39: Stepping Back from the Data with Mike Bascom

<p>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.</p><p>As a marketing leader whose career spans some of Canada&#39;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:</p><ul><li><p>Why a world of data can still leave you missing your most important consumer insight, and where the best ones come from</p></li><li><p>How Mike&#39;s use of insights evolved from validating ideas to improving them</p></li><li>Stories and learnings from big launches across some of Canada’s most recognized brands</li></ul>