Insights, Marketing & Data: Secrets of Success from Industry Leaders – Détails, épisodes et analyse

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Delighted 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 builders

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com

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In 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 content

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com

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So 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 mentors
• Hygiene factors and what really makes a good agency stand out
• Key considerations in structuring a research department

Listen in to find out more....

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com

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Unlock 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 response
• The 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 futureviewpod@gmail.com

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Get 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 useful
• Techniques used to evaluate emergent trends
• Tailoring presentations for left brain and right brain stakeholders
• Understanding need states
• Where the metaverse is now
• Differences between sectors and additional perspective from Vera’s time at Mattel, Del Monte and Microsoft Xbox
•  Do’s and don’ts for agencies

All episodes available at https://www.insightplatforms.com/podcasts/

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Imagine 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 works

• Integrating marketing data to create a level playing field
• Ai tools to forecast marketing effectiveness
• The importance of brand, creative and being brave to stand out
• The journey from Dragons Den and the RAF to the world of marketing
• Lessons from John’s Dad

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com

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What 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/

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Join 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. 
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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/

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A 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 evolved
• Balancing corporate responsibilities with staying in touch with clients
• How how the business thinks about  poduct development processes
• How to think about brand growth 
• The balance between measurement and advice
• Tying upper funnel to retail outcomes
• How Amy got into the industry
• Advice how to prosper in the insights world

And 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 futureviewpod@gmail.com

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A 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 industry

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com