Episode 59 of the IMA's Transforming Insight podcast is now available!
In this extended episode, James chats to Fainareti Schortsaniti, Head of Consumer Insights at McDonald’s UK & Ireland.
Fainareti’s story begins with an unplanned entry into research, but it quickly grew into a passion for shaping business decisions at one of the world's most iconic brands.
She offers a glimpse into her responsibilities, from consumer research to product development testing, all aimed at keeping the customer at the heart of McDonald's strategy.
Fainareti candidly discusses the challenges of navigating a company where everyone seems to have an opinion, and champions the power of evidence-based insights.
In this episode, we discuss the ambitious strategies driving McDonald's UK and Ireland's customer engagement, and Fainareti emphasises the critical blend of consumer and business insights. Her team’s ability to speak both the language of the consumer and the business is key to breaking down barriers and fostering impactful decision-making.
Transforming Insight podcast
The Transforming Insight podcast was launched 2 years ago and has now been downloaded over 14,000 times.
Our largest audiences have been in the UK, USA and Germany, but we have listeners in 63 countries, from Mexico to Malaysia, South Africa to the Seychelles. We're so grateful for all the support!
If you have the ambition to transform your Insight team and its impact in your organisation, please tune in!
We explore the 42 secrets of successful corporate Insight teams, as summarised in the Transforming Insight book, but also talk to many of the senior Insight leaders at organisations like Carnival, Carlsberg, Card Factory, Google, Nestle and Sainsbury's who have put these ideas into practice.
And please send us your feedback! We welcome all suggestions for how we can make it more inspiring and relevant to the challenges that you face.
James, Lisa & Emma