Dig In

Michelle Gansle, VP of Global Insights & Analytics at McDonald's, shares her journey from brand management to leading the insights team. She emphasizes the importance of marketers having access to insights, discusses people development, and highlights integrating data with human understanding in driving business strategy. The episode covers gum benefits, data terms, target audience understanding, and the evolving role of insights in marketing.

Founders of Dig discuss the next generation of researchers and changes in the insights industry. Topics include the necessary skills for insights professionals, leveraging technology in day-to-day work, and the impact of technology and AI on industries.

It makes sense that part of what Sarah Robb loves about brand strategy is the research that underpins it; she’s a real research geek at heart (which we appreciate, of course!). And in this week’s episode of Dig In, Sarah explains practical tips for doing brand strategy and brand marketing work that can make a difference. Tune in to learn: • The things that the world’s most famous/successful brands have in common • 4 questions that every brand needs to answer to create a successful brand strategy • How research goes hand in hand with brand strategy work • Why rebranding should be approached from the perspective of customers and employees • New ways to conduct brand strategy (which involve psychology) and so much more!--------------Discover Sarah's Brand Strategy Academy and learn how to make your brand stand out: https://www.brandstrategysarah.com/freebrandstrategycourseSubscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our VP of Marketing, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

Qual research has, in years gone by, been viewed as sort of challenging to quantify. But today’s Dig In guest is chipping away at this type of historical stigma. Jared A. Feldman is the CEO & Founder of Canvs AI, an emotion and behavior insights platform. In this lively episode, Jared and our own qual expert Patricia King discuss how you can add empathy to qualitative research, turn unstructured data into quantifiable evidence, and how AI can help researchers power up their work. Tune in to learn: What Canvs AI does and how they enable brands to be truly empathetic Why open-ended questions have had a mixed reputation in the research world and how Canvs AI is changing thatThe benefits of using a tool like Canvs AI in tracking studiesHow consumers can tell if a brand is empathetic Why AI won’t actually steal our jobs--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

“If you want to persuade people to change behavior, it’s better to use laughter, not lecture.” Kevin Lynch spent most of his career on the agency side. Now, he’s a Creative Director at one of the most fearless brands, Oatly. Kevin discusses what it’s like working in the Department of Mind Control at Oatly and why their mantra is to be consistently inconsistent. He also shares what he appreciates about the client side and how too many brands are scared or too worried about ROI. Tune in to learn: • How the best marketing is about asking people for action • Fearlessness as a brand • Why it’s better to treat people with intelligence • How to put an ad within an ad within an ad within an ad… Check out the ad within an ad here - https://musebycl.io/advertising/oatly-put-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad-inside-ad. Also, subscribe to Oatly’s new newsletter at https://www.oatly.com/spam. And if you want to drop Marten a note, his email is marten@oatly.com.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

In this podcast, Kathy Cheng discusses the impact of conversational AI on market research. She highlights the importance of qualitative research and the challenges of asking the right questions. The podcast also explores the integration of quantitative and qualitative research methods, and the application of conversational AI in market research. The speakers emphasize the importance of human-centricity in applying AI and optimizing its value.

Today’s episode is a masterclass on building your brand strategy. Susan Gillmeister, SVP of Planning at Havas, has spent her entire life, in some shape or form, in advertising. Driven by storytelling, Susan realized advertising is all about telling your brand’s story. If it’s a good story, you’ll connect to it on a human level - not just as a company trying to sell you something. Regardless of what you’re selling, you need to resonate with your consumer. Susan elaborates on why if you’re for everyone, you’re really for no one. Plus, she explains a Venn diagram that will help form the basis of your brand strategy. Tune in to learn: The fundamentals of building a brand strategy Why you need to keep up to date with popular culture Why you can’t do strategy without research Why you need to be a two-year-old and keep asking why Sue also shares a great example of how a brand properly connects to its consumers on that fundamental human level with The Tough Turban.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director, on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

In this episode, Patricia King, Denisa Preoteasa, and Julien Naggar discuss the future of qualitative research. They compare in-person and virtual qual, highlight technology's impact on a more natural consumer experience, and explore the role of AI in qualitative research. They also emphasize the importance of innovation and eliminating moderator bias.

It’s been a wild few weeks for cryptocurrencies (and really the full year). With the FTX scandal and a prolonged bear market, some people wonder if this marks the beginning of the end for crypto. Well, the people at Benzinga don’t think that’s the case. Luke Jacobi, Director of Operations at Benzinga, joined the podcast to talk about Benzinga’s upcoming The Future of Crypto Conference on December 7 in NYC. He also discusses what session he’s more excited about for the conference (sneak peek, it features Kevin O’Leary and Anthony Scaramucci), the current FTX situation, and where the market might go from here. Tune in to learn: • More about the Future of Crypto Conference • Why crypto isn’t dying • What issues concern consumers regarding the current state of crypto • The type of regulation crypto needs We think it’s going to be an awesome event. Thanks to Luke for sharing his thoughts about the industry and telling us more about the event. You can find all the information about the Future of Crypto event at - https://www.benzinga.com/events/crypto/ Plus, we did an Upsiide study to gauge people’s understanding and familiarity with cryptocurrencies and their understanding of recent news surrounding the market. You can find that here - https://app.upsiide.com/public/studies/8k01irf0--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite

This week’s guest fell in love with marketing mix modelling.Why? Because it infused math and data science, ads, and creative evaluation into one solution to help organizations understand their marketing budget and make smarter decisions. Hilary Borndahl is the Founder & Chief Executive Officer at Miix Analytics and focuses on Marketing Mix Modeling (MMM).Hillary discusses the changing digital landscape and new opportunities within ad units such as Netflix and Disney. She also dives into the difference between attribution for B2B and B2C, why it’s important to use sales and media data to make decisions, and why every single brand should have its own analysis.Tune in to learn:• How to maximize your marketing ROI• The Marketing Mix Modelling basics• Why traditional advertising still matters for consumer brandsSuch a pleasure having Hilary on the pod - super insightful stuff. And if you need some MMM experts, check our Hilary and Miix Analytics.--------------Subscribe to our podcast on your favourite platforms:Apple PodcastsSpotifyGoogle PodcastsAmazon MusicOther platformsHave ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.Enjoying our podcast? Leave us a review!Connect with us here:LinkedInWebsite