In this episode of the Sleeping Baber podcast, Steve Phillips, founder and Chief Innovation Officer at Zappi, discusses the evolution of consumer insights, the role of AI in market research, and the importance of creative effectiveness. He shares his journey from CEO to CIO, emphasizing the need for agility in marketing and the democratization of consumer insights. The conversation also touches on the future of data as a service and how Zappi is helping brands improve their effectiveness through a deeper understanding of consumer emotions.

Our Guest:

Steve Phillips, Founder, Chair and Chief Innovation Officer at Zappi

https://www.linkedin.com/in/steve-phillips-2121ab/

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LinkedIn: https://www.linkedin.com/company/sleeping-barber/

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Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Takeaways

• Zappi aims to automate consumer insights for faster and cheaper results.
• AI has significantly improved the quality of market research reports.
• The emotional impact of advertising is crucial for creative effectiveness.
• Zappi's platform allows for rapid testing and iteration of marketing ideas.
• Democratizing consumer insights enables all team members to access data easily.
• Creative effectiveness is about more than just click-through rates.
• Zappi's clients have reported a 30% increase in effectiveness using their system.
• The future of marketing involves a continuous feedback loop with consumers.
• Data as a service is the next evolution for Zappi, enhancing brand strategy.

Chapters

• 00:00 - Introduction to Zappi and Steve Phillips
• 03:00 - The Evolution of Consumer Insights
• 05:58 - Leveraging AI in Market Research
• 09:07 - Creative Effectiveness and Its Importance
• 12:14 - The Shift from CEO to Chief Innovation Officer
• 14:53 - The Future of Data as a Service
• 18:00 - Conclusion and Key Takeaways