Episode
Cultivating Relationships vs. Selling Research Projects with Eileen Campbell
- Published
- Apr 2, 2026
- Duration seconds
- 2037
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Summary
If you have perfect data but politics still block action, your job is to help overcome those forces, not just point to the dataset. Eileen Campbell, Founder of Womintuition, joins host Jon Last, President of Sports and Leisure Research Group, to discuss why the insights industry is shifting from selling one-off projects toward becoming ongoing decision partners. They cover market bifurcation between DIY platforms and high-value relationships, breaking down silos to deliver horizontal, cross-category context, and hiring for curiosity and creativity. The conversation explores how AI can mine organizational knowledge while humans add judgment, pattern recognition, and the ability to challenge internal biases. They also address pricing beyond time-and-materials, making insights more visible through design thinking and storytelling, and a case example of research elevating the value of IMAX messaging for studios. 00:00 Data Meets Politics 00:14 Show Intro and Guest 01:33 Projects to Partners 04:06 Why Change Is Hard 05:46 Decision Partner Model 07:27 Hiring for Curiosity 09:15 DIY Research Pressure 12:03 AI Plus Human Insight 15:31 New Capabilities and Pricing 19:24 Pattern Recognition Edge 25:17 Client Side Leadership Tips 28:11 CMO Story IMAX Impact 31:04 Key Takeaways and Wrap Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/