If your insights are only “interesting,” they can easily get ignored, so start with the business choice you’re trying to influence. In this episode, Nick Graham, Founder, Vertemis, talks with Elizabeth Oates, VP Consumer Insights, Molson Coors Beverage Company, about turning research into action and building insights functions that drive decisions. Elizabeth shares the moment that led her to write More Than Just Interesting and explains how to reframe requests by asking: what action is being considered, why it isn’t happening yet, and what success looks like. They discuss measuring impact by whether insights has a seat at key decision tables, planning ahead for business cycles, and strengthening communication and partnership skills. Elizabeth also frames AI as an incremental way to extend reach when time and budget are constrained.

00:00 Why Communication Matters

00:26 Podcast Welcome and Guest Intro

02:29 Why She Wrote the Book

05:28 Never Be Interesting

06:41 From Insight to Action

08:25 Start With the Decision

13:37 Measuring Insights Impact

19:07 Proactive Partnership Skills

22:12 AI and the Real Threat

25:42 New Role at Molson Coors

27:10 Advice for Rising Leaders

28:11 Key Takeaways and Wrap Up

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/