Marketing success rests on better insights

Live from the Insights to Impact event, Reddit’s Lore Oxford shares how to get the best insights from the platform, Kraft Heinz’s Doug Healy and Zappi’s Julio Franco share how to make marketers love research, and Newell Brands’ Delicia Cooney discusses the importance of human-centric insights in the AI era. Hosted by WARC's David Tiltman.

This episode is sponsored by Profound. To learn more, go to tryprofound.com

Guests:
Lore Oxford, Head of Insights Product, Reddit
Douglas Healy, Head of North America Insights, The Kraft Heinz Company
Julio Franco, Chief Customer Officer, Zappi
Delicia Cooney, Senior Insights Director, Newell Brands
David Tiltman, Chief Content Officer, WARC

Chapters:
00:00 — Intro: Live from Insights to Impact
02:21 — Reddit: What “insight slop” means
06:30 — Reddit: Curating data and building analysis frameworks
10:29 — Reddit: Trust, human perspectives, and the platform’s growing influence
12:43 — Reddit: How brands can listen and activate authentically
19:26 — Introducing Kraft Heinz and Zappi’s research partnership
20:26 — Kraft Heinz: Moving from overtesting to a learning philosophy
25:54 — Why research shouldn’t feel like a creative report card
29:51 — Kraft Heinz: Flexible testing, business impact, and lessons learned
42:12 — Newell Brands: Rethinking the insights function
47:10 — Newell Brands: Building a human-needs framework
52:17 — Newell Brands: Reframing existing research and choosing clarity

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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