Dig In

Qual research has, in years gone by, been viewed as sort of challenging to quantify. But today’s Dig In guest is chipping away at this type of historical stigma. Jared A. Feldman is the CEO & Founder of Canvs AI, an emotion and behavior insights platform. In this lively episode, Jared and our own qual expert Patricia King discuss how you can add empathy to qualitative research, turn unstructured data into quantifiable evidence, and how AI can help researchers power up their work. Tune in to learn: What Canvs AI does and how they enable brands to be truly empathetic Why open-ended questions have had a mixed reputation in the research world and how Canvs AI is changing thatThe benefits of using a tool like Canvs AI in tracking studiesHow consumers can tell if a brand is empathetic Why AI won’t actually steal our jobs--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

“If you want to persuade people to change behavior, it’s better to use laughter, not lecture.” Kevin Lynch spent most of his career on the agency side. Now, he’s a Creative Director at one of the most fearless brands, Oatly. Kevin discusses what it’s like working in the Department of Mind Control at Oatly and why their mantra is to be consistently inconsistent. He also shares what he appreciates about the client side and how too many brands are scared or too worried about ROI. Tune in to learn: • How the best marketing is about asking people for action • Fearlessness as a brand • Why it’s better to treat people with intelligence • How to put an ad within an ad within an ad within an ad… Check out the ad within an ad here - https://musebycl.io/advertising/oatly-put-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad. Also, subscribe to Oatly’s new newsletter at https://www.oatly.com/spam. And if you want to drop Marten a note, his email is marten@oatly.com.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

In this podcast, Kathy Cheng discusses the impact of conversational AI on market research. She highlights the importance of qualitative research and the challenges of asking the right questions. The podcast also explores the integration of quantitative and qualitative research methods, and the application of conversational AI in market research. The speakers emphasize the importance of human-centricity in applying AI and optimizing its value.

Today’s episode is a masterclass on building your brand strategy. Susan Gillmeister, SVP of Planning at Havas, has spent her entire life, in some shape or form, in advertising. Driven by storytelling, Susan realized advertising is all about telling your brand’s story. If it’s a good story, you’ll connect to it on a human level - not just as a company trying to sell you something. Regardless of what you’re selling, you need to resonate with your consumer. Susan elaborates on why if you’re for everyone, you’re really for no one. Plus, she explains a Venn diagram that will help form the basis of your brand strategy. Tune in to learn: The fundamentals of building a brand strategy Why you need to keep up to date with popular culture Why you can’t do strategy without research Why you need to be a two-year-old and keep asking why Sue also shares a great example of how a brand properly connects to its consumers on that fundamental human level with The Tough Turban.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

In this episode, Patricia King, Denisa Preoteasa, and Julien Naggar discuss the future of qualitative research. They compare in-person and virtual qual, highlight technology's impact on a more natural consumer experience, and explore the role of AI in qualitative research. They also emphasize the importance of innovation and eliminating moderator bias.

It’s been a wild few weeks for cryptocurrencies (and really the full year). With the FTX scandal and a prolonged bear market, some people wonder if this marks the beginning of the end for crypto. Well, the people at Benzinga don’t think that’s the case. Luke Jacobi, Director of Operations at Benzinga, joined the podcast to talk about Benzinga’s upcoming The Future of Crypto Conference on December 7 in NYC. He also discusses what session he’s more excited about for the conference (sneak peek, it features Kevin O’Leary and Anthony Scaramucci), the current FTX situation, and where the market might go from here. Tune in to learn: • More about the Future of Crypto Conference • Why crypto isn’t dying • What issues concern consumers regarding the current state of crypto • The type of regulation crypto needs We think it’s going to be an awesome event. Thanks to Luke for sharing his thoughts about the industry and telling us more about the event. You can find all the information about the Future of Crypto event at - https://www.benzinga.com/events/crypto/ Plus, we did an Upsiide study to gauge people’s understanding and familiarity with cryptocurrencies and their understanding of recent news surrounding the market. You can find that here - https://app.upsiide.com/public/studies/8k01irf0--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

This week’s guest fell in love with marketing mix modelling.Why? Because it infused math and data science, ads, and creative evaluation into one solution to help organizations understand their marketing budget and make smarter decisions. Hilary Borndahl is the Founder & Chief Executive Officer at Miix Analytics and focuses on Marketing Mix Modeling (MMM).Hillary discusses the changing digital landscape and new opportunities within ad units such as Netflix and Disney. She also dives into the difference between attribution for B2B and B2C, why it’s important to use sales and media data to make decisions, and why every single brand should have its own analysis.Tune in to learn:• How to maximize your marketing ROI• The Marketing Mix Modelling basics• Why traditional advertising still matters for consumer brandsSuch a pleasure having Hilary on the pod - super insightful stuff. And if you need some MMM experts, check our Hilary and Miix Analytics.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

Gil Ozir, Managing Partner at Beringer Capital, discusses private equity's role in the insights space, the growth potential in insights, and the benefits of the partnership between Beringer and Dig Insights. They also talk about the advantages of being tech-enabled and the benefits of private equity in terms of expertise and capital.

“I don’t need a thermometer. I need a thermostat. Thermometers just measure the heat. Thermostats change it.”It’s super exciting to have Stix (a.k.a. Stephen Nilsen) as our guest this week. He’s had an exciting career in marketing - working at Red Bull before it became the global energy drink juggernaut and helping revitalize Pabst Blue Ribbon.Today, he probably has the coolest title - Vice President of Cult Indoctrination - for one of the most interesting brands, Liquid Death. Liquid Death recently got a $700 million valuation, but Stix shares why he thinks the valuation doesn’t necessarily mean much other than it means they need to work even harder.Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and #deathtoplastic. This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.Tune in to learn:• Why you can’t put a price tag on word of mouth• How Liquid Death can build a brand with cult status• Why loyal ROI is better than instant ROI• The importance of building credibility for your brand• More about Liquid Death’s mission of getting more people to drink water and ending our plastic problemThanks, Stix, for being our guest. And to anyone listening, make sure you go Murder Your Thirst with a can of Liquid Death.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

Innovation can be challenging. The task of creating something new or different is overwhelming when you have all the options in the world. Often, people throw many things at the wall and see what sticks. But instead of having all the options, what if you limited yourself? Gave yourself constraints? Well, that’s what Fiona Stevenson and her team a The Idea Suite do.Using the Design Thinking methodology (a creative problem-solving framework), Fiona helps you define the problem and narrow your focus, so you can innovate around a specific consumer challenge.In this episode, Fiona teaches you:What exactly is Design ThinkingWhy constraint breeds creative ideasHow you go about creating constraintsReal-life examples from the pandemic of how constraint led to innovationsCrises like the pandemic foster innovation. But Fiona shares some advice on why you shouldn’t wait for the next crisis to force you into innovating. She elaborates on creating an organization and process that always breeds organizational innovation so you can try to plan for anything that might be around the corner.Another great thing Fiona and The Idea Suite are doing is trying to teach kids these skills at an earlier age. Fiona and Shelli Baltman (co-founder of The Idea Suite) are publishing a children’s book - The Greatest Helmet of All Time - about creative problem-solving.“The Greatest Helmet of All Time, tells the story of a group of animals who notice their friends with horns can’t participate safely in sports requiring head protection, because helmets aren’t designed for horns. They join forces and go through a six-step creative innovation process resulting in the creation of the “Greatest Helmet of All Time”—a universal helmet that fits every kind of horned head. Through the engaging and humorous story, young readers between the ages of five and 10 are exposed to the same design thinking skills and frameworks that are used at the most innovative companies in the world.”We’re so excited for this to come out. You can pre-order the book here - https://www.amazon.ca/dp/B0BHXQ78MZ/ref=sr_1_1?keywords=the+greatest+helmet+of+all+time&qid=1665535173&qu=eyJxc2MiOiIwLjQzIiwicXNhIjoiMC4wMCIsInFzcCI6IjAuMDAifQ%3D%3D&sr=8-1Finally, Fiona wanted to shout out Cheekbone Beauty, an Indigenous-owned and founded, digitally-native, Canadian cosmetics company. Their mission is to help indigenous youth see and feel their value in the world while developing a sustainable cosmetics business - the perfect example of using constraints to create beautiful innovation and work.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite