How do insight agencies keep up when tech companies and clients have access to more tools than they do? In Season 2, Episode 14, JT Turner sits down with John-William Awbrey, Head of Brand & Campaign Insights at Sky, to explore where agency value really sits as data becomes easier to access and analysis becomes faster to produce.

Together, they argue that data doesn’t create value; perspective does. Competitive advantage is shifting away from owning data toward interpretation, synthesis, and a point of view leaders trust

.They explore what the research agency of the future could, and should, look like: moving beyond static deliverables and slow, one-off projects to more embedded partnerships that combine human expertise, technology, and AI to deliver faster, more iterative, decision-ready insight for modern, always-on businesses.

AI and automation promise research that’s cheaper and faster. But is the output actually better? In this episode, JT talks with insights leader Tina Tonielli, former US Lead of Insights & Analytics at Haleon, about what “good” looks like when brands adopt AI at scale. They unpack the trade-offs between speed, cost and quality, how “always on” data can overwhelm teams, when decision cadence matters more than data cadence, and where procurement and onboarding slow things down. They also explore where AI truly helps in insight work, and the skills leaders need next: a growth mindset and the courage to experiment, fail fast and learn in public.

In this episode, JT sits down with Nick Graham, Founder of Vertemis and former Global Head of Insights at Mondelez, to explore why the insights function must reinvent itself for the AI era.

Nick argues that insights teams need to move beyond being data suppliers to become true decision drivers—owning the full “insights impact” chain and acting as co-pilots to business growth. Together, they discuss the courage required to let go of legacy approaches, the role of automation in freeing capacity for leadership, and how AI is more than an efficiency tool—it’s a catalyst for transformation.

Nick shares why the future of insights is less about the “what” and more about the “why” and “so what,” leveraging human empathy, curiosity, and storytelling to deliver real business impact.

Matrix organisations can feel like a maze — multiple stakeholders, competing priorities, and shifting structures. But what if you could do more than just survive? In this episode, James Turner (CEO, Delineate) speaks with Alex Hardy, Consumer & Market Insight and Analytics Director, Nomad Foods about the real-world experience of leading insight work in complex, layered client environments. Together, they unpack the challenges of operating inside the matrix — and share strategies for making real impact despite the chaos.

Hear from Vera Chien, Executive Director, Global Corporate Strategy & Insights at Warner Brothers Discovery. She has over 20 years experience in insights, analytics, CX, and UX - spanning entertainment, media, gaming, technology, and consumer products. Sponsored by delineate.ai

In this episode, we talk with Tim Treagus founder of Yazi and dive into the transformative role of WhatsApp and chat-based platforms in modern research. We explore the unique advantages of WhatsApp for consumer research in emerging markets, where accessibility, trust, and reach are crucial.

Learn how WhatsApp’s native AI capabilities enable a 6x higher response rate, making it a powerful tool for collecting insights in hard-to-reach areas. We'll also cover the latest in privacy and security within WhatsApp, and how this trusted channel opens new doors for more inclusive and representative research.

Thank you to our sponsors Delineate.

The old ways just aren’t cutting it anymore. Consumers expect a good experience from brands. No ifs and buts about it. So, how marketers use research to keep tabs on their brands needs to evolve with that expectation. But how?

We discuss that on Episode 8 of Research Revolutionaries – live. Host James (JT) Turner is joined by Fiona Blades to discuss this important topic. Fiona is the Chief Experience Officer at MESH Experience. She founded MESH in 2006 to fill a gap in the market - to understand every interaction people have with brands – the whole customer experience. Join us for this live conversation to continue being part of the research revolution.

Research Revolutionaries is brought to you by ⁠⁠⁠⁠⁠⁠⁠Delineate⁠⁠⁠⁠⁠⁠⁠, your real-time insights partner, helping you make smarter decisions quickly. Learn more: ⁠http://delineate.ai

On Episode 7, host James (JT) Turner chats with Mike Stevens, the founder of Insight Platforms, the leading online directory and learning and events site for modern research and insights.

His consultancy, What Next Strategy & Planning, helps client teams, agencies, and tech firms develop skills, adopt technology and implement process change. So, he certainly has a pulse on research technology and where it’s heading. Join us for this episode of “Research Revolutionaries” to look ahead.

Learn more about Insight Platforms: https://www.insightplatforms.com

Research Revolutionaries is brought to you by ⁠⁠⁠⁠⁠⁠Delineate⁠⁠⁠⁠⁠⁠, your real-time insights partner, helping you make smarter decisions quickly. Learn more: http://delineate.ai