Lessons from growing and establishing client-side insights functions with Tom Johnson

In this episode of Now That's Significant, a market research podcast, host Michael Howard interviews Tom Johnson, Senior Director of Consumer Insight and Analytics at Jack in the Box and Del Taco, about his journey in market research and the importance of aligning insights with business goals.

Tom, with 25 years of experience on both the agency and client side, shares valuable lessons learned from building the consumer insights function at Del Taco from the ground up and navigating the complexities of a merger with Jack in the Box. 

Passion for insights can stem from inspiring mentors

Tom's journey began with a college professor who ignited his interest in market research, highlighting the impact mentors can have on shaping careers. Tom's passion for market research was sparked by an inspiring professor during his undergraduate studies, demonstrating the profound influence mentors can have on shaping career paths.

Early inspiration led Tom to pursue a career in the field, starting with a foundational role at Lieberman Research Worldwide, where he gained valuable experience across various methodologies and industries.

Understanding the impact of insights benefits greatly from client-side experience

Tom transitioned to the client side to gain a deeper understanding of how insights are used to drive business decisions. After a decade on the agency side, Tom felt a desire to understand the full lifecycle of insights, from research to implementation.

The drive to grasp and oversee the full lifecycle of insights led Tom to Del Taco, where he had the opportunity to build the consumer insights function from scratch, gaining valuable experience in collaborating with stakeholders across different departments and ensuring that insights were translated into actionable strategies.

Cross-functional collaboration is essential for maximizing impact

Building relationships with stakeholders across different departments allows consumer insights to influence a wider range of decisions. Tom emphasizes the importance of building strong relationships with stakeholders across the organization, extending beyond the marketing department to include operations, guest experience, and digital teams.

Cross-functional collaboration ensures that consumer insights are integrated into a wider range of decisions, maximizing their impact on the business.

Strategic prioritization is crucial for managing research budgets

A "barbell strategy," balancing high-impact strategic research with efficient, tactical research, helps optimize resource allocation. Tom advocates for a "barbell strategy" when it comes to managing research budgets. This approach involves prioritizing high-impact, strategic research initiatives that provide long-term value, while also streamlining tactical research to be efficient and actionable.

Balancing strategic and tactical initiatives ensures that resources are allocated effectively, maximizing the return on investment for both short-term and long-term goals.

Adapting to evolving consumer behavior is key for success

Understanding the nuances of consumer behavior in a changing economic and social landscape is crucial for developing effective strategies. Tom highlights the importance of staying attuned to evolving consumer behavior, particularly in the face of economic and social upheaval.

Tom shares insights from his experience navigating the Great Recession and the more recent challenges of the pandemic and hyperinflation, emphasizing the need for nuanced and layered approaches to understanding consumer needs and preferences.

Tune in to this episode to learn more about Tom Johnson's insights on building a successful consumer insights function and navigating the challenges of the fast-food industry. Don't forget to check out other episodes of "Now That's Significant" on all major podcast platforms!