In this special episode, Thor is joined by Ross Dempsey, Director of Insight Engagement Services at Stravito and former head of Burberry’s award-winning insights engagement program. They explore the year’s standout themes, tapping into the lessons that shaped 2024, as well as the priorities insights professionals need to focus on for the year to come.

Listen to the end for an exciting announcement about what the podcast has in-store for 2025.

It’s well-known that insights can offer companies competitive advantage – but what about collaborative advantage?

In this episode, Maryellen Mantyla, Consumer Insights Manager at Eastman, explores the business potential of sharing insights externally. She offers strategies for presenting them effectively to partners, customers, and stakeholders across the value chain, demonstrating how open, well-communicated insights can elevate a company’s impact and relevance in the industry.

We also discuss: 

• Maryellen’s approach to insights, based on a multi-layered analysis.
• The importance of clear and attractive visualization of insights to compel diverse audiences.
• Why insights professionals need to resist the urge to soften findings—and present the full story instead.

Insights are nuggets of truth about the world or ourselves.

But truth alone doesn’t drive change. The real challenge is communicating how and why things can improve based on those findings.

In this episode, we’re joined by Patrick Alcantara, Strategic Customer Insights Lead (UK & Ireland) at AXA, one of the world’s largest insurers. Patrick talks about the importance of communicating insights effectively to influence minds at all levels of business and inspire meaningful change.

We also cover:

• Why the best insights come from combining technical expertise with emotional intelligence.
• How to tailor insights to your audience’s specific needs to overcome resistance and gain buy-in.
• The importance of blending data-driven analysis with compelling storytelling to engage and persuade stakeholders.

Is data the new oil?

In this episode, we welcome Dan Foreman, insights entrepreneur and former president of ESOMAR, who shares his thoughts on what makes data, and by extension insights professionals, so important in today’s world.

We also discuss: 

• How the insights industry would look if it were built today
• Why data is so valuable
• The importance of spending time outside the insights space 
• How to use a data curation approach to build customer affinity

As AI advances, critical questions around ethics, limitations, and capabilities emerge. Can it ever truly replicate human insight? How is it reshaping business cost structures? Who really owns the data?

To tackle these pressing issues—and raise even more—we’re joined by Febronia Ruocco, Global Strategic Insights & Analytics Director and Executive Coach. Febronia discusses AI’s potential, dispels common myths, and reveals how insights professionals can leverage AI to become strategic commercial partners for businesses.

We also discuss: 

• Why effective stakeholder management and communication are more essential than ever
• Broader implications of AI in the insights industry
• The importance of starting every project with commercial impact in focus

The secret to leveraging real value from AI in qualitative research is thinking like a user, not an investor—and discerning the data. 

In this episode, we’re joined by Aaron Cannon, CEO & Co-Founder at Outset, as he explores how AI can eliminate the trade-offs between depth and speed in qualitative research to gather richer, more actionable insights at scale—without the traditional time and cost limitations.

We also discuss: 

• How to avoid common pitfalls in AI adoption by focusing on user needs and real-life applications.
• The importance of thinking iteratively and adapting as research progresses.
• How to balance depth and scale when conducting research.
• The power of mixed-methods research + how AI can enhance both qualitative and quantitative approaches.

By next year, 70 to 80% of all the data we receive will be unstructured. Is your organization prepared?

In this episode, we are joined by Victoria Gnatoka, Customer Experience Product Manager at Expedia. Drawing on over 10 years of experience, she digs into how adopting an omnichannel approach can help obtain unstructured data that can be turned into quality, actionable insights through AI, data engineering and other technologies.

We also discuss:

• Strategies to unlock the full potential of unstructured data.
• How to focus on actionable, high-impact insights rather than getting overwhelmed by data overload.
• Why integrating data across channels is crucial for comprehensive customer understanding.

The world of insights is continuously expanding. But what does that mean for insights professionals? And what skills do you need to stay ahead as the industry evolves?

In this episode, we dive deep into these topics with Bipul Markan, Head of Research and Insights MENA at Assembly Global. He encourages insights leaders to broaden their capabilities, embrace new tools, and foster a culture of learning within their teams to navigate the shifts in consumer behavior and the world of insights.

We also discuss: 

• How synthetic data offers valuable opportunities in market research, especially for experimentation and data augmentation.
• How to supplement traditional research methods with newer methodologies.
• Why advanced analytics are worth the investment.

Want to elevate your career in insights? Start thinking like a toddler.

In this episode, we're joined by Sean McCullough, Sr. Brand Insights Manager for Coors Family of Brands, Imports, Economy, Non-Alc, & Whiskey at Molson Coors. Sean discusses how he takes inspiration from the world of insights and beyond to continuously cultivate his sense of curiosity.

We also cover:

• The critical role of understanding human behavior in extracting meaningful insights from data for smarter business decisions.
• Why new research isn’t always the answer + how to maximize the use of existing resources
• The power of understanding all consumer demographics to maximize market potential and enhance engagement.

Insights isn’t a standalone discipline.

The more you work in concert with other areas of the business, the more likely you are to deliver on consumers wants and needs. 

In this episode, we’re joined by Tara Kenneway, Senior Brand Strategist and Insights Manager at T-Mobile, as she explores how to build insightful brands through an interdisciplinary approach. She discusses the intersection of insights, brand strategy, and product development, leading to a comprehensive understanding of consumers that goes beyond the obvious.

We also discuss:

• Why it’s essential to talk to consumers early and often.
• How communities can be a powerful resource in your insights toolbox.
• How to make more time for experimentation in your everyday work.