{"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 | Maffeo's 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.\n\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 Bar\n00:26 Insight vs Research\n01:17 Back to the Field\n02:52 Talking to Bartenders\n04:36 See the Real World\n06:54 Gemba and Being There\n08:03 Work Not Partying\n09:53 Selling Story That Helps\n11:34 Innovation On vs Off Trade\n14:23 Manage Brand Expectations\n16:05 Innovation Beyond New Liquids\n17:09 Rituals and Consistency\n19:18 True to the Liquid\n\nFind all episodes featuring Paul Thomas at themaffeodrinkspodcast.com","thumbnail_url":"https://img.transistorcdn.com/i7j8B5ckGqUyyqz3Ac4HDpckC-UkvmoYYTtC0YKBRRM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kZjgx/ZTQyYjgyMjc4OGI2/YmJiYzFhYWE1NGJj/NTI4Zi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}