The Insighter's Club 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

Personalization is the key to business success in digital and physical realms across B2B and B2C. But not all types of personalization are useful. Jennie Lewis, Senior Manager, Customer Insights at Airship specializes in mobile experience and personalization. She shares why insights need to be translatable to stakeholders, actionable, and in the marketing realm, personalized and segmented. Jennie also illustrates how to take the sea of data available and put it to work for your company and customers.Join us as we discuss:Importance of personalization and tapping into direct customer insights to fuel successBuilding a customer engagement strategy tailored to your business’s digital and physical presenceRealistic personalization strategies to deliver the ultimate customer experienceThe building blocks of effective mobile experience personalization

What could you do with live, actionable insights directly from your audience at the very moment they see your content?Technology today makes it possible to gather, analyze and implement viewer feedback in real time, and these methodologies have the potential to bring greater depth and granularity to audience insights.We spoke with Steve Mushkin, Founder of Latitude about his decades of experience in audience and content research to learn more about how brands can use cutting-edge technology to deepen customer understanding and increase business impact.Join us as we discuss:The difference between tactical and fundamental insights and how to leverage eachDeveloping a high-level vision to guide team and individual decisions and innovationBuilding a powerful experience for your audience as the attention economy evolvesThe evolution of content research — and what it means for brands today

We’re surrounded by insights, both in and outside of work — it’s just a matter of knowing where to look for them. But once identified, how do you turn those insights into concrete action? And how can you ensure that those actions fuel growth?In this episode of the Consumer Insights Podcast, Thor is joined by Humayun Rashid, Consumer Insights Director at Microsoft. They cover: Why the ability to fuel growth is what defines insights in a commercial contextThe importance of a holistic understanding of consumer sentimentWhy market researchers need to be streetwiseWhy it’s essential to get the right respondentsWhat to consider when implementing a Concept Value Testing ProgramWhat to consider when relocating to a different country for workThe growth opportunities of a global insights careerThe advantages and disadvantage of hybrid insights workHow to cultivate psychological safety on your teamWhy it’s important to challenge the power dynamics in market researchThe opportunities on the horizon for insights professionalsIf you’re interested in learning more about how insights can fuel commercial, professional, and personal growth, tune into this episode of the Consumer Insights Podcast.Rate & Review The Consumer Insights Podcast:Apple https://apple.co/3tX0VX1Spotify https://spoti.fi/3QhkNNUbCast: https://consumerinsightspodcast.comRSS: https://bit.ly/3NToIPfAnd connect with Humayun here:LinkedIn: https://www.linkedin.com/in/humayunr/Website: https://www.microsoft.com/

Organizations exist because they solve problems for people. And solving those problems requires a deep understanding of the underlying needs, as well as the ability to translate them into business impact. Achieving this outcome requires a multitude of factors working together in harmony – and insights are the bridge that connects everything together. In this episode of The Consumer Insights Podcast, Thor is joined by Märta Eriksson, Senior Manager of Consumer Insights and Analytics at Marshall Group.

True consumer insights are rare. To uncover them, you need a combination of logic, intuition, and expertise, as well as the determination to separate bias from truth. Leveraging multiple techniques and new technologies can help you triangulate to true insights that will lead to better decisions and propel the business forward.