E
Podcast
Inside Insights
By Zappi
123
1
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. New episodes biweekly – subscribe to stay ahead in the connected insights revolution
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. New episodes biweekly – subscribe to stay ahead in the connected insights revolution
How to build brand elasticity to reshape perception
Episode in
Inside Insights
Most brands lose relevance one price-led campaign at a time. Carolyn Pollock, former CMO of Tailored Brands and advisor to CEOs, transformed iconic menswear brands by reconnecting with consumer truth rather than chasing discounts. She reveals her "Love the way you look" strategy that rebuilt emotional brand equity, her framework for turning finance leaders into marketing allies through shared assumptions and documented models, and why the future belongs to AI-augmented generalists who provide strategic context across the entire marketing mix.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
38:40
How consumer insights are reshaping perceptions & driving innovation in frozen foods
Episode in
Inside Insights
Frozen food faces a massive perception problem that's costing brands billions. Alex Hardy, Consumer Insight & Analytics Director at Nomad Foods, bridges this gap by transforming misconceptions into market opportunities across 25 European markets. He reveals how demand space frameworks uncover universal meal occasions that transcend cultural boundaries, why AI experimentation requires a "problem-first" mindset rather than technology-led solutions, and how building genuine partnerships with marketing teams creates the foundation for turning consumer truth into business growth.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
35:09
How HelloFresh scales DTC with consumer insights
Episode in
Inside Insights
Most meal kit companies struggle with turning trial customers into loyal subscribers. Patrick Roney, Customer Insights & Analytics Lead at HelloFresh, bridges marketing strategy with behavioral data to solve this exact challenge, having previously applied similar approaches at McDonald's and Burger King. He reveals HelloFresh's "bigger, healthier, tastier" framework that doubled recipe variety from 50 to 100 options weekly, explains why emotional connection beats functional benefits for lasting loyalty, and shares the three-part formula for creating customer experiences competitors can't replicate.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
23:53
The Science Behind Measurable Marketing Impact
Episode in
Inside Insights
Marketing teams measure campaigns but miss the bigger picture of systematic effectiveness. Sorin Patilinet, Global Marketing Effectiveness Executive at PepsiCo, bridges engineering precision with marketing creativity to build scalable measurement systems that actually drive business growth. He reveals the Kaizen principle for iterative testing that changes one variable at a time, explains why ad wear-out is a marketer myth that wastes budgets, and shares how to align entire organizations around a single effectiveness metric that connects every decision to measurable outcomes.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
30:48
It’s Not the Data, It’s the People
Episode in
Inside Insights
Most insights teams still operate like order-takers, not strategic partners.
Sinead Jefferies, SVP of Professional Services at Zappi and former Chair of the Market Research Society, bridges C-suite strategy with operational research excellence, transforming how organizations embed consumer truth into decision-making.
You'll discover her "know your audience" framework for speaking the language of business leaders, the cultural shift from project-based to connected insights that changes how marketing perceives research, and why reading the room matters more than statistical significance when influencing senior stakeholders.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
27:23
Think Global, Feel Local: How Insight Powers Cultural Relevance
Episode in
Inside Insights
Most global brands fail at cultural relevance despite massive research investments. Katherine Melchior Ray, former CMO at Shiseido and marketing leader across Nike, Louis Vuitton, and Hyatt, bridges strategic vision with cultural intelligence gained from 12 years working abroad. She reveals the "freedom within a framework" approach that lets KitKat succeed in 14 countries, the cultural intelligence model that prevents costly missteps like Airbnb's China exit, and how trust-building requires shared values, honest communication, and consistent promise delivery across every market.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
33:14
Super Bowl advertising that actually works
Episode in
Inside Insights
Most brands treat Super Bowl advertising like a single moment instead of a strategic system. Mark Kirkham, CMO of PepsiCo Beverages US, and Greg Guidotti, CMO of Ferrara Candy Company, reveal how winning Super Bowl campaigns actually work. The process starts months before kickoff with clear business objectives, not just creative buzz.
They share the "make simple special" framework that drives real growth, the consumer insights that give teams confidence to be bold, and why the best Super Bowl advertising connects to year-round brand strategy rather than chasing viral moments.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
44:32
Shaping Customer Experiences with Agentic AI & Personal Shopper Agents
Episode in
Inside Insights
Marketing teams struggle with AI-powered shopping while insights teams chase transaction patterns. Michael Nevski, Director of Global Insights at Visa, bridges both worlds by transforming payment data into consumer behavior intelligence that drives creative strategy and product innovation. He reveals the "specific task framework" that doubles consumer willingness to share data with AI agents, the shift from search optimization to "information optimization" that's reshaping brand discovery, and why the rise of single-person households is forcing cruise lines to waive cabin fees and create entirely new service models.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
32:32
How behavioral science helps brands overcome fragmented insights
Episode in
Inside Insights
Marketing teams waste millions chasing what consumers say they'll do.
Richard Shotton, Founder of Astroten and author of Hacking the Human Mind, reveals how behavioral science bridges the gap between consumer intentions and actual purchasing behavior.
He shows how brands like Apple, Guinness, and Monzo use psychological principles to influence decisions without consumers even realizing it.
You'll discover the "pennies a day" pricing strategy that makes expensive products feel affordable, the "Pratfall Effect" that makes admitting flaws increase brand appeal, and why making your product visually distinctive creates the impression of popularity that drives more sales.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
41:10
Culture moves fast—your marketing should, too
Episode in
Inside Insights
Most brands chase trends after they peak, missing the real opportunity. Avery Akkineni, CMO at VaynerX, bridges strategic vision with tactical execution through her unique experience launching VaynerMedia APAC and advising Meta, TikTok, and Salesforce on emerging platforms.
She reveals her "day trading attention" framework for spotting underpriced channels before competitors, the owned-earned-paid testing methodology that validates creative before media spend, and live shopping strategies that generated million-product sales in minutes across global markets.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
27:37
How Unilever's Global Brand Director Scales Beauty Brands Across 190 Countries
Episode in
Inside Insights
Most global brands dilute their message when scaling across markets. Ridhima Thukral, Global Brand Director at Unilever, proves the opposite. Iconic brands become lighthouses that deepen their core philosophy while expressing it locally across countries.
She reveals how Dirt Is Good maintains one human truth about play and discovery, while manifesting as football in Brazil and Holi festivals in India. You'll discover her framework for separating human truths from trends, her method for using AI to handle the 80% while humans focus on the crucial 20%, and why stepping back to understand your brand world is marketing's most underrated strategy.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
40:49
Tapping Your Consumers As Bold Creative Partners
Episode in
Inside Insights
Most brands treat consumer feedback like a necessary evil. Chris Bellinger, Chief Creative Officer at PepsiCo Foods US, reveals how top creative teams turn feedback into their secret weapon. Chris bridges the gap between bold creative vision and consumer truth, transforming how iconic brands like Lay's and Doritos connect with audiences.
In this episode hosted by Nataly Kelly, CMO at Zappi, Chris walks us through the strategies and tactics that will save your best creative ideas from dying in focus groups.
Discover Chris' 70-20-10 framework for balancing proven strategies with breakthrough risks, learn the "bulletproofing" method that strengthens ideas without killing creativity, and understand why the best feedback comes from in-environment testing rather than traditional focus groups.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
30:18
Building the NFL brand beyond the game itself
Episode in
Inside Insights
Sports brands struggle to maintain relevance beyond game day. Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, transforms seasonal entertainment into year-round cultural engagement through strategic storytelling and community impact.
In this conversation with host Nataly Kelly from Zappi, Marissa reveals:
the "script insight" framework that turned social criticism into beloved campaigns
the three-pillar international expansion model prioritizing fan potential over current popularity
her "no NFL season" philosophy that keeps 300+ million fans engaged through combine, draft, and off-season drama cycles
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
34:18
Zappi's Connected Insights Imperative Report
Episode in
Inside Insights
Zappi's Nataly Kelly and Steve Phillips introduce a new season of Inside Insights by breaking down the 2025 Connected Insights Imperative. They unpack why teams with connected insights report 24-point higher satisfaction, how data fragmentation (41%) blocks impact, and why only 23% of companies having a dedicated insights org is a wake-up call. You'll hear ways to “stream” consumer insight into decisions, where AI (and synthetic research) will matter most by 2026, and how cross-functional squads can turn insights from an order-taking function into a true strategic partner backed by ROI evidence and real examples (Visa, NFL, PepsiCo).
Key Points:
How to centralize “why” data and integrate it with your “what” data for faster, better decisions.
A playbook to defragment insights and stand up a connected, always-on system.
Relationship moves that turn marketing–insights tension into durable trust and impact.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
48:18
#78 - Emerging trends and watchouts in market research
Episode in
Inside Insights
Leonard Murphy, Chief Advisor for Insights and Development at Greenbook, delves into emerging trends in market research, how innovative methodologies and technologies (particularly AI) can drive better business decisions and shares strategies for improving data quality and engagement.
30:12
#77 - Innovating on the edges: How to navigate AI and complex markets
Episode in
Inside Insights
Deirdre van Zyl, Head of Innovation Planning for Africa at Diageo, discusses her passion for innovation in the complex markets of Africa, the transformative power of AI in the insights industry and the strategies for leading and motivating teams in a rapidly changing environment.
29:55
#76 - How AI Agents will change the way brands innovate
Episode in
Inside Insights
Steve Phillips, founder and Chief Innovation Officer at Zappi, joins us for his seasonal AI episode to share Zappi’s latest innovations in AI and the progressive work he’s been doing, how to actually get big, rich data and ultimately, how AI Agents will help brands create brilliant products that win with consumers.
Learn more about our AI Concept Creation Agents: https://www.zappi.io/web/marketing-agents
20:07
#75 - Two is better than one: Insights on the Brink & The Consumer Insights Revolution
Episode in
Inside Insights
Brett Townsend, co-author of Insights on the Brink and SVP at Quester, compares and contrasts his own book with The Connected Insights Revolution and discusses how, together, both offer a blueprint for insights professionals to transition from a project management role to a strategic advisor role and how to focus more on the fun parts of insights such as storytelling and customer empathy.
Check out both books:
Insights on the Brink: https://tinyurl.com/mtwt3fyj
The Consumer Insights Revolution: https://tinyurl.com/3jxeustu
44:23
#74 - How to use behavioral science to influence people and understand consumers
Episode in
Inside Insights
Richard Shotton, behavioral scientist, author of The Choice Factory & founder of Astroten, discusses the power social proof and biases hold, where to apply behavioral science to better understand consumers and drive change and how to best maximize productivity with AI.
39:39
#73 - Why consumer insights + AI = real world superpowers
Episode in
Inside Insights
Jacci Weber, Team Lead, Pet Parent Insights at Mars Petcare & Co-Founder of the Insights Career Network, discusses the exciting parts of tech and its role in market research, her experience leading AI initiatives, the impact an insights professional should have and her passion for spreading pet parent centricity.
35:16
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