Transforming Insights into Strategic, Actionable Storylines

Customerland

In this episode, we sit down with Brett Townsend, SVP of Strategy at Quester, to talk about brand storytelling and how empathy and conflict can shape consumer engagement. Brett shares his perspective from his book "Insights on the Brink," discussing the changing landscape of the insights industry.
We explore Quester's approach to brand and innovation consultancy, offering practical advice on how to use strategic insights effectively. Brett also addresses the challenges insights departments face, like how to generate revenue and separate valuable consumer insights from the flood of data. Drawing on his experience at Frito-Lay, he explains why using narratives to present insights can have a real impact on ROI and sales.
We'll also touch on the debate between customer experience and loyalty and look at how senior leadership can build a truly consumer-focused culture. Brett's insights and stories highlight the importance of business know-how and how to make insights truly actionable. Tune in for a straightforward conversation about market research and its role in shaping business strategy.

Chapters

1. Empathy and Conflict in Brand Storytelling (00:00:00)

2. Navigating Organizational Placement for Consumer Insights (00:10:12)

3. Empathetic Storytelling for Brand Success (00:19:04)

4. Business Acumen and Consumer-Centric Culture (00:30:10)

5. Exploring Market Research Value (00:35:48)