Jing Mertoglu, VP of Insights &amp; Analytics at Beam Suntory, discusses how to elevate category thinking to include the intersection of humans and culture, shares how her team uses the Japanese concept of Gemba and reveals how to create a high-functioning insights team.

Pressed for time? Catch the key takeaways around the 53 minute mark.

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#41 - Making magic: Using insights to create great TV

Marketing and insights teams speak different languages. Their disconnect wastes budgets, delays campaigns, and leaves consumer truth buried in data. The cost? Missed opportunities and marketing that doesn't connect.Inside Insights tears down these silos with bold, human conversations that transform how brands win with consumers. We reveal where data-driven marketing strategy meets consumer intelligence – turning research investments into measurable market advantage for both strategic leaders and insights practitioners.No fluff. Just value you can apply today.Co-hosted by Nataly Kelly and Steve Phillips. Nataly is CMO of Zappi, writes for Harvard Business Review, and has authored four books while running marketing, growth, and revenue teams at the C-suite level. Steve founded Zappi and serves as Chief Innovation Officer—an industry visionary who challenges conventional wisdom to better understand and serve their consumers.&nbsp;&nbsp;Inside Insights is for marketing leaders who want better consumer connections and insights professionals seeking greater business impact. Join us as we explore what works, what doesn't, and why it matters. New episodes biweekly – subscribe to stay ahead in the connected insights revolution