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    Business

    Inside Insights

    Marketing and insights teams speak different languages.

    Their disconnect wastes budgets, delays campaigns, and leaves consumer truth buried in data.

    The cost?

    Missed opportunities and marketing that doesn’t connect.

    Inside Insights tears down these silos with bold, human conversations that transform how brands win with consumers. We reveal where data-driven marketing strategy meets consumer intelligence – turning research investments into measurable market advantage for both strategic leaders and insights practitioners.

    No fluff. Just value you can apply today.

    Co-hosted by Nataly Kelly and Steve Phillips. Nataly is CMO of Zappi, writes for Harvard Business Review, and has authored four books while running marketing, growth, and revenue teams at the C-suite level. Steve founded Zappi and serves as Chief Innovation Officer—an industry visionary who challenges conventional wisdom to better understand and serve their consumers.  

    Inside Insights is for marketing leaders who want better consumer connections and insights professionals seeking greater business impact.

    Join us as we explore what works, what doesn’t, and why it matters. New episodes biweekly – subscribe to stay ahead in the connected insights revolution

    Advertise
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    Latest Episodes:
    How Behavioral Science Helps Brands Overcome Fragmented Insights Jan 12, 2026
    Show notes

    Marketing teams waste millions chasing what consumers say they'll do.

    Richard Shotton, Founder of Astroten and author of Hacking the Human Mind, reveals how behavioral science bridges the gap between consumer intentions and actual purchasing behavior.

    He shows how brands like Apple, Guinness, and Monzo use psychological principles to influence decisions without consumers even realizing it.

    In this episode you'll discover the "pennies a day" pricing strategy that makes expensive products feel affordable, the "Pratfall Effect" that makes admitting flaws increase brand appeal, and why making your product visually distinctive creates the impression of popularity that drives more sales.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    Culture moves fast—your marketing should, too Dec 08, 2025
    Show notes

    Most brands chase trends after they peak, missing the real opportunity. Avery Akkineni, CMO at VaynerX, bridges strategic vision with tactical execution through her unique experience launching VaynerMedia APAC and advising Meta, TikTok, and Salesforce on emerging platforms.

    She reveals her "day trading attention" framework for spotting underpriced channels before competitors, the owned-earned-paid testing methodology that validates creative before media spend, and live shopping strategies that generated million-product sales in minutes across global markets.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    How Unilever's Global Brand Director Scales Beauty Brands Across 190 Countries Nov 24, 2025
    Show notes

    Most global brands dilute their message when scaling across markets. Ridhima Thukral, Global Brand Director at Unilever, proves the opposite. Iconic brands become lighthouses that deepen their core philosophy while expressing it locally across countries.

    She reveals how Dirt Is Good maintains one human truth about play and discovery, while manifesting as football in Brazil and Holi festivals in India. You'll discover her framework for separating human truths from trends, her method for using AI to handle the 80% while humans focus on the crucial 20%, and why stepping back to understand your brand world is marketing's most underrated strategy.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    Tapping Your Consumers As Bold Creative Partners Nov 10, 2025
    Show notes

    Most brands treat consumer feedback like a necessary evil. Chris Bellinger, Chief Creative Officer at PepsiCo Foods US, reveals how top creative teams turn feedback into their secret weapon. Chris bridges the gap between bold creative vision and consumer truth, transforming how iconic brands like Lay's and Doritos connect with audiences.

    In this episode hosted by Nataly Kelly, CMO at Zappi, Chris walks us through the strategies and tactics that will save your best creative ideas from dying in focus groups.

    Discover Chris' 70-20-10 framework for balancing proven strategies with breakthrough risks, learn the "bulletproofing" method that strengthens ideas without killing creativity, and understand why the best feedback comes from in-environment testing rather than traditional focus groups.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    Building the NFL brand beyond the game itself Oct 27, 2025
    Show notes

    Sports brands struggle to maintain relevance beyond game day. Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, transforms seasonal entertainment into year-round cultural engagement through strategic storytelling and community impact.

    In this conversation with host Nataly Kelly from Zappi, Marissa reveals:

    • the "script insight" framework that turned social criticism into beloved campaigns
    • the three-pillar international expansion model prioritizing fan potential over current popularity
    • her "no NFL season" philosophy that keeps 300+ million fans engaged through combine, draft, and off-season drama cycles

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    Zappi's Connected Insights Imperative Report Oct 13, 2025
    Show notes

    Zappi's Nataly Kelly and Steve Phillips introduce a new season of Inside Insights by breaking down the 2025 Connected Insights Imperative. They unpack why teams with connected insights report 24-point higher satisfaction, how data fragmentation (41%) blocks impact, and why only 23% of companies having a dedicated insights org is a wake-up call. You'll hear ways to “stream” consumer insight into decisions, where AI (and synthetic research) will matter most by 2026, and how cross-functional squads can turn insights from an order-taking function into a true strategic partner backed by ROI evidence and real examples (Visa, NFL, PepsiCo).

    Key Points:

    • How to centralize “why” data and integrate it with your “what” data for faster, better decisions.
    • A playbook to defragment insights and stand up a connected, always-on system.
    • Relationship moves that turn marketing–insights tension into durable trust and impact.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    #78 - Emerging trends and watchouts in market research Dec 04, 2024
    Show notes

    Leonard Murphy, Chief Advisor for Insights and Development at Greenbook, delves into emerging trends in market research, how innovative methodologies and technologies (particularly AI) can drive better business decisions and shares strategies for improving data quality and engagement.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    #77 - Innovating on the edges: How to navigate AI and complex markets Nov 20, 2024
    Show notes

    Deirdre van Zyl, Head of Innovation Planning for Africa at Diageo, discusses her passion for innovation in the complex markets of Africa, the transformative power of AI in the insights industry and the strategies for leading and motivating teams in a rapidly changing environment.

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    #76 - How AI Agents will change the way brands innovate Nov 06, 2024
    Show notes

    Steve Phillips, founder and Chief Innovation Officer at Zappi, joins us for his seasonal AI episode to share Zappi’s latest innovations in AI and the progressive work he’s been doing, how to actually get big, rich data and ultimately, how AI Agents will help brands create brilliant products that win with consumers.

    Learn more about our AI Concept Creation Agents: https://www.zappi.io/web/marketing-agents

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


    #75 - Two is better than one: Insights on the Brink & The Consumer Insights Revolution Oct 23, 2024
    Show notes

    Brett Townsend, co-author of Insights on the Brink and SVP at Quester, compares and contrasts his own book with The Connected Insights Revolution and discusses how, together, both offer a blueprint for insights professionals to transition from a project management role to a strategic advisor role and how to focus more on the fun parts of insights such as storytelling and customer empathy.


    Check out both books:

    • Insights on the Brink: https://tinyurl.com/mtwt3fyj
    • The Consumer Insights Revolution: https://tinyurl.com/3jxeustu

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.


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