August 1, 2025
The World Media Group recently held its first Agency Future Leaders event, a new initiative designed to support a cohort of agency planners, hand-picked by their leadership teams for their future career potential. The day included panels with three industry veterans, who discussed their specialist area with the next generation of media talent.
Samantha Adams, VP, Advertising Sales, Western Europe at BBC Studios talked to Daniel Wong-Chi-Man, Global Service Line Leader, Audience Measurement at Ipsos about how research insights can give you an edge with your planning. The discussion unpacked what research truly means, how we can use it better and why it’s essential for driving smart, creative media strategies. Here are the key takeouts from their conversation:
1. Data is a number. Insight is the ‘why?’
It’s important to remember, data shows what happened. Insight tells you why it happened and what you should do about it. Now that every device we use provides a constant stream of data, the real edge comes from understanding the human behaviour behind the digits. Wong-Chi-Man said we should think of insight as a way to turbocharge or boost our thinking.
2. Gut feel isn’t enough – challenge your assumptions
Insight can back up your gut instinct or force you to challenge it. Wong-Chi-Man advised using insight to ask better questions, not just to confirm what you already believe, to avoid echo chambers and lazy assumptions. Adams gave an example of where data had put her own assumptions about ‘Succession’, the TV show that everyone in the office was talking about, into perspective. While Succession was a hot topic, and its popularity was clearly resonating with certain audiences, data showed that Antiques Roadshow actually had 10 times more viewers.
3. Insight is a habit – be curious
You can’t base a decision on one piece of data. “Insight is something you need to build a habit around because it’s always changing, Wong-Chi-Man said. “We as humans are always changing so you can’t just read one report.” Success comes from building a routine of consuming insights from a combination of sources, for example: trade press, podcasts, conferences, AI tools plus real-life conversations. Adams added that it is important to build a habit of curiosity, listening across generations, social groups and geographies.
4. Challenge the brief
Just because something has “always been done that way” doesn’t mean it should continue. Wong-Chi-Man suggested using insight to ask questions like: Are we targeting the right audience? Is this media choice still relevant? Are we overlooking emerging behaviours or new platforms? “Everyone wants to be number one. And with the right data cut, anyone can be. Your job is to interrogate that claim,” Wong-Chi-Man said.
5. Proprietary research is powerful
While proprietary research from media owners may sometimes be viewed through the lens of vested interests, it can also offer unique insights into motivations, behaviours and emerging trends that standard metrics may miss. The key is to ask questions: What’s the methodology? What’s the sample size? How relevant is this to my audience?
6. Use AI as a tool, not as a replacement
While AI platforms like Gemini or ChatGPT can democratise access to insights, Wong-Chi-Man highlighted the risks around hallucinations, outdated sources or a lack of nuance. As with any use of AI, the data out is only as good as the data in, so human intelligence is required in order to maximise the benefits.
7. Insight helps you to stand out
If you’re hoping for a promotion or want to be noticed by your bosses, using insight can make you smarter, braver and more valuable in the room. Wong-Chi-Man explained how it can give you the confidence to challenge clients, spark new ideas and deliver better campaigns. “Insight is a superpower that you can have, but it’s a superpower that everyone has, so it’s all about how you think about it and apply it, which can then make you look and act smart,” he said.
8. It starts with a question
Insight doesn’t begin with a dashboard. It starts with asking ‘what are you trying to understand?’ Ask better questions, dig into the data and be open to what surprises you. Sometimes the most powerful insight is the one that turns your whole approach on its head.
In a world overloaded with information, it’s clear that the ability to interpret, challenge and act on insights can make a great planner stand out from the crowd.
Read more top tips from our Future Leaders event: Surviving the pitch process – Oystercatchers’ Rebecca McKinlay in conversation with National Geographic’s Chris O’Neill.