Human Understanding Lab Leaders
Pioneering brand leaders in marketing, comms, insight and digital share their experiences on how deeper human understanding has helped their brands to gain an edge, across creative, customer value, messaging and performance. Real-life, practical conversations around the impact of science on brand performance and the industry.
The 'S' Word: exploding the sensitivity in marketing and comms
In our latest instalment of the Lab Leaders podcast, our host Faye Hawkins welcomes Dr. Cristina de Balanzo, Board Director at Walnut Unlimited, and Andreaa Tarasescu, Research Director at Walnut. Together, they attempt to explore the tension building around the communication of brands’ sustainability narratives – highlighting the benefits of a positive, human-led approach. With potential accusations of ‘greenwashing’ akin to a sword hanging over their heads, what nudges and techniques can brands apply to reduce the risk of making reputation-damaging mistakes? Tune in as our Lab Leaders discuss this and more. If you’d like more guidance on how to manage your company’s sustainability story, check out the Human Understanding Lab’s latest report, The ‘S’ Word: A Brand’s Guide to Sustainability. To carry on the discussion, reach out to our experts: Cristina: firstname.lastname@example.org Andreea: email@example.com Or, as ever, you can get in touch with our podcast host by dropping a line to firstname.lastname@example.org.
October 24, 2022
Human Understanding in B2B: navigating the dark funnel through content marketing
With the drive to do more with less, and an ever-increasing focus on conversion, we’ve forgotten about what really matters to the buyer and how best to engage them. Please enter: the dark funnel. This latest episode of Lab Leaders welcomes Eoin Rodgers, Managing Partner of TMW Business, who outlines a new way of thinking for B2B marketers: one which enables the buyer to hold the sceptre of power for a change, in a new era where millennials and Gen Z’ers leading buying group. We have become too focused on our own marketing goals and measurement and forgotten about the buyer and their needs. A little human understanding goes a long way and shows us that content marketing has become transactional and arguably cold. Allowing customers to engage with your expertise and value add on their terms means B2B marketing looks and feels more like a magnet than a cattle-prod. If you want to explore the dark tunnel or find out more about how to create content that ‘helps not hypes’, drop Eoin a line at: EoinR@tmwunlimited.com Or, as ever, you can chat to our Lab Leaders host: Faye.Hawkins@unlimitedgroup.com
June 15, 2022
Journey Orchestration: the next step in evolving the customer journey
It’s not just about the end game, it is about the journey. Never has a truer word been said about the importance of the customer journey. In practice, creating the customer journey starts small; you collect data points, define the journey that you want to focus on, make the data available and ensure the channels are ready for your journey. This week, host Faye Hawkins sits down with Darryl Delacroix, Partner at Navigate and Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED to talk about all things data and the customer-centric recipe for success. We discuss how the journey is all about identifying clients’ needs and objectives of what they want to deliver, what do they have to work with ‘today’, what are the barriers and ultimately come up with a road map of what they need to do to deliver that analysis. Reach out to our customer journey aficionados: Darryl Delacroix, Partner at Navigate: DDelacroix@tmwunlimited.com Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED - Ian.Bobbett@realiseunlimited.com Or have a chat with our Lab Leaders host: Faye.Hawkins@unlimitedgroup.com
April 29, 2022
Lean in to LUCA - democratising access to digital insights
Developed as a string to UNLIMITED's Human Understanding Lab's bow, LUCA caters for the need for brands dive deep into emotional context, collecting insights quickly and efficiently to support fast decision-making and responsiveness to market opportunity. Our guest this week is John Cunningham, Group Chief Technology Officer at UNLIMITED, and in our chat, we discuss the uses of LUCA and how it can boost your campaigns. Being AI-powered, this service reduces the requirement for teams to research, gather, combine and analyse digital data to deliver useful human insights back into the business. We also talk about using LUCA's Cultural Analysis, Video Movement Analysis and Influencer Mapping tool to speed up access to deep human insights. Get more information on LUCA platform for digital insights: www.unlimitedgroup.com/humanunderstandinglab Get a free demo to see LUCA in action with John: John.Cunningham@unlimitedgroup.com Reach out to our Lab Leaders host: Faye.Hawkins@unlimitedgroup.com
March 28, 2022
Sober and Sensory: a sensory taste test and scientific review of lo/no alcohol beer brands
"Free from" alternatives have taken the market by storm across many categories. One of the most dear to the British consumer is the alcohol market, and within that there are many players looking to compete for their share of the market. From big players like Budweiser and Heineken, to indie and craft equivalents. But there are many challenges for brands looking to create a standout, tasty product that ticks all the boxes for expectant consumers, especially from a sensory perspective. Should brands be replicating flavours or carving a whole new space for these products? How do brands create flavours and experiences that meet the expectations products in this industry? Dr. Debbie Parker, Head of Sensory at Walnut Unlimited, shares her thoughts as she joins Faye Hawkins for a taste test of some leading no/lo alcohol beers on the market. We explore the ins and outs of sensory science, the taste and scent blueprints as they emerge in a live tasting from a sensory perspective, whilst also exploring the landscape of no/lo alcohol beers in general.
February 10, 2022
Unsniffed Potential: how scent creates memorable experiences
In this episode of Lab Leaders Faye Hawkins speaks to eminent neuroscientist Dr. Andy Myers, Director at Walnut UNLIMITED, about the power of scent and how smell can make a difference for brands. Andy has a wealth of experience in how we can use our senses to trigger emotions and we often hear about how neuroscience can be applied to marketing from a visual perspective. Rarely do we consider smell and how it can be used in our campaigns. Faye and Andy talk in depth about why scent is so important, how it can be applied to your brand and some of most interesting ways other brands have incorporated it into their marketing. To get more depth into the power and role of scent for your brands from our neuroscientist, email Dr Andy Myers at Andy.Myers@walnutunlimited.com. As always you can contact our host, Faye Hawkins, Chief Revenue Officer at UNLIMITED at Faye.Hawkins@unlimitedgroup.com.
December 16, 2021
Unlocking Data Innovation in PR
In this episode, Faye Hawkins is joined by Caroline Coventry, who is a Director at Nelson Bostock, and by Dr. Simon Collister a Director at Human Understanding Lab. Between them they've got 35 years background in everything to do with PR and comms, social creative, and of course the new world of data science, neuroscience, and behavioural science. Throughout the conversation we discuss where PR meets data science and the world of opportunity that awaits. More specifically, how data-driven ways of informing creative and guiding execution in PR can be the future of effective, disruptive and human-led PR. To get more insight into the world of neuroscience and how it can help you, contact Dr. Simon Collister at Simon.Collister@unlimitedgroup.com and for all things PR and comms contact Caroline Coventry at Caroline.Coventry@nelsonbostock.com. As always you can contact our host, Faye Hawkins at Faye.Hawkins@unlimitedgroup.com.
November 02, 2021
The Future of Social Media: creating a futureproof strategy for social success
Social media is a powerful tool, and many brands across both B2C and B2B have embraced this modern phenomenon. But not every brand has a solid, future-forward social strategy. This means they risk falling behind the times. Just like the algorithms that dictate the success of the content that circulates on these channels, the rules of engagement with these platforms are constantly changing: how audiences engage with and share content and how creativity is perceived and appreciated. Not to mention, with new and unique platforms emerging all the time, it has never been more crucial to keep up with social media. The next guest on our Lab Leaders podcast is Liv Wedderburn, social media lead from TMW UNLIMITED. We discuss the changing landscape of social media, how best to plan ahead and why human understanding can help produce a social strategy that stands the test of time. Get in touch with Liv to discuss the everchanging landscape of social media and, more importantly, how we can help you futureproof your strategy via email@example.com. Or reach out to our host, Faye Hawkins, at firstname.lastname@example.org.
September 29, 2021
Customer-Centric Marketing: putting the customer and data science at the heart of marketing
Product-led marketing is a thing of the past with more and more companies realising that in order to stay on top, the customer must come first. Our Lab Leader today, Dr. Stephen Welch, is joined by special guest Hazel Pitchers discussing how to transform your business using data science and human understanding to make customers the beating heart of marketing. Hazel has been in the industry for 20 years, most recently as CMO for AXA Investment Managers, re-vamping their global marketing vision and strategy. Steve is Managing Director at Realise UNLIMITED and has years of experience in using specialist data science techniques to revolutionise businesses. We discuss the simple notion that in order to be truly customer-led, you need to also be data-led. This begs the crucial question for marketeers: Do you consider yourself to truly be either? We explore how you can diagnose your data-readiness and customer centricity, as well as how to train your workforce to read and analyse customer data and shift operating behaviours. To find out more about this episode contact Steve at email@example.com and as always you can email our host, Faye Hawkins, at firstname.lastname@example.org.
August 31, 2021
Transforming the digital experience in health: the new opportunities for digital experiences
It’s been a year of change for many industries, but none more than health. The roll out of COVID-related apps has come thick and fast, but when dealing with the health of millions there’s pressure to deliver a class-leading experience without any errors. Our Lab Leader today is Ben Ireland, our Chief Experience Officer, who is responsible for the delivery of digital experiences across our client base. Ben has been doing this for over 30 years, so knows a thing or two about translating human understanding into digital experiences that actually work. In this episode, we discuss the trends and opportunities for health in digital, how we can improve processes for a better digital experience and how we can approach the human understanding element in all of this. To get in touch with Ben or Faye about anything discussed in this episode, drop them an email at email@example.com or firstname.lastname@example.org.
July 15, 2021
Reinventing shopper research: the 'triple win' driving growth for retailers, brands and shoppers
Someone call the 90's and give their clipboard back - shopper research is ready for an overhaul! We talk to Lab Leader, Ivan Browne, Shopper Research Consultant who sets out the blueprint for category growth of up to 10%. With over 20 years in retail, OTC, DTC and shopper, Ivan presents his 'triple win' of retailer category growth, consumer shopper experience and brand advantage. Get in touch with Ivan for a chat around shopper behaviour and research at Ivan.Browne@walnutunlimited.com or to get in touch about the pod send a line to host Faye.Hawkins@unlimitedgroup.com
June 24, 2021
Sports fan segmentation: new data science techniques driving fan engagement
It's the busiest summer of sport in memory, with two years' events crammed into a few short months. How can sponsors, rights holders and sport brands get the cut-through they need amongst the noise? Our Lab Leaders Lee Gibbons, MD at Sport UNLIMITED and Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED, lift the lid on 'why fans are fans' in this episode and how they have used cutting-edge data science with social media data to unlock a new level of understanding for sports brands that helps to better engage the fanbase and drive greater commercial impact. Drop Lee.Gibbons@unlimitedgroup.com to discuss greater rigour in sport marketing, or Ian.Bobbett@realiseunlimited.com for all things data science. As ever, get in touch about the pod here with host email@example.com
June 23, 2021
The Acceleration of Procuretech
In this episode, host Sarah Shilling CMO, UNLIMITED is in conversation with leading Procurement Consultant Tina Fegent. With tech accelerating procurement, the importance of education and communication on the topic is increasingly important for brands and agencies alike. With the commercial back-drop being pushed to forefront of strategic decisions, Procurement now has a seat at the top table. They discuss the evolving role, tips for agencies and the rise of the latest craze that is Clubhouse. The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
March 09, 2021
A new, resilient, marketing ethos
Does the unthinkable provide a catalyst for opportunity? Host Sarah Shilling, CMO at UNLIMITED speaks with Duncan McRae, Chief Editor, Marketing Gazette, about how in the face of crisis brands can flourish if they have an acute awareness of their consumer needs, and how is this going to impact the agenda of marketeers throughout 2021? The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
March 01, 2021
What our retail and economic footprint looks like in 2021
In this episode, host Sarah Shilling, CMO at UNLIMITED is in conversation with Kevin Pratt, Editor, Forbes Advisor UK, around how the unthinkable has affected the economy, how our outlooks have changed and brand reactions forged. Some industries are embracing fluidity, and others are future-proofing their business models. What's the key to success and how will we prepare for unthinkable things like our real estate footprint that we leave behind? The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
February 23, 2021
How nostalgia nudges through the power of neuroscience
We're living in 2021, but as we collectively reset to ‘not take things for granted’, nostalgia becomes more important and meaningful in our lives. With it comes opportunity for brands to win back lost customers, and connect with new ones in a nostalgic way. And for younger brands to create a sense of history that resonates emotionally. Host Sarah Shilling, CMO at UNLIMITED, looks at the science to explain how brands can use nostalgia and why it works, with expert perspectives from guests Dr Cristina Balanzo and Dr Andy Myers, both consumer neuroscientists from the human-wired agency Walnut UNLIMITED. This episode in the Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
February 10, 2021