Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

06/10/20 • 25 min

For decades, market research was considered an “auditing function” -- a department inside the business that looks backwards at an ad campaign or a product, and identifies all the reasons why it performed either well or poorly. But as organic growth became more important to a company’s success, market research transformed into a forward-looking insights function. “You can't have organic growth unless you understand your customers,” says Ravi Dhar, professor at Yale School of Management and Director of Yale’s Center for Customer Insights. He joins the podcast to talk about the evolution and role of insights and how to fix the tension that exists between insights departments and the C-suite. Listen to this podcast to learn: • The four stages of insights, based on Ravi’s research with Boston Consulting Group • Why insights leaders should be in the room when strategic decisions are being made • Changes in consumer behavior during the pandemic, and which new behaviors might persist • The effects that two concepts -- “out of sight, out of mind” and “absence makes the heart grow fonder” -- could have on consumer demand after the pandemic subsides • The inherent risk in looking to “consumers as scientists” • Why insights require a collaboration of analytics, anthropology, and psychology • The skills you need to become a successful insights professional now and in the future For more information: https://som.yale.edu/faculty/ravi-dhar

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Nicholas Thompson, Editor-in-Chief, WIRED: The Big Questions Ahead of Us

Nicholas Thompson once wrote that WIRED’s purview is the future and that “the only way to think creatively about the future is with something like optimism.” But it’s hard to think optimistically right now. Our old ways of living have been fundamentally altered -- and may never return. Nicholas joins the podcast to talk about the profound changes we’re all living through and the broad implications this pandemic will have for society, businesses, technology, governments, and our environment. Listen to this podcast episode to learn: • Reasons to feel optimistic about our future (and challenges that will need to be solved) • People’s perceptions of and attitudes towards Big Tech during this crisis • The perilous state of data privacy when our health is on the line • Are we experiencing a “work from home bubble” and overestimating the value of remote work? • Whether the environmental movement may lose momentum in the years ahead • How technologies like AI and blockchain may help build stronger governments and smarter policy • Why coronavirus has been bad for (poorly run) democracies For more info: www.nickthompson.com

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Scott Uzzell, CEO, Converse: Leading and Listening During a Pivotal Moment

The importance of this moment isn’t lost on Scott Uzzell, the CEO of Converse. “How do I bring the unique experiences of being a Black man in America to help people around me, other executives, society, the consumers that care about and love our brand...to make us better?” Uzzell also recognizes that, as the CEO of a global brand, he has a responsibility to listen and learn from others from diverse backgrounds with different perspectives -- and then, take bold action to create a more diverse and inclusive culture inside Converse and fight injustice and inequality outside of it. Uzzell joins the podcast to talk about what this moment means for him, what he’s learned while leading his company through unprecedented change, and why he thinks we’re about to see way more progress than we've seen before. Listen to this podcast to learn: • Why the urgency of this moment demands that all CEOs “get off the couch” and do something • What Uzzell learned about being “color brave” from Mellody Hobson, Vice Chair of the Board of Starbucks • Why companies must confront and address tough political and racial issues • How influencers help shape the Converse brand in local markets and inspire product innovation • Why the original basketball sneaker is returning to the NBA -- and aligning with creatively-driven athletes like Draymond Green and Kelly Oubre Jr. • The effects Covid-19 has had on the business and why Uzzell is optimistic about the future