Insight teams are at a crossroads: stay safe and stay small or claim a seat at the growth table. This is the operating playbook to move from “report factory” to strategic co-pilot.

In this special live episode of The Insiders Club Podcast, recorded at Stravito Insights Summit 2025 in Paris, three trailblazing leaders unpack what it really takes to dismantle silos and hard-wire insights into decision-making: Seema Hope (VP of Insight, The Economist), Leo Moore (Senior Director, Category Strategic Insights & Analytics, Europe at Kellogg Company) and Christopher Rastin (Head of Global Customer Research, E.ON). Together, they reveal tried and tested decisive levers: KPI alignment, process design, internal PR, and finance fluency, that turn insights from a cost center into a value engine.

In this conversation, we tackle:

• Why silos persist (competing KPIs, turf, trust) and a practical path to break them permanently.
• Why “delivering data” isn’t enough and how to lead with a conclusion, then prove it fast.
• The secret to embedding insights early (not post-hoc) without losing ownership or control.
• How to democratize insights so they scale, without diluting standards or rigor.
• The underrated power move: becoming best friends with finance to show real ROI.
  
  

If you’re passionate about multiplying your impact as an insights leader, this episode is a call to action to upgrade your operating system, not just your methods.

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Your best insight isn’t getting ignored because it’s wrong; most likely, it’s invisible. If your work keeps dying in inboxes, the problem isn’t the data; it’s the delivery.

In this episode, we sit down with Candice Walton from Lloyd’s Banking Group to unpack a non-’buzz’, career-defining topic for senior insights leaders: how to engineer impact. Candice breaks down how her team moved from “answer factory” to insight as a reusable asset, built an Insight Newsroom to craft headlines and actions, and used storytelling, format experimentation (newsletters, webinars, video, infographics) and engagement analytics to make insights spread fast.

We also cover:

• Building a measurable engagement funnel for insight (readership, dwell, comments, actions).
• Why “describe it to a 10 year old” beats jargon for executive attention.
• Operating a drop-in Insight Newsroom to cut noise and sharpen story.
• Protecting proactive time so you can respond faster when news or regulation hits.

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You probably don’t need another study. You need to use the ones you already paid for. Every year, good insights get lost in slide decks, folders, and “we’ll come back to this later.”

In this episode, Jake Burghardt, former Amazon research leader, now at IntegratingResearch.com shows how to rescue the gold that’s already in your archive. We talk about why teams keep re-asking the same questions, how to turn a 30-page report into a one-page keeper, and simple habits that bring insights into the room when decisions are made. If you lead consumer insights, this is a gentle but firm nudge: less chasing new data, more making your best work usable, visible, and hard to ignore.

• A quick test for when an “old” insight is still useful and when it’s not.
• A weekly “rediscovery” habit that surfaces past insights right before planning.
• Easy ways to show impact (without buying another tool or building a dashboard).
• Where to plug insights into briefs, roadmaps, and OKRs so they shape decisions.

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Consumer data is losing its credibility and it’s not just because of bots. For years, incentivized surveys and outdated methods have been quietly warping the truth, leaving brands guessing about what customers really think.

In this episode, Stephanie Clapham, Director of Research at Latana, tells us why the old ways aren’t working and what’s replacing them. She shares how her team is ditching tired panel systems for fresh, ad-based sampling that finds real people in their real environments, no incentives, no professional survey takers. Steph lays out how brands can earn back trust and uncover insights they can truly stand behind.

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Insight teams are at a crossroads: stay safe and stay small, or take bold steps to become strategic growth drivers.

In this special live episode of The Insighter’s Club Podcast, we bring together three trailblazing leaders who are shaping the future of consumer insights. Recorded at The Stravito Insight Summit in Austin, Texas, Kristi Brown (Chick-fil-A), Michelle Sullivan (Target, General Mills) and Kristen Oeltjenbruns (Cargill) sit down to explore the path to insight excellence.

In this candid conversation, we tackle some pressing industry issues:

• Why are insights teams still stuck in silos, and how can we break these barriers once and for all?
• Why delivering data alone is no longer enough and how to transform it into actionable storytelling.
• What’s the secret to embedding insights throughout your organization without losing ownership or control?
• Why democratizing insights is the key to the future and how gatekeeping can limit your career growth.
  
  

If you're passionate about amplifying your impact as an insights professional, this episode is a call-to-action to elevate your approach and make a lasting impact across your business.

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Too often, insight teams are asked to deliver fast answers, neglecting the time, tools, or trust to get them right. The cost of that remains usually invisible – until it’s not.

In this episode, Jane Frost CBE, CEO of the Market Research Society, digs into why the true job of insight professionals is synthesis, not exclusively analysis, and what it takes to move from being data providers to trusted strategic advisors in today’s organizations. We also discuss:

• Why great insight is built on connection.
• The importance of stakeholder relationships
• How treating insights as reusable assets strengthens long-term decisions

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In this special episode, Thor Olof Philogène, Founder & CEO of Stravito, returns to the show to explore the biggest shifts reshaping the insights function in 2025. He and Ross take stock of a turbulent and transformative first half of the year, digging into what it really takes to move from one-off reports to insight systems that inform, influence, and endure.

They discuss:

• The difference between insight that explains and insight that transforms.
• How AI can either flatten or enhance insight, depending on how it's used.
• How to turn one-off findings into long-term strategic assets.
• The 3 skills insight leaders need to drive change across silos.
• And more!

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Even the smartest insight is useless if it can’t cut through, move people, or drive action. In this episode, Evan Williams, Founder at Perennial Mind and former insights leader at Uber, Mondelēz, and General Mills, breaks down what most insight teams get wrong when trying to make their work stick. Ross and Evan talk about why simplifying insights doesn’t mean watering them down, how AI can help but not replace human thinking, and why great storytelling is often more powerful than another dashboard. 

We also cover:

• How simplification plays a crucial role in cutting through, but requires serious skill and careful thought.
• Why AI’s inability to extrapolate like a human, because of its lack of goal awareness, is a strategic risk.
• The importance of insight teams as R&D rather than validators.
• Why written communication is the most under-leveraged skill in the insights function, and the fastest path to real influence.

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As AI becomes more embedded in decision-making, insight teams face the quiet but urgent challenge of keeping up with tech while proving their strategic value across the business.

In this episode, Febronia Ruocco, Global Strategic Insights & Analytics Director, returns to the show to share how the role of insight is evolving in the current AI era. She makes the case for decoupling insight from its traditional marketing home and positioning it as an independent, commercially focused function that partners across the organization. 

We also cover:

• How to balance AI-enabled speed with strategic depth
• Why tailoring your message to each stakeholder makes the difference
• The risks of relying too heavily on generative AI
• How bold insight leadership can influence commercial outcomes

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What if the voice of the customer mindset is holding you back?

In this episode, Nick Graham, Founder of Vertemis, and former senior insights leader at companies like PepsiCo and Mondelēz, draws on his 20+ years of experience turning insights into business impact. He breaks down why research often fails to land and what shifts you can make to more effectively drive influence.

We also discuss:

• Why great research doesn’t always equal impactful research
• The importance of starting with the business problem
• The value of storytelling and meaningful stakeholder relationships
• How AI is reshaping insights work

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The most valuable research doesn’t always come from large sample sizes, but from the ability to surface patterns, stories, and moments of clarity.

In this episode, Lisa Payne, Global Director of UX Research at Condé Nast, explores how qualitative insights, often overlooked or undervalued, can serve as a critical driver of strategic clarity. She shares how human stories, when surfaced and scaled effectively, can move beyond anecdote to influence decisions at the highest levels.

We also discuss:

• How to scale human stories using video and verbatim.
• Strategies for connecting insight teams and unifying research outputs.
• What “intent-first thinking” looks like in practice.
• The importance of embedding insights into decision-making at every level, including the C-suite.

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Sound hits the brain faster than sight. Yet most brands focus almost exclusively on their visual identity, neglecting their sonic identity and all its growth potential.

In this episode, we are joined by George Holliday and Luke Moseley, founders of Hear Me Out. Together, they explore why sound is one of the most overlooked (and powerful)  tools in brand strategy despite being one of the fastest ways to create emotional connections and boost ROI. 

We also discuss:

• How brands boost their ROI by 24% using just two seconds of sound.
• Why your audience hears your brand before they ever see it.
• The $150,000 mistake brands make with social media audio.
• How to make your audience feel something in under three seconds.

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How much of your time goes into doing the research, and how much into communicating it? If driving impact is the goal, the communication side might deserve more of the spotlight.

In this episode, Matt Roberts, VP of Business Intelligence at Formula E, shares lessons from 25 years of leading insights at organizations like Formula 1, Sky Sports, and ESPN. He explores why the real work begins after the research itself has ended, and why communication, not complexity, is the key to lasting influence in the insights industry. 

We also discuss:

• The importance of tailoring communication for different stakeholder types.
• Why delivery is just the beginning of the insight lifecycle.
• What a healthy, high-impact insights culture looks like + how to start building one.

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People remember stories. They share stories. They act on stories. But no one remembers 120 slides of data.

In this special unscripted episode, journalist-turned-consultant and Founder at EveryRung, Grant Feller joins Ross to explore how insights teams can adopt a newsroom mindset, build narratives that stick, and make their work not just memorable, but actionable.

We also cover:

• The #1 reason insights fail to influence decisions (hint: it’s not the quality of the data).
• Why shrinking attention spans demand new formats for insight delivery.
• Practical strategies to make insights consumable, shareable, and impossible to ignore.

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AI is transforming how insights are gathered and applied, allowing researchers to scale qualitative research, detect fraud, and deliver high-impact findings faster than ever. But what does this mean for the future of insight professionals?

In this episode, Alfred Wahlforss, CEO & Co-founder at Listen Labs, explores how AI-powered qualitative research enhances traditional methods by improving scale, reducing fraudulent responses, and delivering more actionable insights without sacrificing depth.

We explore:

• The biggest challenges in traditional research and how AI addresses them.
• How AI can screen participants, detect fraud, and improve qualitative depth.
• The shift from large, static reports to concise, high-impact insights.
• How outlier perspectives can unlock unexpected breakthroughs.
• The future of insight professionals in an AI-driven world.

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Insights are only as powerful as the action they inspire. 

In this episode, we are joined by Will Osborn, Service and Org Design Director & Head of Service Design at frog, part of Capgemini Invent, as he discusses why insights fail and what the industry needs to do differently. Will shares candid takes on blind spots in insights, why context is more critical than data, and why waiting for the perfect tech solution is a mistake.

We also discuss:

• The evergreen challenge of silo syndrome. 
• How great storytelling makes data impossible to ignore.
• Why research on its own isn’t enough.

Insights are no longer just about analyzing data and observations in isolation; they need to be framed within a broader narrative that aligns sales, marketing, and other stakeholders with a truly shared strategic agenda.

In this episode, Christina Marinucci, VP of Global Growth and Omnichannel Commercial Insights at Mondelēz International, explains why it’s essential to take a more holistic approach to insights in today’s market. She advocates for a unified, category-first strategy that drives the triple win: benefiting brands, retailers, and shoppers alike.

We also explore:

• The risks of siloed insights and how to create a cohesive strategy.
• Why category-first thinking unlocks growth for brands and retailers alike.
• How diverse career experiences can help you become a stronger, more adaptive insights leader.

The future may be uncertain, but your business strategy doesn’t have to be. The secret? Stop predicting and start preparing.  

In this episode, Jennifer Brace, Chief Futurist at Ford Motor Company, challenges the way insight professionals think about data, foresights, and the future. She explains the importance of broadening the scope of long-term planning to include external signals, consumer reactions, and macro factors like climate change.

We also discuss:

• Why consumers struggle to predict their own behavior.
• The STEEP framework.
• How AI adoption hinges more on public acceptance than tech capabilities.

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Welcome to the Insighter’s Club.

In this new chapter of the Consumer Insights Podcast, we’ll be digging even deeper into the big questions on the minds of insights leaders today. Join host Ross Dempsey as he speaks with a wide range of leaders, innovators and disruptors from across the insights space.

Tune in for a sneak peek of what’s ahead, and be sure to subscribe to the Insighter’s Club newsletter for exclusive content you won’t want to miss.

In this special episode, Thor is joined by Ross Dempsey, Director of Insight Engagement Services at Stravito and former head of Burberry’s award-winning insights engagement program. They explore the year’s standout themes, tapping into the lessons that shaped 2024, as well as the priorities insights professionals need to focus on for the year to come.

Listen to the end for an exciting announcement about what the podcast has in-store for 2025.