The Intersection of Data, Insights, AI & the Future of Marketing
About this episode
The episode discusses the collaboration between marketing and insights teams, focusing on the integration of data and AI in understanding consumer behavior.
Marketing and Insights teams still speak past each other, burying consumer truth in translation gaps. James Mackenzie, Head of Growth at PZ Cussons, and Paul Yocum, Chief Growth & Marketing Officer, dismantle that gap firsthand by treating Insights as neutral ground, or what Paul calls "Switzerland", inside a company spanning Indonesia to Nigeria to the UK. They unpack Qualiquant, the fusion of qualitative depth with quantitative scale, AI-led interviews that capture consumers in real moments instead of stiff focus groups, and a path-to-purchase framework that finally separates the shopper from the consumer. The through-line is that getting to the human faster doesn't replace judgment, it sharpens it for marketers and researchers alike. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .
More episodes of Inside Insights
- Keeping Consumers Central to Making Business Decisions
- How Consumer Insights Shape Creativity Across Markets
- Why High-Growth Brands Must Rebalance Marketing Mix
- Building the AI-Native Insights Function of the Future
- Translating 139 Years of Innovation into Modern Storytelling
- How Soccer Built Culture Before America Fully Embraced It
Explore listener stats, chart rankings, contacts and more on the Inside Insights podcast page.