What if you could build a consumer insights function from scratch and get immediate buy-in across your organization? In this episode, hosts Stephanie and Matt sit down with Ashley Hopkins, a veteran insights leader who has transformed research functions at ASICS, Wayfair, and now Resident. Learn how to conduct effective "listening tours" to build trust, create impactful insights programs that scale, and master the art of getting executive buy-in through identifying key sponsors and skeptics. Whether you're building an insights team or looking to increase your research impact, this conversation offers practical strategies for embedding consumer understanding into every facet of your business. Tune in to discover why treating your internal stakeholders like research participants might be the key to lasting organizational influence.