In this ‘Greatest Hits’ episode of Getting to Aha!, host Darshan Mehta is joined by Stephen Griffiths, Director of Insights & Strategy at Post Consumer Brands. You’ll learn why, when gathering data, you must strike a balance between qualitative and quantitative data, get the lowdown on why insights need to be broader than just market research, and uncover new, valuable insights for your company!

Stephen is the Director of Insights & Strategy at Post Consumer Brands where he heads up a consumer insights team. He has a deep passion for understanding how consumers behave. In his 11+ years in the field, Stephen’s career led him to work with some of the top brands, including Fruity Pebbles, General Mills, P&G and Unitedhealth Group. At Post Consumer Brands he leads his team in researching customer and market opportunities to inform business strategies for their clients.

KEY TAKEAWAYS

👉 There are three ways to uncover valuable insights for your company; fast iteration in the real world, external inspiration, and crafting a body of knowledge.

👉 Insights contribute to the growth of a business by showing how business or customer processes work.

👉 When researching data points, distinguish between noise and real insight.

👉 Two ways to differentiate noise and insights are to gather data points by observing trends from open-ended comments and similar products in the market data.

👉 When conducting market research, companies should approach with an analytical mindset and aim to segment the market to create different messages for the diverse and unique personas.

👉Insights are broader than market research. It could be anything from understanding a business opportunity and helping it grow to digging deep beyond facts and observations.

👉Although gathering as much data as possible is essential, you should sort the body of knowledge to extract only quality data and discard the noise.

👉 When gathering data, seek to strike a balance between qualitative and quantitative data

👉 You can get insight into your business by observing a market category unrelated to yours.

👉 Businesses need consumer insight to understand underlying needs.

Listen now!
bCast - https://bit.ly/3ACsRBz
Apple - https://apple.co/3gsuA31
Spotify - https://spoti.fi/3B0lVy6
Youtube - https://bit.ly/3KYAHtd
RSS -  https://bit.ly/3AFrUs6

And connect with the host and guests here:
Darshan’s Linkedin - https://www.linkedin.com/in/darshan--mehta
Darshan's Twitter - @ahainsights
iResearch Website - https://iresearch.com
Connectqik Website - https://www.connectqik.com
Stephen Griffiths on LinkedIn
Post Consumer Brands Website