138 - Insights, Spirits, and Strategy: A Conversation with Suntory’s Paul Thomas

In this episode of the Greenbook Podcast, host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights.

Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research.

Topics Covered:

Paul’s Career Journey

• Transitioning from agencies like Nielsen and Ipsos to leading insights for global brands.
• Lessons learned from working in diverse markets, including Africa and Asia.

The State of the Spirits Industry

• Challenges faced by alcohol brands in a post-pandemic world.
• How rising health consciousness and changing consumer habits impact brand strategy.

Driving ROI in Insights

• Shifting from data delivery to actionable recommendations.
• The art of persuasion and why storytelling alone isn’t enough.

Client-Agency Dynamics

• What makes a successful partnership.
• Paul’s advice for agencies: be bold, collaborative, and insightful.

The Role of AI and the Future of Insights

• Opportunities and risks of AI in research.
• Why traditional methods still hold value in an increasingly tech-driven industry.

Resources & Links:

• Learn more about Suntory Global Spirits: Suntory.com

You can reach out to Paul on LinkedIn.

Many thanks to Paul Thomas for joining the show. Thanks also to our production team and our editor at Big Bad Audio.