Paul Thomas
Works at Suntory Global Spirits and is considered 'the king of insights' by the host. He advocates for marketers to observe consumer behavior in real-world settings.
Best podcasts with Paul Thomas
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May 15, 2025 • 38min
098 | Paul Thomas | Good vs. Bad Market Research: From Bars to Boardrooms | Suntory Global Spirits
Paul Thomas, the 'king of insights' at Suntory Global Spirits, returns to share his expertise on understanding consumer behavior beyond just data. He emphasizes observing products in real environments rather than from marketing cold spots. The discussion covers the shift to occasion-based marketing and critiques the research industry's fast and cheap methodologies that undermine quality. Paul advocates for a balance of qualitative and quantitative research, stressing the importance of curiosity in developing effective brand strategies and enhancing consumer engagement.
Oct 17, 2023 • 1h 1min
030 | The Future of Insights is sitting at the bar | with Paul Thomas, Global Insight Director at Beam Suntory (London, UK).
Global Insight Director at Beam Suntory, Paul Thomas, discusses the future of insights in the drinks industry, focusing on engaging with bartenders, avoiding trend-chasing, understanding Gen Z, and the importance of localization and brand storytelling. The conversation also explores innovation, targeting demographics, authentic branding, and adapting products for global markets.
