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Leveraging Insights to Influence Decision Making

All Things Insights’ Seth Adler spent some time discussing influence with Jill Marchick, Vice President, Consumer Insights & Business Analytics at Applebee's Neighborhood Grill. Marchick’s “Fireside Chat: Using the Power of Insights to Influence Decision Making” at TMRE will throw a spotlight on how insights can be used to affect outcomes in an organization including at the top level.

Marchick’s experiences with some of the most recognized and influential companies in foodservice and packaged goods have helped her to understand how insights can impact leadership, especially when a comprehensive understanding helps hone the message so it's delivered to the best effect. In Marchick’s role now at Applebee’s, experience has prepared her to bring insights to bear directly at the top of the organization.

“I've worked for a lot of fabulous companies,” Marchick says. “I'm currently at Applebee's, but my history is at a variety of retailers like McDonald's and Starbucks and consumer packaged goods companies like Hershey's and Nestle. I'm really excited to share my experiences. I would say, in terms of influence, I think the best position I've been in has been at Applebee's.”

The difference regarding her role at Applebee’s is largely one of access.

“I report directly to the president of Applebee's, so I have a seat at the table,” she points out. “In the past, I've worked in marketing or strategy.”

When insights professionals have direct reporting into senior leadership, Marchick emphasizes, they can deliver the kind of unbiased viewpoints that are critical to the success of initiatives and operations today.

Experience that Marchick gained in the past informs the present so that the delivery of insights is as effective as is possible.

“I think one of the things that I've learned throughout my years is about the importance of really spending time with whoever's the end user of the insights that you're working on and making sure you're solidifying the strong relationships, really understanding what they're looking for, understanding the business side of it. I think it's critical for all insights people to think holistically not just about the results of what we see but also the business implications. Having that mindset is really critical.”

See the video for more on Seth Adler’s conversation with Jill Marchick as they discuss how insights can influence organizations including the C-suite.