Building an Insight-Driven Culture with Leyla Doany
June 3, 2025
Building an Insights-Driven Culture: From Instinct to Evidence-Based Decision Making
In this episode of The Curiosity Current, hosts Stephanie and Matt speak with Leyla, a consumer insights leader who transformed JOOLA from an instinct-driven business into an insights powerhouse. The conversation explores how to build an insights function from scratch, embed research into company culture, and leverage storytelling to drive organizational change.
In this episode of The Curiosity Current, join Leyla Doany, a consumer insights leader, as she shares her journey transforming an instinct-driven business into an insights powerhouse at JOOLA. Discover how to build an insights function from scratch, unlock untapped market potential through creative data analysis, and leverage storytelling to drive organizational change. Whether you're a seasoned researcher or brand strategist, this conversation offers valuable perspectives on balancing rigorous methodology with real-world business needs, including how to uncover a $374M market opportunity in the growing pickleball industry. Plus, learn why being "a storyteller disguised as a strategist" might be the key to making research insights truly actionable.
- Building an insights function from scratch in a fast-growing industry
- Creative approaches to market sizing with limited data
- Using storytelling to drive organizational change and research adoption
- Balancing research rigor with business demands
- Transforming instinct-driven decisions into insights-led strategy
Episode Resources:
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