Podcast
Digging for Insights
Hosted by Stephen Griffiths · EN
Listen to marketing & career advice from Fortune 500 insights leaders. This podcast helps insights professionals and marketers dig for the insights needed to drive your career and business. Join Stephen Griffiths, a Fortune 500 Corporate Researcher as he asks the hard questions. Want to get career advice? Listen to an Insights Director from Nestle, an EVP of IPSOS (third largest market research firm) and the CEOs from companies like Digsite and M/A/R/C research. We also provide episodes on how to choose a career, how to get a job during COVID-19, and a mini-series on choosing the right graduate school. Interested in marketing best practices? Hear from the SVP of Analytic Partners (a global leader in advertising measurement), the coauthor of how to innovate inside large companies, and from a professional business storytelling coach. Learn more at diggingforinsights.com
10episodes
Episodes
Newest firstAll episodes
Secrets of corporate insight teams: James Wycherley, CEO of IMA & Author of Transforming Insight
Dec 15, 202101:04:00Tap to summarizeDoing consumer insights work on the client-side is no small feat. So often research is completed by a research department but then sits on a shelf. Unearthing ways to make research come alive, and be implemented into the business is a craft. To address that need, James Wycherley, CEO of the Insight Management Academy, shares his experiences gained from 16 years of corporate insights teams. As a former insights director from Barclays Bank, he shares personal experiences and the collective experiences from the Insight Management Academy, a leading organization focused on corporate insights training and best practices based out of London, UK. In this episode, James talks about common issues corporate insights face and how to address them: How to ensure research is stored and presented in context to build a knowledge baseHow to show ROI on research within an organizationThe value of commerciality--the craft of implementing research into business processesYou can get a FREE executive summary of the book by emailing stephen@diggingforinsights.com
Transcribe →Global Head of Insights at General Mills, Jeanine Bassett | Case Studies, Career Advice & Future of Insights
Jul 27, 202100:59:41Tap to summarizeIn this episode, we hear from Jeanine Bassett, the global head of insights at General Mills. With 25 years of experience in market research, and 9 years leading the market research function at a Fortune 500 company, Jeanine shares case studies and career advice including: Case Study: HOw consumer insights turned around the billion-dollar Pillsbury brandCareer Story: Jeanine shares a candid perspective, especially for why she was chosen as VPSponsorship vs. Mentorship: How others can advocate for your career progressionThe Future of Insights: What will research methods, org structure and skillsets look like?There is so much packed into this episode that I created a free one-page summary (PDF). Simply email me at stephen@diggingforinsights.com to get your own copy. See the full show notes at diggingforinsights.com/25
Transcribe →5 Tips for Behavioral Design - Amy Bucher, author of Engaged and VP of Behavioral Design at Lirio
Jun 22, 202100:54:16Tap to summarizeAs marketing insights professionals, we often study consumer behavior. In this episode, we talk about how to design products and services that can nudge and shape customer behavior over time. In her new book, Amy Bucher (VP of Behavioral Design at Lirio) shares findings from her new book for how to design products (especially digital experiences like mobile apps) that can influence customer behavior. Book DiscountAmy has generously offered a 20% discount on her book to listeners of this podcast. The discount is good until Aug 21, 2021. Go to the link below and enter "diggingforinsights0621"https://rosenfeldmedia.com/books/engaged-designing-for-behavior-change/In this episode we cover:1. Focus on motivation2. Identify ability blockers using the COM-B model3. Use the 9 categories of interventions4. Enable long term engagement through regular feedback5. Leverage a social component to keep habits stickyShow NotesYou can access show notes for this episode by visiting our website at diggingforinsights.comhttps://diggingforinsights.com/24-amy-bucher-5-behavioral-design-tips/
Transcribe →Rogier Verhulst, Head of Marketing Research at LinkedIn, coauthor of The Business of Marketing Research
Mar 22, 202100:25:51Tap to summarizeIn this episode we talk with the head of marketing research at LinkedIn, Rogier Verhulst. Rogier shares his personal career journey and talks about his new book (with a generous 29% discount specifically for listeners of Digging for Insights).Career advice, including Rogier's story of taking a pay cut to pursue a different career pathRecruiting Tips, including what he looks for when hiring new people, something he calls the "Three C's"Introduction to his book, The Business of Marketing Research. To see show notes and get the 29% discount for Rogier's new book, visithttps://diggingforinsights.com/23
Transcribe →Market Research eLearning Options | Kathryn Korostoff, President of Research Rockstar
Feb 8, 202100:31:02Tap to summarizeHow can we keep our research skills sharp throughout our careers? In this episode, we hear from Kathryn Korostoff, president of Research Rockstar, the leading independent provider of market research training. This episode will coverPros and cons of using part-time online learning (like Research Rockstar) courses vs. taking full-time graduate degree in research.How qual research has changed during the pandemicWhy sometimes text only online focus groups are better than using videoHow to best presenting research findings to business teamsThis episode is part of a two-part series on market research eLearning. Later in February, Kathryn will release her video podcast where Stephen shares his personal experiences of getting new skills while working full time, specifically with learning options such as LinkedIn Learning, Coursera and Data Camp.
Transcribe →Market Research Outlook | 5 Trends for 2021
Jan 18, 202100:14:18Tap to summarizeInsights professionals have learned a lot in the past year, especially with the impact of COVID. In this episode, I summarize observations from conversations with client-side researchers about current research trends that will continue well beyond the pandemic. Five Research Trends for 20211. Growth of Virtual Research (impact on qual, packaging and ideation work)2. More DIY and fast turn research solutions (going from 2 week to 2 day timelines)3. Fewer one-off projects, more ongoing systems (better integration of foundational research)4. Location still matters - and other employment trends5. Changing the WAY we work (more experimentation and agile)This episode is part of a six-part series with other market research podcasts, the first coordinated effort from the MRX Podcast Network. To learn more about the network and other podcast episodes, visit diggingforinsights.com/21
Transcribe →Brett Townsend, Head of North America Insights at Electrolux | Four ways to improve market research
Jan 13, 202100:46:47Tap to summarizeWith almost two decades of experience in insights (Pepsico & Electrolux), Brett Townsend shares the pitfalls of market research and how we can improve as professionals and as an industry. - How marketing research can be more relevant within companies- The importance of company politics for market researchers- Nuances of consumer targeting- How artificial intelligence amplifies consumer insightsYou can see the full notes at diggingforinsights.com
Transcribe →Paco Underhill, Bestselling Author | Future of Food & Stories from 30 Years as CEO of Global Qual Firm
Oct 28, 202000:26:21Tap to summarizeIn this episode, we talk with Paco Underhill, bestelling author of Why We Buy, about his experiences as CEO of a global qualitative research firm, Envirosell. During this episode we cover a number of topics relevant for marketers and market researchers:1. What we can learn about customer-centricity from a Texas furniture store 2. The power of qualitative research (like web-alongs) even in the era of digital marketing3. The future of food, a sneak peek of Paco's new book launching next year4. Paco's personal journey to overcome stuttering to become an international public speakerFor more details, feel free to visit the website for show notesDiggingforinsights.com/19
Transcribe →Vivian Martin: Former VP, Consumer Insights at General Mills, 3 lessons from a 35-year career
Oct 2, 202000:24:00Tap to summarizeHow did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career. In this episode we cover:1. How personalization and origin stories can grow brands2. Nature Valley's turnaround in the 1990s (inspired by consumer research)3. The danger of creating plans that are too detailed (secret of "stumbling forward")4. How to lead an international team despite cultural differences See the full show notes:https://diggingforinsights.com/18-2/
Transcribe →5 Analytics & Insights Hacks for Entrepreneurs
Sep 17, 202000:27:13Tap to summarizeYou don't need a huge research team to understand your customers and grow your business. In this episode, Stephen shares five analytics and insights tips that companies of all sizes can use to be smarter and more customer-centric. This is an edited version of an interview from the Student Built Start-ups podcast. The five tips covered include:The Five Analytics & Insights Hacks1. Customer Advisory Boards2. The power of benchmarks with data analysis3. White space maps for marketing positioning AND marketing spend4. Marketing experimentation5. The EDC Framework to create a learning plan that can grow your brand or businessLearn more at diggingforinsights.com
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