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Insights, Marketing & Data: Secrets of Success from Industry Leaders

Insights, Marketing & Data: Secrets of Success from Industry Leaders

Hosted by Henry Piney

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Episodes

65

Latest episode

Jun 2026

Language

EN-GB

About the show

Published in conjunction with InsightPlatforms.com...Learn how industry leaders use consumer insights and data to market, nurture and expand great businesses. We talk to innovators from across the eco-system - clients, agencies, platforms, financiers and tech providers - exploring the stories, thinking and people behind successful businesses in the space. New interviews every Wednesday UK time. Suggestions, questions or thoughts? Please send them through to futureviewpod@gmail.com

Listen to episodes

60 recent
June 9, 2026Episode 743 min

BILL.COM - Janani Venkataraman. When Fifty Surveys Beat Three Hundred? Synthetic data, the challenge for agencies & getting to better decisions in B2B research.

Send us Fan MailWe talk with Janani Venkataraman about how AI is changing market research, from sample sizes and synthetic augmentation to the skills that still matter when automation accelerates the basics. We also challenge the old divide between UX research and consumer insights and argue for “insight systems” that triangulate signals across the organisation. We coverL• Janani’s path from software engineering and sales into consumer insights leadership • How Bill.com fits into a broader fintech automation ecosystem and why integration matters • Hybrid approaches to understand hard to reach audiences• “Signals versus insights” and why sometimes the numbers matter less than directionality • Why UX research and consumer insights are converging as org charts flatten • Triangulation across sales, product feedback, market research and UX to build confidence • A risk and reversibility framework for deciding what to automate with AI • What agencies can do next: redefine speed as faster decisions, not faster decks All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

March 10, 2026Episode 638 min

Sam Clough - SUPER AWESOME. Global Strategic Insight Director. Teens, Trust, And Talkability. How Young Audiences Really Engage: Fandoms, Creators, And The New Rules Of Youth Marketing.

Send us Fan MailWe sit down with Sam Clough, Global Strategic Insight Director at SuperAwesome, to unpack how brands can reach under-18s safely and effectively across YouTube, TikTok, CTV, gaming, and audio.We explore how teens decide what to trust, why talkability beats old word of mouth. Among other areas we cover: • Teens’ scepticism, AI fatigue, and platform-native creative• SuperAwesome’s role enabling safe, compliant youth marketing• YouTube and TikTok as top discovery and ad recall channels• Creator freedom over rigid briefs for authenticity• Six fandom stages: discovery, trial, deepen, engage, exit, re-entry• Crossovers to grow incremental audiences and spark returns• Global patterns across UK, US, France, Germany• What makes a strong agency partner and collaborative insightAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

February 12, 2026Episode 540 min

J.D Deitch (Part 2): Market Research’s Quality Crisis....and what the industry can do to solve it.

Send us Fan MailEver wonder why your “representative” online sample may feel brittle, noisy, or oddly familiar? Well, there's no one better than J.D. Deitch to provide a highly knowledgeable - and objective - perspective on why this may be. Alongside other issues we get into:- How the programmatic sample market rewards speed and completions, not care and candour. - We map the real supply chain behind panels today, from proprietary communities to rewards sites and intermediaries that resell traffic through APIs.-. We explain how to spot when you need real people and where synthetic respondents fall short on detecting change or answering outside the model’s scope.- How to use AI as a force multiplier in creative testing and workflow.-  We also pull back the investor lens: why legacy cost structures struggle, where private equity is placing bets, and how AI can improve both revenue velocity and margins for leaner operators.If you buy sample, lead insights, or build research tech, this is a candid (albeit selective) tour of what’s broken, what’s working, and what to do next.All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

January 29, 2026Episode 439 min

J.D. DEITCH (part 1) - Judging Cheese; Representing the fan base at Man Utd; The Future Of Research and Researchers....

Send us Fan MailDelighted to have on J.D. Deitch, the ex COO of Cint, esteemed research sector analyst and adviser. In part 1 of this interviews, we go from cheese caves in Paris to  the  terraces at Old Trafford, then into the guts of how insights work really gets done. Among other areas, in part 1 we cover• Judging cheese and the risk of palate fatigue• Becoming a Manchester United fan and then leader• Why researchers often miss the C‑suite,• Operational economics: legacy operating models and DIY’s limits• AI agents, fieldwork automation, and new pricing• Whether specialist agencies can elevate to consulting value.• Two career path options: strategy shapers and method buildersAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

October 28, 2025Episode 350 min

NICOLE PIKE - YOU GOV, Global Head of Sport. The data behind the world of sports; the evolution of video games research; valuing the e-sports audience; using AI without smearing data provenance

Send us Fan MailIn a world like sports  - where a clean number can seal a deal, but a fuzzy story can sink it - how do you ensure data fidelity and really robust conclusions? And what's the data behind the scenes that moves investment?  Well, I can't think of anyone better to explain that balance than the  fantastic  Nicole Pike, Global Head of Sport for YouGov (and formerly head of video games and E-sports at Nielsen.)  We dig into:- Nicole's journey from pet food research to movies, video games, e-sports and sport.- How audience behavior has shifted in the world of games- Where AI helps analysis without breaking trust- The unique mechanics of entertainment sector forecasting- The reality behind the E-sports boom- The emergent uses of consumer data to fill out stadiums and monetize sports contentAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

October 9, 2025Episode 232 min

ONE STRATEGY STUDIO - JONATHAN WILLIAMS (FOUNDER). PART 2. Why bootstrapping often beats chasing VC money. Addressing client concerns on AI; and why even with SaaS they often still want you to press 'the button' for them.

Send us Fan MailIf you’ve just raised $20m for an insights business is that a win? Or are you just taking on debt and potentially unrealistic expectations around business model?  Just a couple of the subjects we get into in part 2 of the opening interview of the new FutureView series with Jonathan Williams of One Strategy Studio. In part 1 we explored Jonathan’s entrepreneurial journey thought the insight space and we now move onto the question of funding and financial sustainability the sector, including: -          The importance of value, rather than time, based pricing-          Why it may not be a good ideas to ask consumers (in the first place, anyway)-          How far can you get using AI-          Dealing with concerns around hallucinations-          Why raising money through VC/ PE may not be the right model for insight businesses-        Does SaaS work for insight businesses>-         What Jonathan has changed his mind about recently…  All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

September 29, 2025Episode 133 min

JONATHAN WILLIAMS - ONE STRATEGY STUDIO (Founder) Part 1. Why the future of insight isn't asking consumers more questions, it's finding better answers. Doing more with existing data; driving more value out of new research.

Send us Fan MailDelighted to talk to Jonathan Williams, successful founder of multiple agencies who has consistently pushed the boundaries of strategic insight...and how technology can help.   Among other areas we cover:Thinking about the creative process in music and writingJonathan's journey and learning having successfully launched and sold  Clear Ideas (to M&C Saatchi), MASH (to Kantar), and Discover AI (to Talkwalker)The creation of One Strategy Studio – an agency powered by AI personas working alongside human strategists to drive projects end to end.The paradox of time-based billing - the ore efficient you get, the less you can charge. Imagining a new direction for a major movie franchise. And that's just part 1. In part 2 we move onto the impact of VC/ PE funding on the insights business,  whether SaaS type models can really apply to the insights world and how to successfully interface AI with the insights world. All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

February 18, 2025Episode 1246 min

IHG HOTELS AND RESORTS - Catherine Willis, Head of Guest Insights. Decoding consumer behavior like a detective; the importance of the 'love spark' in car purchase; lessons from Ford, Delta Airlines, and LG Electronics.

Send us Fan MailWhat a pleasure to welcome on Catherine Willis of IHG Hotels and Resorts onto the podcast. Catherine is a font of knowledge and brings to bear amazing perspective.   In addition to our chat about the importance of beige food and darkened rooms (qual researchers, you’ll understand), some highlights from our conversation:How to uncover true consumer motivationsIdentifying and addressing anxiety pointsLearning from police interrogation techniquesThe importance of the ‘love spark’ in car purchaseAdvice for young people entering the industryThe impact of AILessons from Ford, Cox Communications and LG ElectronicsAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

January 5, 2025Episode 1149 min

ZAPPI - Steve Phillips, Founder & Chief Innovation Officer. Why insight specialists should drive marketing & innovation; raising $170m investment for growth; the short and medium term benefits of AI; managing the transition from CEO.

Send us Fan MailDelighted to have on Steve Phillips, the Founder, former CEO and now Chief Innovation Officer of Zappi. Steve is one  the foremost thinkers and entrepreneurs in consumer insights, marketing and innovation,  a veteran of several  start ups and the driving force behind Zappi, who took on a $170m investment from Sumeru Equity  Partners in December 2022 to drive further innovation.  We have a great conversation including: The story behind Zappi’s creation and growthAdvice for entrepreneursHow to instill true benefits from  automationThe balance between self-service and conventional agency offeringsUsing meta-data and AI models to ideate before testingThe use of AI agentsManaging the transition from CEO and ensuring staff still say ‘no’With thanks to Insight Platforms for their support and MX8 Labs for sponsoring. All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

December 12, 2024Episode 1048 min

DELINEATE - James Turner, CEO & Founder. Is conventional brand tracking broken? Harnessing machine-driven insights for real-time understanding; evaluating true campaign levers not vanity metrics; lessons from founding Delineate and what comes next.

Send us Fan MailIs brand tracking totally broken?  Or just boring? Well, maybe it’s neither. I’m delighted to chat to James Turner (JT) who is the founder and CEO of Delineate, the pioneering firm challenging the status quo in a critical sector. Drawing on experience and learnings from Circana, BT, Black Swan and Edelman, JT is great company and offers a unique perspective. Among other areas, we discuss:Learning to handle ‘big data’ in the early daysWhy consumer insight businesses often don’t have their data houses in orderLearning from the world of PRMoving from brand tracking to campaign tracking….and back againLessons for foundersWhat’s next for DelineateIf you want to support the podcast and future episodes, please follow/ review etc on Apple, Spotify etc. All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

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