WEBVTT 00:00:00.000 --> 00:00:02.360 I believe insights professionals, actually, 00:00:02.360 --> 00:00:06.840 we probably need to rebrand ourselves, so it would be human intelligence professionals. 00:00:08.160 --> 00:00:12.440 We're joined by Liubov from Diageo, who's also the founder of Insights Lighthouse. 00:00:12.440 --> 00:00:13.560 Welcome. 00:00:13.560 --> 00:00:14.880 Thank you for having me. 00:00:14.880 --> 00:00:18.200 Liubov, when you were here last year, you were talking about how 40% of new 00:00:18.200 --> 00:00:24.200 products fail because of gaps in consumer insight, which is such a huge problem. 00:00:24.200 --> 00:00:26.800 You've been doing a lot of work on this with Insights Lighthouse. 00:00:26.800 --> 00:00:29.480 Just tell us what you've been up to over the last year, how much is, 00:00:29.480 --> 00:00:31.080 how much you've been progressing. 00:00:31.080 --> 00:00:35.720 So Insights Lighthouse, it's a leadership network that is aimed 00:00:35.720 --> 00:00:39.840 to gather together people who are insights professionals, 00:00:39.840 --> 00:00:44.520 those who can help to understand the the needs of the consumers and to curate the 00:00:44.520 --> 00:00:48.480 products according to the culture and the needs to be successful. 00:00:48.480 --> 00:00:52.560 So, and since last year, I think that as a leadership network, 00:00:52.560 --> 00:00:58.000 we reached tremendous results because now we have 400 experts joining us and we had 00:00:58.000 --> 00:00:59.520 such a fantastic event. 00:00:59.520 --> 00:01:02.880 And thank you so much Boston Consulting Group for supporting us. 00:01:02.880 --> 00:01:07.040 We have a little bit adjusted the, the way how we formed our gathering. 00:01:07.040 --> 00:01:12.680 So we had two days instead of one day, and we gathered together around the 80 00:01:12.680 --> 00:01:15.680 leaders from different industries and from different geographies, 00:01:15.680 --> 00:01:20.760 people flying from Singapore, from Japan, from US, and also of course, 00:01:20.760 --> 00:01:22.520 from Europe and from France in particular. 00:01:22.520 --> 00:01:26.160 It's incredible. -To share the best practices and to share 00:01:26.160 --> 00:01:27.360 the case studies. 00:01:27.360 --> 00:01:31.600 We arranged the fireside conversations and we challenged each other to have very 00:01:31.600 --> 00:01:32.960 transparent conversation. 00:01:32.960 --> 00:01:38.240 What it takes to be successful at this challenging time when AI is expanding 00:01:38.240 --> 00:01:43.960 with such a, you know,such a speed that needs to be taken into 00:01:43.960 --> 00:01:48.680 the consideration and I believe insights professionals, 00:01:48.680 --> 00:01:51.200 actually, we probably need to rebrand ourselves. 00:01:51.200 --> 00:01:55.280 So it would be human intelligence professionals, so those who can own... 00:01:55.280 --> 00:01:56.440 Good title. 00:01:56.440 --> 00:02:04.000 own the keys from the future and utilize AI and centralize the data and to provide 00:02:04.000 --> 00:02:07.960 the inputs for the companies and for the business stakeholders to be successful. 00:02:07.960 --> 00:02:10.960 What was the the best thing that you learned from that collaboration from so 00:02:10.960 --> 00:02:12.320 many people coming together? 00:02:12.320 --> 00:02:13.680 Look, many things. 00:02:13.680 --> 00:02:19.280 So I have learned that AI is fantastic, but we're still relevant at the time of 00:02:19.280 --> 00:02:23.400 AI expansion because you need to curate the questions and the, the narrative. 00:02:23.400 --> 00:02:25.720 You need to understand people and the culture. 00:02:25.720 --> 00:02:29.520 So it's still critical, but at the same time, 00:02:29.520 --> 00:02:33.880 we live at the time of the automation and the people centricity and data centricity. 00:02:33.880 --> 00:02:38.840 So it's very critical to centralize the knowledge and to apply AI to move faster, 00:02:38.840 --> 00:02:43.200 to learn faster, to fail faster, and to achieve the results faster. 00:02:43.200 --> 00:02:45.320 So AI is not the future. 00:02:45.320 --> 00:02:46.920 So AI is the today. 00:02:46.920 --> 00:02:50.920 And we actually recently also prepared a white paper. 00:02:50.920 --> 00:02:55.360 So we interviewed the key stakeholders within our community and we learned that 00:02:55.360 --> 00:02:59.040 actually most of the companies, like majority of the companies, 00:02:59.040 --> 00:03:02.440 they are at the stage of the adopting AI. 00:03:02.440 --> 00:03:06.600 So and we need to move much more faster to be successful tomorrow. 00:03:06.600 --> 00:03:09.480 What does the future look like for consumer insights? 00:03:09.480 --> 00:03:14.640 The future is not given because we experienced in the last few years many 00:03:14.640 --> 00:03:18.440 layoffs of the people who work as an insights professionals. 00:03:18.440 --> 00:03:21.160 The positions are cutting, the budget is cut. 00:03:21.160 --> 00:03:24.840 So it's a very challenging for us for the group to become successful. 00:03:24.840 --> 00:03:31.240 So we interviewed this year our group and we found out that 45% within our group, 00:03:31.240 --> 00:03:36.720 within 400 members of our community, those who are mainly successful people 00:03:36.720 --> 00:03:39.120 within insights and data intelligence space. 00:03:39.120 --> 00:03:42.800 So they operate as a thought leaders, we want to call them rock stars. 00:03:42.800 --> 00:03:47.040 Those who can not only provide this thought leadership and expertise, 00:03:47.040 --> 00:03:51.040 how to put the stronger strategic vision to succeed, 00:03:51.040 --> 00:03:54.320 but they also can foresight the future. 00:03:54.320 --> 00:04:00.080 They can define the white spaces and guide the company to create the future, 00:04:00.080 --> 00:04:04.040 better future for everyone with the better products and services and bring 00:04:04.040 --> 00:04:08.560 the success to the organization, rejuvenate the brands, relaunch them. 00:04:08.560 --> 00:04:13.840 And you know, just through this time of the chaos to succeed. 00:04:13.840 --> 00:04:16.160 So, and this is mind blowing, right? 00:04:16.160 --> 00:04:20.200 Because if you look back, 45% is not 90%. 00:04:20.200 --> 00:04:23.080 So there is a opportunity to succeed further. 00:04:23.080 --> 00:04:26.760 So that's why as a group of insights like House members, 00:04:26.760 --> 00:04:30.520 we want to gather together and make this knowledge accessible. 00:04:30.520 --> 00:04:33.440 Well Liubov, thanks very much for joining us here in Cannes. 00:04:33.440 --> 00:04:34.880 -Thank you so much, It was a pleasure. 00:04:34.880 --> 00:04:35.680 Thank you so much.