The Insighter's Club Podcast

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.

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.

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.

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.

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 todayWhy data is so valuableThe importance of spending time outside the insights space How to use a data curation approach to build customer affinity

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.

Victoria Gnatoka, Customer Experience Product Manager at Expedia Group, reveals her expertise in transforming unstructured data into actionable insights. She highlights that by next year, a staggering 70-80% of data will be unstructured. Victoria shares strategies for leveraging an omni-channel approach, ensuring data integration for a holistic customer understanding. She stresses the importance of focusing on high-impact insights to combat data overload, and discusses the challenges and necessities in effectively processing this data to enhance customer experiences.

Bipul Markan, Head of Research and Insights MENA at Assembly Global, shares his 14+ years of experience in consumer insights. He emphasizes the need for insights professionals to broaden their skills and embrace new tools. The discussion highlights the transformative role of synthetic data in market research, offering innovative opportunities for experimentation. Bipul also stresses the critical importance of advanced analytics and the necessity for adaptation in understanding evolving consumer behaviors, fostering a culture of innovation within teams.

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.