room 101

This month, The Lead Ladies are joined by Sally Mitchell, Business Manager & Senior Mortgage Broker at The Mortgage Mum for the first Halloween edition of Room 101.

From the history of Halloween, costumes, horror films, trick or treating and pumpkin picking to firework night and dare we mention this early on...Christmas. The ladies cover all the bugbears and nightmares of the festivities!

Follow Sally on LinkedIn, Instagram, Facebook.

Visit The Mortgage Mum.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Today we explore Room101’s 12th Anniversary – a limited edition cigar that pays tribute to the brand’s legacy. The Room 101 12th Anniversary blend encapsulates the essence of craftsmanship and flavor, offering a truly exceptional smoking experience.

Cut, light, smoke. Cigars Near Me.

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Bonus Team Episode.  Andraya , Stephanie and Tessa return to the Advisers Assemble Podcast in a shiny, new segment for 2023 that follows the theme of the former BBC television series, Room 101 (no copyright intended). Find out the pet peeve they have each chosen to banish forever and see if you agree. 

Teaser alert - You won't want to miss Andraya's award-winning worthy speech. We can assure you will feel a whole lot lighter afterwards!

From the team at The Lead Engine.

In this episode, we make some new additions to the "Everybody hates your brand' Marketing Room 101 podcast. Marketing purgatory is starting to get full......

If you want to get in touch to suggest your own proposed entrants you can find us on Twitter and LinkedIn. Maybe you'll get them sent away for all eternity!

External links referenced:

• Rob's Twitter account for Room 101 ideas. CLICK HERE
• Rob's Linkedin profile for Room 101 ideas. CLICK HERE

Audio-Visual assets:

• Imagery: Photo by Matthew Brodeur on Unsplash
• Music: Hot Thang by Daniel Fridell. CLICK HERE
• Music: On the trail by Tigerblood Jewel. CLICK HERE

This week,

We discuss our nominations to place into Room 101 in Getting To Know You!

The Bug Out! Event is here in Pokémon GO, and it's very similar to the proposed Error 404! Event from a few months ago...

We also discuss Niantic's Community Ambassador Program that has been launched.

All of this plus podcast reviews, Chasing The Tail, Ask The Intern & #ShiniesOfTheWeek!

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Mark’s Poll: Let’s Go Downtown - The New Fools (www.epidemicsound.com)

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Pokémon is Copyright Gamefreak, Nintendo and The Pokémon Company 2001-2016

All names owned and trademarked by Nintendo, Niantic, The Pokémon Company, and Gamefreak are property of their respective owners.

Our guest on this episode is Elina Halonen, a behavioural insights strategist. Elina joins us on the Room 101 podcast to share what things in the industry she’d like to see banished to Room 101 forever. The main pet peeves Elina describes are: the shiny, shiny syndrome, proprietary methods, and a lack of knowledge of the history of market research. Elina provides meaningful criticism during our conversation, and we hope you enjoy it.

Key Quotes:

• “After having worked in market research for 15 years, and I’ve been to dozens of industry conferences, presented at them, I’ve probably seen maybe 100 talks on the topics. I’m aware of the breadth of innovation in the industry. Yet, a couple of years ago I was listening to a podcast about data science and data science practitioners…They talked about surveys with a perception that it was 20 years ago.” (4:35)
• “Having been through a couple of downturns through working in the industry, I know that the first thing that goes every time is research. Every single time, it will be research that gets cut first. Advertising doesn’t. Research does. And that tells you that that’s really the lowest appreciation - that information feels like it’s not as necessary. It’s not as sexy as advertising.” (9:33)
• “Behavioral science and behavioral economics was a trending thing for a few years in conferences. And for a while, it seemed every conference had talks on that. Around that time…but the problem is every time you do a talk, you start from scratch. You’re doing the basics talk. The audience is always slightly different. And you can never get beyond groundhog day or actually talking about something more sophisticated.” (14:48)
• “The focus on proprietary and secrecy stops true innovation in our industry. I think that’s a cumulative problem. It is very difficult to, for example, to train yourself and develop your professional skills as a market researcher without spending a lot of money.” (23:21)
• “Imagine you’re a small agency, and a big agency copy what you do – a big agency with tens of millions in revenue – they have very different resources to put behind it and to market it and take it to a lot more clients faster than you can. So it’s not a fair game in that sense.” (26:07)
• “Some years ago, I did a talk at the Austrian Market Research Society Conference, and the theme was ‘Dangerous’ like dangerous ideas. I did a talk about WEIRD. It refers to 95% of the psychology research is based on WEIRD sciences samples – people from Western, educated, industrialized, rich, and democratic countries.” (30:15)

Key Topics: 

• Elina tells her story of entering the insights industry (1:44)
• She discusses how market research has a bad reputation (4:17)
• Then talks about the vicious cycle as a result of not being properly compensated (8:52)
• Elina’s first pick for Room 101 is the shiny, shiny syndrome, especially at conferences (13:52)
• She expands on her first pick and talks about why the industry does this (16:52)
• Continues on whether clients really know the new innovations or they’ve only heard about it (20:19)
• Proprietary methods are her second pick for Room 101 (24:46)
• Elina acknowledges that some will copy ideas (25:48)
• Her last pick for Room 101 is a lack of understanding of insights history (29:54)
• Elina discusses what can be done to address the old methods and the outdated samples (33:08)
• She points out that because most people fall into market research accidentally, they are not aware of this history (36:38)
• Elina explains NFTs (39:32)
• Elina agrees with Hannah to banish the shiny, shiny syndrome to Room 101 (42:00)

About - Elina Halonen:

A Behavioural Insights Strategist, Elina helps companies use insights about human behaviour to design their strategy. She’s worked in consumer insights for 15 years, and 10 years of that as a behavioural science specialist. Her academic expertise is in consumer behaviour, linguistics and cultural psychology. Before becoming an independent consultant, she spent eight years as the co-founder of a London-based insights consultancy working with global brands on branding, communications, and product/service development projects. 

Relevant Links:

• Elina’s  LinkedIn.
• Square Peg Insight - Website
• Day One - https://www.dayonestrategy.com/
• Hannah Mann - LinkedIn

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on this episode is Jane Bloomfield, CMO at Landor & Fitch. Jane joins us on the Room 101 podcast to share what things in the industry she’d like to see banished to Room 101 forever. Jane's main pet peeves are: interviewers who ask “What’s it like to be a female board member?” and the like; the race to the bottom in research; and click-bait research and surveys. Jane provides meaningful criticism during our conversation, and we hope you enjoy it. 

Key Quotes:

• “I have no context for what it feels like to not be those things. I can’t say, ‘Oh, compared to being a male CMO or a senior male, it’s like this, right?’ They’re ridiculous questions.” (14:20)
• “It’s partly about calling out and saying, ‘I don’t know any different, so I can’t answer that.’ I think we just have to sort of remind people gently sometimes that’s not the best question to be asking – or what it is they are really trying to understand.“ (17:22)
• “The idea that research should constantly be cheaper, should be faster. Good research should cost money.” (22:00)
• “I don’t think they’re particularly harsh on research. I think it is happening everywhere, and partly, that is driven by undoubtedly what has been one of the biggest trends that we’ve all seen in our lifetime around digital and technology. But those are enablers in and of themselves. They don’t change the fundamentals.” (26:13)
• “It’s not always about being the cheapest. It’s about providing the best value for money. And I think this is why procurement asks you to split out your costs… If you can prove you have saved as much cost as you can in the areas where it’s possible, then you’re in a better position to say, ‘I don’t negotiate on that side of it because that’s the thinking, that’s the people.’” (28:30)
• “I get really furious when stats taken out of context just get chucked out there. You can see the headline ‘50% of People Think This’. Well, then, yes, but that means 50% don’t.”

Key Topics: 

• Jane tells a funny story about her early career and her passport. (9:10)
• Her first pick for Room 101: questions like “What does it feel like to be a female board member?” (14:14)
• She thinks the media asks questions such as these out of laziness. The questions are old-fashioned at this stage. (15:46)
• Jane advises others who are asked the same kind of question to call out the journalist asking. (17:18)
• A brief discussion about “relaxed wear” being here to stay. (20:42)
• The second pick for Room 101 is the race to the bottom for research: the quickest, cheapest route. (21:53)
• Expands on paying researchers for their expertise. (25:53)
• Discusses that this race to the bottom is not unique to research, but research is labour-intensive. (26:13)
• Recognizes that procurement is valuable. (28:06)
• Jane says insights teams tend to talk about technology with clients versus quality (30:40)
• Insights teams need to have better conversations with clients regarding aspects that genuinely matter to them. (32:23)
• Jane’s third pick for Room 101 is click-bait surveys and research. (35:52)
• It’s feasible to stop click-bait with the help of the media. (37:30)
• Jane agrees with Hannah that the race to the bottom should be banished to Room 101. (41:03)

About – Jane Bloomfield:

Jane Bloomfield is the Chief Marketing Officer at Landor & Fitch. Experienced marketing, business development, and insight executive with a proven track record of delivering profitable growth. Jane has experience working across FMCG, Financial Services, Charity, Retail, Travel, Entertainment, Tech and Alcohol sectors and is currently responsible for driving marketing, growth and commercial excellence at Landor & Fitch globally.

Relevant Links:

• Jane’s  LinkedIn.
• Landor & Fitch - Website
• Day One - https://www.dayonestrategy.com/
• Hannah Mann - LinkedIn

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on this episode is Jamie Unwin, Commercial Insight Officer at Nanoform. Jamie joins us on the Room 101 podcast to share what things in the industry he’d like to see banished to Room 101 forever. The main pet peeves Jamie describes are: one-way glass in central facilities, insights professionals who push back on assigning an ROI, and “intent to prescribe” as a metric. Jamie provides meaningful criticism during our conversation, and we hope you enjoy it.

Key Quotes:

• “I guess I went from researching at the bench in petri dishes to actually researching by calling people within the industry and people in the environment to understand how they react to the medicine.” (4:30)
• “The entire concept of having a uni-directional piece of glass to separate a sponsoring industry professional from a respondent is bonkers because it’s the ultimate elephant in the room. And I fundamentally think it constrains the quality of the insights we can get from in depths.” (8:16)
• “All of the reasons why we do central facilities is around the destressing and enabling people to focus. I’m a massive fan of observational research because you get that stress, you get the bias, you get the things you’re actually desiring out of the experiment when you bring people into a central facility. And that’s the good stuff.” (11:20)
• “Increasingly, all of us have to assign an ROI; otherwise, I don’t think that we’ll exist in 10 years. We have to show the value that we’re adding in line with the organization’s KPIs. “ (16:15)
• “That’s when you can go in and say, ‘You’ve been at this level for the last five years. You’re not planning any additional investment. We can come in and re-energize this by identifying three or four insight-driven flexion points in the prescriber journey. Let’s share the upside.’” (24:54)
• “That prescription decision is probably the most complex one that he has to make based on environmental considerations within the hospital, affordability, or access considerations, which might even be at the national level, the payer mentality, patient objections, compliance charges that might be perceived, the local constraints, system delivery – the ability to get the medicine to the patient and into the patient.” (25:50)
• “The people who reap the benefits of a system to do so are looking at investing in AI systems and machine-learning based systems internally are really reaping the benefits because they’re spending less money on IDIs. They’re having greater forecasting accuracy, which means they have better inventory management levels. They’re able to serve their market demand more quickly. They’re able to right-size their organizations because their forecast model is more accurate based on the demand that they’re expecting, and the ROI on that thing is an easy one to assign.” (29:25)

Key Topics: 

• Jamie describes what he is most proud of in his career (1:48)
• Jamie remembers how he got involved with market research (3:10)
• Jamie recollects a funny story from his time in the industry (5:33)
• The first item for Room 101 is one-way glass in central facilities (7:60)
• Jamie agrees with me that some forget about the glass after a while, but he says more often than not they actually speak to the glass (10:16)
• Jamie expands on the use of virtual interviews (11:12)
• Thinks virtual type of research is close to dead (12:47)
• Jamie shares another funny story about insights research (13:59)
• The second item for Room 101 is insights professionals who push back on assigning a return on investment (15:22)
• Describes how to measure the ROI (17:47)
• Jamie explains the effect measuring ROI would have on current insights practices (22:20)
• Jamie expands on how many insights organizations offer to do free work in exchange for an agreed-upon price if successful (24:13)
• The third item for Room 101 is ‘intent to prescribe’ as a metric (25:15)
• Jamie thinks the ‘intent to prescribe’ metric is simply habit and easy (27:32)
• Recommender-based systems are finding their way into the field (30:29)
• Jamie describes nano-targeting (31:55)
• Jamie discusses the role of UX along with data security, as well as ethics and compliance (33:33)
• Hannah and Jamie agree to put the ‘intent to prescribe’ metric into Room 101 (35:43)

About – Jamie Unwin:

Dr Jamie Unwin is the Commercial Insight Officer at Nanoform, an innovative nanoparticle medicine-enabling company where he helps clients understand the value that his services and solutions bring to their individual drug candidates, as well as to portfolios as a whole.  When he is not serving as a passionate advocate for patient centricity in new drug development, he is a visiting lecturer at Imperial College Business School in London where he teaches classes on advanced analytics in healthcare.

Relevant Links:

• Jamie’s LinkedIn.
• Nanoform - Website
• Day One - https://www.dayonestrategy.com/
• Hannah Mann - LinkedIn

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on this episode is Sarah Jousiffe, head of insights at SKY. Sarah joins us on the Room 101 podcast to share what things in the industry she’d like to see banished to Room 101 forever. Sarah's main pet peeves are: poor research briefs, qualitative discussion guides, and branded research solutions. Sarah provides meaningful criticism for each of the items and solutions during our conversation, and we hope you enjoy it.

Key Quotes: 

• “If you’re considering building an in-house function, have you got the right amount of questions to justify having a team on board. When you’re hiring, you’re hiring researchers that have the experience of running the primary research.” (4:09)
• “Being embedded in a business and having that commercial link and having insight into what the business is doing as a quali that SKY had in a customer business brand. Try to keep your skillset open and be interested in doing a variety of different projects.” (6:13)
• “Find where you can get that confidence and find where the people are who are going to back you. Find a confidence buddy who will give you that boost. You have to put yourself out there.” (7:40)
• “The joy of being client-side is you get to challenge much harder on the briefing than when you’re agency side, and it’s a luxury I never take for granted.” (13:14)
• “It’s a people-based business, and it’s about building relationships. And once you’ve built up that level of trust, then it’s very telling who needs to go through our discussion guides with a fine-tooth comb and who doesn’t.” (25:39)
• “You can see through it when it’s more of a way of owning your own approach and having more of a viewpoint versus just trying to get in the door because you think you look clever.” (32:48)
• “If it’s the first approach that a brand new agency that you’ve never worked with – if they’re really trying to flog a particular branded solution, rather than build a relationship, and you look into it and say, ‘That’s just another telephone interview,’ then that’s what sticks.” (33:15)
• “You can get a great branded solution if the brief is right and if it fits the questions, so yes, if we could all just educate the people and don’t accept poor briefs. Just try to challenge and get a little bit more clarity, then we’ll all be in a better off place.” (39:24)

Key Topics: 

• Sarah describes what she and her team are doing at SKY. Built everything from scratch. Still works with partners. (1:30)
• Describing DIY tools available, Sarah explains that SKY’s model is massive with a custom request at its core (3:17)
• Starting at an agency in the world of PR and marketing, Sarah quickly realized market research piqued her interest (5:10)
• Gives the same advice to females as for anyone starting out in research (7:35)
• Sarah tells a memorable story about winning over a customer (9:37)
• Continues to share the uncomfortable moments while working with clients (12:16)
• Sarah’s first choice for Room 101 is poor research briefs (13:00)
• Instilled in her from the beginning of her agency-side career, have a conversation about on the phone or in-person to understand in a collaborative way what they’re trying to answer (15:40)
• Sarah goes in-depth about problematic briefs (18:46)
• A few pointers on a good brief (20:51)
• Her second choice for Room 101 is qualitative discussion guides (22:36)
• Sarah goes into detail about the process of creating discussion guides and the rhythm of asking questions (25:30)
• Discusses the amount of time it takes to get discussion guides approved (27:40)
• Sarah’s third item to put in Room 101 is branded research solutions (29:56)
• Sarah describes the impact of agencies using branded research solutions (33:15)
• Sarah gives advice to a new agency looking to establish a relationship (34:42)
• Hannah picks poor research briefs for Room 101 (39:00)

About - Sarah Jousiffe:

Head of research at SKY, Sarah Jousiffe is responsible for building a full-service, in-house research capability where the team now manages a wide range of projects that inform key strategic decisions across departments in printing, marketing, sales, and product innovation. 

Relevant Links:

• Sarah’s LinkedIn.
• SKY - Website
• Day One - https://www.dayonestrategy.com/
• Hannah Mann - LinkedIn

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on this episode is James Wycherley, an expert on Insight strategy and Insight team transformation and author of the new book, Transforming Insight: the 42 secrets of successful corporate Insight teams. James joins us on the Room 101 podcast to share what things in the industry he’d like to see banished in Room 101 forever. The main pet peeves James describes are: naming conventions for things like “market research teams”; research briefs or data analysis; and thinking of “commerciality” as a dirty word. James provides meaningful criticism during our conversation, and we hope you enjoy it. 

Key Quotes:

• “By accident. I joined Insight by accident, before it was called Insight. I left university. I joined Barclay’s Leadership Program. I found myself working on strategic marketing projects. And I was fortunate, in retrospect, to work on a number of projects that had a great deal of requirements for customized data.”
• “What happened over the 20 years that followed is that organizations that never knew who their end customers were before had started selling things online. Many more have started interacting with people through social media. And the markets have sprung up in third-party data and secondary data that allows organizations of all shapes and sizes to have a more granular understanding of consumers in a marketplace.”
• “If we refer to ourselves as research teams or analysis teams, there’s a danger that we’re going to perpetuate the organizational view that we are all about methodology rather than about outcomes, that we’re all about data or information rather than about insights and intelligence driving decisions.”
• “Too many insight teams, in my view, allow their agendas to be set for them by other departments and indeed set themselves up as order takers for the other departments.”
• “Insight is, or at least it could be, a strategic asset for an organization. I personally believe that insights, done well, have got the potential to transform the performance of an organization. But we tend not to manage it like a strategic asset.”
• “What I’m calling for is a fundamental rethink of insights’ role in the organization. And the whole question of briefs and ways of working and interacting with different departments – that’s just one aspect of that order of the role that insight plays within its company.”
• “My suggestion is that insight teams try to reframe the way in which they think about this concept of commerciality. I believe that sustainable commercial success relies on organizations harnessing and understanding customers, as well as a whole operational data, and an understanding of their role as providers. The value exchange that takes place is between customers and providers.”

Key Topics: 

• James describes writing book during the lockdown in 2020 (2:00)
• He provides advice for those who want to write a book (3:46)
• Describes how he got started in his career (5:24)
• Notes the difference between his time at Barclays in the late 1990s until now (8:20)
• The first pick for room 101 is market research teams or rather the naming conventions (10:57)
• Describes that the best already override the naming conventions, focusing on the insights and intelligence (14:00)
• Expands on teams who do this well (15:30)
• Explains how heritage has led to the current siloed practices (18:39)
• The next pick for room 101 is research briefs or data analysis (21:22)
• Shares how other departments view insights teams (26:29)
• Reflects on the personality type attracted to research and data, perhaps people pleasers – but not meant as a criticism (29:54)
• The third pick for room 101 is the concept of insight teams treating commerciality as a dirty word (31:58)
• Explains how to remove the barrier to help insight teams embrace commerciality (36:52)
• Agrees to place his third pick in room 101 (43:26)

About - James Wycherley:

James joined the IMA as Chief Executive in May 2015 after 10 years as Director of Customer Insight and Analysis at Barclays. He is an expert on Insight strategy and Insight team transformation, knowledge development and communication, and he represented Barclays at the IMA's Insight forums for over a decade before joining the IMA team himself.

James has delivered consultancy and keynote presentations in Europe, North America, Australia, India and the Middle East, and has lectured at the Winchester, Anglia and Ashridge Business Schools.

He is the author of over 30 IMA publications and has just published a new book - Transforming Insight: the 42 secrets of successful corporate Insight teams.

Relevant Links:

https://www.linkedin.com/in/james-wycherley-9193995/

www.dayonestrategy.com 

www.transforming-insight.com

www.insight-management.org. 

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on the sixth episode is Anthony Tasgal aka "Tas"- trainer, author, and strategist on all things marketing insights. Tas joins us on the Room 101 podcast to share what things in the industry he’d like to see banished to Room 101 forever. The main pet peeves Tas describes are: “insights” itself as people currently understand them, jargony language, and the concept of “messaging.” Anthony provides meaningful criticism during our conversation, and we hope you enjoy it.

Key Quotes:

• “So I actually thought being able to stand up and try to make people laugh, to keep their attention, get their emotions involved -- is actually what the heart of presentation is. Storytelling is anyway.” (2:40)
• “I think it’s about the fact that it's become bandied about, and it's got so many different meanings, and no one will agree what it is.” (12:30)
• “And that's, for me, the classic definition. I think insight is more about how you feel than a definition of words. So again, behavioral economics -- the big emotional surprise -- for me is the heart of insight. When you go “that's funny,” it sets off a chain, and the chain is: “okay, we can now do things differently, see things differently. So for me, that's at the heart of everything that I feel insights is about.” (14:15)
• “But it's it even if they're not the same words and concepts, the feeling is the same, which is it stands in the way of communication, it's a barrier to storytelling.” (17:00)
• “If you don’t actually know what it means, don’t use it.” (20:00)
• “So and also, when people say dumb things down, again, that's leading, you know, you can simplify things, you can make them easier, you can make them more emotional, we can make them more human, but without making it dumb.” (21:00)
• “And I think for me, again, it's about getting the best for clients. And I think clients would actually really get more understanding and more insights if I can use that word again if they just allow different perspectives.” (34:00)

Key Topics: 

• Anthony describes the proudest moment of his career. (1:49)
• Understanding the “golden thread” that runs through your presentation. (4:00)
• Anthony’s background in the Classics as it connects to insights. (6:30)
• How Anthony leaned into his role as a writer. (8:00)
• A funny story about misunderstanding insights. (10:15)
• Banishing “insights,” controversially. (11:45)
• What insights actually means, according to Anthony. (14:00)
• Banishing jargon. (16:15)
• “Decomplexification” arguing for the simpler. (19:00)
• Can you water down your language too much? (21:00)
• Banishing “messaging” forever. (23:00)
• “Massaging” versus messaging. (26:00)
• Banishing ageism, too. (30:00)
• Promoting intellectual and experiential diversity. (34:30)
• Messaging architectures gets banished into Room 101 (36:30)

About - Anthony "Tas" Tasgal:

Anthony “Tas” Tasgal is the self-described man of many lanyards. Anthony is a marketing trainer, storyteller, ad planning strategist, author, and lecturer. He is passionate about human communication and how to make things more simple. When Anthony is not keynote speaking, he’s probably working on a new book or contributing to talk radio in the UK.

He is the author of The Storytelling Book, the award-winning guide to using storytelling techniques to improve presentations and communication. The book is already on a fifth reprint and has been translated into Mandarin. His second book, “The Inspiratorium”, a compendium of insight and inspiration hit the shelves in 2018. 

His new book “Incitations”, a collection of expressions, phrases, and words designed to incite insight ("wonderful, wise, insightful and witty")-arrived in April 2020. 

Relevant Links:

• Anthony’s LinkedIn.

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

Our guest on the fifth episode is Shazia Ginai, the CEO at Neuro-Insight. Shazia shares with us her bugbears of the industry in her mind and offers solutions to each annoying trend in insights culture. The main pet peeves Shazia describes are unconscious bias training, inefficiencies around procurement, the long-dead paper survey, and the enormously popular Myers-Briggs test. While it’s true that these problems exist outside market research, Shazia believes they’re particularly loathsome in insights. We had a great time talking, as Shazia shared some wonderful clues to improving insights work.

Key Quotes:

• “Understanding the human beings that line the pockets of our businesses is fundamental to making the businesses work.” (4:25)
• “I believe the problems are deeper and we have to work that much harder [against unconscious bias].” (10:00)
• “People tick the box for the training and forget about the culture.” (12:15)
• “The thing I think I struggle with the most with procurement is that the people who create the systems don’t think of the end user. And as a researcher, our job is to understand the end user.” (17:30)
• “It all goes back to the idea that one size doesn’t fit all.” (20:00)
• “Procurement doesn’t need to be banned; we’re just not thinking about it the right way. Because right now, we’re not thinking about procurement with the audience in mind.” (24:00)
• “Whatever happened to making things easier for people so they don’t have a hard time going through the rubbish?” (25:15)
• “Some businesses still use paper surveys because they see it as the only way they can function, but I just don’t buy it.” (26:30)
• “The only reason I see paper surveys making sense is if you’re in a market where the technology just doesn’t exist.” (28:20)
• “The Myers-Briggs really does my head in.” (30:45)
• “Everyone knows what Myers-Briggs is, so everyone uses it. But the value for me just isn’t there.” (33:30)
• “We can’t go ‘I’m this profile, so I can only work with one person.’” (35:45)
• “It’s great to understand your teams and do that work, I just don’t think Myers-Briggs is the one.” (37:30)

Key Topics: 

• Shazia’s proudest moments from her career. (3:00-4:30)
• Shazia shares a funny story. (5:15)
• Banishing unconscious bias training. (8:00)
• Banishing all things procurement. (16:00)
• Banishing all things paper surveys.  (25:30)
• Embracing tech over tradition. (28:00)
• Banishing the Myers-Briggs Type Indicator. (30:30)
• Why we should want to understand our personalities within different contexts. (34:00)
• Throwing Myers-Briggs into Room 101 forever. (37:15)

About - Shazia Ginai:

Shazia is the CEO at Neuro-Insight, a leading insights firm in the UK. She has more than 15 years of experience in brand strategy and insights research, including eight years as the Brand Franchise Innovation Leader for Hugo BOSS Fragrances and Skincare at Procter & Gamble. She is a creative and curious insight professional with a passion for people and leading insights into action. Shazia has a track record of helping businesses lead with actionable insights.

Relevant Links:

• Shazia’s LinkedIn.
• Neuro-Insight UK - Website

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

In the fourth episode, Senior Strategic Advisor and Special Advisor at mTab and Behaviorally, Crispin Beale walks through three trends in insights culture that he wishes to banish away forever. He describes each of the three and offers his opinion on how we could solve these irksome problems in the insights world. The main pet peeves Crispin describes are: acronyms, the abuse of artificial intelligence, and silo mentality. For each of the three pet peeves, Crispin describes his own experience and offers reasons why the world of market research would be better without these banes.

Key Quotes:

• “I do find I get my best ideas for clients when I’m out walking the dog.” (3:20)
• “I loved the ability to look at different problems and figure out what customers really wanted.” (5:30)
• “If we’ve made one child’s life better, that’s what matters.” (8:00)
• “For me, it was a valuable lesson—always check the data. If you have a poor sample, you can make decisions that can lead you astray.” (12:30)
• “We sort of create this language, and this code, and this secrecy around our industry.” (14:30)
• “People think that someone who is talking in plain language comes across as more intelligent than someone who’s using all these acronyms and jargon.” (16:45)
• “It’s up to us to change it if we want to move toward plain language.” (18:30)
• “I think A.I. can help, but it can never replace human capital.” (20:30)
• “I think the kind of macho culture of flying around the world has proven to be unnecessary during the pandemic.” (29:45)

Key Topics: 

• How Crispin got into farming. (02:25)
• Crispin accidentally gets into marketing. (4:00)
• Highlights from Crispin’s career. (6:45)
• One funny story from Crispin’s journeys. (9:00)
• Item 1: Crispin elects acronyms to be banished forever—from every industry. (13:45)
• People will think you’re smarter if you speak plainly. (15:00)
• Item 2: The idea that artificial intelligence will solve all our problems. (20:00)
• Item 3: Crispin banishes silo mentality. (24:15)
• The issue of sustainability and the climate crisis. (27:00)
• We can operate in a slightly different way to protect the planet. (31:00)
• Banishing silo mentality forever. (35:00)

About - Crispin Beale:

A marketing, data, and customer experience expert, Crispin has served as CEO and board member at a whole host of companies across the UK. He’s even launched companies of his own and helped them turn their losses into profits. He’s an evidence junkie and is thrilled to make connections in the data. And somehow, Crispin also finds the time to tend to his llama, geese, and guinea fowl at his farm in North Downs.

Relevant Links:

• Crispin’s LinkedIn.
• mTab - Visit website here

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

This week,

Masterful 27 leads a discussion on whether remote trading should be a regular feature in Pokémon GO, and asks us what we’d forever lock in Room 101!

Casual Coops turns up late and reads a Letter to the hosts & Milo talks us through The Pokémon GO 5 year anniversary event. We also look forwards to Pokémon GO Fest 2021, and review our rural Tepig Community Day. Plus... We find out the winner of The Pokémon GO Tepig Community Day Challenge - Milo, Mark, Ian, Coops OR Billy Lutz?

Plus all of your favourite features - The Flex Game, Name That Pokémon, Ask The Intern & Shinies Of The Week.

Title Theme, The Flex Game, The News, Ask The Intern & Shinies Of The Week Jingles: Brett Baxter

Name That Pokemon Jingle - Credit - Play Me Like A Video Game - Josef Bel Habib (Epidemic Sound)
Letters To The Host Music: A Break In The Clouds - Isobel O'Connor (www.epidemicsound.com)

#CASUAL
GastlyGirl
James Vivian
TingLay02
Nukemz
HRHKayleigh
Professor58
Connor Cook
Luke J Tuohy
Phil Mottram

#TECHIE
#MASTERFUL

#THETRAINERCLUB
HermesNinja
Joanie1929
CaptBunzo
Kellslangers
TishSmith
JB
SpydaLog
CliffordMert

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Email us: contact@incensedpodcast.com

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Hosted By: PoGoMiloUK, Ian Waterfall, Masterful 27 & Casual Coops
Produced & Edited By: Ian Waterfall & PoGoMiloUK.

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All names owned and trademarked by Nintendo, Niantic, The Pokémon Company, and Gamefreak are property of their respective owners.

In the third episode, Kantar’s global CEO of Profiles - Caroline Frankum walks through three trends in insights culture that she despises. She describes each of the three and offers guidance toward how we could actually solve these marketing problems. The main pet peeves Caroline describes are the tendency to use old words to define a new world, the problem of impostor syndrome, and panel commoditization. For each of the three pet peeves, Caroline describes her own experience and offers reasons why the world of market research would be better without these evils.

Key Quotes:

• “That was my first introduction to the power of data.” (5:00)
• “We have a very important role in shaping society.” (5:45)
• “Hard work is never wasted.” (6:45)
• “If we are rigorously authentic about the world and what it looks like from a diverse perspective, people will feel empowered to want to share their stories.” (14:20)
• “We all have to fundamentally ask if the data we are collecting truly represents the world.” (16:00)
• “What you do need is to have the confidence to be visible.” (17:45)
• “Failing fast helps you learn even faster.” (22:50)
• “Panelists like having their voices being heard.” (30:00)
• “Men feel like they are blamed while women feel like they need fixing.” (35:00)

Key Topics: 

• How Caroline started in the research and insights field. (3:40)
• How Caroline broke the glass ceiling to the C-suite. (6:15)
• The fact that we need more inclusion and diversity in the highest levels of leadership. (8:10)
• The disarming importance of humor. (10:45)
• Banishing old words for a new world. (12:30)
• Throwing away impostor syndrome. (16:15)
• How leadership and learning go hand in hand. (19:00)
• Places where Caroline experienced impostor syndrome herself. (20:45)
• Banishing the way the market research industry prioritizes panelists. (28:00)
• Caroline makes her choice. (33:45)

About - Caroline Frankum:

Caroline Frankum is the Global Chief Executive Officer of Profiles at Kantar. Her biggest passion is helping businesses to grow into more inclusive and equitable versions of themselves. She holds herself accountable for women and the disenfranchised in the corporate world. She is a champion of women in leadership, and she boasts many awards and great recognition for her achievements in workplace equality.

Relevant Links:

• Caroline’s LinkedIn.

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

In the second episode, Jem Fawcus—co-founder and CEO of FIREFISH—walks through three trends in the insights industry that he laments enough to banish forever. He describes each of the three and offers guidance toward how we could actually solve these cultural problems. The main pet peeves Jem describes are: 1) the use of the word “consumer” to describe people, 2) the siloing of different research methodologies, and 3) the resistance for companies to move toward renewable energy. For each of the three pet peeves, Jem describes his own experience and suggests some solutions. He believes brands can be more successful and make more sense of their customer bases by thinking about: who “the consumer” is as a person, how to bring research interests together, and how to prioritize running businesses in a healthier world.

Key Quotes:

• “I’ve always believed that your job and your life are not separate, and if you can balance them and make them work for each other, you’re in a much better and happier place.” (9:25)
• “I hate ‘the consumer.’ I call it ‘the C-word.’” (11:45)
• “I believe that all businesses should enrich the totality of human life, not just themselves. And to do that, we need to understand people as people.” (16:10)
• “What we need is polymaths—we need people who understand a little bit of everything.” (19:45)
• “You shine the light from different perspectives and you will get the full picture.” (23:15)
• “Most people would not want to willfully destroy the planet.” (26:50)
• “The climate conversation and the business conversation are not separate.” (31:45)

Key Topics: 

• Jem describes how he got into the insights industry. (2:05)
• Landing an advertising gig at Glastonbury. (7:00)
• The difficulty of becoming a “work person”—and why that’s wrong. (9:45)
• Throwing the term “the consumer” into Room 101. (11:00)
• Banishing the siloing of different research methodologies. (17:25)
• Banishing the current hesitance to put climate strategy at the heart of business strategy. (25:00)
• Encouraging business owners to move to renewables. (28:30)
• A compromise with two things going into Room 101?! (35:30)

About - Jem Fawcus:

Jem Fawcus is the co-founder and CEO of FIREFISH, a UK-based insights agency. He is an expert in using insights to drive brand purpose, communication developments, and innovation. When not moving the needle for the best brands in the world, Jem enjoys fly fishing, football, and his chickens.

Relevant Links:

• Day One Strategy
• Narrative by Numbers, by Sam Knowles
• How to Be Insightful, by Sam Knowles

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

In the inaugural episode author and behavioral scientist, Richard Shotton describes three of his worst insight industry pet peeves and aims to banish one of them away forever in Room 101, much like the popular British TV show.  He describes each of the three items and offers guidance on how we could actually solve these marketing problems. The three pet hates from insights industry culture Richard describes are the myth of the public trust crisis, complex jargon and terminology, and an over-reliance on claims data. For each of the three pet peeves, he describes his own experience and suggests how advertising professionals could avoid these pitfalls and create more engaging and effective content.

Key Quotes:

• “If you print out the data sheets and look at the reports, public trust [in UK brands] is static—it might even be rising, slightly.” (5:45)
• “If trust in advertisers isn’t the problem, we’ll be coming up with the wrong solutions.” (7:30)
• “I think that post-crisis, the data around who we trust might jump around a bit.” (9:45)
• “If you admit a flaw, you’ve tangibly proven your honesty, and your other claims become more believable.” (13:00)
• “You come across as more intelligent if you speak in simple terms.” (16:00)
• “Using abstract terms is a mistake—if people can picture it in their minds, it makes it more memorable.” (18:00)
• “Say exactly what you mean and not what you think you should say.” (18:50)
• “It’s often not researchers that are the problem, but the interpretation of data.” (24:00)

Key Topics: 

• Richard describes how he got into behavior science. (2:30)
• Dissecting and banishing the myth of the public trust crisis. (4:50)
• Understanding the Veracity Index. (9:00)
• The Pratfall Effect. (11:45)
• Banishing complex jargon and terminology. (14:45)
• Advertisers need to talk in plain, concrete terms. (19:30)
• Banishing the over-reliance on claims data. (22:00)
• Driving value perceptions with plain data. (27:00)
• What is banished into Room 101? (28:30)

About - Richard Shotton:

Richard Shotton is a behavior scientist and advertising expert who brings psychological insights to marketing. As a founder of Astroten, he helps companies use behavioral insights to improve their marketing gains. Shotton is also the author of The Choice Factory, which some have already heralded as the greatest advertising book of all time.

Relevant Links:

• Pick up Richard’s bestselling book, The Choice Factory.
• Ipsos Veracity Index 2021.
• View Richard’s LinkedIn.
• The Pratfall Effect.
• Read Oppenheimer’s Consequences of Erudite Vernacular.
• Read more about Steve Jobs’ “1,000 Songs in Your Pocket.”
• Read about confabulations.

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.

The Day One podcast is published by the Day One Strategy and produced by Zorbiant.

All rights reserved.