Rethinking Multicultural Research with Kai Fuentes

Rethinking Multicultural Research with Kai Fuentes

This week on Insightful Inspiration, host Isabelle Landreville is joined by Kai Fuentes, President and Founder of Ebony Marketing Systems: a multilingual, multicultural market research firm dedicated to the needs of minority communities throughout the US.  With over 20 years in insights, Kai has built a career around the groups that the industry has historically struggled to reach, earning her the distinction of laureate of the Insights Association for her contributions to the profession. Multicultural research sits at the heart of what Isabelle and her team do at Sylvestre & Co, as does listening. That shared foundation makes this conversation especially rich. But so do the big differences in what multicultural research looks like between these two regions, from the language-based biculturalism of Quebec, to the layered racial diversity of the US. Together, Isabelle and Kai explore: * What inspired Kai to leave consumer research and build a firm centered entirely on underserved communities, and the challenges she set out to solve * Why qualitative research has historically struggled to recruit participants from communities of color, and what research looks like when it reaches them * The biggest language challenges facing clients working across multicultural markets: what's been cracked, and what's still unsolved * What fieldwork looks like in real-world, cross-cultural settings, including extensive work within the transit systems of the Northeastern US and Canada * Where traditional qual methodologies succeed in capturing multicultural nuance, and where they fall short Qual is about getting the right people in the room — and listening to them. How do you earn the trust of communities that have long been overlooked, and what does it mean to hear people who haven’t had the chance to share their perspectives? This conversation explores what it takes to do both.

31: What Makes an Insights Leader? with Brian Monschein

This week on Insightful Inspiration, host Isabelle Landreville is joined by Brian Monschein, a market research veteran who has spent twenty years client-side at major brands before making the leap to independent consulting, and who now helps insights teams do a lot more than run projects. Today’s insights professionals don’t just lead studies. More and more, we’re called to speak the language of CEOs and recommend actions. In this episode, Isabelle and Brian explore what it actually takes to lead as an insights professional, whether you manage a team of one or twenty. Together, they unpack: * Why so many insights teams are stuck in a support role, and what it takes to earn a seat at the table * The leadership skills that are essential for insights professionals in today’s landscape * How to speak the language of the CEO when your world is methodology and audiences * What makes a natural leader, and what leadership skills can be learned This episode is for anyone who's ever wondered: "I have the expertise… so why aren't people listening?"

30: Presentation Is Everything: Making Insights Impossible to Ignore with Deidre Sullivan

This week on Insightful Inspiration, host Isabelle Landreville is joined by Deidre Sullivan, a rare blend of strategist, writer, poet, and performer, and an advocate for the power of the how in research.  Too often, good research dies on a slide. In this episode, Isabelle and Deidre explore why it’s not enough to uncover insights. We also have to present them in ways that people feel, remember, and act on.  Together, they unpack:  * The overlooked importance of presentation in insights work  * How researchers can borrow from poets, comics, and performers to increase engagement  * What makes a story stick in a boardroom  * And how to balance clarity, simplicity, and narrative without losing rigor  This episode is for anyone who’s ever thought: “We had the right insight… why didn’t it go anywhere?”

29: From Insight to Influence: Why Emotion Drives Action

Insightful Inspiration welcomes Grant Feller, renowned storytelling strategist and founder of Every Rung, whose clients range from GSK and Siemens to the World Economic Forum. A lifelong journalist turned narrative advisor, Grant helps brands and leaders turn complexity into clarity, and data into meaning.  In this episode, host Isabelle Landreville explores the emotional backbone of influence: why even the most rigorous research falls flat without story, and how storytellers like Grant help insight teams bring their work to life. Together, they dig into why influence requires emotion, what separates a report from a story, and how insights professionals can become better narrative architects.  Whether you're sharing findings with stakeholders or trying to land a message in a 30-second window, this conversation is sure to be packed with practical guidance (and creative inspiration) on the power of story to make insights matter more.

28: Curiosity, Resilience, Repeat: How to Keep Evolving at Every Stage of your Career

This week on Insightful Inspiration, host Isabelle Landreville welcomes Karen Krishfield, a longtime research leader with experience spanning the agency side at Lieberman Research Worldwide, now Material, as well as the client-side at Hulu. With over 30 years in the industry, Karen shares what it takes to keep showing up with curiosity, creativity, and impact, especially in the face of career reinvention.  In this honest and reflective episode, Karen and Isabelle unpack the importance of staying adaptable in an industry that’s always changing, lessons learned along the way, and why sustaining a career is just as impressive as starting one.  Whether you're mid-career, navigating a transition, or mentoring someone who is, Karen’s story reminds us that reinvention doesn't require starting over, just starting fresh.