The Insighter's Club Podcast (Stravito)

What are the differences between B2B and B2C insights? And what can these two areas learn from each other? While group dynamics can add layers of complexity to B2B insights work, it all comes down to people at the end of the day. In this episode of The Consumer Insights Podcast, Thor is joined by Tzachi Ben-Sasson, Head of Global Voice of the Customer at Amdocs.

As organizations grow, so does the importance of well-researched decisions. But how can you ensure that insights continue to make an impact, as the stakes and complexity increase? Digging deeper into the problem space, honing your sense of intuition, and maintaining conviction are all key for continuously turning insights into action. In this episode of the Consumer Insights Podcast, Thor is joined by Rogier Verhulst, Head of Market Research at LinkedIn and author of The Business of Marketing Research.

What’s the difference between an insights professional and a consumer? Context. Sometimes a fresh perspective and a reminder of our common humanity are all we need. In this episode of the Consumer Insights Podcast, Thor is joined by Priscilla McKinney, CEO at Little Bird Marketing.

Insights come in all shapes and sizes. Whether they’re big, small, or somewhere in between, there’s one thing that doesn’t change: the fundamental value they bring to businesses. What matters most are the outcomes they lead to and how they help to align organizations to move together in the right direction. In this episode of The Consumer Insights Podcast, Thor is joined by Greg Ambrose, Vice President of Consumer Marketing at Cineplex.

“When you’re telling data stories, you’re affecting people’s lives.” Data is generated constantly in today’s digital world. But to truly get value from that data, it needs to be turned into actionable insights that foster meaningful engagements with both stakeholders and consumers. In this episode of the Consumer Insights Podcast, Thor is joined by Gilad Barash, VP of Analytics at Dstillery.

You’re probably familiar with the idea of a “win-win” outcome, but what about a “win-win-win” outcome? Market and consumer insights play a central role in ensuring that consumers, retailers, and brands all win. In this episode of the Consumer Insights Podcast, Thor is joined by Emilia Simonin, Head of Global Market Intelligence at Moët Hennessy.

How easily can you see the point of view of other people? Empathy is critical to both society and business, and it often requires us to dig deeper — to not just ask “why”, but to truly understand “why”. It’s a tall order, and luckily Rob Volpe, CEO of Ignite 360 and author of “Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time”, is here to help. In this episode of the Consumer Insights Podcast, Rob joins Thor to discuss how empathy can unlock deeper insights and help to create more meaningful stories.

Knowledge is power – that’s never changed. But the way to use that power has. Gone are the days where insights should be locked in a vault. Today, it’s essential to democratize insights for stronger relationships with your stakeholders and consumers. In this episode of the Consumer Insights Podcast, Thor is joined by Jorge Calvachi, Director of Insights at La-Z-Boy Incorporated, who shares how insights leaders today can create more consumer-centric cultures.

You’re not just competing with other brands for consumers’ attention anymore. And the windows of opportunity to capture their attention are shorter than ever. In this episode of the Consumer Insights Podcast, Thor is joined by Dennis Wakabayashi, Chief Collaboration Officer at Team Wakabayashi.

Strong brands build communities around their products; iconic brands build products for communities. But how do you identify and understand those communities? Social intelligence is a powerful tool to gain an understanding of your consumers that’s otherwise difficult to achieve through traditional research methods, and AI can help you make sense of it efficiently. In this episode of The Consumer Insights Podcast, Thor is joined by Andi Govindia, CEO & Co-Founder of Riviter.

How do you turn consumer-centric vision into impact? And more importantly, how do you build a consumer-centric culture for the whole organization, especially when you’re working with limited resources? The right priorities, an open mind, a clear road map, and an appreciation for nuance can go a long way. In this episode of The Consumer Insights Podcast, Thor is joined by Ashley Hopkins, Head of Brand Strategy and Product Marketing at Wayfair.

Are you actually solving your consumers’ problems? Or are you just solving the problems you think you should be solving? Impactful insights need context, and in order to create that context, you need to stay close to your consumers. In this episode of The Consumer Insights Podcast, Thor is joined by Hemant Mehta, an author, advisor, mentor, farmer, entrepreneur, and former Managing Director of the Insights division, as well as Chief Strategy Officer for South Asia, at Kantar.

Organizations exist because they solve problems for people. And solving those problems requires a deep understanding of the underlying needs, as well as the ability to translate them into business impact. Achieving this outcome requires a multitude of factors working together in harmony – and insights are the bridge that connects everything together. In this episode of The Consumer Insights Podcast, Thor is joined by Märta Eriksson, Senior Manager of Consumer Insights and Analytics at Marshall Group.

Welcome to The Consumer Insights Podcast. Every episode, we speak with an insights leader from one of the world’s leading brands to hear how they’re integrating consumer insights into strategy to move the business forward.

Data can point you to an opportunity, but it can’t tell you how to approach it. That’s where insight comes in. Uncovering that deeper “why” is what enables you to uncover a problem, identify an opportunity for growth, or drive category disruption. However, to drive business impact, interesting isn’t enough. In this episode of The Consumer Insights Podcast, Thor is joined by Elizabeth Oates, Senior Director of Consumer Insights at Ulta Beauty, who shares how to transform interesting insights into impactful ones.

In this episode of The Consumer Insights Podcast, Thor is joined by Mike Bartels, Senior Director of Enterprise Research at Tobii. They discuss how eye tracking can play a powerful role in generating real-world insights that fuel innovation and competitive advantage.

Big players in market research today seem to be losing control of the space as new businesses emerge with innovative solutions. But it's no longer about being bigger, faster, and less expensive. Artificial intelligence, machine learning, new data sources, and analytics tools all have the potential to open up unique insights and opportunities for development. In this episode of The Consumer Insights Podcast, Thor is joined by Yogesh Chavda, Head of Insights at WSAudiology and Founder of Y2S Consulting.

Nielsen research estimates 85% of new CPG product launches fail within a year of launch. To avoid this, businesses need to ensure every innovation is grounded in insights. By doing so, and positioning insights as a strategic function rather than a service function, organizations can achieve long-term and sustainable growth. In this episode of The Consumer Insights Podcast, Thor is joined by Edwin Taborda, Global Head of Insights at Electrolux.

True consumer insights are rare. To uncover them, you need a combination of logic, intuition, and expertise, as well as the determination to separate bias from truth. Leveraging multiple techniques and new technologies can help you triangulate to true insights that will lead to better decisions and propel the business forward.

In order to succeed, brands need to transform us, as well as the world we live in. And insights are essential to doing that in a meaningful way. In this episode of The Consumer Insights Podcast, Thor is joined by Dr. Emmanuel Probst, Global Lead: Brand Thought-Leadership at Ipsos and Wall Street Journal best-selling author.

A single insight can serve as a springboard to a wealth of ideas. However, not all insights are created equal. To generate impactful insights, you need to take a holistic approach. In this episode of The Consumer Insights Podcast, Thor is joined by Kristof De Wulf, Co-Founder & CEO of InSites Consulting.

The interfaces between insights teams and businesses are ever-evolving. But what role should artificial intelligence play in those dynamics? As an insights professional, you need to continue on a path of learning, relearning, and unlearning in order to stay relevant and to stay ahead. In this episode of The Consumer Insights Podcast, Thor is joined by Bhaskar Roy, Client Partner, APAC at Fractal.

We’re surrounded by insights, both in and outside of work — it’s just a matter of knowing where to look for them. But once identified, how do you turn those insights into concrete action? And how can you ensure that those actions fuel growth?

In this episode of the Consumer Insights Podcast, Thor is joined by Humayun Rashid, Consumer Insights Director at Microsoft.

They cover:

• Why the ability to fuel growth is what defines insights in a commercial context
• The importance of a holistic understanding of consumer sentiment
• Why market researchers need to be streetwise
• Why it’s essential to get the right respondents
• What to consider when implementing a Concept Value Testing Program
• What to consider when relocating to a different country for work
• The growth opportunities of a global insights career
• The advantages and disadvantage of hybrid insights work
• How to cultivate psychological safety on your team
• Why it’s important to challenge the power dynamics in market research
• The opportunities on the horizon for insights professionals

If you’re interested in learning more about how insights can fuel commercial, professional, and personal growth, tune into this episode of the Consumer Insights Podcast.

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What could you do with live, actionable insights directly from your audience at the very moment they see your content?

Technology today makes it possible to gather, analyze and implement viewer feedback in real time, and these methodologies have the potential to bring greater depth and granularity to audience insights.

We spoke with Steve Mushkin, Founder of Latitude about his decades of experience in audience and content research to learn more about how brands can use cutting-edge technology to deepen customer understanding and increase business impact.

Join us as we discuss:

• The difference between tactical and fundamental insights and how to leverage each
• Developing a high-level vision to guide team and individual decisions and innovation
• Building a powerful experience for your audience as the attention economy evolves
• The evolution of content research — and what it means for brands today

Personalization is the key to business success in digital and physical realms across B2B and B2C. But not all types of personalization are useful.

Jennie Lewis, Senior Manager, Customer Insights at Airship specializes in mobile experience and personalization. She shares why insights need to be translatable to stakeholders, actionable, and in the marketing realm, personalized and segmented. Jennie also illustrates how to take the sea of data available and put it to work for your company and customers.

Join us as we discuss:

• Importance of personalization and tapping into direct customer insights to fuel success
• Building a customer engagement strategy tailored to your business’s digital and physical presence
• Realistic personalization strategies to deliver the ultimate customer experience
• The building blocks of effective mobile experience personalization

If insights don’t translate to action and impact, do they really matter?

On this episode, we speak with Rachel Pruitt, Director of Enterprise Insights Capabilities at Target about her passion for transforming data in a way that empowers people and business alike. You probably already have a lot of the skills you need to drive more impact; it’s just about applying them in new ways.

Join us as we discuss:

• Why you should stop sharing everything and what to do instead
• The benefits of applying your research skills to your relationships with internal business partners
• Critical role of relationships within your organization, and how they lead to action
• What makes up the DNA of a successful insights team

Quantitative data alone is not sufficient for informing successful business decisions. Dr. Daron Sharps, Researcher at Pinterest, says the best research she’s seen involves the rigorous integration of multiple methodologies and that great qualitative research can be the catalyst that takes quantitative data to its highest, most useful form.

Pulling from her expertise in psychology and human behavior, Daron shares how embracing multi-methodology can be what separates a short-lived insight from an enduring one.

Join us as we discuss:

• How understanding psychology empowers better decision-making
• Three vital research principles to optimize your insights strategy
• Critical components for making up the DNA of a successful insights team

Building brand loyalty is a team effort. But how do you get the whole team on board? And how do you make sure that everyone is rowing in the right direction?

To achieve this, it’s necessary to ask the right questions, dig deeper into the true meaning of loyalty, and pay attention to the post-purchase experience. In this episode, Uzma Rauf, Founder and CEO at Khatanalytics shares her expertise on how to engineer brand loyalty for long-term success.

Join us as we discuss:

• Why customer retention should be a priority for organizations
• Understanding loyalty as a scientific process that goes beyond repurchase
• Do’s and don’ts when using ChatGPT as a research tool

Join our community of brilliant insights professionals!

A successful advertising campaign is determined by its impact on consumer behavior. But how can you best measure that impact?

Dr. Jonathan Stringfield, VP, Global Business Research and Marketing at Activision Blizzard, explores this question through innovations in attention measurement. With deep insights experience from the worlds of tech, media, and entertainment, he also highlights how the gaming ecosystem —with over 3.5 billion users— is a key space for insights professionals to learn from.

We discuss:

• The importance of integrating messy human factors into decision-making
• The need to understand the underlying principles of AI and other technologies to avoid blindly relying on them
• Why honing communication and soft skills can help you unlock your full potential as an insights professional

Check out Dr. Jonathan Stringfield’s book, ‘Get In The Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies', and join our community of brilliant insights professionals!

2023 has been another year filled with valuable, thought-provoking, and insightful conversations on The Consumer Insights Podcast. Each guest brought their own unique perspective, sharing some of their best stories, advice, and experiences.

In this special edition Year in Review episode, host Thor Olof Philogène, revisits some of the brightest gems from the podcast this year.

Join us as we recall some of the invaluable insights shared on the podcast this year, and stay tuned for Part 2!

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.

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

“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 GenAI
• Why the trend of feedback overload should be on your radar + how to prevent it
• How the emerging area of emography can add depth and richness to insights work

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-making
• The power of taking a “MythBusters” approach to insights work
• Strategies to tackle analysis paralysis and unlock powerful insights

“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 innovation
• How to differentiate problems from opportunities—and how it drastically changes the approach you should take
• The importance of building empathy inside the organization to create context-sensitive solutions

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 life
• The importance of being a storyteller rather than just a “data-teller"
• Methods for leveraging emerging technologies like AI in insights 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.

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 mindset
• Best practices + what to watch out for when working with insights from a strategic perspective 
• The potential impacts of generative AI in the Insights world

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 center
• Practical strategies for building brand trust with consumers
• What early adopters can teach us about GenAI's impacts on consumer behavior

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 organizations
• The importance of continuous education in the insights industry, whether formal or informal, to upskill and scale. 

“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 portfolios
• The importance of leveraging existing knowledge to drive commission better research
• Why business performance analytics should be priority #1 for insights teams

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 process
• The 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.

“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 behavior
• Why insights professionals need to go beyond demographics and have a grasp of generational differences and the challenges they pose
• The importance of being open, curious, and brave in the insights industry

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.

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.

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 resources
• The power of understanding all consumer demographics to maximize market potential and enhance engagement.

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.

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 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.

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 ever
• Broader implications of AI in the insights industry
• The importance of starting every project with commercial impact in focus

Is data the new oil?

In this episode, we welcome Dan Foreman, insights entrepreneur and former president of ESOMAR, who shares his thoughts on what makes data, and by extension insights professionals, so important in today’s world.

We also discuss: 

• How the insights industry would look if it were built today
• Why data is so valuable
• The importance of spending time outside the insights space 
• How to use a data curation approach to build customer affinity

Insights are nuggets of truth about the world or ourselves.

But truth alone doesn’t drive change. The real challenge is communicating how and why things can improve based on those findings.

In this episode, we’re joined by Patrick Alcantara, Strategic Customer Insights Lead (UK & Ireland) at AXA, one of the world’s largest insurers. Patrick talks about the importance of communicating insights effectively to influence minds at all levels of business and inspire meaningful change.

We also cover:

• Why the best insights come from combining technical expertise with emotional intelligence.
• How to tailor insights to your audience’s specific needs to overcome resistance and gain buy-in.
• The importance of blending data-driven analysis with compelling storytelling to engage and persuade stakeholders.

It’s well-known that insights can offer companies competitive advantage – but what about collaborative advantage?

In this episode, Maryellen Mantyla, Consumer Insights Manager at Eastman, explores the business potential of sharing insights externally. She offers strategies for presenting them effectively to partners, customers, and stakeholders across the value chain, demonstrating how open, well-communicated insights can elevate a company’s impact and relevance in the industry.

We also discuss: 

• Maryellen’s approach to insights, based on a multi-layered analysis.
• The importance of clear and attractive visualization of insights to compel diverse audiences.
• Why insights professionals need to resist the urge to soften findings—and present the full story instead.

In this special episode, Thor is joined by Ross Dempsey, Director of Insight Engagement Services at Stravito and former head of Burberry’s award-winning insights engagement program. They explore the year’s standout themes, tapping into the lessons that shaped 2024, as well as the priorities insights professionals need to focus on for the year to come.

Listen to the end for an exciting announcement about what the podcast has in-store for 2025.

Welcome to the Insighter’s Club.

In this new chapter of the Consumer Insights Podcast, we’ll be digging even deeper into the big questions on the minds of insights leaders today. Join host Ross Dempsey as he speaks with a wide range of leaders, innovators and disruptors from across the insights space.

Tune in for a sneak peek of what’s ahead, and be sure to subscribe to the Insighter’s Club newsletter for exclusive content you won’t want to miss.

The future may be uncertain, but your business strategy doesn’t have to be. The secret? Stop predicting and start preparing.  

In this episode, Jennifer Brace, Chief Futurist at Ford Motor Company, challenges the way insight professionals think about data, foresights, and the future. She explains the importance of broadening the scope of long-term planning to include external signals, consumer reactions, and macro factors like climate change.

We also discuss:

• Why consumers struggle to predict their own behavior.
• The STEEP framework.
• How AI adoption hinges more on public acceptance than tech capabilities.

Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox

Insights are no longer just about analyzing data and observations in isolation; they need to be framed within a broader narrative that aligns sales, marketing, and other stakeholders with a truly shared strategic agenda.

In this episode, Cristina Marinucci, Global VP, Growth & Omni Commercial Insights at Mondelēz International, explains why it’s essential to take a more holistic approach to insights in today’s market. She advocates for a unified, category-first strategy that drives the triple win: benefiting brands, retailers, and shoppers alike.

We also explore:

• The risks of siloed insights and how to create a cohesive strategy.
• Why category-first thinking unlocks growth for brands and retailers alike.
• How diverse career experiences can help you become a stronger, more adaptive insights leader.

Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.

Insights are only as powerful as the action they inspire. 

In this episode, we are joined by Will Osborn, Service and Org Design Director & Head of Service Design at frog, part of Capgemini Invent, as he discusses why insights fail and what the industry needs to do differently. Will shares candid takes on blind spots in insights, why context is more critical than data, and why waiting for the perfect tech solution is a mistake.

We also discuss:

• The evergreen challenge of silo syndrome. 
• How great storytelling makes data impossible to ignore.
• Why research on its own isn’t enough.

Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.

AI is transforming how insights are gathered and applied, allowing researchers to scale qualitative research, detect fraud, and deliver high-impact findings faster than ever. But what does this mean for the future of insight professionals?

In this episode, Alfred Wahlforss, CEO & Co-founder at Listen Labs, explores how AI-powered qualitative research enhances traditional methods by improving scale, reducing fraudulent responses, and delivering more actionable insights without sacrificing depth.

We explore:

• The biggest challenges in traditional research and how AI addresses them.
• How AI can screen participants, detect fraud, and improve qualitative depth.
• The shift from large, static reports to concise, high-impact insights.
• How outlier perspectives can unlock unexpected breakthroughs.
• The future of insight professionals in an AI-driven world.

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People remember stories. They share stories. They act on stories. But no one remembers 120 slides of data.

In this special unscripted episode, journalist-turned-consultant and Founder at EveryRung, Grant Feller joins Ross to explore how insights teams can adopt a newsroom mindset, build narratives that stick, and make their work not just memorable, but actionable.

We also cover:

• The #1 reason insights fail to influence decisions (hint: it’s not the quality of the data).
• Why shrinking attention spans demand new formats for insight delivery.
• Practical strategies to make insights consumable, shareable, and impossible to ignore.

Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.

How much of your time goes into doing the research, and how much into communicating it? If driving impact is the goal, the communication side might deserve more of the spotlight.

In this episode, Matt Roberts, VP of Business Intelligence at Formula E, shares lessons from 25 years of leading insights at organizations like Formula 1, Sky Sports, and ESPN. He explores why the real work begins after the research itself has ended, and why communication, not complexity, is the key to lasting influence in the insights industry. 

We also discuss:

• The importance of tailoring communication for different stakeholder types.
• Why delivery is just the beginning of the insight lifecycle.
• What a healthy, high-impact insights culture looks like + how to start building one.

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If yIf you’re looking at a problem from your customers’ point-of-view and your competitors are looking at those problems from their own point-of-view, then you’ve got a breakthrough. And if you’ve got a breakthrough, you’ve got an advantage. And that’s just one of the reasons why insights are so important. In this episode of the Consumer Insights Podcast, Thor is joined by Dr. Graham Kenny, Managing Director at Strategic Factors, renowned author, and regular Harvard Business Review contributor.

Who will your consumers be 10 years from now? How will they change? How will they stay the same? Answering these questions isn’t easy, but combining insight, foresight, and empathy can take you a long way – no crystal ball needed. In this episode of The Consumer Insights Podcast, Thor is joined by Kerry-Ellen Schwartz, Director of Consumer Insights - Predictive Intelligence & Platform Innovation at PepsiCo Foods North America.

Are you paying attention to who your customers are? Or are you only paying attention to what they are? While demographics have a purpose, they can’t give you a deep understanding of what really drives people. And that’s where the role of values comes in. In this episode of The Consumer Insights Podcast, Thor is joined by human values expert David Allison, Founder of Valuegraphics and author of The Death of Demographics and We Are All the Same Age Now.

The only thing certain is change. From evolving trends to market landscapes, everything is dynamic. The ability to adapt to changing circumstances is a major factor in determining a company's long-term success. And that’s why market research is essential in order to keep up with trends and make more informed decisions. In this episode of The Consumer Insights Podcast, Thor is joined by Annie Pettit, Chief Research Officer, NA, at E2E Research Services.

Change is a constant in the world of insights. Advances in technology have transformed and continue to transform methodologies, data collection, analysis, and application of insights. But one thing that hasn’t changed are the fundamental questions you need to answer. To set yourself, your team, and your organization up for success, you need to ensure that you’re asking the right questions to connect with consumers and move the business forward. In this episode of The Consumer Insights Podcast, Thor is joined by Joanna Dumont, VP of Strategy, Insights, and Innovation at Danone.

Working with consumer insights is both an art and a science, no matter what vertical you’re in. But the most skilled insights professionals take it a step further; they make it look like magic. In this episode of The Consumer Insights Podcast, Thor is joined by Laura Eddy, VP, of Research and Insights at Realtor.com.

The only thing certain is change – even more so in today’s current macro climate. And that’s why there’s never been a greater need for data and insights professionals to help business leaders understand how to prepare and react. But to achieve this, it’s essential to build meaningful connections and to truly dig deep into what matters to stakeholders and customers. In this episode of the Consumer Insights Podcast, Thor is joined by Dan Kellett, Chief Data Officer at Capital One.

Not all data leads to insights, and not all insights make an impact. The deciding factor is the human touch. Uncovering the nuggets of truth that lead to deeper understanding and better decisions requires human expertise, empathy, thoughtful questions, and a willingness to listen. In this episode of the Consumer Insights Podcast, Thor is joined by Nikki Lavoie, EVP of Global Experience Strategy at Savanta.

How do you balance agility and precision when making insights-led decisions? And how can you walk that line while learning to do more with less? There are no easy answers. But living in today’s world of probabilities, it’s essential for insights leaders to stay close to their consumers, their stakeholders, and most importantly, to not be afraid of taking calculated risks. In this episode of the Consumer Insights Podcast, Thor is joined by Anup Pradhan, VP - Head, User Research, Insights, and Behavior Science at Swiggy.

Research is a creative art, but inefficiency can prevent that creativity from blossoming. In order to make time for the brainpower that leads to business impact, it’s essential to prioritize efficiency in your approach to insights work. In this first-ever live episode of The Consumer Insights Podcast recorded at IIeX North America 2023, Thor is joined by Miranda Patton, Director of Strategic Insights at AT&T.

Understanding the exact wants, needs, and desires of consumers is one of the hardest tasks in business. By mixing quantitative and qualitative data with human understanding, organizations can identify meaningful insights that present big opportunities to accelerate business growth. In this episode of The Consumer Insights Podcast, Thor is joined by Kyle Papanikolas, Global Insights Sr Director at McDonald’s.