The Insighter's Club Podcast

As AI becomes more embedded in decision-making, insight teams face the quiet but urgent challenge of keeping up with tech while proving their strategic value across the business.In this episode, Febronia Ruocco, Global Strategic Insights & Analytics Director, returns to the show to share how the role of insight is evolving in the current AI era. She makes the case for decoupling insight from its traditional marketing home and positioning it as an independent, commercially focused function that partners across the organization. We also cover:How to balance AI-enabled speed with strategic depthWhy tailoring your message to each stakeholder makes the differenceThe risks of relying too heavily on generative AIHow bold insight leadership can influence commercial outcomesJoin The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox

What if the voice of the customer mindset is holding you back?In this episode, Nick Graham, Founder of Vertemis, and former senior insights leader at companies like PepsiCo and Mondelēz, draws on his 20+ years of experience turning insights into business impact. He breaks down why research often fails to land and what shifts you can make to more effectively drive influence.We also discuss:Why great research doesn’t always equal impactful researchThe importance of starting with the business problemThe value of storytelling and meaningful stakeholder relationshipsHow AI is reshaping insights workJoin The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox

The most valuable research doesn’t always come from large sample sizes, but from the ability to surface patterns, stories, and moments of clarity.In this episode, Lisa Payne, Global Director of UX Research at Condé Nast, explores how qualitative insights, often overlooked or undervalued, can serve as a critical driver of strategic clarity. She shares how human stories, when surfaced and scaled effectively, can move beyond anecdote to influence decisions at the highest levels.We also discuss:How to scale human stories using video and verbatim.Strategies for connecting insight teams and unifying research outputs.What “intent-first thinking” looks like in practice.The importance of embedding insights into decision-making at every level, including the C-suite.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.

Sound hits the brain faster than sight. Yet most brands focus almost exclusively on their visual identity, neglecting their sonic identity and all its growth potential.In this episode, we are joined by George Holliday and Luke Moseley, founders of Hear Me Out. Together, they explore why sound is one of the most overlooked (and powerful)  tools in brand strategy despite being one of the fastest ways to create emotional connections and boost ROI. We also discuss:How brands boost their ROI by 24% using just two seconds of sound.Why your audience hears your brand before they ever see it.The $150,000 mistake brands make with social media audio.How to make your audience feel something in under three seconds.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.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.

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.

In this conversation, Alfred Wahlforss, CEO & Co-founder at Listen Labs, shares his insights on the innovative use of AI in qualitative research. He discusses how AI enhances traditional methods by increasing scale, reducing fraud, and delivering actionable insights quickly. Alfred emphasizes the shift from lengthy reports to concise, impactful findings, and the value of outlier perspectives in generating breakthroughs. He also explores the evolving role of insight professionals in an AI-driven landscape, highlighting the challenges and opportunities that lie ahead.

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.

Cristina Marinucci, Global VP at Mondelēz International, shares her expertise in harnessing insights for brand growth. She emphasizes the importance of a holistic strategy that unites insights across sales and marketing. Cristina advocates for a 'triple win' approach, benefiting brands, retailers, and shoppers. The conversation also delves into leveraging AI for decision-making and the power of diverse career experiences in shaping adaptive leaders. Curiosity is highlighted as essential for embarking on new opportunities and fostering continuous growth.

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