In our last episode, we talked to Laura Roberts, Head of Brand and Marketing Insight (EMEA) about her work to transform Insight at Google, and the ways her team are adopting AI.
This week, it’s back to our focus on Insight commerciality.
Having explored the importance of building commercial foundations for our work and getting into the habit of estimating the size of the prize, we now need to think about how we can apply our new commercial understanding.
There are 3 key aspects to this:
- What we do: use value to prioritise our research and analysis activity
- How we do it: using a commercial context at each stage of our work, and ultimately identifying new value opportunities for our company
- What we have done: record the value opportunities we have identified and those that have been actioned
To help us explore this topic, James is joined by Parveen Bdesha, a former Insight consultant at ebay, Insight leader at News UK, and now one of the IMA’s professional Insight advisers.
Please click here to listen to this episode or download any of the previous episodes for free.
Transforming Insight podcast
The Transforming Insight podcast was launched 2 years ago and has now been downloaded over 13,000 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