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113. How insights leaders can turn research into real business action (straight from a pro)
Feb 5, 2025
Elizabeth Oates, former VP of Consumer Insights at Ulta Beauty and author of "More Than Just Interesting," shares her insights on transforming research into meaningful business actions. She discusses the crucial skills insights professionals need today and emphasizes the importance of consumer centricity in driving successful strategies. Oates also argues that AI won't replace researchers but will enhance their roles. Listeners are treated to personal anecdotes about brand loyalty and the emotional connections driving consumer behavior.
28:54
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Quick takeaways
- Insights professionals must prioritize consumer understanding and proactive decision-making to drive meaningful business impact rather than just being interesting.
- Developing effective partnerships and engaging in proactive planning are critical skills that enhance the alignment of insights with business objectives.
Deep dives
The Journey of Writing a Book
The author discusses the motivation behind writing 'More Than Just Interesting', emphasizing the need for insights professionals to be impactful rather than merely interesting. The book originated from successful presentations where she advocated for a proactive approach in driving business decisions based on consumer insights. Her writing experience began during a vacation in January 2020, but it faced significant delays due to the pandemic. Nevertheless, by committing to write consistently, even in small increments, she completed the book and published it despite the challenges.
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