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Future Proof
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Future Proof

Kantar & Saïd Business School, Oxford University

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Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future ...
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Insights are integral to the growth of your business. Those that are not collecting, analyzing and above all integrating consumer insights will fall behind competitors who are learning about how to better serve their customers. Every episode, we speak with an insights leader from one of the world’s leading brands to hear how they’re integrating consumer insights into strategy to move the business forward.
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In episode 43 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss expanding omnichannel capabilities, AI's impact to the digital shelf, DTC, and more with Vince Jones, SVP, General Manager and Head of Ecommerce at PepsiCo. Have a topic you’d like us to cover? Contact …
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What could you do with live, actionable insights directly from your audience at the very moment they see your content? Technology today makes it possible to gather, analyze and implement viewer feedback in real time, and these methodologies have the potential to bring greater depth and granularity to audience insights. We spoke with Steve Mushkin, …
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As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola. This year, Coca-Cola re-entered the Global Top 10. Listen in to hear Stephan talk about the role of marketing and brand-building today, and how Coca-Cola is strengthening it…
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Kardinal's Head of Business, Michael Anderson, discusses key findings from Kardinal's recent research into last mile strategy and last mile operations: Understanding postal and delivery companies' priorities in the last mile The importance of service quality in parcel delivery Environment and sustainability as a high level strategic priority Profit…
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As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz following Cadbury’s entry into the Global Food & Beverage Top 20. Hear more about how Mondelēz has overcome the challenges of the past year, including inflation, and ensures…
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We’re surrounded by insights, both in and outside of work — it’s just a matter of knowing where to look for them. But once identified, how do you turn those insights into concrete action? And how can you ensure that those actions fuel growth? In this episode of the Consumer Insights Podcast, Thor is joined by Humayun Rashid, Consumer Insights Direc…
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In episode 42 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss consumer-first approach to brand management, sustainability, and more with Cherie Leonard, Director of Insights, North America at Colgate-Palmolive. Have a topic you'd like to have covered? Contact us: …
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Brody Buhler, CEO at Escher Group discusses key findings from Escher's 2023 Future of Posts research. We cover: Acceleration of letter volume declines Fluctuating parcel volumes Major challenges currently facing postal operators Postal operators struggling to achieve profitability Changing letter and parcel delivery Capacity constraints or lack of …
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Bryan, Sri & PVSB recently conduct a LinkedIn Live session recapping key themes from August '23. We have converted this into a podcast episode. Topics include: Instacart Announces IPO PepsiCo invests in Instacart Rite Aid prepping for Chapter 11 ALDI acquires Winn-Dixie from Southeastern Grocers Global ad spending to top $1 Trillion in 2023 Walmart…
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As part of our report on the world’s most valuable brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal, about key brand-building strategies that differentiate, protect value, and advance sustainability credentials. Discover extensive analysis on the most valuable global brands in the…
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Organizations exist because they solve problems for people. And solving those problems requires a deep understanding of the underlying needs, as well as the ability to translate them into business impact. Achieving this outcome requires a multitude of factors working together in harmony – and insights are the bridge that connects everything togethe…
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In episode 41 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss the future of the CPG and retail industries with John Carroll, President of Acosta Group's Digital Commerce and Advanced Analytics. Have a topic you'd like to have covered? Contact us: Kantar's Retail S…
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In this episode Bryan Gildenberg and Andrea K. (Andrea Minnie) Leigh tackle a few key issues that Amazon's Q2 results highlighted after a quick review of their actual performance. In particular they focus the conversation on 5 key changes for Amazon's "footprint" - the basic shape of their business: 1) Amazon's new economic footprint - advertiser v…
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True consumer insights are rare. To uncover them, you need a combination of logic, intuition, and expertise, as well as the determination to separate bias from truth. Leveraging multiple techniques and new technologies can help you triangulate to true insights that will lead to better decisions and propel the business forward.…
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In episode 40 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss how to lead a successful challenger brand with Bruce Kramer, SVP, North American Consumer Division, Wahl Clipper. Kantar’s principal economist Doug Hermanson also joins for Commerce Compass, providing r…
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Sri & PVSB recently conduct a LinkedIn Live session recapping key themes from July '23. We have converted this into a podcast episode. Topics include: IAB Retail Media Guide. The definitive approach, a good start or not enough? Amazon “re” fresh - a new and better start? How is retail media doing in regional retail? Ask Instacart… transformational …
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What happens when machines score the output of their fellow machines? Join our host, Jane Ostler, as she interviews Ecem Erdem, Global Manager for Creative at Kantar, about our latest research that explores the impact of involving generative AI in the creative process in advertising. Ecem shares insights into how Kantar's Link AI, a creative testin…
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Should parcel locker networks be compelled to be “open”? Roel Gevaers, Professor in Last Mile Logistics and Supply Chain, University of Antwerp, discusses moves to force Belgian parcel lockers to accept parcels from other carriers. bpost and Budbee operate the two most significant Belgian parcel locker networks Where Budbee parcel lockers are gener…
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In this week's episode Bryan is joined by another Brian, Brian Owens, the SVO of Commerce Strategy for VMLY&R Commerce for a conversation focused on Brian's 2 overlapping passion points - Inclusivity in Commerce (#JusticeAtShelf) and the evolving integration of Healthcare and Commerce. The Bri/yans discuss how to think about defining and achieving …
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Heleen Buldeo Rai, assistant professor at VUB, discusses her research into how urban logistics facilities can be good neighbours. Warehouses and logistics centres getting closer to the city centre What makes NYC an interesting city for studying urban warehouses Population density, strength of e-commerce and zoning Cross-docking operations in NYC De…
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In episode 39 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss shopper marketing and Field Agent, solutions let you audit stores, drive trial, generate reviews, and connect with shoppers, with CEO and co-founder Rick West. Kantar’s principal economist Doug Hermanso…
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In this week's 2 part episode Bryan Gildenberg is joined once again by Allume Group's CEO Andrea Leigh for a discussion on Amazon's aspirations in AI - notably how they are using the thinking that powered AWS to power their winning hardware solution in AI. In Part 2 Bryan interviews Kantar's knowledge lead, Walker Smith, about the future of ChatGPT…
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Daniel Rueda, CEO at Open Pricer, and Jonathan Bouaziz, CEO and co-founder at Kardinal, on the combined power of route optimisation and dynamic parcel pricing. What parcel volume decreases mean for parcel and postal operators Retaining delivery drivers Optimising parcel margins - even to a postcode level Parcel pricing variations by the day of the …
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Mark Cross, Engagement Director at JICMAIL, and Dr Christopher Thresher-Andrews, Research Director at Kantar, discuss measuring mail's impact and unlocking mail's new capabilities: Creating the mail equivalent of TV audience measurement Demonstrating the value of mail, including business mail JICMail's background and ownership Helping marketers und…
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In episode 38 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, take on Prime Day 2023 with guests Anna Brennan, senior analysts, Paida Mugudubi, global head of retailer insights, and Colombe Bommelaer, senior director of category insights at Kantar. Have a topic you'd like…
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Baileys has been on an innovation journey, using Limited Time Offers and special flavours to put the Diageo brand back on track. In this episode of Future Proof, Global Planning Director Sheila Cunningham explains how behaving like an adult treat rather than an old-fashioned liqueur has been critical to the revitalising the brand and attracting a y…
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In this week's 2 part episode Bryan Gildenberg is joined by Allume Group's CEO Andrea Leigh for a discussion on Amazon's aspirations in the grocery industry based on their last quarter's earnings results...and then in Part 2 Bryan interviews the CEO of the Consumer Brands Association David Chavern about the organization and their upcoming event, th…
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Kate Muth, Executive Director at IMAG, discusses cross-border delivery and the US Postal Service, including: USPS plans for international mail USPS's focus on domestic matters and business What pushed USPS rates high? Why USPS lost business during COVID What's the plan to win business back Competing on price Alternatives to competing on price Highl…
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Research is a creative art, but inefficiency can prevent that creativity from blossoming. In order to make time for the brainpower that leads to business impact, it’s essential to prioritize efficiency in your approach to insights work. In this first-ever live episode of The Consumer Insights Podcast recorded at IIeX North America 2023, Thor is joi…
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In episode 37 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss recent retail trends and innovations in the Eastern European markets with Natasa Djurdjevic. Have a topic you'd like to have covered? Contact us: Kantar's Retail Sound Bites Podcast Barry's contact info…
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Bryan is joined by guest co-host Andrea K. Leigh of Allume Group as they speak with autor Jason Del Rey about his new book "Winner Sells All:Amazon, Walmart, and the Battle for Our Wallets" This episode is sponsored by GoSpotCheck by Form – the leading provider of mobile market execution software. Follow Jason online at: https://www.linkedin.com/in…
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Sustainable urban logistics expert Johan Peeters discusses reducing last mile emissions, including: The gap between what consumers say they want and what they're prepared to pay for when it comes to "green" delivery The seduction of free delivery Opportunities for delivery companies to improve cities Green zones in European cities Urban planners se…
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You’re probably familiar with the idea of a “win-win” outcome, but what about a “win-win-win” outcome? Market and consumer insights play a central role in ensuring that consumers, retailers, and brands all win. In this episode of the Consumer Insights Podcast, Thor is joined by Emilia Simonin, Head of Global Market Intelligence at Moët Hennessy.…
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In episode 36 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss recent trends in restaurants, snacking, and food service featuring Sunny Khamkar, Cofounder and CEO at Zaru. Have a topic you'd like to have covered? Contact us: Kantar's Retail Sound Bites Podcast Barr…
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Julien Le Signor, Head of Environment at Geopost, discusses measuring and reporting last mile emissions. Calculating and processing delivery emissions in real time in Geopost's Carbon Calculator tool Taking data from scanning events for millions of parcels per day Differing emissions for different vehicle types Reporting emissions for residential a…
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Omnic CEO Dimash Syzdykov and Chief Product Officer Ann Snitko discuss a new era of parcel lockers. Why parcel lockers networks fail Making parcel lockers more than just luggage storage lockers The risks of weak customer experience Comparing parcel lockers to non-automated alternatives Omnic combining expertise in locker manufacturing, software dev…
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What are the differences between B2B and B2C insights? And what can these two areas learn from each other? While group dynamics can add layers of complexity to B2B insights work, it all comes down to people at the end of the day. In this episode of The Consumer Insights Podcast, Thor is joined by Tzachi Ben-Sasson, Head of Global Voice of the Custo…
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In episode 35 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss the power of data science and retail media for FMCGs with guest Paul Winsor, vice president at Snowflake. Have a topic you'd like to have covered? Contact us: Kantar's Retail Sound Bites Podcast Barry's…
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Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads. In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explai…
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Cpost International CEO, Thomas Roggendorf, details how a unique set of circumstances in Curaçao demanded an innovative response from the national postal operator. How the post became Cpost International Falling letter volumes Why the post couldn't fall back on local e-commerce What a semi-government company is The quest to be profitable Cross-bord…
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For the inaugural episode of Fast Forward, CPG Guy Bryan Gildenberg is joined by Leon Nicholas, Vice President of Insights and Retail Solutions at WestRock Company, a global leader in sustainable paper and packaging solutions. This episode is sponsored by GoSpotCheck by Form – the leading provider of mobile market execution software. Follow Leon Ni…
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Cédric Hervet, Chief Product Officer and Co-Founder at Kardinal, discusses a technology-assisted approach to delivery resource management. How postal and parcel delivery companies manage resources Deciding who does what and where, and moving beyond planning via spreadsheets Productivity lost thanks to suboptimal route organisation Maximising driver…
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Strong brands build communities around their products; iconic brands build products for communities. But how do you identify and understand those communities? Social intelligence is a powerful tool to gain an understanding of your consumers that’s otherwise difficult to achieve through traditional research methods, and AI can help you make sense of…
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Markus Reckling, CEO Germany at DHL Express, discusses cross-border e-commerce, delivery preferences, and sustainability. Growth in B2B e-commerce Post-pandemic trends in B2C e-commerce and bricks-and-mortar retail Food delivery Global opportunities for B2B retailers in supply markets and in customers Why cross-border is important for B2B Offering …
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In episode 34 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss the future of the digital shelf with guests Chris Perry, chief learning officer, and Oskar Kaszubski, chief growth officer, of firstmovr. Have a topic you'd like to have covered? Contact us: Kantar's Re…
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Today’s successful businesses need teams that are constantly coming up with ideas, good and bad, because great ideas fuel growth. In this episode of Future Proof, Jane Ostler EVP, Global Thought Leadership at Kantar, talks to Albert Read, Managing Director at Condé Nast Britain, and author of newly-published book The Imagination Muscle, about how w…
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Pos Malaysia Group CEO Charles Brewer discusses the postal operator's transformation strategy and its sustainability push: Board's remit to transform and turnaround Pos Malaysia No glitter without the basics! The need to focus on core logistics functions, including parcel delivery performance Understanding customers' needs The three parts of Pos Ma…
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Who will your consumers be 10 years from now? How will they change? How will they stay the same? Answering these questions isn’t easy, but combining insight, foresight, and empathy can take you a long way – no crystal ball needed. In this episode of The Consumer Insights Podcast, Thor is joined by Kerry-Ellen Schwartz, Director of Consumer Insights…
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In episode 33 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss learnings from the 2023 NACDS Conference, including health and wellness trends, partnerships with pharmacies, innovations from Walmart and Instacart, and much more. Have a topic you'd like to have cover…
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