Most insights teams still operate like order-takers, not strategic partners.

Sinead Jefferies, SVP of Professional Services at Zappi and former Chair of the Market Research Society, bridges C-suite strategy with operational research excellence, transforming how organizations embed consumer truth into decision-making.

You'll discover her "know your audience" framework for speaking the language of business leaders, the cultural shift from project-based to connected insights that changes how marketing perceives research, and why reading the room matters more than statistical significance when influencing senior stakeholders.

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