In this episode, we explore how the most impactful customer experiences arenot just built on data, but the human stories. Sibulele Mjali, ConsumerInsights Specialist with experience across leading FMCG brands like PremierFoods and Ferrero, joins us to share how a story-first approach is transformingmodern insights.

Sibulele unpacks how combining quantitative scale with qualitative depthallows brands to uncover the emotional drivers behind behavior—turning datainto something actionable, meaningful, and experience-led. From evolvingindustry trends to real-world examples of insights shaping major decisions,this conversation highlights why understanding people (not just metrics) is key to delivering experiences that resonate.

Tune in to discover:

• How the insights landscape is evolving and what it means for BX and CX
• Why storytelling is critical to turning data into meaningful action
• How to connect quantitative data with human emotion and context
• Practical ways to blend qual and quant for deeper, experience-ledinsights

Join us for a conversation on why the real value of data lies in thestories it tells—and how those stories power better experiences. To learn moreabout SMG, click here: https://smg.com/

In this episode, we explore what it really takes to turn everydayinteractions into lasting customer relationships. Ariane Guy, Senior Manager ofBrand Experience at European Wax Center (EWC), shares how thoughtful,human-centered design can elevate service into something far more meaningful.

From the deeply personal nature of self-care to the challenge ofdelivering consistency across hundreds of in-person touchpoints, Ariane unpacks how EWC creates experiences that build confidence, trust, and loyalty at scale. The conversation also dives into how AI is helping teams make sense of large volumes of customer feedback—turning insight into action and enabling more seamless, responsive experiences.

Tune in to discover:

• Why human connection remains critical in experience management—even in adigital-first world
• How to deliver consistent, high-quality experiences across multiplelocations
• The role of AI in transforming feedback into actionable CX improvements
• Practical ways to design journeys that drive loyalty and long-termengagement

Join us for a conversation on why every moment matters—and how the bestexperiences are the ones customers remember and return to. To learn more about SMG, click here: https://smg.com/

In this episode, we explore why communities are becoming one of the most powerful drivers of modern brand and customer experience. Nicola Gunby, Co-Founder and CMO of CLIQ, joins us to unpack how brands can move beyond passive audiences to create spaces where people genuinely connect, contribute, and belong.

As social platforms shift from connection to content consumption, Nicola shares how CLIQ is helping brands bring the “social” back to social platforms—through intentional, real-world and digital communities that foster deeper engagement. From co-creation to micro-communities, this conversation highlights how brands can turn customers into advocates and experiences into shared moments.

Tune in to discover:

• Why communities are fast becoming a cornerstone of standout brand experiences

• The difference between influencers, creators, and true brand advocates

• How co-creation communities lead to more relevant, relatable experiences

• Practical ways to build authentic, engaged brand ecosystems

Join us for a conversation on why the future of brand experience is built with communities. To learn more about SMG, click here: https://smg.com/

In this episode, we explore how financial institutions can deliver morerelevant, human-centered experiences by putting customer insight at the core of innovation.

With nearly two decades of experience across financial services,insurance, and FMCG, Sheila Akinnusi, Head of Research and Insights at Nedbank, joins us and unpacks how insight-driven decision-making is shaping the future of banking.

From navigating the growing role of AI to leveraging predictiveanalytics for more proactive, personalized experiences, she shares how leading banks are evolving to meet rapidly changing expectations.

Tune in to discover:

• How customer insight is driving smarter decisions across the bankingexperience
• The biggest shifts in consumer expectations and what they mean for CX
• The evolving role of AI and predictive analytics in financial services
• Practical ways to turn insight into innovation and impact

Enjoy this conversation on why the future of banking isn’t justdigital—it’s deeply human and built on understanding what truly matters tocustomers. To learn more about SMG, click here: https://smg.com/

In this episode, we explore how video and AI are reshaping the waybrands understand and design better customer experiences. Mamta Mithal,Associate Research Director at SMG, joins us to share how video-led research is unlocking richer, more authentic insights into real human behavior. 

Mamta explains why traditional methods often miss the nuance of livedexperience—and how combining video with AI enables brands to capture emotion, context, and meaning at scale. The result? Deeper understanding, faster decisions, and more impactful, insight-led experiences.

Tune in to discover:

• How video research brings brands closer to real customer moments andbehaviors
• The role of AI in scaling and analyzing rich, unstructured insight
• Why visual insights are key to designing more human, experience-drivenstrategies
• Practical ways to embed video into your research and CX approach

Join us for a conversation on how seeing and hearing your customers moreclearly leads to experiences that truly resonate.

To learn more about SMG, click here: https://smg.com/

In this episode, we explore the powerful intersection of human expertiseand artificial intelligence—and what it means for the future of customerexperience. Abi Awomosu, founder of Data, Heart and Soul and former insights leader at Uber, Meta, eBay, and Microsoft, joins us to unpack how AI can elevate (not replace) human understanding.

 Abi breaks down the realities behind AI in research, from tacklingchallenges like hallucinations to scaling qualitative insights in ways thatwere never before possible. The conversation highlights how the most impactful outcomes come from blending advanced technology with deep human intuition to create more meaningful, insight-led experiences.

Tune in to discover:

• How to combine human expertise with AI to drive smarter businessdecisions
• What “AI hallucination” means and how to navigate it in research andinsights
• New ways to scale qualitative understanding without losing depth orempathy
• Why the future of experience depends on balancing data, technology, and human perspective

Enjoy a forward-looking discussion on how human-centered AI is reshapinginsights, and why that’s key to delivering experiences that truly matter.

To learn more about SMG, click here: https://smg.com/

In this episode, we dive into the growing influence of communitiesshaping standout customer experiences. Tshedza Magugumela, former Community Engagement Manager at Airbnb Middle East and Africa, shares how putting people at the center of your strategy can transform not just marketing—but the entire brand experience.

 Drawing on his time at Airbnb, Tshedza unpacks how community-ledthinking helps brands cut through the noise, co-create more relevant campaigns, and build lasting emotional connections. This conversation explores the shift from broadcasting messages to fostering genuine relationships—and why that shift is critical for brands looking to stay relevant in a crowded,digital-first world.

Tune in to discover:

• How community engagement can drive more impactful, experience-ledmarketing
• Why co-creation with customers leads to stronger, more authentic brandconnections
• The role of community in shaping insights, strategy, and storytelling
• Practical ways to embed community thinking into your customer experience approac

If you’re all about the power of communities, you’ll enjoy thisconversation on why the most powerful brand experiences aren’t created forcustomers—but with them.

To learn more about SMG, click here: https://smg.com/

In this episode, we explore how emerging technologies are reshaping theway brands understand and connect with people. Thomas Snitker, Head of Research at the LEGO Agency, joins us to unpack how AI and synthetic data are transforming consumer insights into richer, more meaningful experiences.

Thomas shares how LEGO blends advanced analytics with human-centeredthinking to better understand its global audience—unlocking new levels ofcreativity, relevance, and emotional resonance. From scaling insights acrossdiverse markets to predicting evolving consumer needs, this conversationhighlights how data-driven strategies can still feel deeply human.

Tune in to discover:

• How AI is enabling brands to design more personalized and connectedcustomer experiences
• The growing role of synthetic data in expanding insight generation andcreative possibility
• What it takes to balance technology with empathy in modern experiencedesign
• Practical ways organizations can use AI to turn insights into impact

Join us for a forward-looking conversation on how smarter insights leadto stronger experiences—and why that matters more than ever.

To learn more about SMG, click here: https://smg.com/

In this episode of Xperience Matters, we’re joined by Simon Pollock, Global Insights and Analytics Lead at Kellanova, to explore how AI is reshaping the way organizations turn consumer data into confident business decisions.Simon breaks down the shift from traditional research to AI-powered insight generation—where speed, scale, and predictive capability are redefining what’s possible. The conversation goes beyond the hype, focusing on how leading brands are using AI to better understand changing consumer expectations and act on them with precision.We cover:• What AI actually changes in the day-to-day work of insights teams• How to move from reactive reporting to predictive, decision-ready insight• Where AI delivers real business value—and where it falls short• What it takes to integrate AI without losing the human context behind the dataIf you're looking to connect insights more directly to experience and outcomes, this episode offers a clear view of what’s next.

To learn more about SMG, click here: https://smg.com/

In 2023 the ‘consumer’ no longer just ‘consumes’. They innovate. They co-create. They advocate.

But how can your brand empower its customers to become co-architects of its mission? Bulbshare talks with TikTok’s Janay Marie and giffgaff’s Roxy Baciu to unpick the power of the people that truly make your brand special: your customers.

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