Any Insights Yet? with Chris Kocek

• Building Flywheels and Fandoms with Zoe Scaman at Bodacious

  Zoe Scaman knows how to rebuild brands and fandoms from the ground up.Her work with brands like Nike, Netflix, and the NBA has allowed her to dig deep into consumer behavior and organizational structures, resulting in numerous aha moments around community building and how to encourage a culture of co-creation with brand superfans.Zoe builds a number of beautiful constellations during our conversation as she connects the dots between furries, sports fans, and political communities. We also talk about Lego’s incredibly expanding brand universe and how brands can leverage the flywheel effect to create exponential growth.Some of my favorite aha moments from our conversation include:The provocative question Zoe asked in middle school when she was asked to re-read Lord of the Flies The ways Zoe uses AI to help her gut check her own workHow brands can learn from furries to create a sense of belonging The biggest (often invisible) enemy of progress in any organizationZoe’s favorite word and why she thinks more people need to use it more oftenShow Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Musings of a Wandering Mind: Zoe Scaman’s SubstackHidden Potential: The Science of Achieving Greater Things by Adam GrantLord of the Flies by William GoldingThe Color Purple by Alice WalkerHis Dark Materials by Phillip PullmanMarilyn Monroe ObituaryShows & MoviesMob Land TV Series TrailerBrands & CampaignsThe Lego Botanical CollectionAdult Fans of Lego (AFOL) - RedditLego Fan Engagement and Programs

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• Semiotics, Subtext, and Strutting with Joe Burns at Quality Meats Creative

  Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy.And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more.But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns. In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign.Some of my favorite aha moments from our conversation include:An insight for Samsung that led NOT to an ad, but to an awesome music videoJoe’s unique approach to winning new business pitchesWhy bad ideas are essential to creative successHow his job as a garbage collector shaped his perspective on advertisingA piece of advice from Sun Tzu that has influenced his work with clients and creatives Show Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:The Mezzanine by Nicholson BakerThe Art of War by Sun TzuHerscht 07769 by László KrasznahorkaiShows & MoviesThe Simpsons - Season 6, Episode 7Brands & CampaignsMoney Supermarket AdSamsung - Samm Henshaw - All Good (Official Video)

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• Why Chaos and Sarcasm Are Essential for Strategic Insights with Tracy Lovatt at Batten & Co

  For over two decades, Tracy Lovatt has helped brands build transformative insights by challenging assumptions and embracing the chaos of tectonic cultural shifts. After starting her career at BBDO, where she guided brands like HBO, GE, Bank of America, Hyatt Hotels, PepsiCo and many others, Tracy eventually stepped away from advertising to start Batten & Co, where she now helps brands connect the dots between insights, operations, and the customer experience.In this episode, Tracy talks about the power of sarcasm to disarm people and she shares her candid approach to uncovering insights that matter.Some of my favorite aha moments from our conversation include:The surprisingly different ways men and women talk about engagement ringsThe power of deprivation studies to get consumers to open up emotionally What she’s learned from the Medicis when it comes to inspiration and new ideasThe surprising impact a British accent can have in American boardroomsA memory she had of our first encounter (that made me blush)Show Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:This is what it sounds like: What the music you love says about you (by Susan Rogers)Musicophilia: Tales of Music and the Brain (by Oliver Sachs)Shows & MoviesI’m Still Here TrailerThe Last of the Sea Women Trailer (Apple TV)Brands & CampaignsGE - Ideas are ScaryFfern (Fragrance brand)Ground Up (Nut butter brand)

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• Reading Between the Lines with Bob Morais, Business Anthropologist & Lecturer at Columbia Business School

  Great research isn’t just about collecting answers. It’s about knowing which questions to ask and how to observe with all your senses to get to the truth of a situation.Bob Morais, business anthropologist, ethnographer, and lecturer at Columbia University’s Business School, knows how to read between the lines of what people say and what they actually do, and in this conversation, Bob shares his techniques for consistently finding those aha moments that can help a brand soar. Over the years, Bob has set up some fascinating research methodologies for a wide variety of emerging and established brands, including Sensodyne, Freshpet, WD-40, and Simply Orange, just to name a few. And in every case, Bob has helped those brands uncover what their customers really need, not just what they say they want.Together, we dig into the key differences between a flat-footed finding and an actual insight, and we talk about the importance of “presentation theater.” Bob also shares his perspective on AI as a research assistant, and why he believes the human element in ethnography is still irreplaceable.Some of my favorite aha moments from our conversation include:Bob’s aha moment that led to a multimillion-dollar product innovation for WD-40An unexpected, eye-opening experience during a research project at the Plaza Hotel that helped crystallize the idea of luxury The power of research techniques like laddering and guided retrospectionHow to sell ethnography projects to clients who want everything “buttoned up”The unexpected ways that playing lead guitar in different rock bands prepared Bob for life in strategy and researchShow Notes:Below are links to inspiring ideas that came up during our conversation.Campaigns & Brand Videos:Fresh Pet: It’s not dog food. It’s food food.WD-40 Smart Straw

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• Why Data isn’t Truth: Finding Clarity in the Chaos with Tim Wilson & Valerie Kroll of facts & feelings

  In a world obsessed with big data, robust dashboards, and faster answers, what if the real insight about insights has to do with slowing down and making real connections?That’s how Tim Wilson and Valerie Kroll approach each project, working with organizations to help them rethink their approach to data analytics and consumer insights. Over the years, their facts & feelings approach has made a huge impact on a wide variety of brands, including Yoplait, Time Warner, Adobe, P&G, Purell, Marriott, Lysol, and more. Instead of more data, they suggest using less data, informed by better questions and smarter conversations. And even though they have a data-driven approach, they never discount the power of observation or instinct to help uncover those aha moments.With a unique blend of quantitative expertise and qualitative intuition, Tim and Val approach  data less like a crystal ball and more as a conversation starter. Because when you stop chasing “perfect data” and start looking at the bigger picture, you’ll often find fresh angles and new opportunities for growth.Some of my favorite aha moments from our conversation include:The power of doing a pre-mortem when kicking off a project The surprising focus group conversation that led to a breakthrough innovation for YoplaitHow a failed “chunky bracelet” for Lysol inspired a successful Purell product ideaThe two “magic” questions they like to ask clients to help set everyone up for success The jobs they had before facts & feelings that have helped them become more detail-oriented, compassionate storytellersShow Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts by Annie Duke In Your Purse: Archaeology of the American Handbag by Kelley StyringJames by Percival EverettP is for Pterodactyl: The Worst Alphabet Book Ever by Raj Haldar Frog and Toad Storybook FavoritesShows:Severance TrailerThe Bear Trailer

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