Qual360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Fenny: The life of an insight is not an easy one. The insight needs to develop & grow throughout its life to get to full flourishment and travel to the right places to make THE impact. However sometimes it doesn’t get the chance to develop & grow, or it doesn’t reach the right people, or doesn’t make an impact that you had in mind.
What are the reasons for this? We as insight professionals are critical to deliver deep actionable consumer insights to drive powerful decision making. In order to do so I belief we need to be objective and data driven. However the numbers need stories and stories need numbers to drive powerful actions. Empathy is critical to make this happen. Empathy with the consumer, what motivates them, what is their cultural context, why are the numbers as they are. But an insights is worth nothing if it does not reach the stakeholder. Therefore the empathy with your stakeholder is as important, understanding their context, their worries and concerns is critical to make the impact with the insight you have crafted.
Qual360: Why did you choose the topic of your talk?
Fenny: It is critical that we as insight professionals take as much time to empathize with our consumers as possible. As well as with our stakeholders, to create powerful stories for powerful actions.
Qual360: What motivates you to join QUAL360 2022 and what are your expectations?
Fenny: Looking forward to be inspired and share learnings and insights amongst the congress members. Additionally, to explore how we can increase the impact as insight professionals in our organizations.
Qual360: There is a lot of talk about the current state of consumer insights and the impact of technology. How would you sum up the current state of the industry in 1-2 sentences?
Fenny: “The pace of change has never been this fast, yet it will never be this slow again.” This was one of sentences of Trudeau’s speech at Davos in 2018. I think there are more and more solutions out there that give us insights into consumer behavior, faster, better and more efficient. The ones that will scale are the ones that can create the impact, hence can connect the dots between data and emotions. With the increase of computing power and AI, more will be possible in the coming years.
Qual360: Thank you very much, we look forward to your presentation at Qual360!
Want to hear about the latest innovations, trends, and techniques in qualitative research? Join Fenny Léautier and speakers from Microsoft, Google, Jaguar Land Rover, Philips, P&G, Adidas, Johnson & Johnson, RB and many more top-of-the-line companies at Qual360 Europe 2022.
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