Jess Gaedeke (00:07)
Welcome to Dig Inspiration, a quick recap where we dig deeper into the story behind the story. In each bite-sized episode, I'll revisit key moments from our incredible guests, highlighting the most inspiring parts of the stories they share. Today, we're dropping a quick reflection on some of the most memorable parts of my talk with Khary Campbell. He's VP of Consumer Research and Insights at Comcast.

Okay, first of all, I loved Khary's story about his time with the in-context experimentation team, the ICE team at General Mills, and how he took just what was a discarded piece of technology and turned it into a new capability. And listeners will have to hear the episode to get that full story. But what I was really inspired by was how he framed things around this idea of can we do this, should we do this, and how might we do this?

And if you think about those three dimensions, they're just really important because just because you could do something doesn't mean that you should do it. That is, will it actually help solve a problem? And framing things as how might we do this really gives creative liberty to that team to think very aspirationally about how to approach

so many great lessons in that story. I really encourage you to listen to the episode to check it

And Khary is also very passionate about the value of in real life research and

One of the truly poignant things that he shared was about the significance of consumers inviting you into their homes, into their real lives for ethnographic type of research.

highly personal. And for the participants on the brand side, I think it really creates a tangible experiential accountability to what's learned within that space of the consumer's home. Khary said something like, you know, can't put the smell of blueberry muffins on a chart.

But the group that's invited into that home has entrenched themselves in that experience. And what it really means is something that they'll never forget. So I just loved that illustration. It was so poignant to me and that personal nature of being invited into consumers' homes and just how important it is.

And Khary believes we're going to see an accelerated change in consumer behavior with consumers getting choosier and how they spend their time, their energy and their dollars. So brands need to see around the corner. They need to think about white space, not just as a need gap analysis, but really in how they can empathetically meet consumers where they are when they get to those moments of perhaps forced choice. I thought it was a really elegant assessment of what's to come.

and it supports just how important the strategic forward-looking research is, but you got to couple it with the tactical, what do we do about this? So once again, in an uncertain economy, it's insights time to shine. Well, that's your Dig Inspiration Recap for the week. We would love to hear takeaways and thoughts in the conversation. So please visit the link in the description and leave us a comment.