The luminaries we talked with on the MRII Insights and Innovators podcast share sage advice about how to have maximum impact.
We are very fortunate to have interviewed an array of amazing, top industry leaders on our Insights & Innovators podcast since we launched it in the fall. As we kick of 2025, we looked across these conversations to cull the most vital actionable advice, innovative strategies, and enduring insights.
Here are five major themes that surfaced from some of our first conversations on the podcast with experts like Lisa Courtade (Organon), Pam Forbus (Mondelez International), Simon Chadwick (Cambiar), Ben Page (Ipsos) and others. Look for more roundups to come, as we continue to host weekly, industry-leading guests on the show.
- Bridging Insights to Business Strategy
Market researchers must connect insights to actionable business outcomes to drive strategic decisions. As Brett Townsend, SVP at Quester explains:
“Insights people should be leading with recommendations, not just presenting findings. We have to show executives what the data is saying and how it ties to the strategy.”
Lisa Courtade, Associate VP, Global Business Insights & Analytics at Organon adds:
“It’s actually the approach that delivers the greatest value for the business that is the best one to go with.”
By influencing business strategy, insights teams can move beyond reporting and become indispensable growth drivers.
- The Power of Integration and Synthesis
Breaking silos and integrating diverse sources of data is a recurring message. Leaders like Simon Chadwick, Managing Partner at Cambiar, stress the importance of pulling together disparate insights:
“The integration of data, analytics, and consultative insights under one roof will have a huge impact on organizations”.
Similarly, Pam Forbus, SVP, Global Chief of Insights & Analytics at Mondelez, urges researchers to focus on the broader business perspective:
“If you’re not speaking the language of the CFO, you risk a disconnect with decision-makers”.
Bringing clarity and synthesis to the table positions insights teams as strategic advisors.
- Cultivating a Growth Mindset and Adaptability
Success in today’s market research landscape requires adaptability and continuous learning. Dan Coates, President at YPulse, reflects:
“Pick a lane and dominate it. You can do anything, but you can’t do everything. Focus is what separates successful companies from stagnant ones.”
Ryan Barry, President at Zappi, highlights the importance of a learning mindset:
“It’s about learning and unlearning—being willing to embrace the curiosity of a seven-year-old as you adapt to the market’s evolution.”
A willingness to grow and adapt ensures long-term success in an ever-changing industry.
- Innovation and Agility in a Disrupted World
Agility in research methodologies enables faster and more effective decision-making. Pam Forbus shares how foresight and agility created a competitive edge:
“Insights aren’t just about trends; they can transform how we produce, market, and sell, which is exactly what happened with small bag production.”
Jeff Krentz, Sky Isle Ventures, adds his perspective on innovation:
“The best opportunities come when you’re ready to move quickly and integrate different approaches to meet new challenges.”
To thrive, researchers must combine strategic foresight with agile delivery to meet evolving business needs.
- Leadership and Influence Through Storytelling
The ability to communicate insights effectively remains a core leadership trait. Ben Page, CEO at Ipsos, underscores the value of clarity:
“A great leader is a great simplifier. The ability to tell a clear story that inspires action makes all the difference”.
Similarly, Pam Forbus reminds researchers that influence starts with understanding their audience:
“Insights without action are pointless. Your job is to inspire leaders and connect data to decisions that drive growth”.
Storytelling is not just about presenting findings—it’s about creating a vision that compels action and delivers impact.
Conclusion: The Road Ahead for Market Researchers
Guests on the MRII Insights & Innovators podcast highlight a clear roadmap for modern researchers:
- Align insights with business strategy
- Integrate and synthesize diverse data sources
- Maintain a growth mindset to adapt to change
- Innovate with agility and foresight
- Lead through storytelling and influence
By embracing these themes, researchers can elevate their roles, drive decision-making, and navigate a fast-evolving industry with confidence.
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