SAMSUNG - Rupesh Patel, Head of Insights UK. Why the relationship between insights & media is broken…and how to fix it. Studying your stakeholder; cutting through the attention deficit; evaluating influencer marketing.
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Delighted to have on Rupesh Patel, Head of Consumer Insights for Samsung UK. Rupesh brings a wealth of  perspective from foundations at Kantar/ TNS,  to multiple roles at SKY, to his current position at Samsung.The first part of our conversation dives deep into the relationship between consumer insights and media, where Rupesh gives a pragmatic guide to how consumer insight can help media planning and buying. Not least, he also offers potential solutions for two closely inter-related sectors that often haven't worked well together. In the second part of our conversation, Rupesh makes some great points around the importance of innovating media channels at work, as well as communication with consumers.  We also dive into key topics:- What makes a good agency?- What makes a bad agency?- How should you gauge the impact of influencer marketing?- Why market research as we used to know it is dead. There's lots of tangible advice in here for agencies and internal departments alike, including a clarion call for the insights sector to be brave, be bold and  break away from traditional norms....

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