[Greatest Hits] How to Leverage Foundational Research for Business Insights with Stephen Griffiths, Director of Consumer Insights at Level2
April 14, 2023
In this Greatest Hits episode of Getting to Aha!, Stephen Griffiths, Director of Consumer Insights at Level2 and Co-founder at Insights Career Network, joins Darshan Mehta. They talk about why companies need customer insight research, the essence of working with cross-functional teams to iterate and measure, and how qualitative and quantitative research gives insights to make informed decisions.
In this episode of Getting to Aha!, Stephen Griffiths, Director of Consumer Insights at Level2 and Co-founder at Insights Career Network, joins Darshan Mehta. They talk about why companies need customer insight research, the essence of working with cross-functional teams to iterate and measure, and how qualitative and quantitative research gives insights to make informed decisions.
Stephen is the Director of Consumer Insights at Level2 and the Co-founder of Insights Career Network. He has a deep passion for understanding how consumers behave. His job also entails crafting products and services for companies that solve consumer problems. In his 11+ years in the field, Stephen’s career led him to work with some of the top brands, including General Mills, P&G, Unitedhealth Group, etc. At Level2, he leads the Voice of the Customer (VoC) and consumer research efforts.
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 in the market.
👉Insights are broader than market research. It could be anything from understanding a business opportunity and helping it grow to dig 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!
Listen now!
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Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.
Check out the 3 most downloaded episodes:
- Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
- Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
- [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
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