When we think about brands, we generally think about whatever it is they sell. Brands are no longer valued for their product or services alone; a key differentiator is the customer experience that comes with what they sell.

In this episode, we connect with Frank Goedertier, marketing professor at Vlerick Business School, and with Mauro Oretti, Vice President Marketing and Commercial at the SkyTeam airline alliance, to learn more about the growing role of experiences for brand success.

E7: SkyTeam X Experience Marketing

While for many of us finance is part of the background noise of everyday life, large portions of society are living in precarious financial situations. COVID-19 exacerbated these social disparities and underlined the need for better support for such underserved communities. This is where Auden steps in, a socially responsible financial services company with a strong consumer-centric mindset.

In this podcast episode, we connect with Victoria Gosling OBE, current Chief Strategy Officer (Auden) and Sophie Jenkins-Anderson, Research and Experiments Lead (Auden), to hear how consumer insights help Auden in creating and developing their offering.

E8: Auden X Responsible financing

Few industries have been impacted more by COVID-19 than the healthcare sector. When it comes to consumer healthcare, we’ve witnessed a major shift towards prevention and wellness products, more openness to alternative treatments, and an increased use of digital tools to navigate our health. But are these changes here to stay? Is this ‘the new normal’?

In this podcast episode, we connect with Deb Monahan, Director, Shopper Insights & Capabilities at GSK Consumer Healthcare, a brand at the frontline of consumer healthcare. We talk about how the pandemic has changed customer behavior, which changes she expects will stick and, in general, what the pandemic has thought us about consumer health care.

E9: GSK x Consumer healthcare reimagined

Do you have a pension plan without knowing how much you’ve already saved? You’re no exception. People are what you could call ‘sleepwalking towards retirement’. This is one of the side-effects of workplace auto-enrollment pension schemes, where people enroll automatically  in a workplace pension. So, what does this mean for brands active in this sector? How do they effectively boost consumer engagement and drive positive savings behavior? 

In this podcast episode, we connect with Eve Read, Acting Director of Customer Engagement, and Dominika Wintersgill, Research Manager at Nest, the National Employment Savings Trust in the UK. Eve talks about the engagement challenges Nest is facing and how they try to solve those, while Dominika zooms in on what this means from a research perspective.

Nest X Engaging an unengaged audience

Sustainability is a broad topic, and for consumer healthcare company Perrigo it’s key to tap into those aspects of sustainability that matter most to their consumers. A crucial element of sustainability that has come more to the forefront over the past years is mental well-being. In fact, today, Perrigo is working actively on purposeful domains such as body positivity and mental well-being. 
In this episode, we talk with Fleur D'Haenens, Global Category Lead Skincare at Perrigo, Tom Van Avondt, Director Consumer and Market Intelligence, also at Perrigo, and Joeri Van den Bergh, sustainability expert and Managing Partner at InSites Consulting. Together, we’ll explore what sustainability means for Perrigo, and we’ll deep dive into the topic of mental health and well-being.

E11: Perrigo x Consumer - Centric Sustainability Approach

Market research is about people and people all have stories to tell. We want to tell those stories.

This podcast explores the industry built around understanding people’s motivations. We’re talking to clients, researchers, academics – anyone with a story to tell about market research. Because the best research is all about storytelling.

Podcast Primer

In the first episode of the show we hear about a looming problem facing the market research industry and how we got here. Along the way you'll hear from current practitioners, some of the great minds of the past, and explore some of the technological leaps research has taken along the way.

E1 How market research is like a dying horse

In this episode we introduce we explore some of the rumors, myths, and legends around marketing and market research, namely the use of subliminal messaging in movie theaters.

E2 Rumor Has It

In this episode, we explore why large incumbents envy their smaller startup counterparts when in comes to innovation. We also learn how these big incumbents can be more like their smaller, more nimble competition.

E3 Innovation Envy

In this episode we explore how companies are using crowd sourcing to bridge the creativity gap. It goes beyond just crowd sourcing as a service, and looks at how business and artists have also used the crowd to cope with the ongoing pandemic.

E4 The Creativity Gap

In this episode we connect with brewer Duvel Moortgat to talk about the role of distinctive assets as part of their global marketing strategy.

E5: Duvel X Distinctive Assets

In this new episode, we're talking about a question many marketers or brand owners have never asked themselves: “What does my brand sound like?”. 

This episode zooms-in on sonic branding and role of sound in marketing and features Dirk Soetens, sonic branding expert at Var, the media agency behind the major public broadcaster in Belgium.

E6: Var X Sonic Branding

It all starts with people.
Each and everyone of us has their own story.  We want to tell those stories.

In this podcast we're exploring the industry built around understanding people’s motivations. We’re talking to clients, researchers, academics – anyone with a story to tell about market research.

Human8 podcast

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