The Insighter's Club Podcast

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.

Research is a creative art, but inefficiency can prevent that creativity from blossoming. In order to make time for the brainpower that leads to business impact, it’s essential to prioritize efficiency in your approach to insights work. In this first-ever live episode of The Consumer Insights Podcast recorded at IIeX North America 2023, Thor is joined by Miranda Patton, Director of Strategic Insights at AT&T.

You’re probably familiar with the idea of a “win-win” outcome, but what about a “win-win-win” outcome? Market and consumer insights play a central role in ensuring that consumers, retailers, and brands all win. In this episode of the Consumer Insights Podcast, Thor is joined by Emilia Simonin, Head of Global Market Intelligence at Moët Hennessy.

What are the differences between B2B and B2C insights? And what can these two areas learn from each other? While group dynamics can add layers of complexity to B2B insights work, it all comes down to people at the end of the day. In this episode of The Consumer Insights Podcast, Thor is joined by Tzachi Ben-Sasson, Head of Global Voice of the Customer at Amdocs.

Strong brands build communities around their products; iconic brands build products for communities. But how do you identify and understand those communities? Social intelligence is a powerful tool to gain an understanding of your consumers that’s otherwise difficult to achieve through traditional research methods, and AI can help you make sense of it efficiently. In this episode of The Consumer Insights Podcast, Thor is joined by Andi Govindia, CEO & Co-Founder of Riviter.

Who will your consumers be 10 years from now? How will they change? How will they stay the same? Answering these questions isn’t easy, but combining insight, foresight, and empathy can take you a long way – no crystal ball needed. In this episode of The Consumer Insights Podcast, Thor is joined by Kerry-Ellen Schwartz, Director of Consumer Insights - Predictive Intelligence & Platform Innovation at PepsiCo Foods North America.

Are you actually solving your consumers’ problems? Or are you just solving the problems you think you should be solving? Impactful insights need context, and in order to create that context, you need to stay close to your consumers. In this episode of The Consumer Insights Podcast, Thor is joined by Hemant Mehta, an author, advisor, mentor, farmer, entrepreneur, and former Managing Director of the Insights division, as well as Chief Strategy Officer for South Asia, at Kantar.