It's Episode 89, our first of Season 13, and I have a special guest on today’s episode: Laura Barber, Insight Consultant & Founder of The Ripple Impact.
With twenty years of Insight roles spanning General Mills, Coca-Cola, Boots, and PepsiCo, and a career that began before the word "Insights" was widely used in organisations, Laura has seen the field transform in almost every imaginable way.
Now running her own consultancy and podcast, The Ripple Impact, Laura helps brand leaders and founders sharpen their storytelling and strengthen their influence.
Laura shares the core principles that have guided her approach throughout her career
- Understanding the unique context and needs of each organisation before reaching for new data
- Tapping into the wealth of knowledge that already exists within a business
- Always, always stepping into the shoes of the consumer
- Get to know your stakeholders, as Insight has no value if not used
These might sound like fundamentals, but as Laura makes clear, they're the principles most easily lost under the pressure of deadlines and data.
We also talk about AI, where Laura has a balanced view: she believes it opens up exciting possibilities for speed and efficiency, but she's clear-eyed about the risk of leaning too heavily on technology at the expense of the distinctly human skills – the sense-making, strategic thinking and storytelling that defines truly impactful Insight work.
There's also a thread running through this episode about agility: what large organisations can learn from the entrepreneurial mindset, and why adaptability may be the most underrated skill in the Insight professional's toolkit.
Topics Discussed
- Principle of Effective Insight Leadership (4.42)
- Leveraging AI in Insight Teams (10.25)
- The Need for Sense-making in Insights (12.52)
- Balancing Optimism & Concern in AI Integration (18.16)
- Learning from Entrepreneurs and Founders (22.29)
If you'd like to hear more, please tune in!
James Wycherley
Host of the Transforming Insight podcast
Chief Executive, IMA