Dig In

“Why is there a desire to reframe business growth?”This week Nick Graham, Global Head of Insight of Mondelez, joins guest host Michael Edwards, Co-Founder and Chief Growth Officer of Dig Insights, to discuss reframing new business growth, changing the view on specific product categories, and shifting the way of doing innovative research.In this episode we discuss:How to reframe new business growth in a category mindset industryBenefits and challenges of changing the perspective lens on the category that companies operates inHow the shift in mindset has affected how Mondelez does innovative researchHow reframing can open up new opportunities in terms of the product (ex: wrapping of chocolates represent gift giving)The impressive career path with companies like PepsiCo and Unilever that brought Nick to Mondelez----------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

"In an increasingly crowded space, how do you build successful D2C brand?"In this weeks episode of Dig In Meagan is joined by Kyle Widrick, CEO, Win Brands Group to talk all things D2C, brand building, and entrepreneurship.Listen in to hear about:- Amazon v Shopify, and which platform works when- Being a category leader- The phases of D2C growth----------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

"How can we reinvent old school PR so that it is both fun and effective?"Amanda Alvaro, President and Co-Founder of Pomp & Circumstance, joins guest host Paul Gaudette, CEO of Dig Insights, to bust some myths about PR, talk creativity, and discuss what makes a campaign effective.In this episode we cover:- How brands are stretching marketing dollars with launch events- How to know if a creative campaign will be effective- How PR is so much more than a press release----------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite 

"How can you build customer loyalty?"Lia Grimberg, Principal and Consultant at Radicle Loyalty and Marcie Connan, EVP at Dig Insights, join Meagan this week to talk about Canadian Tire paper money, the Prime examples of loyalty programs, all things customer loyalty. In this episode we cover:How to encourage customer behaviour through loyalty programsWhat customers value from brandsThe consumer experience of loyalty programs----------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

Joanna Lepore, Global Foresight Director at McDonald's and host of Looking Outside, shares insights into using foresight for strategic planning, the difference between insight and foresight, and how historical and emerging data can be utilized together. She emphasizes the significance of foresight in marketing and highlights collaboration with data science teams on generative AI. Additionally, she explores the overlap between foresight and other teams like risk management and corporate strategy.

"How do you make a global brand work in hyper localized markets?" Sarah Soteroff, Sr PR Manager (US & Canada) at Too Good To Go joins us this week to talk about the food waste revolution, hyper localized comms, and bringing a European concept into a North American market.In this episode Sarah tells us about:Educating consumers on food waste via promoting cost savingsWorking across B2B and B2CHow motivations for purchase differ between geographies--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

The founders of Dig In discuss the benefits of working with agencies and consultancies for high-quality research outcomes. They explore the relevance of experts in data analytics research and the changing perception of expertise in market research. They also discuss the pitfalls of segmentation research and the differences between DIY and custom research. The importance of asking the right questions and structuring data properly is emphasized.

To understand what our latest Dig In guest does, you just need to read her LinkedIn description: “I am obsessed with what's in your trolley and why!”. Ella Jackson is a category insight expert. After spending a decade at FMCG/CPG giants like Unilever and Mars, Ella started her own business. She spends her time working with brands that need to better understand their category and effectively sell their products into retailers. In this episode, Ella talks about her work and how she creates an impactful sell story for these clients. Tune in to learn about: Best practices for companies, both large and small, when trying to sell into retailers How to adapt a sell story depending on the size and stage of your business Lessons learned from her experience at companies like Unilever and Mars How to approach the balance between digital and in-person data Tune in wherever you get your podcasts and don’t forget to subscribe to Dig In for more inspiring insights stories.--------------Connect with Ella on LinkedIn and check out May Insight's website.Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

This week, we had the pleasure of chatting with Febronia Ruocco about what it means to be an effective and empathetic leader in insights. Febronia has spent 20 years working in insights at and for some of the most well-known and well-respected global brands. In this episode, she shared her experience consulting with established enterprise organizations in food & beverage and consumer packaged goods more generally.Tune in to learn more about: • Febronia’s career journey from learning languages to marketing to consumer insights • How her experience across multiple industries helps her stay flexible in every project • What being an empathetic leader means for her and how to be a “heavy-hitter” • What Febronia loves about her mentorship work and her advice for researchers looking to up their game Listen to the full episode now on our podcast, available on all major platforms.--------------Connect with Febronia on LinkedIn.Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, VP Marketing at Dig Insights, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

Guest Patrick Lambert, VP of Customer Experience at ResTech, discusses pain points for stakeholders, determining the success of a restech platform, and predictions for the future of restech.