Audience Analysis

Jim Kraus of the Buyer Persona Institute explains how a qualitative research method, the Five Rings of Insight, informs Buyer Personas to improve marketing.

Award-winning creative strategist and MAIP mentor Alex Santiago discusses humanizing brands, multicultural advertising, and his book, “Stop Asking For Logos.”

Consumer insights from Helen Edwards and “From Marginal To Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes – and How to Get There First.”

Scott Smith and Susan Cox-Smith of strategic foresight consultancy Changeist are co-authors of “Future Cultures: How To Build A Future-Ready Organization Through Leadership.” Scott and Susan explain the practice of applied futures and how to be better prepared for a range of potential futures by embracing creative thinking and innovative methodologies. Listeners receive a 25 percent discount on “Future Cultures” at KoganPage.com by using the promo code BIGEYE25 at checkout.

B2B marketing expert Mark Stouse discusses how his platform ProofAnalytics.ai supports decision-making and shares leadership insights from his upcoming book.

Examining how smart packaging enhances CPG brands’ digital engagement, marketing, and sustainability messaging with connected packaging expert Jenny Stanley.

Bigeye intern and guest host Miguel Zarzuela explores Hispanic identity, the history of Hispanic Heritage Month, and how to avoid common Hispanic stereotypes.

This week’s guest is programmatic media expert Lewis Rothkopf, CRO at Pairzon. Without relying on third-party cookies, Pairzon’s customer data platform facilitates precise audience targeting for omnichannel, DTC, and physical retailers. Lewis explains the importance of first-party data and how Pairzon’s platform tracks consumer actions after ad exposure. We also discuss the role that machine learning and AI play in Pairzon, illustrated by real-world examples and case studies.

Robert Rose discusses ideas in his new book, “Content Marketing Strategy” – from team structure to communications, and why thinking like a media company matters.

Market research leaders Holland Martini and Maria Vorovich of GoodQues reveal unorthodox approaches to developing creative briefs with emotional intelligence.