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Is brand tracking totally broken?  Or just boring? Well, maybe it’s neither. I’m delighted to chat to James Turner (JT) who is the founder and CEO of Delineate, the pioneering firm challenging the status quo in a critical sector. Drawing on experience and learnings from Circana, BT, Black Swan and Edelman, JT is great company and offers a unique perspective. Among other areas, we discuss:

• Learning to handle ‘big data’ in the early days
• Why consumer insight businesses often don’t have their data houses in order
• Learning from the world of PR
• Moving from brand tracking to campaign tracking….and back again
• Lessons for founders
• What’s next for Delineate

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Have you ever thought about how environmental principles could translate into consumer insight? Not necessarily in the sense of more sustainable approach to the practice of market research, (although that is clearly very important) but evaluating how we can take learnings from the interaction of natural ecosystems and apply those to understandings of businesses and their interactions with consumers….nope, me neither!

Well, fortunately, the brilliant Erin Sowell of Thoughtful Research has done exactly that. Erin is  the emerging leaders representative for the MRC and has developed her framework in association with the Terry College of Business at the University of Georgia and among other areas we cover:

• What is ecosystem science?
• How principles from the natural world interrelate with business
• The LEARN, ADAPT and ENGINEER frameworks
• Intersections and differences with traditional market research
• The Emerging Leaders program at the MRC

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Very topical this week for all you WICKED fans - we have on Owen Myles of Universal Pictures, explaining how film studios adjust their marketing in relation to a film’s likely performance. Owen also adds in some great lessons from his time at other brands and agencies, as well as a refreshing twist on what makes a good brand/ agency relationship.  Among other areas we cover:

• Lessons from Kantar, Sony Europe and BBC Worldwide
• Juggling 20+ launches per year
• Integration of traditional and new measures to anticipate success
• Differences between U.S. and international approaches
• The state of the film industry post Covid

With call outs to Chris Massey, Henry Heywood, David Boyle and thanks to Insight Platforms for their support and to MX8 Labs for sponsoring.

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A real pleasure to have Fiona Blades, Founder and Chief Experience Officer of Mesh  Experience on the podcast.  It’s a great conversation, incorporating: 

• What you can learn from the indie music scene in Manchester
• Lessons for founders 
• The importance of experience metrics and correlation with market share
• The (hitherto hidden) impact of retail media on brand equity and advocacy
• Setting up a ‘data as a service’ proposition
• The role of the Market Research Council
• What makes a good client
• And why teenage boys really wear deodorant (yes, really). 

With call outs for SMG, the Path to Purchase Institute, the Market Research Council. And thanks to Insight Platforms for their support and to MX8 Labs for sponsoring. 

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So delighted to have on Stefanie Zammit of Bang & Olufsen, formerly of  Marks and Spencer, and Starbucks. There’s so much fantastic perspective and insight from Stefanie in this episode….not least do’s and don’ts of work in the Middle East, learning how to socialize research at M&S, and researching at Starbucks during the pandemic. You’ll also learn about Stefanie’s unintended moment of stardom in Sri Lanka…

Some of the key areas in this episode:

• How client side is fundamentally different from agency: “the final report is only the beginning”.
• Research and analytics departments are flip sides of the same coin: distinctions are often artificial and not helpful.
• How insights infrastructure and sequential knowledge building enables you to optimize resources.
• Budget restrictions can sometimes be a benefit (really?...yes!).
• Lessons from mentors
• Hygiene factors and what really makes a good agency stand out
• Key considerations in structuring a research department

Listen in to find out more....

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Unlock the secrets of neuromarketing with Marco Baldocchi, a trailblazer in the field of neuroscience and marketing. Ever wondered how the brain determines which brands we remember and which we forget? This episode promises to reveal how engaging key components of the brain such as the hippocampus and limbic system can transform fleeting impressions into lasting brand loyalty. 

Marco walks us through:

•  Cutting-edge techniques for measuring brain activity, such as gaze tracking and galvanic skin response
• The nuances of capturing genuine emotional responses.
• The critical role of emotions like fear of missing out and anticipation in shaping consumer behavior.
• Functions of key brain regions like the hippocampus and prefrontal cortex.
• Subconscious priming and how subtle stimuli like sounds and smells can influence consumer behavior without their conscious awareness. 

The episode wraps up with a discussion on the importance of deep work for productivity and what makes an ideal client. Don't miss this chance to elevate your marketing strategies with insights directly from the intersection of neuroscience and consumer behavior.

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Get an insider’s perspective on Warner Brothers Discovery's corporate strategy team, focusing on insights and analytics that drive business operations across movies, TV shows, streaming services, and games. Vera delves into the importance of consumer behavior and trends in optimizing current practices and identifies future opportunities in emerging technologies. 

Among other areas, in this episode we cover:

•  How AI can genuinely be useful
• Techniques used to evaluate emergent trends
• Tailoring presentations for left brain and right brain stakeholders
• Understanding need states
• Where the metaverse is now
• Differences between sectors and additional perspective from Vera’s time at Mattel, Del Monte and Microsoft Xbox
•  Do’s and don’ts for agencies

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Imagine you’re buying a new bike….you’ve been to multiple websites, you’ve seen several ads, you’ve clicked on some but not others, read reviews on different sites and…eventually you buy the bike.  However, how does the bike seller understand the contribution of each marketing channel?  And where should they invest next for other customers?

This is just one of the questions, which John Readman  founder of Ask Bosco addresses in the latest Futureview podcast. Originally recorded in the summer of 2024 (hence some of the references) we cover a great range of topics including:

How to educate the CEO and CFO on how marketing spend really works

• Integrating marketing data to create a level playing field
• Ai tools to forecast marketing effectiveness
• The importance of brand, creative and being brave to stand out
• The journey from Dragons Den and the RAF to the world of marketing
• Lessons from John’s Dad

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What if the stereotypes we hold about different generations are completely misguided? What if we don't know how to define them properly? Or if we're making up generations that simply haven't (yet) been properly defined?

Well, Sharalyn Orr of The Estee Lauder Companies is coming to the rescue with part 2 of our interview....

Join us as we debunk the myth that Baby Boomers are resistant to technology and reveal the defining traits of Gen X, molded by the upheavals of the late 60s and 70s. We contrast these with the formative experiences of Millennials during the economic booms and enhanced child safety measures of the 80s and 90s. We also explore the societal pressures that shaped the Baby Boomers' drive to acquire McMansions and the emergence of the modern midlife crisis.

We'll discuss the pragmatic mindset of Gen Z, influenced by significant events like the 2008 financial crisis and COVID-19, and the perils of narrow generational timeframes.  And how you can use generational insight within your company....

This episode is a must-listen for anyone curious about the complex interplay between generational experiences and societal norms.

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Join us for the season four premiere of FutureView, where we sit down with Sharlyn Orr, Executive Director of Global Marketing Innovation at Estee Lauder Companies. Sharalyn takes us through her fascinating shift from journalism to consumer insights to marketing and the crucial role of subject matter experts in managing information overload within large organizations.  Among other areas  we cover:

- How Sharalyn almost became a policewoman (kind of)
- Moving from TV news and print journalism into generational insight
- Focusing and understanding the proposition for over 45s for the Estee Lauder companies
- How Sharalyn's  role intersects with consumer insight teams
- The continued importance of in-depth qualitative insight
- Sharalyn's mentors
- Characteristics of good (and bad) agencies. 
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Listen in or check out the transcript page for all the detail.  Please use the text function above to feedback thoughts, questions, further suggestions and areas you'd like the pod to cover in the future.

All episodes available at  https://www.insightplatforms.com/podcasts/

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