Dig In: Recent Episodes
Dig Insights
Welcome to Dig In, the podcast brought to you by the minds at Dig. We spotlight marketing and insight leaders doing something different within their space.
We'll feature interviews with inspiring business leaders, discuss trends in research and technology, and generally keep you up-to-speed on the wild world of innovation.
What can brands do to navigate consumer distraction?
Taking a different path on this week’s #DigIn episode, we’re bringing you all of the insights from our Second Screen Culture study. @Gillian Geddie, associate VP at Dig Insights shares how consumers are engaging with their phones and other devices, how multi-device usage impacts online purchasing behaviors, and what advertisers can do to appeal to distracted consumers.
Listen in to learn:
- The impact of multitasking on our brains
- Exploring the different usage groups and how to attract their attention
- Understanding multiple screen usage
- How multi-device usage is impacting online purchasing behaviors
- How to capture consumer attention quickly, along with the top results from a recent survey on what companies are doing correctly to be memorable
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“Do you feel like we have gotten to a place where the Chatbot can ask questions in the right way in the right context?” The answer is yes.
In this week’s episode, Meagan hosts a panel with Mike Stevens (Founder of Insights Platform), Kathy Cheng (Founder of Nexxt Intelligence), Joel Anderson (EVP of Advanced Analytics at Dig Insights), and Julien Naggar (VP of Dig Insights). The panel discusses the impacts AI has on the market research industry, areas where AI is needs improvement, and tips that produce reliable and efficient results.
Tune in to learn:
- The comparison between human generated ideas and AI generated ideas
- Areas where AI needs to improve to become more mature
- How workplaces are adapting to the adoption of AI in their workflow
- Tips to leveraging tools and making it understandable
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“Why is there a desire to reframe business growth?”
This week Nick Graham, Global Head of Insight of Mondelez, joins guest host Michael Edwards, Co-Founder and Chief Growth Officer of Dig Insights, to discuss reframing new business growth, changing the view on specific product categories, and shifting the way of doing innovative research.
In this episode we discuss:
- How to reframe new business growth in a category mindset industry
- Benefits and challenges of changing the perspective lens on the category that companies operates in
- How the shift in mindset has affected how Mondelez does innovative research
- How reframing can open up new opportunities in terms of the product (ex: wrapping of chocolates represent gift giving)
- The impressive career path with companies like PepsiCo and Unilever that brought Nick to Mondelez
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"In an increasingly crowded space, how do you build successful D2C brand?"
In this weeks episode of Dig In Meagan is joined by Kyle Widrick, CEO, Win Brands Group to talk all things D2C, brand building, and entrepreneurship.
Listen in to hear about:
- Amazon v Shopify, and which platform works when
- Being a category leader
- The phases of D2C growth
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“The reality is that the role of qualitative research will keep growing. It’s easy to acknowledge that we live in a very unpredictable reality, and the type of research we did last year, the content isn’t even the same as what we’re doing this year.”
In this episode, our qualitative experts debate the future of qual. Patricia King (EVP), Denisa Preoteasa (VP), and Julien Naggar (VP) discuss how qual has changed since the COVID-19 pandemic swept across the world. They compare in-person and virtual qual, look at some amazing examples of how technology has enabled a more natural experience for consumers, and the impact of artificial intelligence on qualitative research.
Tune in to learn
• When you absolutely must use in-person qual
• How technology has enabled virtual qual
• The power of qual and quant working together
• Ways to eliminate moderator bias
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It’s been a wild few weeks for cryptocurrencies (and really the full year). With the TSX scandal and a prolonged bear market, some people wonder if this marks the beginning of the end for crypto.
Well, the people at Benzinga don’t think that’s the case. Luke Jacobi, Director of Operations at Benzinga, joined the podcast to talk about Benzinga’s upcoming The Future of Crypto Conference on December 7 in NYC. He also discusses what session he’s more excited about for the conference (sneak peek, it features Kevin O’Leary and Anthony Scaramucci), the current FTX situation, and where the market might go from here.
Tune in to learn:
• More about the Future of Crypto Conference
• Why crypto isn’t dying
• What issues concern consumers regarding the current state of crypto
• The type of regulation crypto needs We think it’s going to be an awesome event.
Thanks to Luke for sharing his thoughts about the industry and telling us more about the event. You can find all the information about the Future of Crypto event at - https://www.benzinga.com/events/crypto/
Plus, we did an Upsiide study to gauge people’s understanding and familiarity with cryptocurrencies and their understanding of recent news surrounding the market. You can find that here - https://app.upsiide.com/public/studies/8k01irf0
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This week’s guest fell in love with marketing mix modelling.
Why? Because it infused math and data science, ads, and creative evaluation into one solution to help organizations understand their marketing budget and make smarter decisions. Hilary Borndahl is the Founder & Chief Executive Officer at Miix Analytics and focuses on Marketing Mix Modeling (MMM).
Hillary discusses the changing digital landscape and new opportunities within ad units such as Netflix and Disney. She also dives into the difference between attribution for B2B and B2C, why it’s important to use sales and media data to make decisions, and why every single brand should have its own analysis.
Tune in to learn:
• How to maximize your marketing ROI
• The Marketing Mix Modelling basics
• Why traditional advertising still matters for consumer brands
Such a pleasure having Hilary on the pod - super insightful stuff. And if you need some MMM experts, check our Hilary and Miix Analytics.
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Back at the beginning of September, we announced that Beringer Capital acquired a majority stake in Dig Insights. The news left some people wondering what it means for Dig, why private equity (or even what is private equity), and why now?
Luckily, Gil Ozir (a Managing Partner at Beringer Capital) joined the pod to walk through some of these questions.
Tune in to learn:
• What private equity actually is
• Why private equity has been active in the insights space
• How the partnership between Beringer and Dig makes us all stronger
• The growth potential in the insights space
Whether you just want to learn more about Dig Insights and Beringer Capital’s partnership or if you’ve ever wondered about private equity and what it really means, this is the episode for you.
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“I don’t need a thermometer. I need a thermostat. Thermometers just measure the heat. Thermostats change it.”
It’s super exciting to have Stix (a.k.a. Stephen Nilsen) as our guest this week. He’s had an exciting career in marketing - working at Red Bull before it became the global energy drink juggernaut and helping revitalize Pabst Blue Ribbon.
Today, he probably has the coolest title - Vice President of Cult Indoctrination - for one of the most interesting brands, Liquid Death. Liquid Death recently got a $700 million valuation, but Stix shares why he thinks the valuation doesn’t necessarily mean much other than it means they need to work even harder.
Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and #deathtoplastic. This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.
Tune in to learn:
• Why you can’t put a price tag on word of mouth
• How Liquid Death can build a brand with cult status
• Why loyal ROI is better than instant ROI
• The importance of building credibility for your brand
• More about Liquid Death’s mission of getting more people to drink water and ending our plastic problem
Thanks, Stix, for being our guest. And to anyone listening, make sure you go Murder Your Thirst with a can of Liquid Death.
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Innovation can be challenging. The task of creating something new or different is overwhelming when you have all the options in the world. Often, people throw many things at the wall and see what sticks. But instead of having all the options, what if you limited yourself? Gave yourself constraints? Well, that’s what Fiona Stevenson and her team a The Idea Suite do.
Using the Design Thinking methodology (a creative problem-solving framework), Fiona helps you define the problem and narrow your focus, so you can innovate around a specific consumer challenge.
In this episode, Fiona teaches you:
- What exactly is Design Thinking
- Why constraint breeds creative ideas
- How you go about creating constraints
- Real-life examples from the pandemic of how constraint led to innovations
Crises like the pandemic foster innovation. But Fiona shares some advice on why you shouldn’t wait for the next crisis to force you into innovating. She elaborates on creating an organization and process that always breeds organizational innovation so you can try to plan for anything that might be around the corner.
Another great thing Fiona and The Idea Suite are doing is trying to teach kids these skills at an earlier age. Fiona and Shelli Baltman (co-founder of The Idea Suite) are publishing a children’s book - The Greatest Helmet of All Time - about creative problem-solving.
“The Greatest Helmet of All Time, tells the story of a group of animals who notice their friends with horns can’t participate safely in sports requiring head protection, because helmets aren’t designed for horns. They join forces and go through a six-step creative innovation process resulting in the creation of the “Greatest Helmet of All Time”—a universal helmet that fits every kind of horned head. Through the engaging and humorous story, young readers between the ages of five and 10 are exposed to the same design thinking skills and frameworks that are used at the most innovative companies in the world.”
We’re so excited for this to come out. You can learn more about the book here - https://www.newswire.ca/news-releases/the-greatest-helmet-of-all-time-a-tale-of-inclusion-and-creative-problem-solving-872138600.html
Finally, Fiona wanted to shout out Cheekbone Beauty, an Indigenous-owned and founded, digitally-native, Canadian cosmetics company. Their mission is to help indigenous youth see and feel their value in the world while developing a sustainable cosmetics business - the perfect example of using constraints to create beautiful innovation and work.
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This week we’re digging into Artificial Intelligence (AI). And what better person to talk to about this topic than Joel Anderson, our EVP and a true AI expert?
As a leader of our Advanced Analytics department, Joel has helped push automation to the next level at Dig. Together with his innovation team, Joel leverages AI to develop tools that can aid insights pros in everyday research needs. Besides that, Joel is also doing a Masters degree in Applied AI - we told you, he’s an expert.
Tune in to this #DigIn episode to learn:
• How Joel defines AI and why he loves it
• How AI can be used in market research and beyond
• Idea generation, natural language processing and other cool things Joel and his team built at Dig
• What Joel thinks about the future of AI and ethical questions it will raise
Thanks to Joel for sitting down with us.
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“Remember, our respondents are human.”
Anne Brown founded Gazelle Global in the early 90s, focusing on research operations. Today she leads an entirely remote-first team, all based in the US, to help the research community connect with people all over the world.
In today’s episode, Anne discusses why you shouldn’t look for a bargain basement solution, the importance of understanding what’s feasible from a research perspective, why respondents are not a renewable resource, and the importance of mentorship and collaboration for entrepreneurs.
Tune in to learn:
• Mistakes people make with research operations
• How to mitigate against respondent fatigue
• Advice for women entrepreneurs (and how valuable WIRe is for those in research)
Thanks to Anne for sitting down with us.
Plus, don’t forget to subscribe and turn on notifications wherever you get your podcasts.
Subscribe to our podcast on your favourite platforms:
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
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Do you know how to choose the right research providers?
In a market research landscape filled with mixed offerings, choosing the best options for your needs can be difficult. Do you choose a technology platform or a strategy consultant? Today’s guest, Mike Stevens, Founder and Editor of Insights Platforms, cuts through the ever-growing research landscape to help you narrow down your decisions.
Mike discusses the need to blend self-service with human expertise, why it’s hard only to offer SaaS within market research, how choosing tech is a discipline itself, and why we need to fix the commercial model of responding to briefs.
Tune in to learn:
• What’s happening in the research space
• How to select a research platform
• What a good agency partnership looks like
• The challenge of future-proofing
Thanks to Mike for all he does with Insight Platforms and for speaking with us today.
Don’t forget to subscribe and turn on notifications wherever you get your podcasts, so you never miss an episode.
Subscribe to our podcast on your favourite platforms:
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“Don't think way too big. Just start small.”
This week’s guest started her career as a nurse before transitioning to full-time entrepreneur. Alice Benedetto is the founder of Raw Rev, a plant-based protein bar company that strives to make a difference for consumers and the planet, one bar at a time.
In this episode, Alice discusses her journey into healthy eating and transitioning from nurse to entrepreneur, how she approaches choosing new flavors, and why it’s important to keep asking questions.
Tune in to learn more about:
• How she validated the concept and decided to scale the business
• Raw Rev’s approach to product innovation
• Setting up distribution
• Alice’s advice for upcoming/new entrepreneurs
Thanks a ton to Alice for taking the time to speak with us this week.
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This week's guest is an astute observer of life and a master storyteller who brings empathy and compassion to the human experience. Rob Volpe is CEO of Ignite 360, an empathy activist, and author of Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time.
We were lucky enough to experience one of Rob's workplace empathy sessions and couldn't resist an opportunity to see if he'd share some of those teachings on the podcast.
Tune in to learn:
- What exactly is an empathy activist
- How to practice empathy
- Why it's important to practice empathy at work and in your work
- The importance of being an empathetic leader
- Some good examples (and some that miss the mark) of empathy in marketing
Thanks so much to Rob for speaking to us about empathy. Hopefully, you'll join the empathy activist journey along with us. You don't want to miss this conversation - especially the part when we get into how Ted Lasso is the best example of a leader practicing empathy.
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Wild Orchard is a regenerative tea company focused on elevating flavor, bettering your health, and doing something to improve the climate. Since establishing the Wild Orchard brand in 2019, Wild Orchard has won 10 medals at prestigious international tea competitions.
In today’s episode, Michael D. Ham, Co-founder and President of Wild Orchard, sits down with Meagan to discuss how working in tech helped him in the CPG space and how Wild Orchard is attempting to redefine the competitive tea industry. Plus, he shares the story of getting their teas featured in the best restaurant in the world, Noma.
Tune in to learn:
- Why having experience in multiple industries is an advantage
- How to partner with nonprofits to educate people on incorporating better nutritional options into their daily routine
- The balancing act of making high-end products more accessible
- Innovative ways to upcycle your product
Thanks to Michael for chatting with us. Michael wanted to give a special shout-out to Jake Karls at Mid-Day Squares and Alec Jaffe at Alec’s Ice Cream. They are top people and brands in the regenerative food industry and are great resources if you need additional inspiration for starting your regenerative CPG brand.
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
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Connect with us here:
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Wild Orchard is a regenerative tea company focused on elevating flavor, bettering your health, and doing something to improve the climate. Since establishing the Wild Orchard brand in 2019, Wild Orchard has won 10 medals at prestigious international tea competitions.
In today’s episode, Michael D. Ham, Co-founder and President of Wild Orchard, sits down with Meagan to discuss how working in tech helped him in the CPG space and how Wild Orchard is attempting to redefine the competitive tea industry. Plus, he shares the story of getting their teas featured in the best restaurant in the world, Noma.
Tune in to learn:
- Why having experience in multiple industries is an advantage
- How to partner with nonprofits to educate people on incorporating better nutritional options into their daily routine
- The balancing act of making high-end products more accessible
- Innovative ways to upcycle your product
Thanks to Michael for chatting with us. Michael wanted to give a special shout-out to Jake Karls at Mid-Day Squares and Alec Jaffe at Alec’s Ice Cream. They are top people and brands in the regenerative food industry and are great resources if you need additional inspiration for starting your regenerative CPG brand.
Subscribe to our podcast on your favourite platforms:
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
Enjoying our podcast? Leave us a review!
Connect with us here:
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“Business can be a force of positive change.”
Today’s guest, Cattie Khoury, is the founder of Toodaloo, an adaptogenic trail mix focused on healing the body and planet with every bite. In this episode, Cattie talks about how she fell in love with the healing properties of plant-based nutrition on the body and the planet, why it’s important to talk about being a female-led founder, and her journey into CPG.
Tune in to learn more about:
• Working with the right agency to perfect your new brand’s image and packaging
• The healing modality of regenerative agriculture
• How you can make your dreams for a better world a reality through entrepreneurship
Thanks to Cattie for this fun and fantastic chat. Toodaloo's branding is amazing, so please do yourself a favor and check out Toodaloo’s website to get inspired for your brand.
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In his 15 years of work experience, Fernando Arendar has put his hands on almost every category there is. But throughout his time working with brands Unilever, Pepsi and Clorox, he’s carried a strong passion for branding and packaging design.
In this episode:
- Fernando debunks top packaging myths using his research and experience in the field • The main reason why Fernando loves the US market and consumers
- Looking at design from a scientific lens: unpacking neuropackaing
- Examples of brands that do great packaging
If you’re someone who loves learning about branding or packaging in the CMG/FMCG space, this episode is for you: [link]
What happens when you combine an entrepreneurial spirit with nostalgia, accounting, community building, cryptocurrency/NFTs, plant-based diets, and a self-proclaimed naiveté and curiosity?
Hank Hummii and the Hummiiverse.
Tyler Phillips, founder of Hummii Snacks, joins Dig In this week to discuss blending nostalgia with new marketing tactics, his transition from accounting to becoming a founder of a plant-based CPG, and how his brand lives through storytelling and the Hummiiverse characters.
Tune in to learn:
• Why naiveté can be beneficial for starting a company
• Tyler’s exploration of crypto and NFTs and how NFTs might work for the Hummiiverse and other CPG brands
• The importance of building a community around your brand
• When it’s ok to bend or break some of your company rules
• About creating an entire snack universe
Thanks to Tyler for sharing his story and teaching a few newbies about NFTs’ possibilities within the CPG space. We look forward to seeing where Tyler takes the Hummiiverse.
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Today’s guest, Lisa Virgini, has more than 15 years of experience in consumer insights, strategy, and senior brand marketing at places like Coca-Cola, Ipsos, and Mondelēz. And soon, she is stepping out on her own.
Lisa talked with Meagan about the power of leveraging experts, why there is no turnkey solution, and her journey into starting her own consultancy.
Tune in to learn:
• What makes a great generalist
• Why business acumen makes you a high-quality asset
• How connecting the dots can lead to understanding the whitespace in the market and truly enable you to find the “So what?”
Thanks again to Lisa for taking the time to speak with us for this episode. We wish her all the luck as she ventures into her new journey.
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Sylvie Pelletier is a Leadership development consultant and coach. She’s had brand, marketing, and strategy roles at CIBC, Educators Financial Group, and Food Banks Canada. Through these experiences, she discovered her passion for aligning company values and strategy with an individual’s day-to-day functions.
In this episode, Ian and Sylvie discuss what makes a great leader, what an organization’s culture really means, and how many companies fall short when instituting a new strategy.
Tune in to learn:
- Why culture needs to be baked into your strategy
- The three skills every leader should have to excel
- Steps you need for a successful internal buy-in of your company’s strategy
If you’re struggling with internal strategic alignment or what Sylvie says hits a chord with you, and you want to see how she can help you or your business, you can reach out to her through these channels:
- Email - sylviecpel@gmail.com
- LinkedIn - https://www.linkedin.com/in/sylviecpelletier/
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Erin Cohen, Director, Consumer Insights at Tim Hortons, has spent her entire career in insights. She has a wealth of experience in quick service restaurants and spent a bit of time expanding her experience within the consumer packaged goods space.
In this episode, Erin discusses the back-to-basics approach she’s spearheading at Tim Hortons and how consumers’ routines changed because of the pandemic. You’ll also learn:
- The process of setting up an insights function from scratch
- Why it’s important to invest in foundational research
- What Erin thinks about the customer journey
- How the Justin Bieber collaboration came to fruition
It was so great sitting down with Erin this week. And a big thanks to her for being our first guest to take part in our new rapid-fire question section of Dig In.
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“How do you get to your ideas? How do you know what matters? How do you know what inspires your consumer?”
Asking those questions highlights how this week’s guest is a natural big-picture thinker. Doug Healy, Senior Director, Consumer Insights for Gatorade at PepsiCo, has been in insights his entire career. For him, it’s all about solving problems and embedding yourself within the lives of your consumers.
Meagan and Doug discussed the similarities between insights professionals and architects, the importance of foundational research, and changing the perception of what it means to be part of an insights team.
Tune in to learn:
- Why consumers aren’t changing as quickly as everyone thinks
- Advice for people looking to have a career in insights
- How insights are more about strategy and aren’t just about the numbers
- The tactical elements of market research SaaS technologies
It was too much fun chatting with Doug. We could have probably kept talking for hours. Maybe it’s because of his passion for insights. Or maybe it’s because he said he’d be an improviser in an alternate life. While we bet Doug would have been great at that, we suspect it’s probably the passion.
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With inflation hitting a 30-40 year high, consumers, brands, and everyone in between wonder how it impacts our daily lives. Marcie Connan, Executive Vice President at Dig Insights, fueled by an insatiable curiosity, led a study to find out the ins and outs of how inflation is actually impacting consumers.
Ian sat down with Marcie to go over some of the top highlights we discovered as a result of this inflation study. Tune in to learn:
- A high-level overview of the study
- Consumers’ emotional and behavioral responses to inflation
- The three primary segments we discovered
- Some of the most impacted and resilient product categories
- The silver lining some consumers have taken from this inflationary period
A big thanks to Marcie and her team for putting this study together. If you want to learn more about the study or dive into how inflation has affected more than 40 different product categories, you can find the full report at https://diginsights.com/the-great-inflation-report/.
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
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“Perfection shouldn’t be the enemy of progress.”
At least, that’s the mantra this week’s guest lives by. Marat Fleytlikh, Associate Director, Consumer Insights at The Kraft Heinz Company, is an industry legend. He is a seasoned consultant who delivers insights through visualization and storytelling and is obsessed with the consumer.
Meagan sat down with Marat to discuss how Kraft Heinz is “walking the talk,” the art and science behind insights, and being an enabler versus a barrier.
Tune in to learn:
- Why it’s ok to try something different that doesn’t pay off
- How you need to nurture some ideas before they become successful
- That, in insights, agile and democratization are more than buzzwords
- The importance of sharing knowledge between different generations of insights professionals
We had a blast chatting with Marat. And stick around to the very end for a great book recommendation from Marat.
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
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A little detour this week as Dig Insights’ founders Paul Gaudette (CEO, Dig Insights), Michael Edwards (Chief Growth Officer), Ian Ash (President, Upsiide), and Dominic Atkinson (President, Dig Insights) are in the hot seat this week. Meagan sits down with them to discuss the recent refresh of Dig Insights and Upsiide. The four founders look back at some fond memories from the last 12 years, and each one shares meaningful moments and lessons learned from starting a market research agency. Tune in to learn:
- The Dig Insights’ origin story
- How they leveraged technology and made use of analytics and modelling to visualize data in a more business-focused way
- About the most meaningful moments in Dig’s history
- The importance of listening to your customers
- Each founder’s predictions for the future of the market research industry
These four have come a long way since starting in Michael’s basement. Now that we’ve revamped Dig’s and Upsiide’s visual looks, we can’t wait to see what comes next for our brands.
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Let’s make some noise for our newest guest of this week’s episode of Dig In. Richard Ng is probably one of the smartest guys we know, who also happens to be an expert in marketing, PR and market research. As a Marketing Director at Advanced GG, a performance supplement brand for gamers, business professionals and beyond, Richard leverages his market research experience to lead Advanced’s marketing strategy. Ian sat down with Richard to talk about all things marketing and insight within the CPG and supplements landscape, as well as discuss the project Advanced did with Dig and Upsiide.
Tune in to learn:
- How Richard joined Advanced and why
- Nootropic supplements, bio-hacking, and other key trends in the energy and supplement spaces
- How Advanced leverages its unique selling points (USPs) and data to stand out from the competition
- How Advanced worked with Upsiide to find a winning package design for their new RTD product and the key insights they discovered
- Richard’s predictions for the future of Advanced and where he sees the company go next
Links mentioned in today’s episode:
- Advanced's website
- Advanced on Twitter
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
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Connect with us here:
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We’ve brought Ed, Category & Business Insights Manager @ Olipop, back on the pod this week. Last time we covered hot topics for a growing CPG business like flavor innovation, gathering insights, and building teams. This time, we go team into omnichannel distribution and why it makes up the backbone of their business strategy. Tune in to learn:
- What ‘omnichannel’ means at Olipop and why it’s a core tenet of their strategy as a business
- The benefits of committing to an omnichannel distribution approach
- Why retail data is a bit of a “mastered science” and what types of data absolutely aren’t mastered just yet
- What Ed and his team has discovered about how retail sales impact DTC sales, and vice versa?
- How Olipop structures their business insights function to drive alignment and lots of learning
- The new flavor Olipop is about to launch :)
Show Ed some love and give this episode a listen! And if you’re in the states, feel free to use his promo code ‘EDTWENTY’ to get 20% off an order at drinkolipop.com.
We hope you like this week’s chat! Don’t forget to subscribe for a weekly dose of Dig In content straight to your streaming platform of choice.
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- Apple Podcasts
- Spotify
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Visit our website to learn more about Dig Insights and follow us on LinkedIn!
Tune it to learn:
- What it was like to join Wealthsimple, and how that’s changed in the last 8 months
- The key challenges and opportunities that Paul is wrestling with in Wealthsimple’s category
- How Paul and his team approach recruitment and keeping employees happy and fulfilled
- How Paul would boil down the lessons he learned at Eloqua and Nudge
- What Paul learned from a ‘failed’ startup (not quite a failure, in our eyes, very much his words!)
- How Paul uses his previous experiences at Nudge and Eloqua to be a better leader at Wealthsimple
If you’re keen to understand how someone like Paul thinks about business growth, starting a business, and perhaps most important, retaining high-functioning teams, tune into this episode!
Subscribe to our podcast on your favourite platforms:
- Apple Podcasts
- Spotify
- Google Podcasts
- Amazon Music
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Have ideas for our next episodes? Connect with Meagan, our Senior Marketing Director on LinkedIn.
Enjoying our podcast? Leave us a review on a platform of your preference!
Connect with us here:
- LinkedIn
- Website
Will works in conversion rate optimization (CRO) for some well-known DTC brands, and having him on the podcast this week was fascinating. If you’ve ever wondered how you can optimize your website to drive more conversions (and bring in more sales!) this episode is for you.
Tune in to this week’s episode to learn:
- How Will uses a particular framework to address common conversion rate issues
- The types of research tools and methodologies Will employs to better understand consumers
- Which DTC companies are slaying the conversion game
- The specific trends in DTC that mean his line of work is particularly important right now
We hope you like this week’s chat! Don’t forget to subscribe for a weekly dose of Dig In content straight to your streaming platform of choice.
- Transistor
- Apple Podcasts
- Spotify
- Google Podcasts
Visit our website to learn more about Dig Insights and follow us on LinkedIn!
This week, Meagan got chatting to Ruth Fittock, the Marketing Director at Simply Roasted Crisps. Ruth joined Simply Roasted after a decade in crisps/chips marketing at the likes of Pop Chips...so she’s got a whole host of knowledge to share about how to do marketing well within the ‘better for you’ category. Tune in to this episode to learn:
- How Simply Roasted hopes to capture market share in the ‘better for you’ category
- How to build a messaging hierarchy for on-pack claims in a category like crisps/chips
- How marketing in this category has changed over the last 10 years
- Some valuable marketing lessons Ruth carried over from her time at Pop Chips to her role at Simply Roasted
- What’s happening in this category right now that means it’s an interesting place to be as a marketer
Simply Roasted is currently available in the UK. If you’d like to grab yourself a bag (or several) use the code Ruth’s team have set up for us - DIG30 - at checkout https://simplyroastedcrisps.co.uk/
In his role as Head of Canada Research at Cushman & Wakefield, Adam Jacobs explores trends in commercial real estate by leveraging research. That is to say that he knows * a lot * about the economy and how things might change and shift in the next little while.
Tune in to this episode to get details about:
- How downtown vacancy rates, warehouse development, and migration away from cities affect the real estate industry
- What Adam expects to see when things go back to “normal”
- What Adam has to say about big picture stuff like the Canadian economy and the impact of inflation on the real estate market, labour market, unemployment rates, and innovation in Canada
Adam Faulkner is a pretty interesting guy; whether it’s his background as a creative at agencies, his biketrip from London to Tokyo, or the seemingly endless catalogue of music references he can speak to at the drop of a hat.
This week, we brought him onto Dig In to talk about his company, CreativeAF, and the power of sonic branding. CreativeAF builds music videos for brands of all shapes and sizes, like Amnesty International and Sipsmith’s Gin.
On this episode, he chats to Meagan about:
- Why sound so important to him
- How CreativeAF handles sound different than other production companies
- Why sonic branding is a bit of an afterthought, and why it shouldn’t be anymore
- How to structure the campaign development process in a way that prioritizes sound and music
- Which brands are doing a great job with sonic branding (and why)
Tune in to learn about how Adam created this thiriving business at the outset of the pandemic and why it’s making [sound] waves.
Hilton Barbour, seasoned marketer and perhaps the most eloquent guy we’ve ever spoken to, is back for our first episode of Dig In in 2022. This 30-minute episode is a transparent and honest look at what positive corporate culture should mean for today’s workforce. Tune in to hear Hilton and Ian discuss:
- How to show genuine empathy to employees in our new working reality
- How to turn what used to be implicit to your organization (because we were all together) into explicit decisions and actions
- Why it’s important to recognize that workplace culture means something different for introverts versus extroverts
- Why a lot of positive company culture comes down to trust, and how you can build that trust remotely
- The importance of aligning business strategy to your company culture
- How the rhetoric that leadership uses around remote working breaks employee trust
- The silver lining of Covid’s impact on businesses
- The importance of purpose and vision when it comes to building positive company cultures
Ajit Ghuman is the author of bestselling book, Price to Scale, and currently leads Product Marketing at Narvar. We brought him on to pick his brain on how technology companies should approach building their SaaS pricing. It's a fascinating episode. Tune in to learn:
- Who should be involved in crafting SaaS pricing
- How to assess which pricing strategy makes sense for your business
- How and when product marketing and sales should be involved in pricing strategy
- Why the GBB (Good, Better, Best) model for SaaS pricing doesn't always work
- The approach that Ajit takes to researching which features matter within which pricing packages
- How the cost implications of usage-based pricing means experimentation is crucial
- Why you should be charging for trial plans
We chatted to Sam this week about his current business and his experience as an entrepreneur. Tune in to learn:
- how goodmorning.com is fixing the "suboptimal" experience of mattress shopping
- how Sam's team creates customer personas based on their specific jobs to be done
- what it was like to be in the DTC mattress game in 2017 - where 2 competitors were entering the industry each week ('Peak mattress')
- Why goodmorning.com offers 7 brands as opposed to one so that they can serve "every bedroom, body, and budget"
- the impact of the pandemic on consumer durables' share of wallet, and how goodmorning.com is adapting
- the 'swarming of the puck' analogy for business: how to approach management strategies at different company sizes
We invited one of our briliant clients Eric Chue, Director of Research & Industry Insights at Interac, onto the podcast this week to learn about it all. We chat changes in shopper behaviour, how to merge transactional and human insights, and ultimately how to succeed in an industry that's so heavily impacted by adjacent industries.
Tune in to learn:
- Tactics that Eric's team uses to add a human dimension to transactional data
- What a payments diary is and how it gives his team a leg up
- The importance of employing caution and rigour when merging different types of data
- The blurred lines between retail, technology, and payments industries (and how Eric thinks payments can facilitate innovation)
- Why payments has become less of a discrete action and more of an embedded part of our day-to-day experiences
- What Amazon Go might mean for the future of shopping and payments
This episode of Dig In is a beauty. Anie Rouleau's founder's story is particularly compelling because she knew what her mission was before she knew how she'd make it happen. Fast forward 10 years and she's built one of the fastest growing businesses in the country, as recognized by the Globe & Mail's Report on Business.
Tune in to learn:
- the good and the bad of being single-minded about the business' mission
- why Anie doesn't take note of how global CPG brands are innovating
- about the ripple effect of fostering an organic, grassroots community on Instagram
- why her team didn't rely on paid endorsements from influencers on social
- the challenge of getting investment as a mission-driven business just a few years ago
- what having B-Corp status means for Anie and the team
In this week's Founder's Spotlight, Ian sat down with Mark Baltazar, the Co-Founder of Peak MultiFamily Investments. Mark has had an interesting career, spending the last couple decades as a brand researcher before flexing his entrepreneurial muscles as a Co-Founder of a residential business.
Mark will speak to the opportunity he couldn't pass up in real estate, how his background in research and brand strategy has helped him build his brand, the surprisingly limited impact of Covid-19 on his business, and more.
Adam is a President and CEO, board member, best-selling author, and Forbes Business Council member. Through his experience executing a buy-and-build strategy, he has bought and sold more than 100 companies ranging in size from $1M to $1B. Not to mention his private equity cult classics - both of which are #1 Amazon Best Sellers.
In this week's episode of Dig In, Ian sits down with Adam to demystify common stories around private equity, connecting these myths to the insights industry at large. Tune in to learn:
- Why private equity is not a win for investors and a losing battle for entrepreneurs/business owners
- The good, the bad, and the ugly of private equity
- In Adam's words, "the different flavors of ice cream" in private equity
- The sustainable growth rates that attract private equity partners to a business
- The signals a CEO should look for when joining a particular industry or company
- The value private equity brings (beyond $!) to a growing business
- The differences and similarities behind strategic and financial private equity
Thigh Society's founder Marnie Rabinovitch Consky is sort of obsessed with thighs. And over the last decade or so, she's made it her mission to perfect a breathable, comfortable, anti-chafing shorts line.
Not for nothing: Thigh Society was recognized as one of Canada's fastest growing companies by the Globe & Mail this year, and they've got a cult-like customer base that can't get enough of what they're doing.
We love to spotlight customer-obsessed founders doing something different in their industry. In this month's Founder's Spotlight, Meagan sat down with Marnie this week to chat all things building a business. Tune in to learn:
- How Marnie bootstrapped the business
- Where the vision behind Thigh Society came from
- How she leveraged industry forums to validate her business qualitatively
- The thoughtful fabric and manufacturing choices that make the products unique (and durable!)
- The issue with shape wear marketing today, and how TS is doing it differently
- Where the brand hopes to go next
Risa Duesing is the VP of Consumer Insights, Analytics, and Sensory at Tyson Foods. Tune in to learn:
- why getting an MBA helped her be a better research
- the ways in which Risa fosters creative and strategic thinking in her team members
- how she trains her team to be better storytellers
- how to effectively choose a research methodology through risk assessment
- the ways she's attempting to 'predict' the future for her customer, in a world that's entirely unpredictable
John, Co-Founder of Civil Pours, is back again to update us on his entrepreneurial journey.
Tune in to learn:
- how he's leveraging Upsiide to build a strong business case for distributors
- how they're leveraging the Civil Liberties brand in their new venture
- the way he and his partner are differentiating amongst a crowded market
- what next steps look like for the brand
Clodagh Forde, Senior Manager of Human Insights at Coca-Cola was a delight to have on the podcast. Meagan chats to Clodagh about:
- How she ended up in research, and then innovation, and then research again
- Why she's a better researcher because of her time spent working in creativity and innovation
- How she brought design thinking to her research practices
- The impact of a few key mentors on her career trajectory
- The rationale behind Coca-Cola's consolidation of 450 global brands to 180
- How she and her cross-functional team are assessing research tools for the business's innovation practice
- The distinction between human and consumer insights within Coca-Cola
Mike Stevens joins our CEO Paul to chat about the trends their seeing across the research, analytics, and data industries (or is it 'industry'?). They'll discuss key acquisitions and what they signal, how buyers are becoming suppliers (and why that might be), and the importance of behavioural research right now.
Ipsos acquires InfoTools and elects a new CEO (congrats Ben Page!). Pepsi launches PepViz, a brand new revenue stream for the consumer brand. Behavioural research is fast-expanding in definition and practice. Lots is going on, and Mike and Paul give their candid opinions on this and more.
In today's episode you'll learn:
- How Walid is planning for success in 2022
- The importance of integrating observational data into research strategy
- Why Coca-Cola rebranded their research function to 'human insights'
- why Walid believes we're seeing a resurrection of retail, and what other industries can learn from it
- His predictions for the future of in-store shopping
In this week's episode, you'll learn:
- why Ron believes brands need to operate like media properties
- the challenge of futureproofing the name of your agency
- when it makes sense to fire a client, and how to share that news with your team
- how perspective on governance can shift when you're responsible for the bottom line
- why agencies should operate like teams, not families
Joe chats to our Marketing Director, Meagan, about how he's leveraged his 2-decades of experience in CPG research to build his own coaching business. You'll learn how he's approaching coaching in a unique way, the social enterprise that sits at the backbone of his company, and the trends impacting CPG.
This week we've brought Liza Amlani in, Founder at Retail Strategy Group, to chat all things sustainability in retail fashion. Liza has two decades of experience in retail, bringing experience from Ralph Lauren and Accenture to her practice. Amongst her impressive roster of accomplishments is the fact that she's a regular contributor to RetailWire and an industry contributor for Forbes. Needless to say, she's the perfect person to join us to chat about how apparel brands can and should make changes to their supply chain and technology to become more sustainable.
We've got another industry news episode this week. Our CEO Paul chats to Tom, EVP & Managing Director Americas @ Dynata. The two cover all things high quality research, how Dynata is working with their partners and clients to consistently deliver high quality insights, and what other research companies need to do to keep pace in an industry who’s addressable market seems ever-expanding.
This week we're joined by Ed, Category & Business Insights Manager @ Olipop, about what it's like to work at a fast-growing brand that's pioneering a brand new category. We discuss how Olipop is approaching distribution strategically, the way they select the next great flavour innovation, who they're stealing market share from and how, along with much more.
A truly relevant throwback from 2020. Hilton Barbour, Vice President of Marketing @ Kognitiv, chats to Ian about how to keep employees happy and motivated during a time of crisis. They touch on what transparency means in this context, which brands business leaders should draw inspiration from, the real reason that tone deaf communications arise, and more.
In this week's episode of Dig In, we go deep with Justin Pray, Senior Consumer Insights Manager @ Aurora Cannabis.
Justin chats all things cannabis, walking us through his approach to consumer insights in a category with limited 'sources of truth', the challenges of building brand affinity and equity within the space, building the right research tech stack, and more. Enjoy!
In this week's episode of Dig In, John Williamson and Nick Kennedy talk to Ian about how they're taking the concept behind iconic cocktail bar Civil Liberties and creating a brand new ready-to-drink (RTD) cocktail category. Tune in to hear these two entrepreneurs discuss the importance of trust and chemistry when founding a business, the unique approach they're bringing to branding and packaging for Civil Pours, and how research is helping them raise capital.
In this week's Episode of Dig In, Upsiide's President Ian Ash chats with Inkblot's VP of Clinical Services Rachel Toledano about how the pandemic has impacted Canadians' mental health. They touch on stigma associated with vaccinations, the impact of being consistently anxious for a year, the fallout of pandemic life across generations, and more. It is, quite possibly, the most of-the-moment interview we've ever done.
Dig's CEO Paul chats to Sima, Founder of Infinity Squared Ventures and Lexia, Director at Cannacord Genuity. Both Sima and Lexia are insanely knowledgeable about product and investment trends in the insight & analytics space.
Tune in to learn about current market dynamics and what that means for research and technology providers, predictions for the next 12-24 months, and honest opinions on recent mergers and acquisitions.
Dig's Marketing Director Meagan is joined by Focus Lab's Chief Growth Officer & Partner Will Straughn to talk all things building a brand that lasts.
They discuss why the best brands are consistent, which brands are doing brand marketing incredibly well, and why the hardest part of re-branding is managing change within the organization (and how to do it!).
In our first monthly industry news episode, Dig Insights' CEO Paul Gaudette is joined by Mike Stevens, Founder of What Next Strategy & Planning and Editor of Insight Platforms. They talk through major news in the research and technology landscape.
In this episode, Ian interviews Zoltan Lorantffy, Chief Marketing Officer at TalentWorldGroup, a native cloud, tech enabled organization with a 100% work from home (WFH) culture.
Some of the things we'll cover in this interview:
- How TalentWorldGroup built a culture based on a fully remote model
- Lessons businesses can use to embrace the WFH model in the pandemic
- How the pandemic changed the nature of WFH in general
Ian is joined by Elizabeth Charles, an educator, writer and founder of EHC solutions, an organization focused on building inclusive leadership through innovation, transformation and education. In this interview we will cover:
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The ideas and fears associated with talking about racism and white supremacy
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How the language and terminology around the topic of racism evolved over the years
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How to address systemic racism in a workplace environment
Ian interviews Dig’s resident Crypto expert and Analytics Manager, Eric Ferreira.
In this interview we will cover:
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Big news in Crypto including: the latest Bull Run, Dogecoin, Visa & USDC and the SEC vs. Ripple
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We share the results of our proprietary Cryptocurrencies study that we conducted with 500 Canadians
Make sure to visit https://app.upsiide.com/studies to find more results of the Cryptocurrencies study.
Sustainability is a highly complex and debatable topic today. In today's episode, our Director of Marketing & Communications Meagan Healey speaks to Mark Barden, a partner and co-founder of brand consultancy eatbigfish. In this lively conversation, they discuss:
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how to approach the conversation about sustainability in branding
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how to build sustainability into marketing and what brands did well in telling a compelling sustainability story
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how to market sustainability as a challenger brand
In this second episode, Ian is joined by Virtually the Same, a comedy group comprised of Rayhan, Leo, and Tristan. The friends share their experience:
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writing and directing for The Bob Comedy Revue
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how they adapt their performances to the virtual environment
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hosting online company events and parties
In this episode, Steve Schlesinger, the CEO of the Schlesinger Group, joins one of our co-founders Ian Ash to discuss:
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How his business has grown while staying true to its mission despite challenges posed by the pandemic
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What his vision of the future of insights looks like
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What he thinks about the need for automation in the insights platform market