On 11th September 2023, FlexMR CEO Paul Hudson will join a panel of client and agency leaders as part of ESOMAR Congress 2023. Tackling the complicated issue of customer salience and research impact, the panel features research and insight professionals from the luxury, CPG and education sectors.
Together, this all-star group of industry expects will uncover the creative tactics from the fields of marketing, psychology and sociology that help successful research teams deliver impactful insight that drives informed decision-making.
Impactful Insight & Informed Decisions
Researchers face an uphill battle. Decades of data have proven that companies which listen to customers and markets have the greatest chance of success. That input is needed in key decisions: from pricing to product development, values and branding to operational expectations and beyond.
Yet, for years, debates have focused on how data and insight can just get a seat at the executive table. That’s a position of influence and input, but not demonstrative of a culture that is truly customer-centric and thrives on making decisions informed by insight. To achieve this, researchers have to be more than good storytellers or compelling presenters. They must be culture and community builders, creating the fabric and rituals that drive informed decisions, even when they aren’t in the room.
In this panel debate, join Pearson, Haleon, De Beers, Keen as Mustard and FlexMR for an open, honest discussion about how insight-driven cultures are built, the tactics that researchers can borrow from adjacent fields to aid such an endeavour, and the real challenges to be faced along the way.
Meet the Panellists
Lucy Davison is a strategy and communication expert with over 30 years’ experience in B2B marketing. She founded Keen as Mustard Marketing in 2006 as a specialist agency to provide marketing communications support to clients in data, research and insight. Lucy started out in insights in 2000 as global marketing director of Research International, working in over 55 countries.
Paul Hudson is a serial entrepreneur and the CEO of FlexMR - the insights empowerment company helping global brands empower informed decisions. As an active member of the Market Research Society, ESOMAR and AQR, Paul is fully immersed in the challenges that commercial market researchers face and committed to developing practical, innovative solutions.
Anna Apostolopoulos is Director of Insights at Pearson. She is deeply passionate about learning from consumers, understanding behaviour patterns, digging into the ‘why’ behind their actions, and loves combining varied qual and quant methods for deeper insights – using tools like online communities, social listening, analytics, ethnographic studies and more.
She also loves to lead design thinking and interactive workshops online or face-to-face to support teams in their search for deeper understanding. Before focusing on research and insights, Anna worked in marketing management and commercial product management roles. She holds a BA Honors in Visual Communications with Marketing and the CIM Postgraduate Diploma in Professional Marketing.
James Sallows is a highly experienced media and market research professional with nearly two decades of expertise in a wide range of methodologies and industries. He has a proven track record of growing and transforming businesses and teams, and is currently leading the transformation of Haleon's Insights & Analytics function to make insights the driving force behind growth.
With a unique perspective and extensive experience in product innovation, client services, operations, and global team management, James prioritises team development and building intelligence capital in insights.
Diana Mitkov, prior to joining De Beers, spent 15 years agency side with Harris Interactive. Her expertise on brand strategy, new product development and stakeholder relationships enables Diana to get involved in and contribute to different parts of the business. Today, her role in developing market insight and forecasting enables the business to respond successfully both to fast changing and challenging market conditions, as well as building a long-term strategy.
To learn more about the panel debate and sign up for ESOMAR Congress 2023, visit the event website here.
About ESOMAR Congress
There’s an incredible energy pulsing across the global data, research and insights community right now. A vitality fuelled by tech-celeration and people conversing, connecting and collaborating freely again - all in pursuit of human truths. ESOMAR Congress brings that energy to Amsterdam for four powerful days of interaction and learning so you can equip yourself with the tools, knowledge, ideas and business contacts to power up your Insights. Are you ready?
