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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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A pleasure to have Amy Cashman on this week’s podcast.  Amy is the CEO of Kantar’s Insights Division for the UK and Ireland.  Obviously Kantar is one of the best known and biggest names in the insights industry but a lot’s changed in recent year. So, we get into all that and more, including 

• Understanding how Kantar has evolved
• Balancing corporate responsibilities with staying in touch with clients
• How how the business thinks about  poduct development processes
• How to think about brand growth 
• The balance between measurement and advice
• Tying upper funnel to retail outcomes
• How Amy got into the industry
• Advice how to prosper in the insights world

And of course there’ something you probably wouldn’t know about Amy, as well as a few surprises in the quickfire round! 

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

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A pleasure to have on Sarah Beachler in a really great chat.  At the time of recording Sarah  was Senior Director of Consumer Insights at Nike and formerly at Meta as Global Head of Marketing Research for Reality Labs, at Google as Head of Global Consumer Insights for Hardware, Retail and Gaming and Head of Market Research and Consumer Insights at Sephora.

So, a fantastic foundation of experience to get into a range of industry issues including: 

-        How to integrate research practitioners across major corporations. 
-        Considerations in researching physical product vs software
-        Best practice to knit together product, marketing and sales research
-        The importance of integrating multiple consumer touch points 
-        What makes a good and a bad agency?
-       Avoiding unnecessary research duplication
-       Advice for young people coming into the industry

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So, how do influencers really contribute to marketing campaigns?  How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating 

• How the creator economy works & how to measure success
• The importance of the elephant path
• The benefit of a consumer insight grounding 
• Lesson from establishing measurement at Facebook, Pinterest and Snap 
• How to evaluate ROI
• How brands should work with creators
• The importance of creating benchmarks and establishing the metrics that really matter
• And something you may not know about American vs European wine.

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

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What are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:

• Integrating the insights flow into one platform
• Introducing generative AI into the platform
• How Yabble ‘generates’ data
• How to effectively use synthetic data
• Helping humans move at the speed of thought
• Solving the sample issues with virtual audiences
• Advice for young women making their way in the industry
• Yabble's business model and future plans

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From stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and  in this interview  we get into the issues above and more, including 

• Strengths and weakness of facial coding data
• Evaluating the intersection of claimed and behavioral data sets
• Understanding effectiveness of content for the BBC - rating vs reaction
• Using sensor date to create measurement for the influencer economy
• Measuring what’s valued, rather than just valuing what you can measure
• How to derive granular human understanding from big data sets
• How privacy works in relation to sensor data
• How behavioural learning models work
• Lessons from building a business from scratch. 

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

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The story of the pint that turned into two billion data points....well, two pints actually. However,  since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion.  Among other areas we cover:

- Nick's founder journey
- His tips for fund-raising and successful scaling of a business
- The market opportunity in the kids' research space
- Tools to help media planners
- Insights to guide licensing partners
- The balance between SaaS and custom research
- Why storytelling is still important within SaaS
- Moving from data reporting to predicting trends

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

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Do we really need humans for insight? Will synthetic data grow or destroy the insights market?  What on earth is synthetic data?  Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.

Among other areas we cover:

-  The evolution of Insight Platforms
-  The importance of adding business context to insights
-  Characteristics of insights companies who fail (and succeed)
-  Definitions of synthetic data
-  Prospective limitations of synthetic data
-  Conversational/ augmented surveys
- The impact of LLM based analysis on the insights sector

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

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STRAT 7 is a new type of insights, analytics and data group,  specialising in customer centric growth. Since Barrie Brien took over as Group CEO in 2019 the group has grown rapidly, both through organic growth and acquistion. At the time of recording STRAT 7 incorporates Bonamy Finch, Research Bods, Jigsaw, Incite, Rainmakers and Crowd DNA. 

For anyone intrigued by the financial and strategic aspects of growing an analytics-oriented enterprise, this episode lays out the blueprint for success, as well as leaning on Barrie's fantastic perspective across the world of advertising, insights, analytics and management consulting.

Among other areas we cover: 
-  Perspective from the advertising world, from CFO at Lowe to CEO at Creston
- The importance of the creative idea...and backing it up
- Building STRAT 7
- Integrating a paid advisory practice
- The difference agencies and specialisations within the group
- Incentivising and pulling agencies together
- Working with PE and how PE works
- What STRAT 7 is looking for next
- The role of AI in advertising & consumer insights

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

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