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Inside Insights: Daily Summaries Delivered
by Zappi
Marketing and insights teams speak different languages. Their disconnect wastes budgets, delays campaigns, and leaves consumer truth buried in data. The cost? Missed opportunities and marketing that doesn't connect. Inside Insights tears down these silos with bold, human conversations that transform how brands win with consumers. We reveal where data-driven marketing strategy meets consumer intelligence – turning research investments into measurable market advantage for both strategic leaders and insights practitioners. No fluff. Just value you can apply today. Co-hosted by Nataly Kelly and Steve Phillips. Nataly is CMO of Zappi, writes for Harvard Business Review, and has authored four books while running marketing, growth, and revenue teams at the C-suite level. Steve founded Zappi and serves as Chief Innovation Officer—an industry visionary who challenges conventional wisdom to better understand and serve their consumers. Inside Insights is for marketing leaders who want better consumer connections and insights professionals seeking greater business impact. Join us as we explore what works, what doesn't, and why it matters.
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 3 weeks ago34 min
Building innovation around changing consumer needs and norms
Marketing plans around what consumers say; insights knows it's not enough.Mariline Alsuar-Dean, Global Consumer Insights Director for Sexual Wellbeing and Female Hair Removal at Reckitt, turns cultural shifts into products, packaging and messaging, and has identified £450M in growth opportunities along the way. She shares how to segment by values and mindset, not just demographics, so product teams and comms teams build for the same person. She also shows how a simple highlighter test exposed one word, "desensitizing," that quietly sank a product pitch, and why humans must teach AI the emotional side of consumers before it guides your strategy.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Oct 5, 202634 min
When Brand Tracking Actually Changes Decisions
Dashboards update in real time, but most brand insights still never change a single decision. Alexander Shmelkov, Digital Product Leader for Brand Pulse at Inter IKEA Systems, rebuilt a 20-year-old brand tracker from the ground up and knows exactly where that gap lives inside a real organization. He walks through aligning 64 markets around one shared definition of what the brand is for, replacing bloated legacy metrics with category entry points tied to actual growth drivers, and building change management muscle so country teams trust a new number instead of defending the old one. The result is a model for turning tracking data into something marketing and insights teams can act on together, not just report on separately.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Sep 21, 202658 min
Connected Insights Imperative Report Discussion
Marketing and insights teams still read the same data and reach opposite conclusions about when consumers actually enter the room. Nataly Kelly, CMO of Zappi, and Steve Phillips, Zappi's co-founder and Chief Innovation Officer, sit on opposite sides of that gap—one building brand strategy, the other building the systems that feed it—which is exactly why they unpacked Zappi's third annual Connected Insights Imperative report together. They dig into why rising "connectedness" hasn't translated into satisfaction, how to separate real AI acceleration from AI that just speeds up old workflows, and where synthetic data earns trust versus where it quietly misleads. The throughline for both audiences: insight has to stop living in reports and start living inside the tools where decisions actually get made.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Aug 31, 202646 min
Keeping Consumers Central to Making Business Decisions
The traditional shopper funnel is dead, yet most brands still chase it. Nico Laruina, General Manager of Nestlé's Food Business Unit, bridges both worlds daily, running a global food portfolio while proving that consumer truth beats commercial pressure every time. He breaks down why the funnel became circular instead of linear, how elasticity testing reveals what shoppers will actually pay for, and why the right AI prompt only works if you already know your consumer's real need. A must-listen for anyone building strategy and anyone building the research behind it.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Aug 17, 202639 min
The Intersection of Data, Insights, AI & the Future of Marketing
Marketing and Insights teams still speak past each other, burying consumer truth in translation gaps. James Mackenzie, Head of Growth at PZ Cussons, and Paul Yocum, Chief Growth & Marketing Officer, dismantle that gap firsthand by treating Insights as neutral ground, or what Paul calls "Switzerland", inside a company spanning Indonesia to Nigeria to the UK. They unpack Qualiquant, the fusion of qualitative depth with quantitative scale, AI-led interviews that capture consumers in real moments instead of stiff focus groups, and a path-to-purchase framework that finally separates the shopper from the consumer. The through-line is that getting to the human faster doesn't replace judgment, it sharpens it for marketers and researchers alike.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Aug 3, 202632 min
How Consumer Insights Shape Creativity Across Markets
AI can generate creative fast, but soul gets lost. Matt Harris (Research & Insight Lead) and Oli Bussell (Creative Lead) at Canva sit on opposite sides of the table—data and instinct—and prove the two only work together. They break down how to test storyboards early instead of waiting for the final cut, why bringing a single consumer's voice into the room beats any statistic when defending or reshaping an idea, and how to use insight as a creative challenge to solve rather than a verdict that kills bold ideas. You'll hear why the best partnerships treat research as a steer, not an answer—and where the human touch still beats the algorithm every time.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Jul 20, 202642 min
Why High-Growth Brands Must Rebalance Marketing Mix
Performance marketing gets you noticed, but it can't scale you forever. Marcelo Kertész, CMO of MANSCAPED, turned a brand built on awkward jokes into the number three electric grooming brand in the US. All this while outmaneuvering competitors decades older by knowing exactly when to shift gears. He breaks down "The Great Rebalance" from D2C conversion campaigns to full-funnel brand building, why zooming out from seven-day attribution windows to six-month brand performance changes everything, and the difference between consumer insights and human insights. These are the emotional truths data alone can't capture. You'll also learn why listening to consumers with intention beats letting the "popular vote" make your decisions for you.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Jul 6, 202644 min
Building the AI-Native Insights Function of the Future
The biggest brands have the most data and act on it slowest. Patrick O'Toole, CMO of Unleashed Brands, has led billion-dollar brands at PepsiCo and Burger King. Now, he's rebuilding an entire marketing function from scratch with AI at the center, giving him a rare view from both worlds. Pat breaks down the 70-20-10 model for balancing proven tactics with true experimentation, shows how feeding NPS and Google reviews through a behavioral-economics-trained LLM uncovered hidden consumer motivators competitors miss, and explains why every AI insight still gets validated through traditional methods before it ships. You'll hear how to move fast without losing the human expertise (and consumer truth) that makes the work actually land. Pat also hints at Unleashed Brands' newly-launched KidHub, a new family app designed to help parents manage their children's activities while giving them greater visibility into the confidence, resilience and life skills being built along the way.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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About Inside Insights
Marketing and insights teams speak different languages. Their disconnect wastes budgets, delays campaigns, and leaves consumer truth buried in data. The cost? Missed opportunities and marketing that doesn't connect. Inside Insights tears down these silos with bold, human conversations that transform how brands win with consumers. We reveal where data-driven marketing strategy meets consumer intelligence – turning research investments into measurable market advantage for both strategic leaders and insights practitioners. No fluff. Just value you can apply today. Co-hosted by Nataly Kelly and Steve Phillips. Nataly is CMO of Zappi, writes for Harvard Business Review, and has authored four books while running marketing, growth, and revenue teams at the C-suite level. Steve founded Zappi and serves as Chief Innovation Officer—an industry visionary who challenges conventional wisdom to better understand and serve their consumers. Inside Insights is for marketing leaders who want better consumer connections and insights professionals seeking greater business impact. Join us as we explore what works, what doesn't, and why it matters.
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