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

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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