by Why Strategic Insights Teams Should Own Category Growth — Carlsberg Group’s Take
MRMW: What motivates you to join the MRMW EU conference, and what is the core message of your talk?
Stanislaw: I’m motivated to join MRMW because it’s one of the few places where practitioners and leaders openly exchange not only methods, but also the strategic role of insights. My talk – When Insights Shape Strategy: Category Thinking as a Business Driver – is about why insights teams should own category strategy if they want to be truly relevant. It’s a call to move from being passive data providers to becoming active business partners.
MRMW: How has this impacted your own work and your organisation?
Stanislaw: In my role, shifting towards category-driven insights has allowed us to influence portfolio choices, guide innovation priorities, and even shape negotiations with retailers. We are no longer just “delivering research” – we are co-writing the business agenda. It has also strengthened the perception of the insights team internally: from service provider to strategic advisor.
MRMW: How has market research and insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Stanislaw: Inside companies, research has become cheaper and faster. That’s a huge opportunity – but it also creates a challenge: it’s not about producing more data, it’s about asking the right questions at the right moments and translating them into decisions. From research agencies, the ability to build questionnaires, send them to respondents, analyze data and show it on charts has definitely stopped being the value. The value is not from research itself but from the marketing, business, and consumer expertise of people who analyze this data. We need good quality + cheap + fast data, and what we can and should pay for are experts who advise what to do with this data.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Stanislaw: If you look at job ads, you see that research people should know methodology, respect details, analyze, connect facts, and maybe present data well. I think that’s just the base. What makes us not a cost but an asset is the real added value from knowing what works in business – in marketing, sales, advertising, packaging – and how to run the process that creates proper solutions. Knowledge is not enough – we should actively look for opportunities to put insights into decisions, be at the table. Using a football metaphor: a good midfielder doesn’t wait to be asked for the pass; he looks for the striker and finds the way to give the ball.
To do this, we need courage – the ability to challenge internal stakeholders and not hide behind data.
MRMW: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Stanislaw: I love this job and I love people with passion – I’ll be happy to talk to anyone about their passion points. I love talking about new things, new solutions, and new paradigms. Outside work, currently I’m looking for places in Europe to go fishing with my children, with a high probability of success and fun. If you have any tips, I’m here.
MRMW: Last but not least, we are publishing “reading/listening guides” on our blog. Can you share your favourite recommendations for inspiration, learning and leadership:
Stanislaw: My general tip: if there’s something you don’t know yet, you can assume there’s world-class knowledge on Amazon — often for just $15. Recently, I’ve read Quit by Annie Duke — about how to win by quitting (yes, win by quitting!). Also, Multipliers by Liz Wiseman — on how leaders can amplify others. And Silence by Thích Nhất Hạnh — about mindfulness, being here and now, as a source of both satisfaction and effectiveness.
MRMW: Thank you so much, Stanislaw! We look forward to hearing more from you at MRMW EU!
🎉MRMW Europe 2025 is just around the corner — and we can’t wait to welcome you to Berlin!
Curious to hear how Stanislaw Dzieduszycki and other leaders are turning insights into strategic business drivers?
At MRMW EU 2025 (Nov 6–7, Berlin), you’ll hear from insights leaders at Google, Samsung, SAP SE, Amazon, LinkedIn, eBay, Nestlé, Hilti, Scandinavian Tobacco Group, Salomon, and more—sharing real-world case studies, fresh research trends, and the strategies shaping tomorrow’s CX and market insights.
Join us for live discussions, cutting-edge case studies, round tables and interactive networking sessions. The unique MRMW concept provides the perfect balance between personal development, networking and doing business.
Reserve your seat now to connect with industry leaders and shape the future of insights!🎯
