39: Stepping Back from the Data with Mike Bascom

Data keeps multiplying, but the most valuable consumer insights still come from the moments marketers stop analyzing and start observing. That means getting face-to-face with the people they call their consumers. As a marketing leader whose career spans some of Canada's most iconic brands (Bimbo, Labatt), Mike Bascom has a rare firsthand view of what makes the marketing-insights partnership work. Together, he and Isabelle Landreville discuss: Why a world of data can still leave you missing your most important consumer insight, and where the best ones come from How Mike's use of insights evolved from validating ideas to improving them Stories and learnings from big launches across some of Canada’s most recognized brands