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: How to ensure research is stored and presented in context to build a knowledge baseHow to show ROI on research within an organizationThe value of commerciality--the craft of implementing research into business processesYou 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 brandCareer Story: Jeanine shares a candid perspective, especially for why she was chosen as VPSponsorship vs. Mentorship: How others can advocate for your career progressionThe 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

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 DiscountAmy 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 motivation2. Identify ability blockers using the COM-B model3. Use the 9 categories of interventions4. Enable long term engagement through regular feedback5. Leverage a social component to keep habits stickyShow NotesYou can access show notes for this episode by visiting our website at diggingforinsights.comhttps://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).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 Marketing Research. To see show notes and get the 29% discount for Rogier's new book, visithttps://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 coverPros 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 to best presenting research findings to business teamsThis 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 20211. 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 trends5. 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 insightsYou 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 marketing3. The future of food, a sneak peek of Paco's new book launching next year4. Paco's personal journey to overcome stuttering to become an international public speakerFor more details, feel free to visit the website for show notesDiggingforinsights.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 brands2. 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 Hacks1. Customer Advisory Boards2. The power of benchmarks with data analysis3. White space maps for marketing positioning AND marketing spend4. Marketing experimentation5. The EDC Framework to create a learning plan that can grow your brand or businessLearn more at diggingforinsights.com

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 Uganda2. 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 PFS2. 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 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

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 your instinctsKey #3: Use a Work History Review to identify qualities of a new careerKey #4: Use Strengthsfinder 2.0 to articulate your strengthsKey #5: Use informational interviews to “try on” new jobsKey #6: Leverage online resources like 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: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 SUMMARYWhat 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 BACKGROUNDAnna Estlund has 15 years’ experience in consumer insights & marketing strategy, across CPG & entertainment. She has an MBA from the University of MinnesotaShe’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 INSIGHTSGet 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:How to create a personal storytelling libraryHow stories can make presentations come aliveTips & tricks used to train executives around the worldSee more details at www.diggingforinsights.com/8About the Digging for Insights PodcastWhether 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

ABOUT THIS EPISODEIn this third part of the grad school mini-series, I take a step inward and share my own stories about choosing a graduate program (in my case, a marketing research MBA). I hope the lessons I share can be applicable to anyone considering a graduate degree.Seven years ago I was nervously making some big life decisions. What graduate program was right for me? What career did I want in the long term? I was leaning towards quitting my job to enroll in a full-time MBA program, with a focus on marketing research, but was I making the right choice? Scenarios of sky-high student debt and graduation without a job loomed in my mind.Through the help of friends, mentors and family, I found the perfect MBA program for me and graduated with a dream job: Consumer Insights at General Mills. In this season of gratitude, I can’t help but be thankful for those who helped me make that possible.In this podcast episode, I hope to pay it forward by sharing the five things I wish I knew before choosing a graduate school program. Whether you are fresh out of college or thinking about a mid-career switch, these lessons can guide you to a good graduate program and ensure you make the most of that experience—and land a good job.SIGN UP FOR FREE COPYAs I mentioned in the podcast episode, I put together a free PDF that outlines the five lessons to consider when choosing a graduate program.Just visit the site below (show notes) to get the free PDF emailed to you.https://diggingforinsights.com/6-2/

About this EpisodeIn this second part of the marketing research grad school series, we speak with Kristin Branch, Director of the marketing research specialization for the University of Wisconsin-Madison's MBA. Formally known as the A.C. Nielsen center, the MBA specialization is the premier MBA program with a full emphasis in consumer insights. In this episode, we'll hear from Kristin who shares her background and trends that she sees in the industry, given her role with hiring companies and as lead for the 30-person advisory board comprised of Insights leaders ranging from pharma, to consumer goods, to tech. As an alumnus of the program, I share the key reasons why I chose--and am very happy with--my choice to attend the program for my MBA. About the A.C. Nielsen Center (MR focused MBA)The A.C. Nielsen Center for Marketing Research trains students in the specialized ideas, issues and techniques of marketing research, consumer insights, and analytics. We support students studying marketing, consumer behavior, and analytics. In the country’s premier marketing research specialization, our MBA students develop:Business acumen to work in cross-functional teamsResearch, analytical, and methodological approaches to learn the who, what, when, where and even the why behind consumer behaviorMarketing knowledge to translate the discovered insights into business recommendations to drive business growthEstablished in 1990, the A.C. Nielsen Center is built on the legacy and funding of the Arthur C. Nielsen Jr. family, pioneers in the field of marketing research. Our mission includes the discovery and dissemination of new insights knowledge.Biennially, the A.C. Nielsen Center hosts an industry conference, our Summit, and welcomes alumni, the external advisory board, and industry friends of the Center to campus for a full day of learning and networking.Link to A.C. Nielsen Program Website:https://wsb.wisc.edu/programs-degrees/mba/full-time/career-specializations/marketing-researchLink to Episode Show notes:http://diggingforinsights.com/5

This is the first part of a mini-series on marketing research graduate programs. About this EpisodeIn this episode, we'll get to hear from Marcus Cunha Jr, the Director of the Master of Marketing Research program at the University of Georgia. As one of the oldest of the US MMR programs, Dr. Cunha shares an overview of the insights industry, discusses his path as professor and shares the skills that are most valued by recruiters. Whether you are a prospective student or an experienced insights professional, this episode has something for everyone as Dr. Cunha shares the backstory of one of the most prestigious institutions in the market research industry. About the UGA MMRThe Terry Master of Marketing Research program was the first of its kind. In 1979 there was a need for high-caliber marketing researchers and so, in conjunction with some of the leading marketing professionals in the field, UGA faculty developed an 11-month program focused on real-world marketing research problems and insights into consumer behavior.The UGA MMR program is one of the top programs for developing skilled marketing research professionals and executives, and has more graduates than any other program. Visit to learn more.Helpful LinksUGA MMR Summit -- https://www.futureofinsights.com/UGA MMR Overview -- https://www.terry.uga.edu/mmr/Episode Show notes -- http://diggingforinsights.com/4

In this episode we’ll hear from an industry veteran shares her career story, from her first job to her current role as Executive Vice President at IPSOS, one of the largest global marketing research firms. Along the way, Lisa shares how to follow your passions within your job, the importance of company culture and upcoming trends in marketing research. About IPSOSIpsos Group is a global research and a consulting firm with headquarters in France. It is ranked as the third largest research firm, operating in 88 countries with over 16,000 employees. Ipsos is passionately curious about Society, Markets and People. “Game Changers” – their tagline – summarises their ambition: to provide true understanding and make our changing world easier to navigate. About the Digging for Insights PodcastWhether 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.

Episode SummaryInnovating within a large corporation poses many challenges. The Lean Startup, the classic book by Eric Ries, teaches how small teams can pivot and create new products quickly, but applying these principles in larger companies is not always clear. New to Big takes the next step by providing prescriptive advice for how large companies can innovate successfully by applying venture capital principles. Join us as we hear from Christina Wallace, coauthor of New To Big and VP of Growth at Bionic, as we talk about the mindsets needed for innovation, the importance of uncovering customer needs and the value of a zig-zag career. About New to BigSerial entrepreneurs David Kidder and Christina Wallace reveal their revolutionary playbook for igniting growth inside established companies. Most established companies face a key survival challenge, says David Kidder, CEO of Bionic, lifelong entrepreneur, and angel investor in more than thirty startups: operational efficiency and outdated bureaucracy are at war with new growth. Legacy companies are skilled at growing big businesses into even bigger ones. But they are less adept at discovering new opportunities and turning them into big businesses, the way entrepreneurs and early-stage investors must. In New to Big, Kidder and Wallace reveal their proprietary blueprint for installing a permanent growth capability inside any company--the Growth Operating System. About Bionic Bionic seeds and launches startups that discover and solve new customer problems for the world’s most competitive companies. Bionic installs a new, permanent capability within large enterprises that leverages the mindset and mechanics of entrepreneurship and venture capital to deliver an always-on pipeline of growth.About the Digging for Insights PodcastWhether 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.

What would it be like to work in marketing insights across multiple companies and industries? Join me as we hear from Monika Wingate who did just that. Monika began as a corporate researcher at a Fortune 500 firm, worked for an ad agency, spent time in academia, founded her own consulting firm, and co-founded an agile technology platform called Digsite. Along the way, Monika shares how networking, following her passions and a focus on Agile research has led to her current role as CEO of Digsite. About the Digging for Insights PodcastWhether 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.About DigsiteDigsite’s leading agile insights technology makes it faster for teams to learn and iterate with consumers. Recruit and launch a Digsite Sprint community in little as 24 hours. Answer “why” questions, capture photos and video of experiences, and iterate on ideas under development. Digsite customers have seen a 10X increase in the number of decisions they can inform, 50% decrease in market research timelines, and significant incremental revenue from getting better ideas to market. Visit www.digsite.com to learn more.

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.