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What does it take to turn insights into better, faster decisions? How is the role of insight professionals evolving in an increasingly complex world? Can a communications mindset help insights teams drive growth and impact?
These are just some of the questions shaping the future of the insights industry, and we’re exploring them here on The Insighter’s Club Podcast. Hosted by Ross Dempsey, Director of Insight Engagement Services at Stravito, we dive into the challenges and opportunities ahead with leaders, innovators, and disruptors from across the insights industry.
Formerly known as The Consumer Insights Podcast, this next chapter seeks to dig even deeper, exploring bold ideas and fresh strategies to keep you ahead of the curve.
Follow us on Apple or Spotify, and subscribe to our Insighter’s Club newsletter for valuable and exclusive insights content from us at Stravito.
Whether you’re a longtime listener or new to the show, welcome to The Insighter’s Club!
These are just some of the questions shaping the future of the insights industry, and we’re exploring them here on The Insighter’s Club Podcast. Hosted by Ross Dempsey, Director of Insight Engagement Services at Stravito, we dive into the challenges and opportunities ahead with leaders, innovators, and disruptors from across the insights industry.
Formerly known as The Consumer Insights Podcast, this next chapter seeks to dig even deeper, exploring bold ideas and fresh strategies to keep you ahead of the curve.
Follow us on Apple or Spotify, and subscribe to our Insighter’s Club newsletter for valuable and exclusive insights content from us at Stravito.
Whether you’re a longtime listener or new to the show, welcome to The Insighter’s Club!
81 Episodes
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Consumer data is losing its credibility and it’s not just because of bots. For years, incentivized surveys and outdated methods have been quietly warping the truth, leaving brands guessing about what customers really think.In this episode, Stephanie Clapham, Director of Research at Latana, tells us why the old ways aren’t working and what’s replacing them. She shares how her team is ditching tired panel systems for fresh, ad-based sampling that finds real people in their real environments, no incentives, no professional survey takers. Steph lays out how brands can earn back trust and uncover insights they can truly stand behind.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
Insight teams are at a crossroads: stay safe and stay small, or take bold steps to become strategic growth drivers.In this special live episode of The Insighter’s Club Podcast, we bring together three trailblazing leaders who are shaping the future of consumer insights. Recorded at The Stravito Insight Summit in Austin, Texas, Kristi Brown (Chick-fil-A), Michelle Sullivan (Target, General Mills) and Kristen Oeltjenbruns (Cargill) sit down to explore the path to insight excellence.In this candid conversation, we tackle some pressing industry issues:Why are insights teams still stuck in silos, and how can we break these barriers once and for all?Why delivering data alone is no longer enough and how to transform it into actionable storytelling.What’s the secret to embedding insights throughout your organization without losing ownership or control?Why democratizing insights is the key to the future and how gatekeeping can limit your career growth.If you're passionate about amplifying your impact as an insights professional, this episode is a call-to-action to elevate your approach and make a lasting impact across your business.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
Too often, insight teams are asked to deliver fast answers, neglecting the time, tools, or trust to get them right. The cost of that remains usually invisible – until it’s not.In this episode, Jane Frost CBE, CEO of the Market Research Society, digs into why the true job of insight professionals is synthesis, not exclusively analysis, and what it takes to move from being data providers to trusted strategic advisors in today’s organizations. We also discuss:Why great insight is built on connection.The importance of stakeholder relationshipsHow treating insights as reusable assets strengthens long-term decisionsJoin The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
In this special episode, Thor Olof Philogène, Founder & CEO of Stravito, returns to the show to explore the biggest shifts reshaping the insights function in 2025. He and Ross take stock of a turbulent and transformative first half of the year, digging into what it really takes to move from one-off reports to insight systems that inform, influence, and endure.They discuss:The difference between insight that explains and insight that transforms.How AI can either flatten or enhance insight, depending on how it's used.How to turn one-off findings into long-term strategic assets.The 3 skills insight leaders need to drive change across silos.And more!Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.a
Even the smartest insight is useless if it can’t cut through, move people, or drive action. In this episode, Evan Williams, Founder at Perennial Mind and former insights leader at Uber, Mondelēz, and General Mills, breaks down what most insight teams get wrong when trying to make their work stick. Ross and Evan talk about why simplifying insights doesn’t mean watering them down, how AI can help but not replace human thinking, and why great storytelling is often more powerful than another dashboard. We also cover:How simplification plays a crucial role in cutting through, but requires serious skill and careful thought.Why AI’s inability to extrapolate like a human, because of its lack of goal awareness, is a strategic risk.The importance of insight teams as R&D rather than validators.Why written communication is the most under-leveraged skill in the insights function, and the fastest path to real influence.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox
As AI becomes more embedded in decision-making, insight teams face the quiet but urgent challenge of keeping up with tech while proving their strategic value across the business.In this episode, Febronia Ruocco, Global Strategic Insights & Analytics Director, returns to the show to share how the role of insight is evolving in the current AI era. She makes the case for decoupling insight from its traditional marketing home and positioning it as an independent, commercially focused function that partners across the organization. We also cover:How to balance AI-enabled speed with strategic depthWhy tailoring your message to each stakeholder makes the differenceThe risks of relying too heavily on generative AIHow bold insight leadership can influence commercial outcomesJoin The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox
What if the voice of the customer mindset is holding you back?In this episode, Nick Graham, Founder of Vertemis, and former senior insights leader at companies like PepsiCo and Mondelēz, draws on his 20+ years of experience turning insights into business impact. He breaks down why research often fails to land and what shifts you can make to more effectively drive influence.We also discuss:Why great research doesn’t always equal impactful researchThe importance of starting with the business problemThe value of storytelling and meaningful stakeholder relationshipsHow AI is reshaping insights workJoin The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox
The most valuable research doesn’t always come from large sample sizes, but from the ability to surface patterns, stories, and moments of clarity.In this episode, Lisa Payne, Global Director of UX Research at Condé Nast, explores how qualitative insights, often overlooked or undervalued, can serve as a critical driver of strategic clarity. She shares how human stories, when surfaced and scaled effectively, can move beyond anecdote to influence decisions at the highest levels.We also discuss:How to scale human stories using video and verbatim.Strategies for connecting insight teams and unifying research outputs.What “intent-first thinking” looks like in practice.The importance of embedding insights into decision-making at every level, including the C-suite.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
Sound hits the brain faster than sight. Yet most brands focus almost exclusively on their visual identity, neglecting their sonic identity and all its growth potential.In this episode, we are joined by George Holliday and Luke Moseley, founders of Hear Me Out. Together, they explore why sound is one of the most overlooked (and powerful) tools in brand strategy despite being one of the fastest ways to create emotional connections and boost ROI. We also discuss:How brands boost their ROI by 24% using just two seconds of sound.Why your audience hears your brand before they ever see it.The $150,000 mistake brands make with social media audio.How to make your audience feel something in under three seconds.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
How much of your time goes into doing the research, and how much into communicating it? If driving impact is the goal, the communication side might deserve more of the spotlight.In this episode, Matt Roberts, VP of Business Intelligence at Formula E, shares lessons from 25 years of leading insights at organizations like Formula 1, Sky Sports, and ESPN. He explores why the real work begins after the research itself has ended, and why communication, not complexity, is the key to lasting influence in the insights industry. We also discuss:The importance of tailoring communication for different stakeholder types.Why delivery is just the beginning of the insight lifecycle.What a healthy, high-impact insights culture looks like + how to start building one.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
People remember stories. They share stories. They act on stories. But no one remembers 120 slides of data.In this special unscripted episode, journalist-turned-consultant and Founder at EveryRung, Grant Feller joins Ross to explore how insights teams can adopt a newsroom mindset, build narratives that stick, and make their work not just memorable, but actionable.We also cover:The #1 reason insights fail to influence decisions (hint: it’s not the quality of the data).Why shrinking attention spans demand new formats for insight delivery.Practical strategies to make insights consumable, shareable, and impossible to ignore.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
AI is transforming how insights are gathered and applied, allowing researchers to scale qualitative research, detect fraud, and deliver high-impact findings faster than ever. But what does this mean for the future of insight professionals?In this episode, Alfred Wahlforss, CEO & Co-founder at Listen Labs, explores how AI-powered qualitative research enhances traditional methods by improving scale, reducing fraudulent responses, and delivering more actionable insights without sacrificing depth.We explore:The biggest challenges in traditional research and how AI addresses them.How AI can screen participants, detect fraud, and improve qualitative depth.The shift from large, static reports to concise, high-impact insights.How outlier perspectives can unlock unexpected breakthroughs.The future of insight professionals in an AI-driven world.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
Insights are only as powerful as the action they inspire. In this episode, we are joined by Will Osborn, Service and Org Design Director & Head of Service Design at frog, part of Capgemini Invent, as he discusses why insights fail and what the industry needs to do differently. Will shares candid takes on blind spots in insights, why context is more critical than data, and why waiting for the perfect tech solution is a mistake.We also discuss:The evergreen challenge of silo syndrome. How great storytelling makes data impossible to ignore.Why research on its own isn’t enough.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
Insights are no longer just about analyzing data and observations in isolation; they need to be framed within a broader narrative that aligns sales, marketing, and other stakeholders with a truly shared strategic agenda.In this episode, Cristina Marinucci, Global VP, Growth & Omni Commercial Insights at Mondelēz International, explains why it’s essential to take a more holistic approach to insights in today’s market. She advocates for a unified, category-first strategy that drives the triple win: benefiting brands, retailers, and shoppers alike.We also explore:The risks of siloed insights and how to create a cohesive strategy.Why category-first thinking unlocks growth for brands and retailers alike.How diverse career experiences can help you become a stronger, more adaptive insights leader.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.
The future may be uncertain, but your business strategy doesn’t have to be. The secret? Stop predicting and start preparing. In this episode, Jennifer Brace, Chief Futurist at Ford Motor Company, challenges the way insight professionals think about data, foresights, and the future. She explains the importance of broadening the scope of long-term planning to include external signals, consumer reactions, and macro factors like climate change.We also discuss:Why consumers struggle to predict their own behavior.The STEEP framework.How AI adoption hinges more on public acceptance than tech capabilities.Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox
Welcome to the Insighter’s Club.In this new chapter of the Consumer Insights Podcast, we’ll be digging even deeper into the big questions on the minds of insights leaders today. Join host Ross Dempsey as he speaks with a wide range of leaders, innovators and disruptors from across the insights space.Tune in for a sneak peek of what’s ahead, and be sure to subscribe to the Insighter’s Club newsletter for exclusive content you won’t want to miss.
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 todayWhy data is so valuableThe importance of spending time outside the insights space How to use a data curation approach to build customer affinity
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