{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"Stop Reading PowerPoint Insights Reports and Go To The Bar | Paul Thomas | Suntory | Asahi | Imperial Brands | Bottom-Up Cut #005","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/22e8bd99\"></iframe>","width":"100%","height":180,"duration":1198,"description":"Paul Thomas is Global Consumer & Shopper Insight Director at Imperial Brands, formerly Global Insight Director at Beam Suntory.\nWhy do bartenders know more than a hundred-thousand-pound research report?\nHow does the Japanese concept of Gemba change the way brands gather insight?\nWhat actually happens when marketers stop hiding behind PowerPoint and go to the bar?\nTimestamps :\n00:00 Insights at the Bar00:26 Insight vs Research01:17 Back to the Field02:52 Talking to Bartenders04:36 See the Real World06:54 Gemba and Being There08:03 Work Not Partying09:53 Selling Story That Helps11:34 Innovation On vs Off Trade14:23 Manage Brand Expectations16:05 Innovation Beyond New Liquids17:09 Rituals and Consistency19:18 True to the Liquid\nFind all episodes featuring Paul Thomas at themaffeodrinkspodcast.com\nBottom up.","thumbnail_url":"https://img.transistorcdn.com/EEVeqPnCSO50vcTEwCGi8EsKVAfckKW1Ma9V9k_f5cM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mNjQy/ZWFiZWJiOTRmMTBm/YmUxYWFmNTA2MjI4/M2ViNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}