Insights, Marketing & Data: Secrets of Success from Industry Leaders

Send us Fan MailWe sit down with Sam Clough, Global Strategic Insight Director at SuperAwesome, to unpack how brands can reach under-18s safely and effectively across YouTube, TikTok, CTV, gaming, and audio.We explore how teens decide what to trust, why talkability beats old word of mouth. Among other areas we cover: • Teens’ scepticism, AI fatigue, and platform-native creative• SuperAwesome’s role enabling safe, compliant youth marketing• YouTube and TikTok as top discovery and ad recall channels• Creator freedom over rigid briefs for authenticity• Six fandom stages: discovery, trial, deepen, engage, exit, re-entry• Crossovers to grow incremental audiences and spark returns• Global patterns across UK, US, France, Germany• What makes a strong agency partner and collaborative insightAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailEver wonder why your “representative” online sample may feel brittle, noisy, or oddly familiar? Well, there's no one better than J.D. Deitch to provide a highly knowledgeable - and objective - perspective on why this may be. Alongside other issues we get into:- How the programmatic sample market rewards speed and completions, not care and candour. - We map the real supply chain behind panels today, from proprietary communities to rewards sites and intermediaries that resell traffic through APIs.-. We explain how to spot when you need real people and where synthetic respondents fall short on detecting change or answering outside the model’s scope.- How to use AI as a force multiplier in creative testing and workflow.- We also pull back the investor lens: why legacy cost structures struggle, where private equity is placing bets, and how AI can improve both revenue velocity and margins for leaner operators.If you buy sample, lead insights, or build research tech, this is a candid (albeit selective) tour of what’s broken, what’s working, and what to do next.All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailDelighted to have on J.D. Deitch, the ex COO of Cint, esteemed research sector analyst and adviser. In part 1 of this interviews, we go from cheese caves in Paris to the terraces at Old Trafford, then into the guts of how insights work really gets done. Among other areas, in part 1 we cover• Judging cheese and the risk of palate fatigue• Becoming a Manchester United fan and then leader• Why researchers often miss the C‑suite,• Operational economics: legacy operating models and DIY’s limits• AI agents, fieldwork automation, and new pricing• Whether specialist agencies can elevate to consulting value.• Two career path options: strategy shapers and method buildersAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailIn a world like sports - where a clean number can seal a deal, but a fuzzy story can sink it - how do you ensure data fidelity and really robust conclusions? And what's the data behind the scenes that moves investment? Well, I can't think of anyone better to explain that balance than the fantastic Nicole Pike, Global Head of Sport for YouGov (and formerly head of video games and E-sports at Nielsen.) We dig into:- Nicole's journey from pet food research to movies, video games, e-sports and sport.- How audience behavior has shifted in the world of games- Where AI helps analysis without breaking trust- The unique mechanics of entertainment sector forecasting- The reality behind the E-sports boom- The emergent uses of consumer data to fill out stadiums and monetize sports contentAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailIf you’ve just raised $20m for an insights business is that a win? Or are you just taking on debt and potentially unrealistic expectations around business model? Just a couple of the subjects we get into in part 2 of the opening interview of the new FutureView series with Jonathan Williams of One Strategy Studio. In part 1 we explored Jonathan’s entrepreneurial journey thought the insight space and we now move onto the question of funding and financial sustainability the sector, including: - The importance of value, rather than time, based pricing- Why it may not be a good ideas to ask consumers (in the first place, anyway)- How far can you get using AI- Dealing with concerns around hallucinations- Why raising money through VC/ PE may not be the right model for insight businesses- Does SaaS work for insight businesses>- What Jonathan has changed his mind about recently… All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailDelighted to talk to Jonathan Williams, successful founder of multiple agencies who has consistently pushed the boundaries of strategic insight...and how technology can help. Among other areas we cover:Thinking about the creative process in music and writingJonathan's journey and learning having successfully launched and sold Clear Ideas (to M&C Saatchi), MASH (to Kantar), and Discover AI (to Talkwalker)The creation of One Strategy Studio – an agency powered by AI personas working alongside human strategists to drive projects end to end.The paradox of time-based billing - the ore efficient you get, the less you can charge. Imagining a new direction for a major movie franchise. And that's just part 1. In part 2 we move onto the impact of VC/ PE funding on the insights business, whether SaaS type models can really apply to the insights world and how to successfully interface AI with the insights world. All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailWhat a pleasure to welcome on Catherine Willis of IHG Hotels and Resorts onto the podcast. Catherine is a font of knowledge and brings to bear amazing perspective. In addition to our chat about the importance of beige food and darkened rooms (qual researchers, you’ll understand), some highlights from our conversation:How to uncover true consumer motivationsIdentifying and addressing anxiety pointsLearning from police interrogation techniquesThe importance of the ‘love spark’ in car purchaseAdvice for young people entering the industryThe impact of AILessons from Ford, Cox Communications and LG ElectronicsAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailDelighted to have on Steve Phillips, the Founder, former CEO and now Chief Innovation Officer of Zappi. Steve is one the foremost thinkers and entrepreneurs in consumer insights, marketing and innovation, a veteran of several start ups and the driving force behind Zappi, who took on a $170m investment from Sumeru Equity Partners in December 2022 to drive further innovation. We have a great conversation including: The story behind Zappi’s creation and growthAdvice for entrepreneursHow to instill true benefits from automationThe balance between self-service and conventional agency offeringsUsing meta-data and AI models to ideate before testingThe use of AI agentsManaging the transition from CEO and ensuring staff still say ‘no’With thanks to Insight Platforms for their support and MX8 Labs for sponsoring. All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailIs brand tracking totally broken? Or just boring? Well, maybe it’s neither. I’m delighted to chat to James Turner (JT) who is the founder and CEO of Delineate, the pioneering firm challenging the status quo in a critical sector. Drawing on experience and learnings from Circana, BT, Black Swan and Edelman, JT is great company and offers a unique perspective. Among other areas, we discuss:Learning to handle ‘big data’ in the early daysWhy consumer insight businesses often don’t have their data houses in orderLearning from the world of PRMoving from brand tracking to campaign tracking….and back againLessons for foundersWhat’s next for DelineateIf you want to support the podcast and future episodes, please follow/ review etc on Apple, Spotify etc. All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailHave you ever thought about how environmental principles could translate into consumer insight? Not necessarily in the sense of more sustainable approach to the practice of market research, (although that is clearly very important) but evaluating how we can take learnings from the interaction of natural ecosystems and apply those to understandings of businesses and their interactions with consumers….nope, me neither!Well, fortunately, the brilliant Erin Sowell of Thoughtful Research has done exactly that. Erin is the emerging leaders representative for the MRC and has developed her framework in association with the Terry College of Business at the University of Georgia and among other areas we cover:What is ecosystem science?How principles from the natural world interrelate with businessThe LEARN, ADAPT and ENGINEER frameworksIntersections and differences with traditional market researchThe Emerging Leaders program at the MRCAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailVery topical this week for all you WICKED fans - we have on Owen Myles of Universal Pictures, explaining how film studios adjust their marketing in relation to a film’s likely performance. Owen also adds in some great lessons from his time at other brands and agencies, as well as a refreshing twist on what makes a good brand/ agency relationship. Among other areas we cover:Lessons from Kantar, Sony Europe and BBC WorldwideJuggling 20+ launches per yearIntegration of traditional and new measures to anticipate successDifferences between U.S. and international approachesThe state of the film industry post CovidWith call outs to Chris Massey, Henry Heywood, David Boyle and thanks to Insight Platforms for their support and to MX8 Labs for sponsoring..All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailA real pleasure to have Fiona Blades, Founder and Chief Experience Officer of Mesh Experience on the podcast. It’s a great conversation, incorporating: What you can learn from the indie music scene in ManchesterLessons for founders The importance of experience metrics and correlation with market shareThe (hitherto hidden) impact of retail media on brand equity and advocacySetting up a ‘data as a service’ propositionThe role of the Market Research CouncilWhat makes a good clientAnd why teenage boys really wear deodorant (yes, really). With call outs for SMG, the Path to Purchase Institute, the Market Research Council. And thanks to Insight Platforms for their support and to MX8 Labs for sponsoring. All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailSo delighted to have on Stefanie Zammit of Bang & Olufsen, formerly of Marks and Spencer, and Starbucks. There’s so much fantastic perspective and insight from Stefanie in this episode….not least do’s and don’ts of work in the Middle East, learning how to socialize research at M&S, and researching at Starbucks during the pandemic. You’ll also learn about Stefanie’s unintended moment of stardom in Sri Lanka…Some of the key areas in this episode:How client side is fundamentally different from agency: “the final report is only the beginning”.Research and analytics departments are flip sides of the same coin: distinctions are often artificial and not helpful.How insights infrastructure and sequential knowledge building enables you to optimize resources.Budget restrictions can sometimes be a benefit (really?...yes!).Lessons from mentorsHygiene factors and what really makes a good agency stand outKey considerations in structuring a research departmentListen in to find out more....All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailUnlock the secrets of neuromarketing with Marco Baldocchi, a trailblazer in the field of neuroscience and marketing. Ever wondered how the brain determines which brands we remember and which we forget? This episode promises to reveal how engaging key components of the brain such as the hippocampus and limbic system can transform fleeting impressions into lasting brand loyalty. Marco walks us through: Cutting-edge techniques for measuring brain activity, such as gaze tracking and galvanic skin responseThe nuances of capturing genuine emotional responses.The critical role of emotions like fear of missing out and anticipation in shaping consumer behavior.Functions of key brain regions like the hippocampus and prefrontal cortex.Subconscious priming and how subtle stimuli like sounds and smells can influence consumer behavior without their conscious awareness. The episode wraps up with a discussion on the importance of deep work for productivity and what makes an ideal client. Don't miss this chance to elevate your marketing strategies with insights directly from the intersection of neuroscience and consumer behavior.All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailGet an insider’s perspective on Warner Brothers Discovery's corporate strategy team, focusing on insights and analytics that drive business operations across movies, TV shows, streaming services, and games. Vera delves into the importance of consumer behavior and trends in optimizing current practices and identifies future opportunities in emerging technologies. Among other areas, in this episode we cover: How AI can genuinely be usefulTechniques used to evaluate emergent trendsTailoring presentations for left brain and right brain stakeholdersUnderstanding need statesWhere the metaverse is nowDifferences between sectors and additional perspective from Vera’s time at Mattel, Del Monte and Microsoft Xbox Do’s and don’ts for agenciesAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailImagine you’re buying a new bike….you’ve been to multiple websites, you’ve seen several ads, you’ve clicked on some but not others, read reviews on different sites and…eventually you buy the bike. However, how does the bike seller understand the contribution of each marketing channel? And where should they invest next for other customers?This is just one of the questions, which John Readman founder of Ask Bosco addresses in the latest Futureview podcast. Originally recorded in the summer of 2024 (hence some of the references) we cover a great range of topics including:How to educate the CEO and CFO on how marketing spend really worksIntegrating marketing data to create a level playing fieldAi tools to forecast marketing effectivenessThe importance of brand, creative and being brave to stand outThe journey from Dragons Den and the RAF to the world of marketingLessons from John’s DadAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailWhat if the stereotypes we hold about different generations are completely misguided? What if we don't know how to define them properly? Or if we're making up generations that simply haven't (yet) been properly defined?Well, Sharalyn Orr of The Estee Lauder Companies is coming to the rescue with part 2 of our interview....Join us as we debunk the myth that Baby Boomers are resistant to technology and reveal the defining traits of Gen X, molded by the upheavals of the late 60s and 70s. We contrast these with the formative experiences of Millennials during the economic booms and enhanced child safety measures of the 80s and 90s. We also explore the societal pressures that shaped the Baby Boomers' drive to acquire McMansions and the emergence of the modern midlife crisis.We'll discuss the pragmatic mindset of Gen Z, influenced by significant events like the 2008 financial crisis and COVID-19, and the perils of narrow generational timeframes. And how you can use generational insight within your company....This episode is a must-listen for anyone curious about the complex interplay between generational experiences and societal norms.All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailJoin us for the season four premiere of FutureView, where we sit down with Sharlyn Orr, Executive Director of Global Marketing Innovation at Estee Lauder Companies. Sharalyn takes us through her fascinating shift from journalism to consumer insights to marketing and the crucial role of subject matter experts in managing information overload within large organizations. Among other areas we cover:- How Sharalyn almost became a policewoman (kind of)- Moving from TV news and print journalism into generational insight- Focusing and understanding the proposition for over 45s for the Estee Lauder companies- How Sharalyn's role intersects with consumer insight teams- The continued importance of in-depth qualitative insight- Sharalyn's mentors- Characteristics of good (and bad) agencies. -Listen in or check out the transcript page for all the detail. Please use the text function above to feedback thoughts, questions, further suggestions and areas you'd like the pod to cover in the future.All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailA pleasure to have Amy Cashman on this week’s podcast. Amy is the CEO of Kantar’s Insights Division for the UK and Ireland. Obviously Kantar is one of the best known and biggest names in the insights industry but a lot’s changed in recent year. So, we get into all that and more, including Understanding how Kantar has evolvedBalancing corporate responsibilities with staying in touch with clientsHow how the business thinks about poduct development processesHow to think about brand growth The balance between measurement and adviceTying upper funnel to retail outcomesHow Amy got into the industryAdvice how to prosper in the insights worldAnd of course there’ something you probably wouldn’t know about Amy, as well as a few surprises in the quickfire round! All episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]

Send us Fan MailA pleasure to have on Sarah Beachler in a really great chat. At the time of recording Sarah was Senior Director of Consumer Insights at Nike and formerly at Meta as Global Head of Marketing Research for Reality Labs, at Google as Head of Global Consumer Insights for Hardware, Retail and Gaming and Head of Market Research and Consumer Insights at Sephora.So, a fantastic foundation of experience to get into a range of industry issues including: - How to integrate research practitioners across major corporations. - Considerations in researching physical product vs software- Best practice to knit together product, marketing and sales research- The importance of integrating multiple consumer touch points - What makes a good and a bad agency?- Avoiding unnecessary research duplication- Advice for young people coming into the industryAll episodes available at https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to [email protected]