Inside the Collective | EP09 | Emma Eichbaum | Rigorous Versus Useful Research
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Inside the Collective | EP09 | Emma Eichbaum | Rigorous Versus Useful Research
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In this episode of Inside the Collective, Brad Amos sits down with Emma Eichbaum, a researcher and strategist with close to two decades of experience across APAC, including 13 years at Kantar working in New Zealand, Thailand and Singapore, and now founder of Oak Tree Insights and Consulting.
They talk about the real difference between research that's rigorous and research that's useful, why she stayed deliberately industry-agnostic instead of specialising, and where AI genuinely helps versus where it flattens insight into averages. Emma also shares what it's like watching organisations ignore evidence that points clearly in one direction, and how her read on a market changes depending on which country she's physically standing in.
A conversation about what it actually takes to turn data into a decision someone will act on.
Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.