Digging for Insights

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: 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: 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

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 listeners of this podcast. The discount is good until Aug 21, 2021. Go to the link below and enter "diggingforinsights0621" https://rosenfeldmedia.com/books/engaged-designing-for-behavior-change/ In this episode we cover: 1. Focus on motivation 2. Identify ability blockers using the COM-B model 3. Use the 9 categories of interventions 4. Enable long term engagement through regular feedback 5. Leverage a social component to keep habits sticky Show Notes You can access show notes for this episode by visiting our website at diggingforinsights.com https://diggingforinsights.com/24-amy-bucher-5-behavioral-design-tips/

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). To see show notes and get the 29% discount for Rogier's new book, visit https://diggingforinsights.com/23

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 This episode is part of a two-part series on market research eLearning. Later in February, Kathryn will release her video podcast where Stephen shares his personal experiences of getting new skills while working full time, specifically with learning options such as LinkedIn Learning, Coursera and Data Camp.

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 ongoing systems (better integration of foundational research) 4. Location still matters - and other employment trends 5. Changing the WAY we work (more experimentation and agile) This episode is part of a six-part series with other market research podcasts, the first coordinated effort from the MRX Podcast Network. To learn more about the network and other podcast episodes, visit diggingforinsights.com/21

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 launching next year 4. Paco's personal journey to overcome stuttering to become an international public speaker For more details, feel free to visit the website for show notes Diggingforinsights.com/19

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 (secret of "stumbling forward") 4. How to lead an international team despite cultural differences See the full show notes: https://diggingforinsights.com/18-2/

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 positioning AND marketing spend 4. Marketing experimentation 5. The EDC Framework to create a learning plan that can grow your brand or business Learn more at diggingforinsights.com

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

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

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

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: 7 Best Stories Method Key #2: Why you should follow your instinctsKey #3: Work History Review Key #4: Strengthsfinder 2.0Key #5: informational interviews Key #6: Careeronestop.orgGet 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: 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 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

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: See more details at www.diggingforinsights.com/8 About the Digging for Insights Podcast Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career. We would love to hear from you! Simply reach out to Stephen@diggingforinsights.com

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 more details at the show notes page: diggingforinsights.com/7