The Insighter's Club Podcast

“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 innovationHow to differentiate problems from opportunities—and how it drastically changes the approach you should takeThe importance of building empathy inside the organization to create context-sensitive solutions

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-makingThe power of taking a “MythBusters” approach to insights workStrategies to tackle analysis paralysis and unlock powerful insights

“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 GenAIWhy the trend of feedback overload should be on your radar + how to prevent itHow the emerging area of emography can add depth and richness to insights work

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

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.

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!

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-makingThe need to understand the underlying principles of AI and other technologies to avoid blindly relying on themWhy 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!

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 organizationsUnderstanding loyalty as a scientific process that goes beyond repurchaseDo’s and don’ts when using ChatGPT as a research toolJoin our community of brilliant insights professionals!

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-makingThree vital research principles to optimize your insights strategyCritical components for making up the DNA of a successful insights team

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 insteadThe benefits of applying your research skills to your relationships with internal business partnersCritical role of relationships within your organization, and how they lead to actionWhat makes up the DNA of a successful insights team