Stop Reading PowerPoint Insights Reports and Go To The Bar | Paul Thomas | Suntory | Asahi | Imperial Brands | Bottom-Up Cut #005

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

08:03 Work Not Partying

09:53 Selling Story That Helps

11:34 Innovation On vs Off Trade

14:23 Manage Brand Expectations

16:05 Innovation Beyond New Liquids

17:09 Rituals and Consistency

19:18 True to the Liquid

Find all episodes featuring Paul Thomas at themaffeodrinkspodcast.com

Bottom up.

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

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