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#2 Insight over Instinct
When smart marketers stop guessing and start listening.
Moving fast is tempting. But skipping the research step often leads to expensive mistakes. In episode #2 of Do Change Marketing Now, Matthias Riedl speaks with Kornelia Wroblewska, Head of Insights at DCMN, about why real audience understanding is the key to building campaigns that actually perform.
They discuss the most common pitfalls brands face when they rely on gut feeling, what audience design really means, and how research can sharpen both creative and media strategy. Kornelia also shares how market insights help make Connected TV campaigns more effective and what KPIs marketers should focus on beyond brand awareness.
Do Change Marketing Now Episode #2 Insight over Instinct
Guests:
Matthias Riedl (CEO, DCMN)
Kornelia Wroblewska (Head of Insight, DCMN)
Published: May 2025
Duration: 28 minutes
Language: English
Episode Overview:
In this episode, DCMN CEO Matthias Riedl is joined by Kornelia Wroblewska, Head of Insight at DCMN, for a practical and honest conversation about the power of research in modern marketing. From audience design to creative testing and the misunderstood value of brand consideration, they break down how insight drives impact and what can go wrong when brands skip this step. The conversation includes real campaign examples, a surprising case of misattribution, and why Connected TV (CTV) needs more than just programmatic buzzwords to deliver results.
Topics Covered:
00:00 – Intro and why research is a marketer’s superpower
01:40 – The top three mistakes brands make with research
04:00 – Creative testing vs creative ego: how to bridge the gap
06:20 – Target group analysis and its real value
07:50 – Why market expansion without research is risky
09:15 – The global vs local campaign dilemma
11:00 – Building relevance through pain points, not assumptions
13:00 – One campaign, one ad… and the wrong brand attribution
14:00 – What actionable insights actually look like
16:00 – Making CTV a true performance channel through data
20:00 – Why we moved beyond standardised brand tracking
21:15 – Brand consideration vs brand awareness: what really matters
23:00 – What motivates your audience, really?
24:00 – From targeting to tone of voice: the full funnel view
25:20 – Final thoughts: how to test research without committing big
26:30 – What’s coming up next in Episode 3
Resources & Mentions:
More about audience design and research at www.dcmn.com
Contact us: [email protected]
Subscribe to Do Change Marketing Now on Spotify, Apple Podcasts, or wherever you listen
Key Quote:
“Audience design is not a buzzword. It is the briefing most brands skip.”
View all episodes
By Matthias RiedlWhen smart marketers stop guessing and start listening.
Moving fast is tempting. But skipping the research step often leads to expensive mistakes. In episode #2 of Do Change Marketing Now, Matthias Riedl speaks with Kornelia Wroblewska, Head of Insights at DCMN, about why real audience understanding is the key to building campaigns that actually perform.
They discuss the most common pitfalls brands face when they rely on gut feeling, what audience design really means, and how research can sharpen both creative and media strategy. Kornelia also shares how market insights help make Connected TV campaigns more effective and what KPIs marketers should focus on beyond brand awareness.
Do Change Marketing Now Episode #2 Insight over Instinct
Guests:
Matthias Riedl (CEO, DCMN)
Kornelia Wroblewska (Head of Insight, DCMN)
Published: May 2025
Duration: 28 minutes
Language: English
Episode Overview:
In this episode, DCMN CEO Matthias Riedl is joined by Kornelia Wroblewska, Head of Insight at DCMN, for a practical and honest conversation about the power of research in modern marketing. From audience design to creative testing and the misunderstood value of brand consideration, they break down how insight drives impact and what can go wrong when brands skip this step. The conversation includes real campaign examples, a surprising case of misattribution, and why Connected TV (CTV) needs more than just programmatic buzzwords to deliver results.
Topics Covered:
00:00 – Intro and why research is a marketer’s superpower
01:40 – The top three mistakes brands make with research
04:00 – Creative testing vs creative ego: how to bridge the gap
06:20 – Target group analysis and its real value
07:50 – Why market expansion without research is risky
09:15 – The global vs local campaign dilemma
11:00 – Building relevance through pain points, not assumptions
13:00 – One campaign, one ad… and the wrong brand attribution
14:00 – What actionable insights actually look like
16:00 – Making CTV a true performance channel through data
20:00 – Why we moved beyond standardised brand tracking
21:15 – Brand consideration vs brand awareness: what really matters
23:00 – What motivates your audience, really?
24:00 – From targeting to tone of voice: the full funnel view
25:20 – Final thoughts: how to test research without committing big
26:30 – What’s coming up next in Episode 3
Resources & Mentions:
More about audience design and research at www.dcmn.com
Contact us: [email protected]
Subscribe to Do Change Marketing Now on Spotify, Apple Podcasts, or wherever you listen
Key Quote:
“Audience design is not a buzzword. It is the briefing most brands skip.”