Digging for Insights – Details, episodes & analysis

Doing consumer insights work on the client-side is no small feat. So often research is completed by a research department but then sits on a shelf. Unearthing ways to make research come alive, and be implemented into the business is a craft. 

To address that need, James Wycherley, CEO of the Insight Management Academy, shares his experiences gained from 16 years of corporate insights teams. As a former insights director from Barclays Bank, he shares personal experiences and the collective experiences from the Insight Management Academy, a leading organization focused on corporate insights training and best practices based out of London, UK. 

In this episode, James talks about common issues corporate insights face and how to address them: 

• How to ensure research is stored and presented in context to build a knowledge base
• How to show ROI on research within an organization
• The value of commerciality--the craft of implementing research into business processes

You can get a FREE executive summary of the book by emailing stephen@diggingforinsights.com

In this episode, we hear from Jeanine Bassett, the global head of insights at General Mills. With 25 years of experience in market research, and 9 years leading the market research function at a Fortune 500 company, Jeanine shares case studies and career advice including: 

• Case Study: HOw consumer insights turned around the billion-dollar Pillsbury brand
• Career Story: Jeanine shares a candid perspective, especially for why she was chosen as VP
• Sponsorship vs. Mentorship: How others can advocate for your career progression
• The Future of Insights: What will research methods, org structure and skillsets look like?

There is so much packed into this episode that I created a free one-page summary (PDF). Simply email me at stephen@diggingforinsights.com to get your own copy. 

See the full show notes at diggingforinsights.com/25

In this second part of the skills-based volunteering (SBV) mini-series, Kennedy Cole, a marketing director at General Mills, shares his experience of donating his time and skills to a company based in Malawi. Kennedy shares the marketing and strategy approach he took to consulting remotely on this project while working full-time in the US. 

In this episode, we'll cover a few topics:

1. Hear stories from Kennedy about his experiences with a project in Malawi, specifically through Partners in Food Solutions.
2. Learn about the benefits that come from donating time and experiences.

Learn more at diggingforinsights.com/15

In this third part of the Skills-Based Volunteering series, we hear from Courtney Grant, the Brand Manager for Häagen-Dazs in the UK. Courtney shares her experiences with helping a Uganda-based company with growth strategy and packaging design. 

In this episode we'll cover:

1. What it is like to volunteer and help senior leaders at an organization in Uganda
2. Some best practices for thinking about creating packaging and brand assets for your company.

Learn more at diggingforinsights.com/16

Sometimes it is hard to give back during tumultuous times. One way is to use our time and technical skills (like marketing and insights) to help a non-profit organization. In this episode we hear about Partners in Food Solutions (PFS), a non-profit that helps pair corporate employees with companies in Africa who need technical expertise. 

This episode will cover several topics:

1. What is Skills-Based Volunteering (SBV)? How it works non-profits like PFS
2. What are the five main reasons to do Skills-Based Volunteering?
3. Four main ways to get started with Skills-Based Volunteering, no matter where you work.

Learn more at diggingforinsights.com/14

With 15% unemployment, COVID-19 is changing many of our careers. In this episode I share my own experiences with choosing a career during the Great Recession--with help from friends and experts on LinkedIn. Whether you are in job transition, have recently completed college or know someone who is looking, I hope this episode provides the resources, tools and inspiration you need. 

• Key #1: How to use the 7 Best Stories Method to identify skills & interests
• Key #2: Why you should follow your instincts
• Key #3: Use a Work History Review to identify qualities of a new career
• Key #4: Use Strengthsfinder 2.0 to articulate your strengths
• Key #5: Use informational interviews to “try on” new jobs
• Key #6: Leverage online resources like Careeronestop.org

Get more details in the show notes at diggingforinsights.com/13

Searching for a job is never easy, but COVID-19 presents additional challenges. Join me as we hear from Virginia Roher, a Fortune 500 Executive Recruiter who has personally helped hundreds of marketing and insights professionals, as she shares advice for job seekers everywhere, especially during this unprecedented time. In this episode, Virginia sheds light on a number of job search questions:

• What types of companies are still hiring during COVID-19?
• How has the job recruiting process changed?
• What steps should job seekers take during this pandemic?
• Should job seekers be open to taking a pay cut to get a job at this time?

Whether you are a job seeker, know someone who is looking for a job or simply want to hear career advice from a recruiter who specializes in brand and consumer insights, I hope this episode can provide some guidance at this difficult time.

What lessons should we take away from the last 35 years in the market research industry?  What career advice can we learn from a current CEO? How can we get more involved publicly by hearing from a 10-year blogger and current host of a leading market research podcast?

Get answers to these questions by hearing from Merrill Dubrow, CEO of M/A/R/C research. Merrill shares the stories of going from mailing paper surveys in the 1980s, to running call centers, to developing cutting edge 2-day solutions in today's digital age. Along the way, Merrill shares his stories, marketing tips and career advice that can help marketers and insights professionals alike.   

Should companies be advertising on emerging media platforms like Spotify, Hulu & Podcasts? To answer this question, Analytic Partners--a global advertising consultancy and tech company--published a new report on the effectiveness of advertising on newer media platforms like streaming audio (Spotify, iHeartRadio), Over-the-top (Netflix, Hulu), and Podcasts, and how these methods compare to traditional levers like Radio and TV.

Join us with for an interview with Senior Vice President Mike Menkes where we discuss the recent report, get more clarity and depth on several topics and gain practical advice for companies who seek to reach customers with advertising. 

EPISODE SUMMARY

• What does marketing & insights look like at professional sports teams like the Minnesota Timberwolves (NBA)?
• Lessons from working at a global headquarters in Switzerland
• Career advice for insights professionals
• What skills are most valued in insights today? Which are difficult to recruit for?

ANNA ESTLUND BACKGROUND

Anna Estlund has 15 years’ experience in consumer insights & marketing strategy, across CPG & entertainment.  She has an MBA from the University of Minnesota

She’s currently the Director of Insights, Media, and Analytics for Nestle Waters, based in Connecticut. Anna leads a team with 3 areas of expertise:  Consumer Insights & Analytics, Media & Search, and Consumer Engagement.

DIGGING FOR INSIGHTS

Get marketing and career advice from insights leaders through the Digging for Insights podcast, hosted by a Fortune 500 corporate researcher, Stephen Griffiths. Listen to conversations with the CEO of Digsite, Coauthor of New to Big, EVP of IPSOS and Director at Nestle, just to name a few. 

Learn more at diggingforinsights.com