By Julie Rose
Whether in need of C-Suite leadership, mid-level managers or junior-level analysts, many companies are turning to fractional talent to fill temporarily open roles, expand their team bandwidth or bring new or specialized skillsets to meet business needs. SIVO, Inc. has worked with many companies to place fractional Consumer Insights Professionals (fCIPs) across all levels of the Insights function. Through this work, we have established a few guidelines for a positive outcome to make your outsourcing experiences successful.
To prepare for the fCIP to join your team and set everyone up for success, you should:
Clearly Outline Your Fractional Talent Needs
It is important to be clear on the work that requires the expertise of fractional insights professionals. We’ve helped our best clients with this critical first step and it has had a huge impact on their ability to get the help they need.
Each quarter, I outline the prioritized initiatives for my team and in that process, I identify the critical work for my SIVO On Demand Talent resource. This practice provides both clear direction for the fractional talent and it also helps me estimate the hours needed and budget appropriately. Continually getting clear on priorities has led to a successful outcome for both Perdue and SIVO.
– Tara Campbell, Sr. Director, Insights, Analytics & Sensory, Perdue Farms
For one week, you should log all the work that you wish you had someone available to delegate to. When something comes up that you think, “wow, if only I had a resource to help,” write down the task and the skills you believe are needed. At the end of the week, you are well-equipped for a scope of work plan that can be short-term, long-term, for a fill-in role or a finite project. Your log of the work that needs to get done will help you identify a fCIP with the appropriate skillset to accomplish the work effectively and efficiently.
Interview Candidates
Once you are clear on what you are looking for in terms of skills, expertise, and know-how, it is a good idea to interview 2 to 3 candidates for the temporary role. It may seem like “overkill” when the role is temporary but in the end, finding a person that fits your team will make your work-life a lot easier. This is an opportunity to evaluate organizational fit, establish rapport and set expectations. During the interview, you will ask about previous experience the candidates will bring to the role, what expectations the candidates have, and gauge how the candidates will approach your specific role.
We looked at resumes for a few candidates for the role we had on our team. On paper, all three looked equally suited to the role however after interviewing the candidates we realized the best cultural fit with our team and organization. I appreciated the opportunity SIVO provided to meet with more than one candidate for the role.
– Marnie Pfeifer, VP Customer Experience Leader
Set Up Regular Updates
Once you’ve chosen the fCIP for your role, it’s important to establish a clear work plan and a good working relationship. Through regular check-ins and updates, you will be able to align on objectives, stay informed on progress, and understand any barriers that might need to be addressed. Regular updates allow the insights professional to meet smaller deadlines throughout the project while keeping the overall timeline and success metrics front and center.
Provide Timely Feedback
The regular updates will also facilitate the ability to provide timely feedback throughout the project. It is critical to invest some of your time to monitor progress and be actively engaged in the work of your new resource. This professional comes with experience and expertise, but may need guidance to navigate the organization, such as recognizing unwritten rules or norms that are tied to the organizational culture. There might be a need to provide constructive feedback, that if given early, will set the fCIP up for success. Feedback will provide clarity and optimize the experience for both parties – you and your contract talent.
Show Appreciation
Once you’ve built a good working relationship with your fCIP, you will likely want to tap into this resource again in the future, when the need arises. Providing positive feedback and showing appreciation for the contributions this person is making to your organization will increase satisfaction in doing the current role and increase the likelihood of taking on future assignments. Appreciation can be shown with a simple thank you or by recommending this talent to others in the industry who may also need this type of resource.
Following these steps will help you find the right fCIP and make the entire process easier for you and your team.
For fractional Consumer Insights Professionals, you can lean on SIVO’s On Demand Talent team to walk you through the process and provide you with the support you need to get the right talent working on your behalf. We are passionate about matching our clients’ needs with our fCIP’s experience and skills.
Reach out today to learn more about SIVO On Demand Talent. Contact@SIVOInsights.com
By Natasha Weith
As someone who’s passionate about the power of insights to drive business growth, I was thrilled to host our recent SIVO Insights Forum, “Bridging the Gap: Translating Insights Into Meaningful Business Results.” It was an inspiring conversation with some of the best minds in the insights industry, and I’m excited to share the experience with you.
At SIVO, we believe consumer and marketplace insights are the foundation for business growth. But let’s be honest, while all insights professionals understand this, turning those insights into actionable business strategies can be a real challenge. That’s exactly why we brought together this incredible panel of leaders to share their expertise and experiences.
I had the honor of facilitating this discussion with:
• Eliana Wahnon (VP of Consumer & Market Insights, General Mills)
• Khary Campbell (VP of Consumer Research & Insights, Comcast)
• Elizabeth Oates (Book Author, Former VP of Consumer Insights, Ulta Beauty)
Together, we explored how to bridge the gap between data and meaningful outcomes. Whether you watch the session on-demand (linked here) or continue reading for some highlights, I think you’ll find this forum both interesting and actionable.
Aligning Market Research with Business Priorities
In a world filled with data, the ability to convert that data into actionable insights sets successful businesses apart from the rest. Insights professionals must not only translate data into insights, but also deliver those insights in a way that inspires ideas and guides business strategies.
Insights teams need to be strategic about where they focus their time and resources. More specifically, it is vital to align research projects with business priorities. Elizabeth Oates posed these questions to consider during The SIVO Insights Forum:
Navigating through the business questions and issues that arise and honing in on those with the highest business priority offers the greatest chance of making a meaningful impact with your research findings.
Navigating Leadership Reluctance
One common challenge that Insights teams face is leadership reluctance to act on the research findings. This hesitation may stem from personal biases or not understanding the potential benefits. Forming alliances with key stakeholders and truly understanding the business from their perspectives will help insights teams address real business needs and inspire colleagues to act. This can take the form of getting early buy-in on research objectives and designs or previewing the findings and recommendations with colleagues to ensure alignment with broader organizational goals.
To this point, Khary Campbell advised insights teams to “be consumer first, but not consumer only,” during our panel discussion. “Consider the research implications to all the functions. After all, every function is working in an orchestra to drive business growth.”
Making a Bigger Impact
Insights teams can expand their influence by highlighting the strategic value of their work. Sharing success stories, aligning insights with organizational goals, and fostering a culture of consumer-driven decision making are crucial steps toward amplifying the impact of insights.
Great storytelling with a clear narrative, executive summary, intuitive visual aids and consumer quotes can simplify complex data and enhance understanding. These tactics ensure that research results will grab attention, persuade, and motivate key stakeholders and drive action.
Eliana Wahnon shared a 3C’s framework for driving impact when reporting research results:
The Evolving Role of Insights
The SIVO Insights Forum also gathered perspectives on the rapidly evolving role of insights professionals, inspired by the advancements in AI and the increasing complexity of consumer behavior. Despite suggestions that automation may replace traditional roles, the leaders in the panel believe insights professionals will remain indispensable for managing AI, distinguishing truth, and uncovering the “why” behind consumer actions. As Eliana Wahnon emphasized, “While AI offers tools to streamline tasks like drafting questionnaires and analyzing unstructured data, it cannot replicate the nuanced understanding of human behavior, or the creative spark needed to inspire ideas.”
Elizabeth Oates underscored the importance of balancing historical insights (the rearview mirror) with a forward-looking perspective (the windshield) to navigate future challenges. The discussion highlighted “scenario thinking” as a vital skill for anticipating multiple possibilities in an uncertain world.
Ultimately, AI is a tool to enhance efficiency and free up time for strategic thinking, but the human role in connecting dots, navigating contradictions, and driving innovation remains irreplaceable. As Khary Campbell noted, “Insights professionals must stay curious and adaptable, leveraging technology while preserving the core skills that drive business impact.”
This balance ensures the field of insights not only survives but thrives, enabling businesses to navigate an ever-changing future with clarity and purpose.
Conclusion & The SIVO Insights Forum
As I reflect on the conversations we had during the SIVO Insights Forum, one thing is clear: insights professionals play such a critical role in shaping decisions that drive growth, via consumer insights, but our real challenge lies in ensuring those insights are acted upon.
The panelists shared so many practical strategies and thought-provoking ideas that I believe can truly help us build trust, credibility, and impact within our organizations. From navigating leadership reluctance to making a bigger organizational impact, these insights resonated with me—and I hope they will with you too.
If you want to dive deeper into these topics, I highly recommend watching The SIVO Insights Forum “Bridging The Gap: Translating Insights Into Meaningful Business Results”. You’ll hear directly from our incredible panelists about:
Let’s keep pushing forward, bridging the gap, and making an even bigger impact together.
About SIVO Insights
SIVO, Inc. is a market research and strategy firm specializing in helping businesses understand people. We partner with world-class brands to answer key questions and identify opportunities that unlock business growth. Our team of insights market research professionals are masters at designing custom research plans, executing with excellence, identifying strategic insights and then helping client teams translate those insights into action. Our On Demand Talent solution places fractional insights experts into client companies to temporarily fill open roles, complete projects or expand team capabilities.
Contact us at Contact@SIVOInsights.com or visit SIVOInsights.com to schedule a Research or On Demand Talent discovery call so we can help you make an impact!
Artificial Intelligence (AI) is revolutionizing industries, and marketing research is no exception. In the field of innovation, AI isn’t just a tool—it’s a transformative force. As market researchers strive to speed up timelines, generate breakthrough insights, and stay ahead of consumer trends, AI offers new opportunities. At SIVO, we believe in exploring AI’s strategic potential, balancing excitement with careful consideration of its limitations and practical applications.
AI’s Advantages in the Innovation Process: Speed, Cost, and Quality
AI offers unparalleled efficiency across all phases of innovation. For example, traditional brainstorming sessions might yield a few dozen ideas over several hours, but AI-driven generation tools can produce hundreds of concepts in minutes. Models like ChatGPT can produce ideas 200 times faster than humans, feeding researchers more possibilities and compressing the innovation cycle, enabling faster decision-making.
AI also delivers significant cost savings. Research shows that organizations using AI for innovation can reduce costs by as much as 85% through the automation of “front-end” work streams such as data analysis, ideation, and concept validation. By minimizing the manual labor required, AI allows companies to reallocate resources toward high-value strategic efforts without sacrificing quality.
And it’s not just about speed and cost - AI excels in generating high-quality ideas. Studies suggest that AI-powered ideation rivals, and sometimes surpasses, human creativity. AI isn’t just capable of producing novel ideas but is also highly effective in generating nuanced originality. Furthermore, the emerging field of synthetic testing allows AI to simulate human consumer sentiment, attitudes, and behaviors, enabling iterative, real-time refinement during the ideation phase.
Key Applications for Innovation Insights Work Streams
AI offers powerful tools for businesses throughout the innovation funnel, from discovery to launch. At SIVO, we’re particularly intrigued by AI’s role in the “front end” of innovation and the growing potential of synthetic validation. Key areas include:
AI is reshaping innovation research. Thoughtful adoption of these tools is essential for businesses that want to remain competitive in today’s rapidly evolving marketplace.
Challenges and Watchouts:
The Importance of Oversight in AI-Supported Innovation
While AI offers immense potential, it also presents important challenges:
In a field where accuracy and context are critical, these limitations must be accounted for. AI should not replace human creativity and research expertise but should instead serve as a collaborative partner that enhances researchers’ ability to innovate more efficiently and comprehensively.
Strategic Integration of AI for Innovation: A Balanced Approach
To successfully integrate AI into your innovation process, it’s important to narrow your focus. Identify the areas where AI can deliver the most value—whether in trend analysis, ideation, or simulated consumer testing. From there, begin experimenting with AI in those areas to build trust and familiarity.
For those hesitant to fully embrace AI, running parallel testing alongside human-led research can be a great starting point. This approach allows teams to compare AI-generated insights with traditional methods, building confidence in AI’s capabilities while reducing risk. Alternatively, AI can be applied to lower-profile projects first, allowing teams to rehearse its application and refine their approach as they gain experience.
The key is to strike a balance—lean into focused, mindful use of AI to reap its benefits and stay competitive without feeling the need to chase every new use case. AI should be applied where it truly adds value and enhances the innovation process.
SIVO: Your Partner in AI-Enhanced Innovation
At SIVO, we’re actively experimenting with AI tools and exploring AI’s potential to transform how market research supports your new product innovation needs. We see AI as a powerful tool to accelerate processes and enhance creativity, and advocate for a stepwise, cautious approach. We’re eager to guide clients through proof-of-concept tests, blending AI’s scientific power with the art of human-driven insight application, which remains at the core of our work.
If you’re ready to experiment with AI and enhance your innovation process, contact us at Contact@SIVOInsights.com or visit SIVOInsights.com today to schedule a discovery call.
Let’s navigate the future together!
Be consumer first. Don’t be consumer only. Powerful words by leading Insights executive, Khary Campbell, VP of Consumer Research & Insights at Comcast.
https://youtu.be/xJSQO7VSw5Q
During a recent SIVO Insights Forum, Khary shared the importance of considering the implications of all functions. After all, every function is working in orchestra of the business.
Click here for a lively on-demand conversation “Bridging The Gap: Translating Insights Into Meaningful Business Results" to hear from Khary and other Insights experts including Eliana Whanon (General Mills, VP of Consumer & Market Insights) and Elizabeth Oates (Book Author, and former Ulta Beauty VP of Consumer Insights.)
Learn from Insights leaders as they discuss:
Thank you to Natasha Weith, VP of Research at SIVO Inc. for hosting The SIVO Insights Forum!
Every year, businesses face the same challenge: key research projects grind to a halt when insights professionals go on vacation. Deadlines can slip, stakeholder requests pile up, and business decisions get delayed, all because critical expertise isn’t available when it’s needed most.
For many teams, the choice is either overloading remaining staff (leading to problems like burnout) or putting projects on hold (risking lost momentum and missed opportunities). But there’s a better way.
Leading brands solve this problem by leveraging On Demand Market Research Talent—highly skilled, fractional insights professionals who step in seamlessly, ensuring that research initiatives keep moving, even when core team members are out. Whether planned months in advance or needed at the last minute, these experts keep insights flowing year-round without the cost or commitment of full-time hiring.
In this article, we’ll explore:
If your research team has ever struggled to keep up during vacation seasons, this is for you. Let’s dive in.
Insights teams (or their superiors) often assume they can absorb the impact of vacation gaps—but the reality is more disruptive than expected. When key insights professionals are out of office, projects stall, timelines get pushed, and business decisions are delayed. The ripple effect extends beyond just a temporary pause—it can create significant financial, operational, and strategic costs.
Insights don’t operate in isolation. When research is postponed due to staffing shortages, marketing campaigns, product launches, and strategic initiatives suffer. A postponed concept test could mean missing the ideal market entry window, and a delayed brand study could leave unanswered questions right when leadership needs clarity.
The default response to vacation gaps? Overloading remaining team members. This short-term fix often leads to long-term burnout, reducing productivity and increasing the likelihood of rushed, lower-quality insights. High-performing researchers need time to recharge, but when teams are stretched too thin, performance—and retention—suffers.
Even with strong documentation, there’s always implicit knowledge that only team members carry—research nuances, stakeholder preferences, and the context behind past decisions. When an insights pro steps away, this expertise temporarily disappears, forcing teams to either pause projects or make assumptions that may not align with prior research.
Insights teams thrive on being trusted advisors to the business, but when gaps in coverage lead to stalled projects or incomplete data, stakeholder confidence erodes. If leadership views the insights function as unreliable, they may turn to gut instinct over data-driven decision-making—undermining the very role of the Consumer Insights function.
The bottom line? Vacation gaps in insights teams aren’t just an inconvenience—they create costly disruptions that affect business performance. But there’s a way to avoid these risks while still ensuring that research professionals get the breaks they need.
Vacation gaps are inevitable—but research delays don’t have to be.
Vacation gaps are inevitable—but research delays don’t have to be. The key to maintaining momentum without burnout is having a strategy in place before gaps happen. Whether you’re proactively planning or scrambling for last-minute coverage, here’s how leading companies keep research running smoothly, even when key team members are away.
When key team members are out, the biggest risk is insights bottlenecks—studies stall, stakeholder questions pile up, and research deliverables get delayed. SIVO’s On-Demand Talent steps in seamlessly, ensuring business-critical work continues without disruption.
Certain projects can’t afford to pause just because someone is on vacation. Product launches, consumer deep dives, and ad testing require continuity and expert oversight.
Sometimes, vacation coverage isn’t planned—it’s needed last-minute. Whether it’s a sudden leave of absence or a forgotten PTO overlap, scrambling to fill gaps can lead to expensive delays.
Whether planned or unexpected, vacation gaps don’t have to slow down insights. With an On-Demand Talent strategy in place, businesses stay ahead of potential disruptions—avoiding last-minute scrambles and keeping research moving seamlessly year-round.
Leading companies plan ahead—or react quickly—with On-Demand Talent, ensuring no critical work falls through the cracks that can impact the organization. Here’s how organizations leverage fractional insights pros to bridge gaps and keep research running smoothly:
Scenario 1: A national CPG company has ongoing brand equity tracking and ad testing, but their Senior Consumer Insights Manager was heading out for a month-long vacation.
Without coverage, research timelines would have slipped, and stakeholder meetings would have lacked fresh insights. Instead, the company brought in an On-Demand Consumer Insights Strategist to manage the process, ensuring:
This proactive approach prevented research bottlenecks and decision-making gaps, keeping the business moving.
Scenario 2: A global food & beverage company had a new product launch scheduled—but their Head of Consumer Insights and two key team members had overlapping PTO.
With final-stage concept testing still underway and last-minute adjustments needed for packaging and claims, the company faced a potential launch delay. Instead of postponing, they brought in a fractional Insights Lead to:
ODT gave them specialized expertise exactly when they needed it, ensuring no compromises in research quality or speed.
Scenario 3: A leading technology brand was in the middle of a competitive landscape study when an unexpected leave of absence left their insights team short-staffed.
Rather than overloading remaining team members or pressing pause on critical work, they:
With rapid-response talent placement, the company avoided research disruptions and kept its competitive intelligence up to date.
Scenario 4: A major retailer had a busy summer innovation pipeline, but multiple insights pros were out on PTO at the same time.
Rather than pausing consumer co-creation sessions and delaying concept testing, they used On-Demand Talent to:
With fractional insights experts seamlessly filling gaps, the company stayed on schedule without sacrificing research quality.
Whether you plan ahead or need urgent support, On-Demand Talent ensures your research stays on track—so your team can take time off without work grinding to a halt.
By leveraging fractional insights professionals, companies can prevent last-minute scrambles, reduce the risk of missed deadlines, and maintain research momentum year-round.
So, how do you avoid research slowdowns when your team is out? And if you’re already facing an urgent coverage issue, what’s the best way to bridge the gap without scrambling?Let’s break it down.
Businesses plan for financial forecasts, marketing campaigns, and supply chain logistics months in advance. Yet, many insights teams still treat PTO gaps as an inevitable issue. The key is building vacation coverage into your annual research strategy so that insights continue flowing, no matter the time of year. Some things you can do:
Planning ahead prevents vacation gaps from becoming business roadblocks. But what if PTO conflicts weren’t anticipated—and now key insights work is at risk of falling behind?
Even with careful planning, unexpected gaps happen. A last-minute PTO request, overlapping team absences, or an urgent business need can leave insights teams short-staffed at critical moments. If you’re already dealing with a research gap, here’s how to minimize disruption fast:
As companies seek more efficiency, many turn to AI-powered research tools to bridge staffing gaps. While AI can be a valuable support system, it has clear limitations that make it an unreliable substitute for expert insights professionals—especially when high-stakes decisions are involved.
For instance, AI is great at surfacing data but doesn’t interpret nuances, human motivations, or cultural relevance—leading to misaligned insights. AI models also (unfortunately) inherit biases from training data, which can skew results if not carefully reviewed and adjusted by human experts. Additionally, executives rely on strategic recommendations, not just raw data—AI lacks the credibility and business acumen needed to drive stakeholder decisions.
If you’re considering using AI to fill vacation coverage gaps for your research team, keep in mind that the more tools you introduce, the more training your team will require. This can actually take more time away from employees rather than increasing productivity—especially for short-term needs like a vacation fill. What seems like an easy solution can quickly turn into a time-consuming distraction, creating more inefficiencies rather than solving the original problem.
When critical insights projects can’t wait, finding temporary research experts quickly is essential. So, where can businesses turn for immediate, high-quality research support?
Many organizations look to freelance platforms and consulting firms, but these often require lengthy onboarding or lack the industry expertise needed for specialized research roles. Others attempt to redistribute workloads internally, which can lead to inefficiencies and overburdened teams.
A more effective approach is tapping into pre-vetted insights professionals (like ODT) who can integrate quickly, understand complex research needs, and keep projects moving without disruption. Whether covering for a planned PTO or responding to an unexpected gap, having a flexible resourcing strategy ensures that insights teams can maintain momentum—without last-minute scrambles or overburdening internal staff.
At SIVO, we provide businesses with flexible, on-demand insights talent to keep research initiatives moving—no matter the challenge. Whether you need short-term vacation coverage, interim leadership, or specialized expertise for a critical project, we place senior-level insights professionals within days.
Don’t let research slow down when key insight team members are out for vacation. Let’s talk:
contact@sivoinsights.com | www.sivoinsights.com/on-demand-talent-management/
SIVO Insights brings together research, talent, and intelligent technology to help organizations navigate complexity with confidence. Have a business challenge? Let's talk!
We bring together research, talent, and intelligent technology to help organizations navigate complexity with confidence
