More than market research: Insight, influence, impact with Febronia Ruocco

Welcome to Now that's Significant, a market research podcast hosted by Michael Howard. In this episode, Febronia Ruocco, a global insights and analytics director, returns to discuss the importance of insights, influence, and impact in the market research industry, particularly as we look at 2025 and beyond.

Key points of this episode's discussion...

1. The Role of Insights: Febronia discusses the need to focus on delivering insights that drive commercial agendas, emphasizing the importance of moving beyond just data and research rigor to uncover hidden truths about customer behavior.

2. Influence in the C-Suite: The discussion highlights the importance of understanding the objectives of different C-suite members, like the CFO and CMO, to effectively communicate and influence business strategies.

3. Impact and Commercial Language: Febronia stresses the significance of using fiscal language to convey the potential commercial impact of insights, including ROI and risk mitigation, to ensure insights lead to actionable business decisions.

4. The Integration of AI: The conversation explores how AI can be leveraged to streamline tasks, allowing insights professionals to focus more on strategic thinking and influence, while maintaining human oversight and critical thinking.

5. Building a Collaborative Environment: Febronia shares the benefits of working collaboratively with agencies and stakeholders to integrate various data sets, enhancing the value and impact of insights across the organization.

A question to consider...

How can your organization better integrate insights into strategic decision-making processes to ensure they lead to impactful and commercially beneficial outcomes?

Thanks for tuning into this episode of Now that's Significant. If you found this discussion insightful, please subscribe, share it with others, and consider leaving a review. Listen to our other episodes for more insights into market research.

***

Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.