Digging for Insights
Listen to marketing & career advice from Fortune 500 insights leaders. This podcast helps insights professionals and marketers dig for the insights needed to drive your career and business. Join Stephen Griffiths, a Fortune 500 Corporate Researcher as he asks the hard questions. Want to get career advice? Listen to an Insights Director from Nestle, an EVP of IPSOS (third largest market research firm) and the CEOs from companies like Digsite and M/A/R/C research. We also provide episodes on how to choose a career, how to get a job during COVID-19, and a mini-series on choosing the right graduate school. Interested in marketing best practices? Hear from the SVP of Analytic Partners (a global leader in advertising measurement), the coauthor of how to innovate inside large companies, and from a professional business storytelling coach. Learn more at diggingforinsights.com
Digging for Insights
Vivian Martin: Former VP, Consumer Insights at General Mills, 3 lessons from a 35-year career
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Stephen Griffiths
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Season 2
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Episode 18
How did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career.
In this episode we cover:
1. How personalization and origin stories can grow brands
2. Nature Valley's turnaround in the 1990s (inspired by consumer research)
3. The danger of creating plans that are too detailed (secret of "stumbling forward")
4. How to lead an international team despite cultural differences
See the full show notes:
https://diggingforinsights.com/18-2/