It’s Not the Data, It’s the People

Most insights teams still operate like order-takers, not strategic partners.Sinead Jefferies, SVP of Professional Services at Zappi and former Chair of the Market Research Society, bridges C-suite strategy with operational research excellence, transforming how organizations embed consumer truth into decision-making.You'll discover her "know your audience" framework for speaking the language of business leaders, the cultural shift from project-based to connected insights that changes how marketing perceives research, and why reading the room matters more than statistical significance when influencing senior stakeholders.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What this episode covers

Transform insights teams from order-takers to growth drivers with Zappi's Sinead Jefferies.

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This episode is 27 minutes long.

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This episode was published on March 2, 2026.

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