by Maximizing Insights Impact Through Strategic Knowledge Distribution
Editor’s note: In the lead-up to MRMW EU 2025, Tomas Loureiro, Senior Director of Global Intel & Strategic Projects at EDP, shares how strategic knowledge distribution can maximize impact—embedding insights into corporate strategy, shaping culture, and driving organizational transformation.
MRMW: What motivates you to join the MRMW EU conference and what is the core message of your talk?
Tomas: Very excited to attend this conference and learn more about market research, insights, strategic thinking, from so many different highly skilled professionals from a very wide range of sectors, particularly in this fast-moving and fast-changing world we are living in.
My talk will be about “Maximizing impact through strategic knowledge distribution” and how that can have a significant effect on the organization culture and motivation, as well as in strategy definition.
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?
Tomas: It is not so much about finding information anymore, but rather understanding it, curating it, and turning it into actionable insights, strategic moves and human-centered storytelling.
We’re seeing a shift toward real-time, tech-enabled insights, increasingly powered by AI, and greater integration with big data and behavioral signals.
Looking ahead, I believe market research and insights will become an even more integral part of corporate strategy definition.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Tomas: Expected skiils:
- AI, data and analytics literacy: Researchers must be fluent in working with large, complex datasets and AI-powered tools to extract meaningful insights.
- Storytelling and communication: Turning insights into compelling narratives ensures findings influence strategy rather than get lost in reports.
Less obvious skills:
- Cultural and emotional intelligence: Understanding diverse cultural contexts and moments helps avoid bias and makes insights more relevant in globalized, multicultural markets.
- Critical thinking: to better understand what is being observed, and above all, what is not; Challenge the data, challenge the status quo.
- Collaboration: Comfort working with very different stakeholders completely changes the role from just “input provider” to “strategic partner”.
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?
Tomas: Actually, I love to talk about everything; Nevertheless, I am very keen on reading, travelling and getting to know new cultures; sports (particularly soccer, Formula 1 and tennis).
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:
In your ears – Podcast:
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Cleaning Up with Michael Liebreich and Bryony Worthington — a great listen to stay up to date on developments in clean energy.
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Redefining Energy with Laurent Segalen and Gerard Reid — another strong podcast on the energy sector.
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In Good Company with Nicolai Tangen (Norges Bank Investment Management) — insightful interviews with leaders of some of the world’s largest companies.
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FT News Briefing (Financial Times) and The Daily (New York Times) — excellent for daily global updates, complemented by a few local podcasts.
Must Reads – Books & Blogs
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Financial Times and The Economist — go-to sources for staying informed.
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Books worth diving into:
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Good to Great by Jim Collins
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The Ride of a Lifetime by Bob Iger
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Range by David Epstein
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Thinking, Fast and Slow by Daniel Kahneman
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MRMW: Thank you so much, Tomas! We look forward to hearing more from you at MRMW EU in Berlin!
📍MRMW Europe Returns This Autumn!
Excited to hear Tomas share how strategic knowledge distribution can maximize impact, shape culture, and embed insights into corporate strategy?
You’re not alone. At MRMW EU 2025 (Nov 6–7, Berlin), you’ll hear from her and insights leaders at Scandinavian Tobacco Group, Salomon, Samsung, eBay, EDP 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!
