Building the Lovesac Insights Playbook

How to build Insights projects and capability at a scaling consumer brand. Lovesac grew revenue 10x to over $700 million in seven years. Scott Aaron will share how he thought about building Insights capability at the organization as head of Insights. This presentation explores how building a high-impact insight function from the ground up at Lovesac required framing research into a primary tool for organizational alignment and decisive business action. By analyzing the motivations of senior leadership and focusing research on high-ROI touchpoints—such as store experience, communications, and web experience—the insights group was able to grow into a savvy, collaborative partner with senior executives. Key Takeaways: • Build "Insights" as an Internal Brand: Position your team as an empathetic, business-savvy partner by downplaying methodology and framing research as a decision-making helper similar to financial modeling. • Practice Executive Empathy: Uncover the daily pressures and core assumptions of C-suite leadership so your work answers the exact questions that keep them up at night. • Prioritize for High ROI: Focus resources on high-impact areas like store and web experiences, right-sizing methodologies ("good enough for now") to keep pace with rapid business growth. • Drive Action: Establish a rule to never conduct research unless a concrete decision needs to be made. 5:00 Happy Hour with the presentation and discussion starting at 5:30. All are welcome at our Market Research & Insights meetings. You do not have to be an AMA member to attend. About the Speaker Scott Aaron Principal, SA2 Cosulting Scott has always wondered why people think what they do, and do what they do. His career has been a result of this basic inquisitiveness into the human spirit. The majority of Scott’s career has been spent using consumer insight to inform critical business decisions – mostly decisions around brand strategy, communication strategy, and innovation activity – helping facilitate creating new brands and businesses. Scott built and led two Insights and Analytics teams in his career – one at Luxottia Retail, and one at Lovesac Furniture. Scott has a BS in Marketing from Miami University in Oxford, Ohio, and an MBA from the University of Cincinnati. About AMA Cincinnati AMA Cincinnati is built on community. No matter where you are in your career or what area of marketing you specialize in, AMA brings marketers together to build relationships, solve marketplace challenges, and create invaluable networks. W e provide opportunities for marketers and related professionals across industries, businesses, functions and career levels to learn, teach, job search, recruit, network, promote, contribute, and practice. Learn more on the AMA Cincinnati website