Think Global, Feel Local: How Insight Powers Cultural Relevance

Most insights teams still operate like order-takers, not strategic partners.Sinead Jefferies, SVP of Professional Services at Zappi and former Chair of the Market Research Society, bridges C-suite strategy with operational research excellence, transforming how organizations embed consumer truth into decision-making.You'll discover her "know your audience" framework for speaking the language of business leaders, the cultural shift from project-based to connected insights that changes how marketing perceives research, and why reading the room matters more than statistical significance when influencing senior stakeholders.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most global brands fail at cultural relevance despite massive research investments. Katherine Melchior Ray, former CMO at Shiseido and marketing leader across Nike, Louis Vuitton, and Hyatt, bridges strategic vision with cultural intelligence gained from 12 years working abroad. She reveals the "freedom within a framework" approach that lets KitKat succeed in 14 countries, the cultural intelligence model that prevents costly missteps like Airbnb's China exit, and how trust-building requires shared values, honest communication, and consistent promise delivery across every market.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most brands treat Super Bowl advertising like a single moment instead of a strategic system. Mark Kirkham, CMO of PepsiCo Beverages US, and Greg Guidotti, CMO of Ferrara Candy Company, reveal how winning Super Bowl campaigns actually work. The process starts months before kickoff with clear business objectives, not just creative buzz. They share the "make simple special" framework that drives real growth, the consumer insights that give teams confidence to be bold, and why the best Super Bowl advertising connects to year-round brand strategy rather than chasing viral moments.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing teams struggle with AI-powered shopping while insights teams chase transaction patterns. Michael Nevski, Director of Global Insights at Visa, bridges both worlds by transforming payment data into consumer behavior intelligence that drives creative strategy and product innovation. He reveals the "specific task framework" that doubles consumer willingness to share data with AI agents, the shift from search optimization to "information optimization" that's reshaping brand discovery, and why the rise of single-person households is forcing cruise lines to waive cabin fees and create entirely new service models.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing teams waste millions chasing what consumers say they'll do. Richard Shotton, Founder of Astroten and author of Hacking the Human Mind, reveals how behavioral science bridges the gap between consumer intentions and actual purchasing behavior. He shows how brands like Apple, Guinness, and Monzo use psychological principles to influence decisions without consumers even realizing it. In this episode you'll discover the "pennies a day" pricing strategy that makes expensive products feel affordable, the "Pratfall Effect" that makes admitting flaws increase brand appeal, and why making your product visually distinctive creates the impression of popularity that drives more sales.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most brands chase trends after they peak, missing the real opportunity. Avery Akkineni, CMO at VaynerX, bridges strategic vision with tactical execution through her unique experience launching VaynerMedia APAC and advising Meta, TikTok, and Salesforce on emerging platforms. She reveals her "day trading attention" framework for spotting underpriced channels before competitors, the owned-earned-paid testing methodology that validates creative before media spend, and live shopping strategies that generated million-product sales in minutes across global markets.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most global brands dilute their message when scaling across markets. Ridhima Thukral, Global Brand Director at Unilever, proves the opposite. Iconic brands become lighthouses that deepen their core philosophy while expressing it locally across countries. She reveals how Dirt Is Good maintains one human truth about play and discovery, while manifesting as football in Brazil and Holi festivals in India. You'll discover her framework for separating human truths from trends, her method for using AI to handle the 80% while humans focus on the crucial 20%, and why stepping back to understand your brand world is marketing's most underrated strategy.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most brands treat consumer feedback like a necessary evil. Chris Bellinger, Chief Creative Officer at PepsiCo Foods US, reveals how top creative teams turn feedback into their secret weapon. Chris bridges the gap between bold creative vision and consumer truth, transforming how iconic brands like Lay's and Doritos connect with audiences. In this episode hosted by Nataly Kelly, CMO at Zappi, Chris walks us through the strategies and tactics that will save your best creative ideas from dying in focus groups. Discover Chris' 70-20-10 framework for balancing proven strategies with breakthrough risks, learn the "bulletproofing" method that strengthens ideas without killing creativity, and understand why the best feedback comes from in-environment testing rather than traditional focus groups. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Sports brands struggle to maintain relevance beyond game day. Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, transforms seasonal entertainment into year-round cultural engagement through strategic storytelling and community impact. In this conversation with host Nataly Kelly from Zappi, Marissa reveals:the "script insight" framework that turned social criticism into beloved campaignsthe three-pillar international expansion model prioritizing fan potential over current popularityher "no NFL season" philosophy that keeps 300+ million fans engaged through combine, draft, and off-season drama cyclesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Zappi's Nataly Kelly and Steve Phillips introduce a new season of Inside Insights by breaking down the 2025 Connected Insights Imperative. They unpack why teams with connected insights report 24-point higher satisfaction, how data fragmentation (41%) blocks impact, and why only 23% of companies having a dedicated insights org is a wake-up call. You'll hear ways to “stream” consumer insight into decisions, where AI (and synthetic research) will matter most by 2026, and how cross-functional squads can turn insights from an order-taking function into a true strategic partner backed by ROI evidence and real examples (Visa, NFL, PepsiCo).Key Points:How to centralize “why” data and integrate it with your “what” data for faster, better decisions.A playbook to defragment insights and stand up a connected, always-on system.Relationship moves that turn marketing–insights tension into durable trust and impact.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.