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 collecti...

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 brandCareer Story: Jeanine shares a candid perspective, especially for why she was chosen as VPSponsorship vs. Mentorship: How others can a...

As marketing insights professionals, we often study consumer behavior. In this episode, we talk about how to design products and services that can nudge and shape customer behavior over time. In her new book, Amy Bucher (VP of Behavioral Design at Lirio) shares findings from her new book for how to design products (especially digital experiences like mobile apps) that can influence customer behavior. Book Discount Amy has generously offered a 20% discount on her book to listene...

In this episode we talk with the head of marketing research at LinkedIn, Rogier Verhulst. Rogier shares his personal career journey and talks about his new book (with a generous 29% discount specifically for listeners of Digging for Insights). Career advice, including Rogier's story of taking a pay cut to pursue a different career pathRecruiting Tips, including what he looks for when hiring new people, something he calls the "Three C's"Introduction to his book, The Business of Marketi...

How can we keep our research skills sharp throughout our careers? In this episode, we hear from Kathryn Korostoff, president of Research Rockstar, the leading independent provider of market research training. This episode will cover Pros and cons of using part-time online learning (like Research Rockstar) courses vs. taking full-time graduate degree in research.How qual research has changed during the pandemicWhy sometimes text only online focus groups are better than using videoHow t...

Insights professionals have learned a lot in the past year, especially with the impact of COVID. In this episode, I summarize observations from conversations with client-side researchers about current research trends that will continue well beyond the pandemic. Five Research Trends for 2021 1. Growth of Virtual Research (impact on qual, packaging and ideation work) 2. More DIY and fast turn research solutions (going from 2 week to 2 day timelines) 3. Fewer one-off projects, more...

With almost two decades of experience in insights (Pepsico & Electrolux), Brett Townsend shares the pitfalls of market research and how we can improve as professionals and as an industry. - How marketing research can be more relevant within companies - The importance of company politics for market researchers - Nuances of consumer targeting - How artificial intelligence amplifies consumer insights You can see the full notes at diggingforinsights.com

In this episode, we talk with Paco Underhill, bestelling author of Why We Buy, about his experiences as CEO of a global qualitative research firm, Envirosell. During this episode we cover a number of topics relevant for marketers and market researchers: 1. What we can learn about customer-centricity from a Texas furniture store 2. The power of qualitative research (like web-alongs) even in the era of digital marketing 3. The future of food, a sneak peek of Paco's new book launchi...

How did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career. In this episode we cover: 1. How personalization and origin stories can grow brands 2. Nature Valley's turnaround in the 1990s (inspired by consumer research) 3. The danger of creating plans that are too detailed (sec...

You don't need a huge research team to understand your customers and grow your business. In this episode, Stephen shares five analytics and insights tips that companies of all sizes can use to be smarter and more customer-centric. This is an edited version of an interview from the Student Built Start-ups podcast. The five tips covered include: The Five Analytics & Insights Hacks 1. Customer Advisory Boards 2. The power of benchmarks with data analysis 3. White space maps for marketing p...

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 Partne...

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....

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 reaso...

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 & interestsKey #2: Why you should follow ...

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 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...

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 ...

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 SwitzerlandCareer advice for insights professionalsWhat 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 Mi...

Every insights professional knows the importance of storytelling at work. Turning abstract facts into a narrative is important, but not easy. In this episode, Victor Barbella, a professional storytelling coach, shares insights into how personal storytelling at work can tug at emotions, persuade decision makers and elevate our work. In this episode we'll cover: How to create a personal storytelling libraryHow stories can make presentations come aliveTips & tricks used to train exec...

This episode wraps up the mini-series on marketing research graduate schools with a conversation with the program director from the largest marketing research grad program in the US. Listen to how Jessica transitioned from a military career to insights, and how the program has grown rapidly in less than 10 years. Also learn how the program has used online, distance learning, podcast and mentoring programs to boost its impact for students, alumni and friends of the program. See m...