2: Long-Term Insights Transformation that Sticks - a chat with Babita Earle

The right processes are essential for insights teams today to drive business outcomes. But how can insights leaders manage their teams and processes? Research Revolutionary Babita Earle, managing director of international at Zappi, joins James (JT) Turner on Episode 2 to share how Zappi has partnered with brands to create lasting processes.

They discuss:

• Babita's background and journey in the market research industry
  • Started as a statistician before entering market research in 1997
  • Worked at traditional research agencies
  • Joined Zappi in 2016 as the company was transitioning from an "app store" model to a full-fledged research platform
• Zappi's evolution and value proposition
  • Shifted from a focus on speed and cost to enabling organizations to be smarter and more consumer-centric
  • Provides a platform for standardizing and automating research processes
  • Enables users to test early and often, and make data-driven decisions
• The changing role of insights teams and agencies
  • The Zappi platform automates many of the manual tasks involved in research, freeing up time for higher-value activities
  • Insight teams are becoming more consulting and business-oriented
  • Agencies need to focus on providing value through strategic insights and guidance, rather than just project management
• Ensuring research quality at speed and scale
  • Zappi has built-in quality checks and safeguards to maintain data integrity
  • Works closely with clients to validate methods and build confidence
  • Speed does not necessarily compromise quality if proper processes are in place
• The impact of AI on market research
  • The industry is excited but also apprehensive about the implications of AI
  • Zappi is experimenting with AI to generate predictive insights from large datasets
  • The role of the "human in the loop" is still critical for interpreting data and providing context
• The future of insights and skills needed to succeed
  • Insights professionals need to be strategic partners to the business, with strong consulting and storytelling skills
  • Curiosity, business acumen, and a willingness to embrace new technologies are key traits
  • Zappi is working with clients to upskill their teams and build the right capabilities for the future
• Zappi's partnerships and client success stories
  • Works closely with major brands like PepsiCo, McDonald's, Reckitt, Pernod Ricard
  • Enables clients to standardize testing, build knowledge over time, and make smarter decisions
  • Helps clients increase the influence and impact of insights within their organizations

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