Stop Reading PowerPoint Insights Reports and Go To The Bar | with Paul Thomas | Bottom-Up Cut #005

Join The Maffeo Drinks Substack for Episode Analysis! Paul Thomas is Global Consumer & Shopper Insight Director at Imperial Brands, formerly Global Insight Director at Beam Suntory. Why do bartenders know more than a hundred-thousand-pound research report? How does the Japanese concept of Gemba change the way brands gather insight? What actually happens when marketers stop hiding behind PowerPoint and go to the bar? Timestamps : 00:00 Insights at the Bar 00:26 Insight vs Research 01:17 Back to the Field 02:52 Talking to Bartenders 04:36 See the Real World 06:54 Gemba and Being There 08:03 Work Not Partying 09:53 Selling Story That Helps 11:34 Innovation On vs Off Trade 14:23 Manage Brand Expectations 16:05 Innovation Beyond New Liquids 17:09 Rituals and Consistency 19:18 True to the Liquid Find all episodes featuring Paul Thomas at themaffeodrinkspodcast.com Bottom up. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom. Wanna know what the conversation above means for your team? It's in the paid section. You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.