How To Turn Insights Into Real Business Impact with Elizabeth Oates

How Can Insights Agencies Grow and Become Indispensable with Paul Griffiths

“If we can’t demonstrate our value, we may not deserve to exist.” Paul Griffiths, Founder, Client Advocates, joins host Nick Graham, Founder, Vertemis, to unpack what insights agencies must do to grow in a disrupted market. They discuss why agencies often sell process over commercial outcomes, and how competitors like consultancies win by linking research to decision confidence and business impact. Paul argues the biggest growth opportunity is in the gaps between projects through consistent, value-driven communication, stakeholder mapping, and better packaging of insights (exec summaries, short videos, quarterly syntheses). He outlines making everyone accountable for relationship building via account activation, being less bashful about proactive outreach, using AI to test hypotheses about client pressures, and developing “what, so what, now what” storytelling that drives action. 00:00 Stakeholders First Mindset 00:26 Podcast Intro and Guest 01:45 Why Value Matters Now 02:57 Process vs Commercial Impact 05:18 Grow by Deepening Clients 07:55 Account Activation for All 10:13 Be Bold in Outreach 11:48 From Supplier to Partner 14:17 Personal Rapport Skills 16:31 AI for Proactive Ideas 18:22 Build Brand Salience 20:46 Tell Better Insight Stories 22:42 Leadership Advice and Wrap Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

How Biases and Blindspots Block Great Marketing with Roger Jackson & Dr. Tim Holmes

Some of the biggest barriers to great marketing aren’t in consumers’ minds, but in marketers’ own blind spots and biases. In this episode, Nick Graham, Founder, Vertemis, speaks with Roger Jackson, CEO, Shopper Intelligence and Dr. Tim Holmes, Neuroscientist, Researcher, and Author, about their book The Nursery Rhyme Conundrum and why we routinely overestimate how clearly we communicate. They explore why teams default to safe, forgettable work, how “being nice” and groupthink weaken feedback, and why leaders should separate the idea from the person to protect risk-taking. The conversation also looks at how AI can amplify authority bias, shrink the client–agency challenge gap, and even create biased “artificial participants,” making human judgment and evidence-driven insights roles more critical. 00:00 Separate Ideas From People 00:33 Podcast Intro And Guests 02:36 Why Marketers Misjudge Themselves 06:31 Nursery Rhyme Conundrum Explained 10:13 Feedback Loops And Being Nice 16:42 Risk Aversion Makes Marketing Forgettable 19:50 Insights Role Evidence And Groupthink 25:01 AI Authority Bias And Bubble Risks 32:02 Advice For Next Gen Insights Leaders 37:12 Closing Takeaways And Outro Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

How to Manage Culture with Tara Marotti

Culture won’t move at the speed of strategy, so leaders have to back up the message with consistent actions. In this episode, Jon Last, President, Sports and Leisure Research Group, talks with Tara Marotti, President & CEO, Burke Inc., about leading a 95-year legacy organization through rapid change as it evolves into a global, data-driven consultancy. Tara shares how AI, client budget pressure, and faster decision cycles are reshaping the insights industry, and why leadership alignment and a steady communication cadence matter. They discuss transparency and the “why” behind change, creating psychological safety, and leaning into tough conversations. Tara also covers hybrid culture-building, training teams to experiment with AI, and how employee ownership influences trust, stability, and long-term transformation. 00:00 Consistency Through Communication 00:15 Podcast Welcome and Theme 01:02 Meet Tara and the Challenge 01:42 Industry Shifts and AI Pressure 02:49 Holding Vision and Priorities 04:02 Legacy Meets Innovation 04:50 One Voice Leadership 06:14 Team Alignment Tactics 09:21 Cadence and Transparency 12:36 Authenticity and Explaining Why 14:29 Bringing People Along Daily 16:03 AI Training and Employee Agency 17:24 Reading the Room on Change 19:36 Culture in a Hybrid World 20:55 Intentional Culture and Values 22:27 ESOP Ownership and Transformation 24:20 Closing Advice for Leaders 25:46 Wrap Up and Subscribe Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

Burning Bright Without Burning Out with Jing Mertoglu

Energy is “oxygen for leadership,” and it’s a choice you make in every interaction. Jing Mertoglu, Global VP Insights and Analytics, Suntory Global Spirits, joins host Nick Graham, Founder, Vertemis, to talk about burning bright without burning out. They explore heliotropic leadership and why teams naturally gravitate toward leaders who bring light rather than drain it, even during tough conversations. Jing shares practical ways to deliver difficult feedback with empathy and preparation, build trust and psychological safety, and protect your energy through boundaries, perspective, and self-kindness. They also discuss using passion points to guide career decisions, staying honest about what motivates you, and feeding curiosity through thought leaders, books, and podcasts while keeping a healthy life outside of work. 00:00 Energy Beyond Work 00:25 Podcast Intro Burnout Theme 01:06 Meet Jing Urtulu 02:06 Energy Is Leadership Oxygen 04:21 Heliotropic Leadership Light 08:40 Kind Yet Accountable 09:37 Difficult Feedback With Empathy 12:41 Protecting And Resetting Energy 17:28 Passion As Career Filter 22:00 Learning Curiosity Sources 25:17 Advice For Emerging Leaders 28:39 Closing Takeaways And Wrap Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]

The New Research Architecture with Carol Haney

“Don’t let AI make you stupid” is the warning at the center of this conversation about how research is changing. Carol Haney, Head of Data Science, Statistics & Research at Qualtrics, joins host Niels Schillewaert, Head of Research at Conveo.ai, to discuss whether declining survey response rates signal a temporary dip or a structural shift in market research and CX. They cover practical survey fundamentals (shorter surveys, fewer “kitchen sink” questions, and consistent follow-up on open ends), the rise of ambient listening from call and chat transcripts, and how organizations are blending surveys, social data, and AI into composite metrics. Carol also explains how AI can speed questionnaire design, fielding, and analytics while still requiring strong methodology and critical thinking. 00:00 Stats Meets Agentic AI 00:18 Podcast Intro and Big Question 02:55 Are Surveys Still Relevant 06:29 Fixing Survey Fundamentals 08:15 How Companies Are Adapting 10:28 Business Impact and ROI 14:14 Ambient Listening Explained 16:23 Composite Metrics and Indexing 18:55 Researcher Skills in the AI Era 22:00 Using AI Without Losing Rigor 26:35 Future of Insights Teams 27:55 Key Takeaways and Closing Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network [https://www.greenbook.org/podcast-network] Learn more about MRII → https://mrii.org/ [https://mrii.org/]