How To Turn Insights Into Real Business Impact with Elizabeth Oates

If your insights are only “interesting,” they can easily get ignored, so start with the business choice you’re trying to influence. In this episode, Nick Graham, Founder, Vertemis, talks with Elizabeth Oates, VP Consumer Insights, Molson Coors Beverage Company, about turning research into action and building insights functions that drive decisions. Elizabeth shares the moment that led her to write More Than Just Interesting and explains how to reframe requests by asking: what action is being considered, why it isn’t happening yet, and what success looks like. They discuss measuring impact by whether insights has a seat at key decision tables, planning ahead for business cycles, and strengthening communication and partnership skills. Elizabeth also frames AI as an incremental way to extend reach when time and budget are constrained.00:00 Why Communication Matters00:26 Podcast Welcome and Guest Intro02:29 Why She Wrote the Book05:28 Never Be Interesting06:41 From Insight to Action08:25 Start With the Decision13:37 Measuring Insights Impact19:07 Proactive Partnership Skills22:12 AI and the Real Threat25:42 New Role at Molson Coors27:10 Advice for Rising Leaders28:11 Key Takeaways and Wrap UpInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/