Kearney, a global management consultant firm, wanted to showcase its research on how crucial consumer communities approach their relationships with retailers and brands — and showcase those communities’ voices. The Inside the Mind podcast was created to tap into the nuances of what makes communities unique and what brings consumers together.
Background
Kearney has deep expertise in the retail industry, including cutting-edge research on how consumers decide when and where to spend their money. Rep Cap worked with Kearney’s expert consultants and marketing team to develop a podcast, Inside the Mind, that highlighted their expertise and research through interviews with consumers.
Challenge
Kearney needed a way to elevate their consumer research beyond data points, which can be detached from the intricacies of the individual experience. They wanted to bridge the gap between robust research and personalized case studies. Kearney sought out a creative solution that shares research findings through the voices of the consumers themselves.
Solution
Rep Cap worked with the Kearney team to develop the Inside the Mind podcast, along with ideas for each episode. Rep Cap took the lead on sourcing, coordinating and conducting guest interviews, as well as writing episode scripts and show notes. In addition, our team handled all audio recording, editing and production tasks, and advised on promotion and distribution strategies
The podcast was presented by Greg Portell, global lead of Kearney’s Consumer Practice, and Katie Thomas, leader of the Kearney Global Consumer Institute. They weaved together trends and interviews with consumers while predicting what the future might hold. Individual episodes explored communities of cosplayers, sneakerheads, fashionistas and more in the United States and abroad.
Results
Inside the Mind earned a large, global audience through its first two seasons. The podcast gave Kearney a distinctive way to demonstrate its expertise with consumers and tell powerful stories with its research and insights in a way competitors couldn’t easily replicate.
