Mastering the Language of Data for Impact with Karen Kraft from Johnsonville
March 11, 2025
Collecting data is one thing; creating impact with it is an art that needs to be mastered. In the latest episode of The Curiosity Current, hosts Stephanie Vance and Matt Mahan welcome Karen Kraft, Associate Director of Consumer Insights at Johnsonville, to share her secrets behind the art and science of turning data into impact. From mastering the chameleon-like ability to speak different business languages to revolutionizing creative testing and knowledge management, Karen shares battle-tested strategies that have earned her a seat at the executive table. Whether you're a seasoned researcher or just starting your insights journey, this conversation offers practical wisdom on building influence, telling compelling stories, and navigating male-dominated industries. Tune in to discover a whole new way of creating meaning with data.
Collecting data is one thing; creating impact with it is an art that needs to be mastered. In the latest episode of The Curiosity Current, hosts Stephanie Vance and Matt Mahan welcome Karen Kraft, Associate Director of Consumer Insights at Johnsonville, to share her secrets behind the art and science of turning data into impact. From mastering the chameleon-like ability to speak different business languages to revolutionizing creative testing and knowledge management, Karen shares battle-tested strategies that have earned her a seat at the executive table. Whether you're a seasoned researcher or just starting your insights journey, this conversation offers practical wisdom on building influence, telling compelling stories, and navigating male-dominated industries. Tune in to discover a whole new way of creating meaning with data.
Karen Kraft joins the podcast as a trailblazer in the world of brand-side market research. As the associate director of consumer insights and analytics at Johnsonville, she has been instrumental in driving innovation through initiatives like the widely celebrated “Keep It Juicy” campaign - one of many that bear the hallmark of engagement. With a wealth of experience from her time at Johnsonville and Hormel Foods, she has navigated the ever evolving landscape of market research with a focus in segmentation, ad testing, and innovative ways of leveraging technology to deliver impactful insights.
In this episode, Karen spills the beans on her strategies for balancing the multifaceted roles of a market researcher, the critical and absolute importance of knowing your consumer, and how to turn insights into real world impact.
Quotes
- "I quickly learned how much agencies don't like testing. It's not a secret. Especially creatives, you're like, this is art. But at the end of the day, we're trying to sell something in thirty seconds. And where I finally evolved to was I try to make sure that both my agency partners and my internal partners understand that creative testing is one diagnostic tool."
- "Don't be afraid to speak up, and don't be an order taker. You're an expert. You're a consultant, and that's how you need to treat yourself. Even when you're at the junior level, you know information that other people don't, and you need to use that information as power."
- "On more than one occasion, earlier in my client side career, I saw how sometimes a brand manager can put on rose colored glasses. And when they're presenting the research, they're only telling the part of the story that they want to tell to get a decision made in their favor. Sometimes you have to be able to stand up there and say, “hey, this isn't the best."
- "Storytelling and creativity are the key parts of the art and science of consumer insights and market research.”
- "If your product isn't solving someone's problem, whether it's a huge stated problem or just a small 'I just need to feed someone dinner tonight,' you still need to know why people are turning to your product."
Episode Resources
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