Insight Out

April talks to Jacquie Matthews, Global CEO of Ipsos UU and Rollo McIntyre, Head of Innovation on their new narrative The Power of One Through The Power of Many, that highlights the critical importance of the individual story, how to push its initial insight through the lens of a myriad of perspectives and refine it to influence and initiate big change.

In this episode, we explore what it means to be a woman in 2021 and how womanhood is shaped by both a culture of gender and the larger social culture. We discuss implications for empowerment and gender balance for both brands and the workplace, and what emerging gender assets companies can tap into to move the needle.  Our experts are Radhecka Roy, Ipsos’ Global Service Leader of Strategic Curation and Cultural Transferability, and author of a new Ipsos study, Being Women: Moving from Equality to Freedom, A Cultural Perspective of Femininity & Empowerment in China, France and USA; and Sue Phillips, Ipsos’ Global Insights for Impact Lead and Head of our Global Gender Balance Network.

April interviews Luciana Obniski, our UU Head Curator from Brazil, and discusses the importance of hearing from all voices when doing research, especially those that typically fall outside of the margins. Too often, important voices are overlooked and unseen among our blind spots or drowned out by the masses. And often its the "small" voice that can initiate the biggest change.  

Season 2 of Insight Out set out to explore cultural intelligence and ways that culture influences the things we do and don’t do, things we may not even be aware of and how that cultural understanding can help businesses as they grow and move into the future. After this unprecedented year of a pandemic, culture wars and polarization, April Jeffries and Emma Grand look back at how our understanding of culture has evolved and lessons to take into 2021. 

Menaka Gopinath, Head of Communities and Social Intelligence Analytics at Ipsos joins April in a lively exploration of  the ever evolving Digital Native culture and the role it is playing in this unpredictable year. Their discussion of key questions - What exactly is digital citizenship? How can we "mess with the algorithm"? What is the expected role of brands in creating the future? - provides insight into this emerging group of influencers.   

Today we’re exploring the power of video to reveal deep human insights that are so needed to humanize business. Our special guest host, Cristina Craciun, Ipsos UU's LATAM Transformation Leader, talks with Tania Caro, videographer from Ipsos UU Chile, about how videos can make ideas travel faster, engage your audiences and generate empathy by illuminating stories that could otherwise remain unasked and untold. Tania is the winner of Ipsos UU’s global Best-of-the-Best contest to provoke impactful qualitative work. Her winning video, “Are you really going to wait for this to pass?” can be seen in English or Spanish here. And be sure to follow Ipsos UU Chile on Instagram.

April and Oli discuss the how cultural differences influence our response to Covid 19 and the need to pay attention to the shifts that are happening around us. 

No matter where you are around the world, you likely have been seeing the nationwide (and even global) protests against systemic racism in the United States, following the horrific murder of George Floyd on May 25, 2020 by a police officer. In this episode, April Jeffries joins Emma Grand to have a conversation about the Black and African American community within the context of the overall American culture. We talk through how we at Ipsos are grappling with this problem, and discuss how people, organizations and brands can show up for Black Americans through meaningful actions. Click here for more details on the ABC News / Ipsos poll referenced in the episode. 

In this episode, Emma Grand speaks to Karina Sanmartin and Valentina Rodríguez, Curation Practice Leads from Ipsos UU Spain, about how culture intersects and underpins the post-modern world of branding and why this cultural understanding is so critical today. We explore the concept of Cultural Transferability and discuss how brands can bridge the gap between a universal brand essence and local market needs.

April interviews Colin Strong, the Global Head of Behavioral Science to explore the impact of coronavirus on our personal and professional lives and discusses the dynamic of behavior change in the midst of uncontrolled circumstances and events. 

April talks with Monique Centrone, Head of the Ipsos UK Semiotics practice, about how semiotics can help identify the important elements of a brand's vibe and how that can be used for successful connections with the people we serve. 

ROI on research is even more important in these agile times and so there is a growing focus on the crucial step of activation.  Veronique Verellen, Ipsos UU’s Global Service Lead of Censydiam Qual and Workshops, joins Emma Grand to discuss this evolving need and shares her lessons learned on how workshops can help to action and implement research. 

April talks with Jim Legg, Global Head of Operations about the evolving need for microtargeting and the challenges of finding the perfect match who can lead you to the most relevant insights. 

Businesses, rightly or wrongly, are under extreme pressure to work at high speeds – and are implementing agile sprints and scrums and doing fast research wherever possible. Businesses also, quite rightly, want to get more involved in insight – co-creating with respondents, having ongoing dialogues with people, making products with people not for people. DIY research is growing but there is also growing unease as to the level of insights and empathy that this is producing. In this episode, Emma speaks to Rollo McIntyre, Global Head of Innovation for Ipsos UU to explore whether it is possible to marry agility with depth in order to go beyond a minimum viable insight. To learn more, reach out to Rollo directly via Rollo.McIntyre@ipsos.com. #agile #empathy 

Building relationships is core to human existence, but how does that translate when connecting in an online environment? In this podcast, Chad Nielson, Vice President of Online Communities in the US, joins as a special guest host to interview Eduardo Faria, Community Competence Lead for Asia Pacific. Together they explore how building authentic relationships with consumers online leads to uniquely deep insights and why we must tap into the principles of intrinsic motivations to better connect with key audiences. To read Eduardo's paper, For the Love of Money, click here, and feel free to reach out to Edu directly via Eduardo.Faria@ipsos.com.  #authenticrelationships #communities

In this episode, Emma Grand interviews Global Service Leader, Insights for Impact, Sue Phillips, as they question whether or not we need to talk to people anymore to reveal insights. We’ll explore how the way we interact and engage has changed over the years and how our thinking and approaches must evolve to keep up to this new reality.  #humaninteraction #observation

Emma interviews Andrew Leary, Global CEO of Ipsos' Social Media Exchange, to explore disruptive innovations and a new approach to identify lead users.  #socialdata #innovation Click here to read the paper co-authored by Andrew and Sandro Kaulartz, Chief Research Officer of Ipsos Social Intelligence & Analytics, called Introducing the New Era of Lead User Innovation.

April Interviews Radhecka Roy, Global Lead of Strategic Curation with Ipsos UU, as she explores the need for humans in a world of technology, data and information overload.  #marketresearch #curation #infobesity Click here to read Radhecka's paper, Human Curation in an AI World. 

In the inaugural episode of Insight Out, April Jeffries, Global President of Observation with Ipsos UU, joins Emma Grand for a conversation about a new philosophy to get closer to Real People in Real Life, called Contextual Breathing.  #marketresearch #ethnography #observation  Get in touch with April (April.Jeffries@ipsos.com) for more information and watch her Pecha Kucha on Contextual Breathing here.