In this episode of Getting to Aha!, Stephen Griffiths, Director of Consumer Insights at Level2 and Co-founder at Insights Career Network, joins Darshan Mehta. They talk about why companies need customer insight research, the essence of working with cross-functional teams to iterate and measure, and how qualitative and quantitative research gives insights to make informed decisions. 

Stephen is the Director of Consumer Insights at Level2 and the Co-founder of Insights Career Network. He has a deep passion for understanding how consumers behave. His job also entails crafting products and services for companies that solve consumer problems. In his 11+ years in the field, Stephen’s career led him to work with some of the top brands, including General Mills, P&G, Unitedhealth Group, etc. At Level2, he leads the Voice of the Customer (VoC) and consumer research efforts.  

👉 There are three ways to uncover valuable insights for your company; fast iteration in the real world, external inspiration, and crafting a body of knowledge.

👉 Insights contribute to the growth of a business by showing how business or customer processes work.

👉 When researching data points, distinguish between noise and real insight.

👉 Two ways to differentiate noise and insights are to gather data points by observing trends from open-ended comments and similar products in the market data.

👉 When conducting market research, companies should approach with an analytical mindset and aim to segment the market to create different messages for the diverse and unique personas in the market.

👉Insights are broader than market research. It could be anything from understanding a business opportunity and helping it grow to dig deep beyond facts and observations. 

👉Although gathering as much data as possible is essential, you should sort the body of knowledge to extract only quality data and discard the noise.

👉 When gathering data, seek to strike a balance between qualitative and quantitative data

👉 You can get insight into your business by observing a market category unrelated to yours. 

👉 Businesses need consumer insight to understand underlying needs.

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