engineering and other technologies.
We also discuss:
Strategies to unlock the full potential of unstructured data.How to focus on actionable, high-impact insights rather than getting overwhelmed by data overload.Why integrating data across channels is crucial for comprehensive customer understanding. -
The world of insights is continuously expanding. But what does that mean for insights professionals? And what skills do you need to stay ahead as the industry evolves?
In this episode, we dive deep into these topics with Bipul Markan, Head of Research and Insights MENA at Assembly Global. He encourages insights leaders to broaden their capabilities, embrace new tools, and foster a culture of learning within their teams to navigate the shifts in consumer behavior and the world of insights.
We also discuss:
How synthetic data offers valuable opportunities in market research, especially for experimentation and data augmentation.How to supplement traditional research methods with newer methodologies.Why advanced analytics are worth the investment. -
Want to elevate your career in insights? Start thinking like a toddler.
In this episode, we're joined by Sean McCullough, Sr. Brand Insights Manager for Coors Family of Brands, Imports, Economy, Non-Alc, & Whiskey at Molson Coors. Sean discusses how he takes inspiration from the world of insights and beyond to continuously cultivate his sense of curiosity.
We also cover:The critical role of understanding human behavior in extracting meaningful insights from data for smarter business decisions.Why new research isn’t always the answer + how to maximize the use of existing resourcesThe power of understanding all consumer demographics to maximize market potential and enhance engagement. -
Insights isn’t a standalone discipline.
The more you work in concert with other areas of the business, the more likely you are to deliver on consumers wants and needs.
In this episode, we’re joined by Tara Kenneway, Senior Brand Strategist and Insights Manager at T-Mobile, as she explores how to build insightful brands through an interdisciplinary approach. She discusses the intersection of insights, brand strategy, and product development, leading to a comprehensive understanding of consumers that goes beyond the obvious.
We also discuss:
Why it’s essential to talk to consumers early and often.How communities can be a powerful resource in your insights toolbox.How to make more time for experimentation in your everyday work. -
Join us for this Quarterly Review episode as host Thor Olof Philogène revisits some of the highlights from recent episodes, exploring the varied and rich perspectives of the brilliant insights leaders who’ve joined the podcast this quarter.
Stay tuned for the next season of the Consumer Insights Podcast coming in August. -
“Are we asking the right questions? Are we asking the right people? Are we asking in the right context and at the right time?”
In this episode, we are joined by Global Head of Consumer Insights and Customer Experience Jascina Simeon who firmly believes that consumers do know what they want, as long as insights professionals are asking the right questions and using the precise methodologies.
We also discuss: How context and external factors are crucial to understanding changes in consumer behaviorWhy insights professionals need to go beyond demographics and have a grasp of generational differences and the challenges they poseThe importance of being open, curious, and brave in the insights industry -
How can you maximize the impact of your insights while working in an imperfect world?
Bonnie Chiurazzi, Director of Market Insights at Glassdoor, joins us to share how her transition from CPG to tech has shaped her rigorous approach to market research. She also explores the best practices for leveraging research methodologies in real-world contexts and how this yields deeper insights.
We also discuss:
The risks of democratizing the research processThe pros and cons of pairing Category Entry Points (CEP) analysis with journey maps and leveraging them to drive engagement.Why businesses should focus product development on early adopters rather than late adopters. -
“Insights aren’t just for marketing. They’re for the whole business”.
And that’s precisely why it’s essential to be a business intelligence expert.
In this episode, Nick Rich, Group VP Insights & Analytics, ex-InterContinental Hotels Group/Carlsberg, shares the importance of building capabilities and competencies around problem-solving, developing business talent, and achieving growth.
We also discuss:
Why it’s essential to tailor innovation to brands and portfoliosThe importance of leveraging existing knowledge to drive commission better researchWhy business performance analytics should be priority #1 for insights teams -
Uncertainty or opportunity? It’s only a matter of perspective.
Drawing upon a wealth of experience in leveraging secondary research foresights, Stephanie Hutchison, Principal Divisional Strategy Consultant at Health Care Service Corporation, joins us to explore the opportunities in the future of the insights industry and share how insights professionals can prepare today to exploit these opportunities and reach their full potential within their businesses.
We also discuss:
Stephanie’s step-by-step approach for businesses to build a Future Trends Program How AI can help insights professionals become thought leaders in their organizationsThe importance of continuous education in the insights industry, whether formal or informal, to upskill and scale. -
In a world where change is the only constant, adapting to a new normal falls short. Companies must anticipate the next normal to thrive, and insights are essential to achieve this.
In this episode, Michael Nevski, Director, Global Insights at Visa, offers tangible strategies for insights leaders to help consumers navigate through economic stressors stemming from our dynamic world. He emphasizes the importance of communication, trust, community, and adaptation in facing next-normal scenarios from both the consumer and company perspectives.
We also discuss:
How to stop the insights function from being seen as a cost centerPractical strategies for building brand trust with consumersWhat early adopters can teach us about GenAI's impacts on consumer behavior -
To work with insights is to drive change. And while driving change is always easier said than done, it’s far from impossible.
In this episode, Deepa Iyer, Sr. Director of Market Research and Data Science at Fossil Group, shares how her rich career working both agency-side and brand-side has taught her how to drive insightful action through empathy, humility, and technical expertise.
Join us as we also discuss: How brand-side insights leaders can adopt a consultant mindsetBest practices + what to watch out for when working with insights from a strategic perspective The potential impacts of generative AI in the Insights world -
Join us for this Quarterly Review episode as host Thor Olof Philogène revisits some of the highlights from recent episodes, exploring the varied and rich perspectives of the brilliant insights leaders who’ve joined the podcast this quarter.
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A commitment to learning—whether through formal education or experience—opens doors to diverse opportunities and fresh perspectives. It fills gaps in understanding, fosters adaptability to emerging technologies, and is fundamental to uncovering transformative insights.
In this episode, Victoria Ng, Director, Consumer Insights at Sodexo, shares how her journey of continuous learning has shaped her ability to conduct thorough research and derive meaningful insights.
We also discuss: How combining qualitative and quantitative data helps bring insights to lifeThe importance of being a storyteller rather than just a “data-teller"Methods for leveraging emerging technologies like AI in insights work -
“Insights without actions are just fun facts.” But how do you ensure your insights translate into real-world impact?
Generating insights without a practical application often limits their ability to leverage tangible results and meet business objectives.
In this episode, Matt Thell, Global Strategy and Innovation Leader at General Mills, shares the key steps to turn insights into action through a structured process that involves analysis, communal knowledge, hierarchization and empathy.
We also discuss:
The i3 process to achieve innovationHow to differentiate problems from opportunities—and how it drastically changes the approach you should takeThe importance of building empathy inside the organization to create context-sensitive solutions -
Who exactly is your customer? More importantly, how do you know?
A solid insights strategy powers better decisions, sharpens targeting, fuels innovation, and sets your organization up for success. But too often, insights are sidelined as a 'nice-to-have' function, stripping organizations of their competitive edge.
Leveraging her extensive experience in building insights functions from the ground up, Deborah Walker, Director — Consumer Insights at The Michaels Companies, Inc., helps move the insights function to where it truly belongs — the ‘must-have’ category. She joins us to delve into her successful five-step program for establishing and enhancing this critical function.
We also discuss:
Why insights professionals should be at the forefront of decision-makingThe power of taking a “MythBusters” approach to insights workStrategies to tackle analysis paralysis and unlock powerful insights -
“There’s never been a better time to be an insights professional.”
The variety of innovations in the insights world, from tech to methodologies, are creating unique opportunities for insights professionals – but also new challenges.
In this episode, Lorin Drake, Consumer Insights Strategist at Publix Super Markets, shares wisdom and learnings from his tenured career to illustrate how insights professionals can make the most of this new era.
We also discuss:Key considerations when approaching GenAIWhy the trend of feedback overload should be on your radar + how to prevent itHow the emerging area of emography can add depth and richness to insights work -
Innovation can stem from any member of your organization, and accessible insights can expedite your team's journey toward it.
The democratization of insights leads to the integration of customer needs into all decision-making levels, paving the way for groundbreaking innovation. In today’s episode, Shivani Shah, National Category and Shopper Insights Senior Manager at Church & Dwight Co., Inc. discusses overcoming the obstacles of insights democratization and how it can contribute to elevating the insights function.
Join us as we discuss:The importance of scalability in the democratization of insights process How to agnostically approach consumer research to avoid falling into confirmation bias. Key skills and capabilities from insights professionals in the light of the tech revolution -
In Part 2 of our 2023 Year in Review, host Thor Olof Philogène delves into more captivating moments and insights from this year's guests.
Join us for our last 2023 episode as we wrap up an incredible year on The Consumer Insights Podcast. - Daha fazla göster
