Stepping Away from the Data with Mike Bascom - Insightful Inspiration

Data keeps multiplying, but the most valuable consumer insights still come from the moments marketers stop analyzing and start observing. That means getting face-to-face with the people they call their consumers. As a marketing leader whose career spans some of Canada's most iconic brands (Bimbo, Labatt), Mike Bascom has a rare firsthand view of what makes the marketing-insights partnership work. Together, he and Isabelle Landreville discuss: Why a world of data can still leave you missing your most important consumer insight, and where the best ones come from. How Mike's use of insights evolved from validating ideas to improving them. Stories and learnings from big launches across some of Canada’s most recognized brands. Insightful Inspiration is hosted by Isabelle Landreville, Owner and Chief Insights Seeker at Sylvestre & Co., an award-winning qualitative research firm with half a century of experience uncovering what truly drives people. Learn more at sylvestreco.com. CHAPTERS: 0:00 Intro 2:37 Data proliferation and AI in market research 13:13 How Mike Bascom's relationship with insights evolved 17:19 Building great insights partnerships 22:30 How rich insights come from consumer fieldwork: Stories from Bimbo CA and Labatt 31:02 How insights leaders earn a seat at the table 36:16 What makes an insight travel 44:34 The French Twist & closing thoughts