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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

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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

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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....

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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.

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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

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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

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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.

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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.

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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! 

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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

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So, how do influencers really contribute to marketing campaigns?  How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating 

• How the creator economy works & how to measure success
• The importance of the elephant path
• The benefit of a consumer insight grounding 
• Lesson from establishing measurement at Facebook, Pinterest and Snap 
• How to evaluate ROI
• How brands should work with creators
• The importance of creating benchmarks and establishing the metrics that really matter
• And something you may not know about American vs European wine.

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What are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:

• Integrating the insights flow into one platform
• Introducing generative AI into the platform
• How Yabble ‘generates’ data
• How to effectively use synthetic data
• Helping humans move at the speed of thought
• Solving the sample issues with virtual audiences
• Advice for young women making their way in the industry
• Yabble's business model and future plans

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If 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…

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From stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and  in this interview  we get into the issues above and more, including 

• Strengths and weakness of facial coding data
• Evaluating the intersection of claimed and behavioral data sets
• Understanding effectiveness of content for the BBC - rating vs reaction
• Using sensor date to create measurement for the influencer economy
• Measuring what’s valued, rather than just valuing what you can measure
• How to derive granular human understanding from big data sets
• How privacy works in relation to sensor data
• How behavioural learning models work
• Lessons from building a business from scratch. 

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The story of the pint that turned into two billion data points....well, two pints actually. However,  since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion.  Among other areas we cover:

- Nick's founder journey
- His tips for fund-raising and successful scaling of a business
- The market opportunity in the kids' research space
- Tools to help media planners
- Insights to guide licensing partners
- The balance between SaaS and custom research
- Why storytelling is still important within SaaS
- Moving from data reporting to predicting trends

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Do we really need humans for insight? Will synthetic data grow or destroy the insights market?  What on earth is synthetic data?  Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.

Among other areas we cover:

-  The evolution of Insight Platforms
-  The importance of adding business context to insights
-  Characteristics of insights companies who fail (and succeed)
-  Definitions of synthetic data
-  Prospective limitations of synthetic data
-  Conversational/ augmented surveys
- The impact of LLM based analysis on the insights sector

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STRAT 7 is a new type of insights, analytics and data group,  specialising in customer centric growth. Since Barrie Brien took over as Group CEO in 2019 the group has grown rapidly, both through organic growth and acquistion. At the time of recording STRAT 7 incorporates Bonamy Finch, Research Bods, Jigsaw, Incite, Rainmakers and Crowd DNA. 

For anyone intrigued by the financial and strategic aspects of growing an analytics-oriented enterprise, this episode lays out the blueprint for success, as well as leaning on Barrie's fantastic perspective across the world of advertising, insights, analytics and management consulting.

Among other areas we cover: 
-  Perspective from the advertising world, from CFO at Lowe to CEO at Creston
- The importance of the creative idea...and backing it up
- Building STRAT 7
- Integrating a paid advisory practice
- The difference agencies and specialisations within the group
- Incentivising and pulling agencies together
- Working with PE and how PE works
- What STRAT 7 is looking for next
- The role of AI in advertising & consumer insights

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A great interviewee to start the new year - Tina Wilson, Group GP of Nielsen’s portfolio of Analytic Businesses and Ecosytem Partnerships. As most readers/ listeners will know, Nielsen is perhaps best known for its measurement currencies but Tina has overall responsibility for a major other business area: helping clients plan, evaluate and continue to optimize their marketing strategies.

This incorporates 6 different P&Ls, responsibility for around $0.5b in client revenue and Tina explains over-arching principles behind her philosophy, as well as how Nielsen had proved such a fruitful place to work, incorporating multiple roles across the organisation. for almost 27 years. We also cover:

Tina’s role in mentoring and practical means to encourage diversity in the workplace

• Nielsen’s role supporting the World Economic Forum
• The key secrets to presenting data effectively 
• Helping marketers navigate digital disruption
• Evaluating the impact of marketing spend
• How to manage cross-screen data duplication
• Balancing synthetic and human data

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If you’ve ever worked with a survey, attended a focus group, watching a video interview with a customer - or possibly even thought that there must be a better way to teach your kids maths - then you’ve probably worked with some of the companies Jamin Brazil has set up. 

Jamin was the co-founder and CEO of Decipher, the CEO of Confirmit, the founder and exec Chairman of HubUX, which was sold to VoxPopMe where Jamin is now the CRO. He's also an advisor/ board member  for Parsec Education, Michigan State University and Adjunct Professor at California State University. 

It was a pleasure to have such a wide-ranging conversation, getting into diverse topics such as:

- The importance of making things!
- The four key considerations for a new business venture/ product extension
- Taking vs creating market share
- The role of a Chief Revenue Officer
-  VoxPopMe's mission
-  How to shape data so it sticks
- Giving back to Central California
-  Helping schools and changing how kids learn

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Have you ever wondered about how the best key criteria to build, value and potentially sell a marcoms agency? A lot of the answers are here in less than 50 minutes!  Not only has Tony Walford built and successfully exited his own group, but he's also represented some of the best businesses in the marketing space....and shares here advice and perspective on: 

• The importance of insights
• How insights agencies should charge
• How to think about client diversification
• The 7 key value drivers for agencies 
• PE vs Strategics
• Where the M&A market for marcoms is now. 

And you'll discover how music is in the blood, with a couple of more offbeat book recommendations than we usually get!  Enjoy.....and any thoughts, recommendations or objections let me know at futureviewpod@gmail.com

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Delighted to have on Rupesh Patel, Head of Consumer Insights for Samsung UK. Rupesh brings a wealth of  perspective from foundations at Kantar/ TNS,  to multiple roles at SKY, to his current position at Samsung.

The first part of our conversation dives deep into the relationship between consumer insights and media, where Rupesh gives a pragmatic guide to how consumer insight can help media planning and buying. Not least, he also offers potential solutions for two closely inter-related sectors that often haven't worked well together. 

In the second part of our conversation, Rupesh makes some great points around the importance of innovating media channels at work, as well as communication with consumers.  We also dive into key topics:

- What makes a good agency?
- What makes a bad agency?
- How should you gauge the impact of influencer marketing?
- Why market research as we used to know it is dead. 

There's lots of tangible advice in here for agencies and internal departments alike, including a clarion call for the insights sector to be brave, be bold and  break away from traditional norms....

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Ever wondered how research and measurement works in the world of Connected TV? How the world of advertising has evolved over the years? Are you curious about journey to lead tech and analytics at a major research and analytics firm?   

Then tune into the conversation with Tom Weiss,  CTO and Chief Data Scientist at MarketCast, who turned his childhood fascination with computers into a remarkable career, spanning from software developer to project manager launching mobile phone networks and finally landing in the world of data science and advertising.

Tom's journey is not just about the job titles, it's about the evolution of an industry through the eyes of an insider. He takes us back to the dot-com era, sharing challenges, learnings, and how he honed his skills for quick scaling and managing in a larger corporate setting like T-Mobile. As we move through the discussion, Tom deep-dives into his current role in the world of advertising and data integration. He untangles the complexities of capturing and measuring advertising impact, and the shifting paradigm from linear TV to connected TV, driven by changing consumer behaviour. 

Tom also explains the role of Automatic Content Recognition (ACR) data, integration of survey with first-party data with non-survey datasets, his view on the disruptive potential - but also the limitations - of AI in creative development. 

Tom's book recommendation:

SMALL IS BEAUTIFUL -  E.F. Schumacher

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What if you could run a conjoint study in a matter of hours rather than weeks?  How would then take that initial breakthrough and scale to a global business working with the likes of Pepsi, OMD and T-Mobile with  repeat, contracted revenue and long term relationships?   

Enter Peter Aschmoneit, co-founder and CEO of Quantilope,  the consumer intelligence company that's shaking up the industry. An accomplished CEO, CMO, and board advisor with a rich history in global food companies like Unilever and Danone, Peter brings his unique blend of expertise to the table as we pull back the curtain on Peter and Quantilope's journey so far, including: 

-  Moving from client to agency side
-  How tangible values help company's scale
-  Whether consumer insight companies can really be a VC proposition
- Shaking up the world of brand tracking
- The important of financial transparency
- How Quantilope implements a SaaS based approach
- Using AI as your co-pilot
- How to manage work-life balance

As well as Peter's book recommendations:

HOW BRANDS GROW: WHAT MARKETERS DON'T KNOW - Byron Sharp
BETTER BRAND HEALTH - Jenni Romaniuk
OBVIOUSLY AWESOME - April Dunford

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Delighted 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 writing
• Jonathan'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. 

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I'm delighted to be able to share the FutureView interview with Joaquim Bretcha, Director General of ESOMAR. 

Ass the leader of the global trade organization for the insights industry, Joaquim brings a  unique and deeply tenured viewpoint from major organisations on the client side such as Carrefour, to building out Netquest and several roles with ESOMAR. 

Among other topics, we address the hurdles traditional survey methods face in the realm of customer experience and user experience; key factors for success in the industry;  and  we explore the  sometimes contentious  relationship between research agencies and consultants.

Joaquim also explains ESOMAR's goals and the importance of the organisation's history, as well as the practical steps around lobbying organisations such as the EU to protect and grow the industry. 

And - of course - we have the occasional digression into things your probably didn't know about Joaquim....

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The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - optimising media ROI through high quality creative testing - find out more at HumanMadeMachine.com

Delighted to publish part 2 of the interview with Avinash Kaushik. For those who haven't listened to part 1 (yet), Avinash is author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  

In part 2 we get into:

- Using creative testing to win before you spend
-  Matching testing to in-market performance
-   Balancing creativity & data analytics
-   Croud - what comes next
-   Looking for the next generation of leaders
-   Strong opinions, loosely held...does the mantra work
-   Avinash's best and worse characteristics....from someone who knows him very very well!

Book recommendations:

YUVAL NOAH HARARI - SAPIENS
LIU CIXIN - THE THREE BODY PROBLEM

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The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - improving ROI through high quality creative testing. Find out more at HumanMadeMachine.com

Delighted to have on Avinash Kaushik, an OG of the marketing analytics world, author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  

He's also a fantastic interviewee.....so much so that we've split this interview into two so we don't have cut out too many of Avinash's wise words. Among other topics we cover in Part 1 are...

- Why you don't need TV in your life
-  Eat pies...just don't chart them
-  The sins of data visualisation
-   Marketing principles that have stood the test of time
-  The importance of incrementality not attribution
-  Moving analytics from data hunting to cordon bleu
-  Introducing data democracy at Google and 'win while you spend'



https://www.kaushik.net/avinash/

https://www.amazon.co.uk/Web-Analytics-2-0-Accountability-Centricity-ebook/dp/B0032ZD0IE/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr=

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The FutureView podcast is published in conjunction with InsightPlatforms.com.

This episode is brought to you by Human Made Machine. To find how to boost your marketing ROI though fast, high quality creative testing visit HumanMadeMachine.com

Delighted to have on Jessica DeVlieger, the CEO of C Space.  Jessica shares her experiences and learnings from working on the Oprah show, to then joining C Space and progressing to become the global CEO. 

Among other areas, we cover.... 

• The importance of growing up on a farm
• Working with Oprah
• Progressing through C Space
• Making business more human
• Working with clients to find the answer
• How to build effective sales & marketing departments
• The relationship economy
• Lessons from Apple, Nokia and Nike
• How to implement successful diversity programmes
• Matching high performance and empathy

And Jessica's book recommendation:

HAMNET - Maggie O'Farrell

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Delighted to have on David Boyle, the founder of Audience Strategies and the co-author of PROMPT for Brands, a practical guide to using ChatGPT.  https://prompt.mba/products/prompt-ebook

 David draws on a wealth of agency and client side experience across retail and media with the likes of Harrods, Tesco, BBC Worldwide, EMI Music and Harper Collins to summarise here the pros, the cons and the practical implications of using generative AI solutions right now in the research & analytics process.  And if that's not enough.... find out how data & insights have helped guide the careers of artists like  David Guetta and Tine Tempah. 

Among other areas, we cover.... 

• What makes a good segmentation?
• Using insights in the music business
• The importance of process and Phase Zero planning
• Is ChatGPT going to put researchers out of a job? 
• The key learning rungs for effective use of ChatGPT in the insights process
• How to get the most out of prompts and enhancing proposals
• Weakness of ChatGPT
• Practical resources for researchers

And David's  book recommendations:

HOW MINDS CHANGE - David McRaney

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Part  2 with Phill Agnew, Host of The Nudge,  the leading consumer psychology podcast providing great interviews with leading behavioural scientists and entrepreneurs, packed with evidence-backed tips to help you kick bad habits, get a raise, and grow a business. 

Among other areas, we cover.... 

• How Donald Trump uses behavioural science
• Why Greta Thunberg will become less influential
• The importance of risk in communicating your message
• How to position for a pay rise
• Emotional vs rational benefits
• How the EPL could benefit from variance effect

And Phill's book recommendations:

THE CHOICE FACTORY - Richard Shotton

INFLUENCE - Robert Chaldini

WAR DOCTOR - David Knox  

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Part  1 of a two-parter with Phill Agnew, Host of The Nudge,  the leading consumer psychology podcast providing great interviews with leading behavioural scientists and entrepreneurs, packed with evidence-backed tips to help you kick bad habits, get a raise, and grow a business. 

Among other areas, we cover.... 

• Phill's proclivity for 'running backwards'
• How I am unintentionally using behavioural science
• How the likes of Amazon, De Beers, Snickers and the UK government use nudge theory
• Ads that have changed the world
• Recommendations for marketers
• How nudge theory fits with broader strategy 

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Part 2 of a two-parter with Ross Antrobus, VP Analytics, Insight & Loyalty at LIV Golf, the new tour aiming to supercharge and modernise the world of golf.  Prior to joining LIV, Ross was the Head of Research at the Football Association, which also informs our discussion...

Among other areas, we cover.... 

• Developing LIV's broadcast proposition
• Evaluating effectiveness for sponsors
• Launching an insurgent brand
• Encouraging participation in golf
• Understanding event experience
• Melding data sources
• Advice for agencies
• Ross's best and worst qualities! 

And Ross's book recommendations:

POM POM GETS THE GRUMPS - Sophy Henn

THE SMART BRANDING BOOK - Dan White

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Part 1 of a two-parter with Ross Antrobus, VP Analytics, Insight & Loyalty at LIV Golf, the new tour aiming to supercharge and modernise the world of golf.  Prior to joining LIV, Ross was the Head of Research at the Football Association, which also informs our discussion...

Among other areas, we cover.... 

• Why Ross is a good man to have round the house
• The vast range of issues the Football Association covers
• Positioning consumer insights departments for maximum impact
• Promoting women's football in the UK
• How LIV uses consumer insight to evolve a dynamic new format for golf
• Using research to address societal issues
• How to chose the right methodology
• LIV Golf's mission and how consumer insight supports

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Episode 5  of Season 2 focuses on Chris Rethore, Chief Strategy Office of NRG,  the leading global insights and strategy consultancy, operating at the intersection of technology, content, and culture.

Among other areas, we cover.... 

• Chris's background in musical theatre
• Similarities & differences between political & entertainment research
• How tech research differs
• Pioneering work in Nigeria
• NRG's evolution & blending different data sources
• Working across the Stagwell Group
• How to think about product development
• The future of consumer insights
• And how Chris changed his mind about pork chops

 Chris's book recommendations...

THE POWER OF FULL ENGAGEMENT  by Jim Loehr

THE LAST CASTLE by Denise Kiernan

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What 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 motivations

• Identifying and addressing anxiety points
• Learning from police interrogation techniques
• The importance of the ‘love spark’ in car purchase
• Advice for young people entering the industry
• The impact of AI
• Lessons from Ford, Cox Communications and LG Electronics

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com
This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3.

Episode 4  of Season 2 focuses on Zoe Wrenn and TAMBER LABS,  the company Wrenn had built from her initial experimentation with AI and music, which resulted in the hit song HAILEY. 

Among other areas, we cover.... 

• Zoe's journey from Cher to Pink to classical music, jazz, alt rock and pop
• The importance of hitting the target (literally and metaphorically)
• How math(s), music and coding inter-relate
• How social media has shaken up music creation and discovery
• Creating HAILEY - a huge viral hit - using AI
• How Tamber Labs helps artists cut through the noise
• Anticipating and 'measuring' musical success
• How Zoe would change social media
• The challenges of being a young female entrepreneur
• And how having blue hair can help

And Zoe's book/ content/music recommendations.....

WORLD OF TOMORROW by Dan Hertzfeld

THE LARK ASCENDING - Ralph Vaughan Williams

 KAFKA ON THE SHORE - Haruki Murakami

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The FutureView podcast is published in conjunction with InsightPlatforms.com
This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3.

Episode 3  of Season 2 focused on a VAULT AI, who have pioneered the use of AI and ML in entertainment research, helping studio heads decide what to make and marketers reach their audiences.

Learn how it all works with co-founder and CEO, David Stiff.  David also shares key take outs and tips from his entrepreneurial journey.  We cover.... 

• David's journey from Melbourne to Tel Aviv to Los Angeles
• Why he's a true romantic
• Working in production and the market opportunity for more data
• Building out AI solutions to analyse likelihood of ROI for entertainment content
• The role of humans in the process
• AI's inter-relationship with 'traditional' research methods
• Potential future impact on research
• Recommendations for founders/ attracting investment
• How Ashton Kutcher helped...
• Can research companies really be a VC case
• Where Vault goes next.

And David's book/ content recommendations.....

CROSSING THE CHASM.  Geoffrey Moore.

WHO IS MICHAEL OVITZ. Michael Ovitz.  

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The FutureView podcast is published in conjunction with InsightPlatforms.com.
This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3.

Episode 2 of Season 2 focused on another major consumer brand...Haleon. You may not know them by name by they're the NYSE/ FTSE 100 company behind a ton of major consumer brands such as Advil, Voltarol, Sensodyne, the list could go on...

They've done amazing work in embedding deep human understanding, backed by a very innovative approach to consumer insights, led by James Sallows,  Global Head of Transformation & Capability, Consumer & Business Insights & Analytics.

Obviously we explore why James's title is so long  but also lean on his experience from major companies in the space such as Ipsos, Kantar, Schlesinger Group and IPG Mediabrands to explore areas such as: 

• How Haleon uses an innovative insights process to positively influence health and wellness
• The balances between product development and marketing research
• Embedding insights into a major organisation; Haleon's academy and mini MBA
• What is an insight? How to define for real impact
• The balance between automation and consultancy
• Advice for agencies
• Using insight techniques in areas such as conflict resolution

And James's content recommendations...

MOONDUST: IN SEARCH OF THE MEN WHO FELL TO EARTH.  Andrew Smith.

LEMON: HOW THE ADVERTISING BRAIN TURNED SOUR. Orlando Wood. 

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

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To kick off Season 2, we have a great guest: Tessa Nyman, Consumer and Fan Insights Lead at the NBA.  

Building from positions at The Guardian newspaper group and Universal Pictures, Tessa now has over-arching responsibility for the NBA's consumer research. We discuss a wide range of topics, including how to build fan relationships, consolidation of multiple data strands, international considerations and advice for agencies, internal practitioners and anyone wanting to make their way in the industry.  

The FutureView podcast is published in conjunction with InsightPlatforms.com. 

This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3.

 In this episode we cover:

• Tessa's pathway and role in The NBA
• Integrating different data strands
• Working across content: publishing and movies
• Use of ML and AI
• How to generate impact internally
• Differences across international markets
• Advice for agencies

And Tessa's content recommendations...

PRIVATE EYE magazine

PODCASTS:  The Guardian: Today in Focus, The News Agents, The Rest is Just Politics, You're Dead to Me. 

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Among many other prominent positions, John Hegeman is the former President of Orion Pictures, COO of Fox Atomic, CMO of Lionsgate and now Chief Creative Officer of Wayward Entertainment. In this wide-ranging conversation, we explore the evolution of research  techniques to launch movies and TV shows, John's tips for career success,  streaming vs in-cinema, the role of AI and key digital marketing metrics to track. 

This episode is brought to you by Vault AI.   Visit www.info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• Tips for success in the entertainment industry
• Evolution of research in movies
• Helping creative execs with data
• What digital metrics should you look for in a campaign
• Connecting upper funnel with sell-through
• Using AI to identify hits and break down research silos
• How Wayward is navigating disruption
• Are movies in cinemas going to come back?

And John's book recommendation....

THE WORLD ACCORDING TO GARP - John Irving. 

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Melva Benoit has held (and in many cases founded) the insights function at the likes of Cartoon Network, Disney Channel, Comedy Central, Nickelodeon, Fox Broadcasting and NBC.  Melva is now Executive Professor at Pepperdine and is the President of the Marian Dupree Group.  She talks through here her experiences as a woman of colour working her way through the media industry and how she's now pioneering a new approach to cultural empathy. 

This episode is brought to you by Vault AI.   Visit www.info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• Why Melva didn't pursue a career in radio
• Her journey into research and insights
• Understanding kids...today and any generation
• Battling with institutional prejudice
• How the research industry can make a difference
• A new tool to encourage cultural empathy
• Lessons from mentors

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

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A deep dive into building effective advertising and brand partnerships, with a focus on evolving propositions for Gen Z.  The highly engaging Paul Nesbitt, Director of  International Measurement and Insights at Twitch, talks through using new metrics to gauge ad effectiveness, his experiences across agencies and partnering with brands. 

This episode is brought to you by Vault AI.   Visit www.info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• Paul's love the stars (literally and otherwise)
• How Twitch has evolved
• Helping brands integrate within live streaming 
• The skills to set up an internal agency
• Building relationships with Gen Z
• Using new metrics to gauge ad effectiveness
• Measuring emotion and tying to outcomes 
• Why brand building still matters
• The importance of being brave

Book recommendations:

THE SHADOW OF THE WIND  - Carlos Ruiz Zafon

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A fascinating guest in Eze Vidra -  Managing Partner of Remagine Ventures - as we explore his life journey so far.  Learn how Eze founded an an amazing charity supporting reading for girls in the developing world, his investments in the media space, use of ongoing consumer insight, working his way through Google...and so so much more. 

This episode is brought to you by Vault AI.   Check them out at info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• How Eze founded TechBikers and his support for roomtoread.org
• What Eze learnt as tank commander
• Rising through Google
• How smart venture capital thinks
• Founding Remagine Partners
• Thoughts on the closed and open metaverse
• How companies can use consumer feedback
• The company where Eze would love to be CEO

Book recommendations:

THE OLD MAN AND THE SEA - Ernest Hemingway
THE 5 TEMPTATIONS OF A CEO - Patrick Lencioni
THE PURSUIT OF PERFECT - Tal Ben-Shahar

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The start of several episodes for all those who want to understand the video games space better.....the largest, fastest growing and most pervasive form of entertainment of recent times (and the future).  Grant Johnson, CEO of Interpret, explains how the research process needs to stay flexible and nimble to understand gamers' needs. 

This episode is brought to you by Vault AI.   Check them out at info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• Grant's love of a good back-pack
• How the research process for video games works
• Free-to-play and subscription business models
• Creating balance around game time for kids
• Differences in researching games and other sectors
• Lessons for the metaverse
• International variations
• Advice for those commissioning research

Book recommendations:

THE ROAD - Cormac McCarthy
BLOOD MERIDIAN - Cormac McCarthy

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If you want to understand the world of sports research, then listen on.....to the highly experienced and engaging Matt Roberts of Formula-E, explaining how they're shaking up the world of motor sports and what he's learnt from working at companies like Formula 1, Sky, BT Sport, Eurosport and ESPN. 

This episode is brought to you by Vault AI.   Check them out at info.vault-ai.com to understand how ML can unlock the power of your content.

 In this episode we cover:

• Matt's power-running career
• How Formula-E works and is continuing to innovate
• Breaking into new markets
• The importance of sustainability in sport
• Use of new methodologies 
• Advice to succeed in the sports sector
• What makes  a good agency
• Advice for younger practitioners

Book recommendation:
Peter James detective novels

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Delighted 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 growth
• Advice for entrepreneurs
• How to instill true benefits from  automation
• The balance between self-service and conventional agency offerings
• Using meta-data and AI models to ideate before testing
• The use of AI agents
• Managing 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/

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If you're in a senior role in an agency - or just want a general understanding of how M&A works - this is the episode for you. Every year, SI Partners bring multiple deals to fruition working with the likes of CVC, Publicis, LivingBridge, KKR and a host of others. 

This episode is brought to you by Syno International  https://www.synoint.com/     For more information and discounts on initial projects contact Jokke Nurminen at jnu@synoint.com

 In this episode we cover:

• The secret behind Tristan's cherubic good looks
• Founding, building & selling Red Media/ working with fashion brands
• How the M&A process works
• Differences between what strategic buyers & PE are looking for
• What's hot/ what's not
• How to effectively integrate technology into your proposition
• How to prepare your agency for investment or sale
• How web3 may play out from an M&A perspective

Tristan's book recommendation

SATURDAY:   Ian McEwan

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Wonderful to talk to Heather Hughes, VP Connected Data (Global) at CINT, talking through the solutions, challenges and likely future progression of ad-effectiveness research. 

This episode is brought to you by Syno International  https://www.synoint.com/     For discounts on initial projects contact Jokke Nurminen at jnu@synoint.com

 In this episode we cover:

• Heather's pathway
• Working & setting up businesses in China
• Pulling data strands together for holistic perspective
• Building lookalike audiences & feeding DMPs
• Getting consumer consent & encouraging transparency in usage
• Dealing with cookie deprecation
• Encouraging women into ad-tech & research-tech
• Tips for those coming into the industry

Heather's books/ media recommendations: 

THE ART OF INTELLIGENCE: LESSONS FROM A LIFE IN THE CIA'S CLANDESTINE SERVICE.  Henry Crumpton.

THE GREAT BRITISH BAKE OFF.  

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A pleasure to have on Eileen Campbell, former Global CEO of Kantar Millward Brown, CMO at IMAX, Board Director at PureSpectrum and Board Chair at Rival Group.   

This episode is brought to you by Syno International  https://www.synoint.com/     For discounts on initial projects contact Jokke Nurminen at jnu@synoint.com

 In this episode we cover:

• Building Millward Brown into a global powerhouse
• Integrating different cultures
• The importance (and dangers) of databases
• The future of movies
• Encouraging women into the C-suite
• How to manage promotions
• Tips to be an effective CEO
• Rival Group and conversational research techniques
• The danger of interview questions and more...

 Eileen's books recommendations: 

JULY'S PEOPLE: NADINE GORDIMER
GREAT CIRCLE: MAGGIE SHIPSTEAD
KLARA & THE SUN:  KAZUO ISHIGURO

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Daniel talks through the process and key factors raising money for a start-up in research-tech, what VCs are looking for, his advice for other founders, Horizon and the market opportunity they're aiming to address. 

This episode is brought to you by Syno International  https://www.synoint.com/     Interested in introductory offers/ projects? Contact Jokke Nurminen at jnu@synoint.com

 In this episode we cover:

• Why Daniel didn't go to university in the first place
• First steps as a founder
• Horizon & introducing digital behavioral data into research
• Pitching for funding
• What VCs are looking for
• Managing the ups, downs and priority over-load
• Entering the German market

And Daniel's book recommendation

THE RIGHT IT: WHY SO MANY IDEAS FAIL AND HOW TO MAKE SURE YOURS SUCCEEDS:  ALBERTO SAVOIA

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