In this episode, we hear from Jeanine Bassett, the global head of insights at General Mills. With 25 years of experience in market research, and 9 years leading the market research function at a Fortune 500 company, Jeanine shares case studies and career advice including: Case Study: HOw consumer insights turned around the billion-dollar Pillsbury brandCareer Story: Jeanine shares a candid perspective, especially for why she was chosen as VPSponsorship vs. Mentorship: How others can advocate for your career progressionThe Future of Insights: What will research methods, org structure and skillsets look like?There is so much packed into this episode that I created a free one-page summary (PDF). Simply email me at stephen@diggingforinsights.com to get your own copy. See the full show notes at diggingforinsights.com/25

Digging for Insights

Global Head of Insights at General Mills, Jeanine Bassett | Case Studies, Career Advice & Future of Insights

As marketing insights professionals, we often study consumer behavior. In this episode, we talk about how to design products and services that can nudge and shape customer behavior over time.  In her new book, Amy Bucher (VP of Behavioral Design at Lirio) shares findings from her new book for how to design products (especially digital experiences like mobile apps) that can influence customer behavior.  Book DiscountAmy has generously offered a 20% discount on her book to listeners of this podcast. The discount is good until Aug 21, 2021. Go to the link below and enter "diggingforinsights0621"https://rosenfeldmedia.com/books/engaged-designing-for-behavior-change/In this episode we cover:1. Focus on motivation2. Identify ability blockers using the COM-B model3. Use the 9 categories of interventions4. Enable long term engagement through regular feedback5. Leverage a social component to keep habits stickyShow NotesYou can access show notes for this episode by visiting our website at diggingforinsights.comhttps://diggingforinsights.com/24-amy-bucher-5-behavioral-design-tips/

5 Tips for Behavioral Design - Amy Bucher, author of Engaged and VP of Behavioral Design at Lirio

In this episode we talk with the head of marketing research at LinkedIn, Rogier Verhulst.  Rogier shares his personal career journey and talks about his new book (with a generous 29% discount specifically for listeners of Digging for Insights).Career advice, including Rogier&apos;s story of taking a pay cut to pursue a different career pathRecruiting Tips, including what he looks for when hiring new people, something he calls the "Three C&apos;s"Introduction to his book, The Business of Marketing Research. To see show notes and get the 29% discount for Rogier&apos;s new book, visithttps://diggingforinsights.com/23

Rogier Verhulst, Head of Marketing Research at LinkedIn, coauthor of The Business of Marketing Research

How can we keep our research skills sharp throughout our careers? In this episode, we hear from Kathryn Korostoff, president of Research Rockstar, the leading independent provider of market research training.  This episode will coverPros and cons of using part-time online learning (like Research Rockstar) courses vs. taking full-time graduate degree in research.How qual research has changed during the pandemicWhy sometimes text only online focus groups are better than using videoHow to best presenting research findings to business teamsThis episode is part of a two-part series on market research eLearning. Later in February, Kathryn will release her video podcast where Stephen shares his personal experiences of getting new skills while working full time, specifically with learning options such as LinkedIn Learning, Coursera and Data Camp.

Market Research eLearning Options | Kathryn Korostoff, President of Research Rockstar

Insights professionals have learned a lot in the past year, especially with the impact of COVID.  In this episode, I summarize observations from conversations with client-side researchers about current research trends that will continue well beyond the pandemic. Five Research Trends for 20211. Growth of Virtual Research (impact on qual, packaging and ideation work)2. More DIY and fast turn research solutions (going from 2 week to 2 day timelines)3. Fewer one-off projects, more ongoing systems (better integration of foundational research)4. Location still matters - and other employment trends5. Changing the WAY we work (more experimentation and agile)This episode is part of a six-part series with other market research podcasts, the first coordinated effort from the MRX Podcast Network. To learn more about the network and other podcast episodes, visit diggingforinsights.com/21

Market Research Outlook | 5 Trends for 2021

With almost two decades of experience in insights (Pepsico & Electrolux), Brett Townsend shares the pitfalls of market research and how we can improve as professionals and as an industry. - How marketing research can be more relevant within companies- The importance of company politics for market researchers- Nuances of consumer targeting- How artificial intelligence amplifies consumer insightsYou can see the full notes at diggingforinsights.com

Brett Townsend, Head of North America Insights at Electrolux | Four ways to improve market research

In this episode, we talk with Paco Underhill, bestelling author of Why We Buy, about his experiences as CEO of a global qualitative research firm, Envirosell.  During this episode we cover a number of topics relevant for marketers and market researchers:1. What we can learn about customer-centricity from a Texas furniture store 2. The power of qualitative research (like web-alongs) even in the era of digital marketing3. The future of food, a sneak peek of Paco&apos;s new book launching next year4. Paco&apos;s personal journey to overcome stuttering to become an international public speakerFor more details, feel free to visit the website for show notesDiggingforinsights.com/19

Paco Underhill, Bestselling Author | Future of Food & Stories from 30 Years as CEO of Global Qual Firm

How did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career. In this episode we cover:1. How personalization and origin stories can grow brands2. Nature Valley&apos;s turnaround in the 1990s (inspired by consumer research)3. The danger of creating plans that are too detailed (secret of "stumbling forward")4. How to lead an international team despite cultural differences See the full show notes:https://diggingforinsights.com/18-2/

Vivian Martin: Former VP, Consumer Insights at General Mills, 3 lessons from a 35-year career

You don&apos;t need a huge research team to understand your customers and grow your business. In this episode, Stephen shares five analytics and insights tips that companies of all sizes can use to be smarter and more customer-centric. This is an edited version of an interview from the Student Built Start-ups podcast. The five tips covered include:The Five Analytics & Insights Hacks1. Customer Advisory Boards2. The power of benchmarks with data analysis3. White space maps for marketing positioning AND marketing spend4. Marketing experimentation5. The EDC Framework to create a learning plan that can grow your brand or businessLearn more at diggingforinsights.com

5 Analytics & Insights Hacks for Entrepreneurs

Sometimes it is hard to give back during tumultuous times. One way is to use our time and technical skills (like marketing and insights) to help a non-profit organization. In this episode we hear about Partners in Food Solutions (PFS), a non-profit that helps pair corporate employees with companies in Africa who need technical expertise. This episode will cover several topics:1. What is Skills-Based Volunteering (SBV)? How it works non-profits like PFS2. What are the five main reasons to do Skills-Based Volunteering?3. Four main ways to get started with Skills-Based Volunteering, no matter where you work.Learn more at diggingforinsights.com/14

Intro to Skills-Based Volunteering | Clare Healy, Partners in Food Solutions (Part 1 of SBV mini-series)

With 15% unemployment, COVID-19 is changing many of our careers. In this episode I share my own experiences with choosing a career during the Great Recession--with help from friends and experts on LinkedIn. Whether you are in job transition, have recently completed college or know someone who is looking, I hope this episode provides the resources, tools and inspiration you need. Key #1: How to use the 7 Best Stories Method to identify skills & interestsKey #2: Why you should follow your instinctsKey #3: Use a Work History Review to identify qualities of a new careerKey #4: Use Strengthsfinder 2.0 to articulate your strengthsKey #5: Use informational interviews to “try on” new jobsKey #6: Leverage online resources like Careeronestop.orgGet more details in the show notes at diggingforinsights.com/13

Six Keys To Choosing a Career | Personal Stories from Stephen Griffiths

Searching for a job is never easy, but COVID-19 presents additional challenges. Join me as we hear from Virginia Roher, a Fortune 500 Executive Recruiter who has personally helped hundreds of marketing and insights professionals, as she shares advice for job seekers everywhere, especially during this unprecedented time. In this episode, Virginia sheds light on a number of job search questions:What types of companies are still hiring during COVID-19?How has the job recruiting process changed?What steps should job seekers take during this pandemic?Should job seekers be open to taking a pay cut to get a job at this time?Whether you are a job seeker, know someone who is looking for a job or simply want to hear career advice from a recruiter who specializes in brand and consumer insights, I hope this episode can provide some guidance at this difficult time.

Job Search Strategy during COVID-19 | Virginia Roher, Executive Recruiter at O'Connell Group

What lessons should we take away from the last 35 years in the market research industry?  What career advice can we learn from a current CEO? How can we get more involved publicly by hearing from a 10-year blogger and current host of a leading market research podcast?Get answers to these questions by hearing from Merrill Dubrow, CEO of M/A/R/C research. Merrill shares the stories of going from mailing paper surveys in the 1980s, to running call centers, to developing cutting edge 2-day solutions in today's digital age. Along the way, Merrill shares his stories, marketing tips and career advice that can help marketers and insights professionals alike.   

Lessons from 35 years in Market Research | CEO of M/A/R/C Research, Merrill Dubrow

Whether you are a marketing research professional looking for career inspiration, or a business looking for ways to become customer focused, the Digging for Insights podcast is for you. How do you know what your customers really need? How can you use research to make critical business decisions? Join Stephen Griffiths, a Fortune 500 Corporate Researcher to find answers to these questions as you dig for the insights that will grow your business. Whether you work in marketing, consumer insights, customer experience, analytics or market research, this podcast provides case studies, how-to research methods and career advice that can accelerate your career.

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Digging for Insights

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