✨ Episode Overview 

In this episode, Deirdre sits down with Sarah Snudden, an anthropologist of consumption with a unique lens on how people behave, buy, and live. Sarah shares why industry conferences fuel her curiosity, what she sees emerging across the insights landscape, and the “Five SYNs” she believes are reshaping our field. 

This is a conversation about identity, influence, AI, storytelling, and how to keep humanity at the center of insights—even as our tools evolve. 

🎙️ Key Themes & Takeaways

1. Why conferences still matter 

For Sarah, conferences are where she: 

• Gets her “dose of humanity” 
• Learns what’s new across the industry 
• Connects with vendor partners who often become long-term friends 
• Observes how our field collectively interprets culture and change 

Conferences keep her grounded in what’s happening now and inspired by what’s coming next. 

2. The five SYNs shaping the future of insights 

Sarah’s “SYNs” highlight what the profession must wrestle with as we evolve: 

SYN #1 — Synonyms: What do we call ourselves? 

Our identity is still in flux: 

• “Market researcher” feels outdated. 
• “Insights professional” doesn’t fully capture our strategic value. 
• “Strategist” clashes with organizational norms. 
• “Foresight” is resurging but not universally defined. 

Sarah’s challenge: 

We must choose a name that symbolizes action, business impact, and growth. 

SYN #2 — Synergies: Embedding insights everywhere 

Insights teams are increasingly focused on: 

• Deep integration across functions 
• Connecting insights to leadership decision-making 
• Ensuring insights doesn’t get edged out by purely data-driven roles 

It’s a work in progress, but essential to maintaining human‑centricity in organizations. 

SYN #3 — Synthesis: Making meaning at scale 

Today’s tools make synthesis faster and richer, but with tension points: 

• AI accelerates classification and pattern recognition. 
• Qualitative immersion still fuels the “consumer gut” that drives true insight. 
• Leaders don’t always need flawless data—they need a directional consumer nudge. 

AI becomes a force multiplier, not a replacement. 

SYN #4 — Syntax: Storytelling that drives action 

Syntax is about crafting language that: 

• Resonates 
• Mobilizes teams 
• Connects insights across organizational layers 

AI can help produce richer consumer stories through clips, quotes, and scalable qual. 
But ultimately, storytelling is how insights gain influence. 

SYN #5 — Synthetic Data: The frontier to be figured out 

Sarah is both optimistic and skeptical: 

• Synthetic data offers potential speed and scale. 
• But leaders must understand how models are built and what “made‑up” data really means. 
• This isn’t a silver bullet—it’s a tool requiring rigor, transparency, and shared learning. 

She believes the biggest opportunity lies in: 

• Blending quali‑quant approaches 
• Building proprietary datasets that fuel brand‑specific AI 
• Using synthetic data responsibly and intentionally 

3. Keeping Humanity at the Center 

Regardless of technology, Sarah stresses: 

The ultimate power of insights comes from deeply understanding people—their motivations, behaviors, and life context. 

AI can scale data. 
Only humans can scale meaning.

💬 Best Quotes from Sarah 

“If we’re not assertive, someone else will edge us out—someone less human‑centric.” 

“AI should be a force multiplier for your consumer gut, not a replacement.” 

“Syntax is what lifts insights into leadership action.” 

“I believe in the possible with synthetic data, but I’m still kicking the tires.” 

🎧 Listen & Learn 

This conversation is a must-listen for anyone navigating AI, organizational influence, and the evolving identity of the insights profession. Sarah offers a clear and compelling framework for understanding where we’re headed—and how to remain human‑centered along the way.