Dig Insights

Dig Insights Dig Insights is a tech-enabled insights company that drives predictable brand & innovation success. Future. Proven.

With expert consultants, AI, and Upsiide, we make insight generation predictive, agile, and actionable.

01/25/2023

Question to all research folks: How often do you rely on open-ended questions to make actionable decisions?

Qual research has, in years gone by, been viewed as sort of challenging to quantify. But today’s Dig In guest is chipping away at this type of historical stigma. Jared A. Feldman is the CEO & Founder of Canvs AI, an emotion and behavior insights platform. In this lively episode, Jared and our own qual expert Patricia King discuss how you can add empathy to qualitative research, turn unstructured data into quantifiable evidence, and how AI can help researchers power up their work.

Tune in to learn:
• What Canvs AI does and how they enable brands to be truly empathetic
• Why open-ended questions have had a mixed reputation in the research world and how Canvs AI is changing that
- The benefits of using a tool like Canvs AI in tracking studies
• How consumers can tell if a brand is empathetic
• Why AI won’t actually steal our jobs

Listen now: http://ow.ly/8Ekl50Mzpst

01/11/2023

“If you want to persuade people to change behavior, it’s better to use laughter, not lecture.”

Kevin Lynch spent most of his career on the agency side. Now, he’s a Creative Director at one of the most fearless brands, Oatly. Kevin discusses what it’s like working in the Department of Mind Control at Oatly and why their mantra is to be consistently inconsistent. He also shares what he appreciates about the client side and how too many brands are scared or too worried about ROI.

Tune in to learn:
• How the best marketing is about asking people for action
• Fearlessness as a brand
• Why it’s better to treat people with intelligence
• How to put an ad within an ad within an ad within an ad…

Listen now - http://ow.ly/e6Jg50Mn8W9

01/04/2023

"AI is an assistant. It's the human creativity that makes AI valuable."

Kathy Cheng, founder and CEO of Nexxt Intelligence, started her career as an interpreter for qualitative research before becoming a moderator herself. She has spent most of her time in the qualitative research side of things and is now using AI to help bring some qual elements into qualitative research with conversational AI.

Kathy explains why deep qual requires stimulation - more than just the conversation - and why AI can't replace it. She also highlights that light qual is more about listening and showcases how technology is already advancing the speed and capability of light qual. And Kathy hypotheses that a hybrid between qual and quant might be more of a new methodology that sits between qual and quant, rather than just two options you can pick and choose from.

Tune in to learn:
• What is conversational AI, and what it means in the context of market research
• Why you probably can't get qualitative depth at quantitative scale
• Advice on how to ask the right questions
• The differences between light qual and deep qual
• Why human-centricity is more important than ever

http://ow.ly/aArM50MhtNN

12/14/2022

Today’s episode is a masterclass on building your brand strategy. Susan Gillmeister, SVP of Planning at Havas, has spent her entire life, in some shape or form, in advertising. Driven by storytelling, Susan realized advertising is all about telling your brand’s story. If it’s a good story, you’ll connect to it on a human level - not just as a company trying to sell you something.

Regardless of what you’re selling, you need to resonate with your consumer. Susan elaborates on why if you’re for everyone, you’re really for no one. Plus, she explains a Venn diagram that will help form the basis of your brand strategy.

Tune in to learn:
• The fundamentals of building a brand strategy
• Why you need to keep up to date with popular culture
• Why you can’t do strategy without research
• Why you need to be a two-year-old and keep asking why

Listen Now - http://ow.ly/Y8tc50M3pbo

11/30/2022

“How do we keep empathy? And how do we keep empathy and move with technology and consumers? How do we do that in a world where our clients get the answers they want, and it’s still a customer-centric approach, but we have speed, increased participants, a bigger line of sight into their lives?”

In this episode, our qualitative experts debate the future of qual. Patricia King (EVP), Denisa Preoteasa (VP), and Julien Naggar (VP) discuss how qual has changed since the COVID-19 pandemic swept across the world.

They look into whether or not qual was dying and compare how to best keep empathy during in-person and virtual qual. Plus, all three walk through some amazing examples of technology enabling natural consumer experience. Finally, they look into the future and talk about the impact of artificial intelligence on qualitative research.

Tune in to learn:
• When you absolutely must use in-person qual
• The power of qual and quant working together
• Ways to eliminate moderator bias
• Why are respondents now more natural behind a screen

http://ow.ly/8irS50LRbuE

11/23/2022

It’s been a wild few weeks for cryptocurrencies (and really the full year). With the TSX scandal and a prolonged bear market, some people wonder if this marks the beginning of the end for crypto.

Well, the people at Benzinga don’t think that’s the case. Luke Jacobi, Director of Operations at Benzinga, joined the podcast to talk about Benzinga’s upcoming The Future of Crypto Conference on December 7 in NYC. He also discusses what session he’s more excited about for the conference (sneak peek, it features Kevin O’Leary and Anthony Scaramucci), the current FTX situation, and where the market might go from here.

Tune in to learn:
• More about the Future of Crypto Conference
• Why crypto isn’t dying
• What issues concern consumers regarding the current state of crypto
• The type of regulation crypto needs

We think it’s going to be an awesome event. Thanks to Luke for sharing his thoughts about the industry and telling us more about the event.

http://ow.ly/lAON50LLcW6

11/16/2022

This week’s guest fell in love with marketing mix modelling.

Why? Because it infused math and data science, ads, and creative evaluation into one solution to help organizations understand their marketing budget and make smarter decisions. Hilary Borndahl is the Founder & Chief Executive Officer at Miix Analytics and focuses on Marketing Mix Modeling (MMM).

Hillary discusses the changing digital landscape and new opportunities within ad units such as Netflix and Disney. She also dives into the difference between attribution for B2B and B2C, why it’s important to use sales and media data to make decisions, and why every single brand should have its own analysis.

Tune in to learn:
• How to maximize your marketing ROI
• The Marketing Mix Modelling basics
• Why traditional advertising still matters for consumer brands

Listen now - http://ow.ly/qyii50LF6na

11/09/2022

Back at the beginning of September, we announced that Beringer Capital acquired a majority stake in Dig Insights. The news left some people wondering what it means for Dig, why private equity (or even what is private equity), and why now?

Luckily, Gil Ozir (a Managing Partner at Beringer Capital) joined the pod to walk through some of these questions.

Tune in to learn:
• What private equity actually is
• Why private equity has been active in the insights space
• How the partnership between Beringer and Dig makes us all stronger
• The growth potential in the insights space

Whether you just want to learn more about Dig Insights and Beringer Capital’s partnership or if you’ve ever wondered about private equity and what it really means, this is the episode for you.

http://ow.ly/sBgm50Ly6x9

10/26/2022

“I don’t need a thermometer. I need a thermostat. Thermometers just measure the heat. Thermostats change it.”

It’s super exciting to have Stix (a.k.a. Stephen Nilsen) as our guest this week. He’s had an exciting career in marketing - working at Red Bull before it became the global energy drink juggernaut and helping revitalize Pabst Blue Ribbon.

Today, he probably has the coolest title - Vice President of Cult Indoctrination - for one of the most interesting brands, Liquid Death. Liquid Death recently got a $700 million valuation, but Stix shares why he thinks the valuation doesn’t necessarily mean much other than it means they need to work even harder.

Stix and Liquid Death aren’t afraid to lean into their branding - telling people to Murder Your Thirst and . This is unapologetically who they are, which has helped give the brand its cult status. For them, it’s time to let something good for you (water) have all the marketing fun. You won’t want to miss this amazing episode.

Tune in to learn:
• Why you can’t put a price tag on word of mouth
• How Liquid Death can build a brand with cult status
• Why loyal ROI is better than instant ROI
• The importance of building credibility for your brand
• More about Liquid Death’s mission of getting more people to drink water and ending our plastic problem

Listen Now - http://ow.ly/rMSl50LlkLh

10/12/2022

Innovation can be challenging. The task of creating something new or different is overwhelming when you have all the options in the world. Often, people throw many things at the wall and see what sticks. But instead of having all the options, what if you limited yourself? Gave yourself constraints? Well, that’s what Fiona Stevenson and her team at The Idea Suite do.

Using the Design Thinking methodology (a creative problem-solving framework), Fiona helps you define the problem and narrow your focus, so you can innovate around a specific consumer challenge.

In this episode, Fiona teaches you:
• What exactly is Design Thinking
• Why constraint breeds creative ideas
• How you go about creating constraints
• Real-life examples from the pandemic of how constraint led to innovations
• Why Cheekbone Beauty, an Indigenous-owned and founded Canadian cosmetics company, is a perfect example of using constraints to create beautiful innovation and work

Listen to the episode - http://ow.ly/eJIY50L7rNq

09/21/2022

“Remember, our respondents are human.”

Anne Brown founded Gazelle Global in the early 90s, focusing on research operations. Today she leads an entirely remote-first team, all based in the US, to help the research community connect with people all over the world.

In today’s episode, Anne discusses why you shouldn’t look for a bargain basement solution, the importance of understanding what’s feasible from a research perspective, why respondents are not a renewable resource, and the importance of mentorship and collaboration for entrepreneurs.

Tune in to learn:
• Mistakes people make with research operations
• How to mitigate against respondent fatigue
• Advice for women entrepreneurs (and how valuable WIRe is for those in research)

Listen Now - http://ow.ly/KRGX50KOmua

09/14/2022

Do you know how to choose the right research providers?

In a market research landscape filled with mixed offerings, choosing the best options for your needs can be difficult. Do you choose a technology platform or a strategy consultant? Today’s guest, Mike Stevens, Founder and Editor of Insights Platforms, cuts through the ever-growing research landscape to help you narrow down your decisions.

Mike discusses the need to blend self-service with human expertise, why it’s hard only to offer SaaS within market research, how choosing tech is a discipline itself, and why we need to fix the commercial model of responding to briefs.

Tune in to learn:
• What’s happening in the research space
• How to select a research platform
• What a good agency partnership looks like
• The challenge of future-proofing

Listen Now - http://ow.ly/gvqK50KIrh7

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