Lisa Payne – Condé Nast

In the rapidly evolving realm of digital media, Lisa Payne, the Global Director of UX Research at Condé Nast, stands as a driving force in ensuring the company’s continued success by placing the customer at the forefront of its strategy. With almost two decades of diverse industry experience, including roles at Virgin Media, Discovery Networks, Sky (UK), and Comcast, Payne joined Condé Nast a year ago to lead a global team spanning London, New York, and India. Her focus on elevating the user’s voice in product development and evolving their inclusive design strategies together with Tom Smith, Senior Design Director, underscores her commitment to customer-led innovation.

In this Brand Growth Interview, Payne emphasises the essential role of UX research in understanding brand growth intricacies, the significance of KPIs, and the pivotal role of data-driven decision-making in driving innovation and customer-centricity.

KPIS AND THE HUMAN TOUCH

When discussing KPIs for brand growth, Payne moves beyond conventional metrics, advocating for a more customer-centric approach. She stresses the importance of looking at KPIs not just as numerical values but as human experiences. By reframing metrics in the context of the customer journey and the customer experience, Payne emphasises the need to consider brand awareness and customer engagement as fundamental components of attracting and retaining customers.

“A higher level of brand awareness indicates that more people are becoming familiar with your brand, and we know engaged customers are more likely to become loyal customers and advocates for a brand.”

Payne delves into what makes a customer choose a brand in the first place and what makes them stay with the brand time after time. “For me, it is a no-brainer to start with the customer. Historically, businesses have used a model of chasing the pound first, building or creating a product and pushing it to customers. But if you flip that on its head – when you start with the needs of the consumer, and then create the product, the pounds will look after themselves”, Payne says. She discusses the terms of customer loyalty and brand sentiment as key figures. “A positive sentiment indicates that customers have a favourable perception of your brand. And if you get these metrics right the rest of the KPIs, market share, brand equity, conversion rate and social media metrics, will happen naturally” Payne emphasises.

“For me, it is a no-brainer to start with the customer. Historically, businesses have used a model of chasing the pound first, building or creating a product and pushing it to customers. But if you flip that on its head – when you start with the needs of the consumer, and then create the product, the pounds will look after themselves.”

DATA-DRIVEN DECISION-MAKING FOR GROWTH

Payne’s insights into the future of data-driven decision-making focus not only on technological advancements but also on cultural shifts and consumer trends. From AI and machine learning integration to the democratisation of the digital landscape to data and ethical considerations, Payne anticipates a future where organisations embrace a more holistic and human-centric approach to data-driven decision-making. Businesses need to adapt to changes in consumer behaviour, especially with the emergence of Gen Z and Gen Alpha.

„I envision a future where organisations embrace a holistic, human-centric approach to data-driven decision-making, adapting to changes in consumer behaviour and redefining the concept of data to consider the real people behind the numbers and their diverse stories.“

Discussing data-driven decision-making, Payne emphasises the transformative power of data in the contemporary competitive landscape. “In a saturated market with evolving customer preferences, businesses that leverage data, gain a strategic advantage. The importance of redefining the concept of data, moving beyond numerical values to a more personified understanding of the data is evident because this approach involves considering the real people behind the numbers, their stories, and the diverse segments that constitute a brand’s customer base.” Payne shares.

While recognising the immense potential of data, Payne acknowledges challenges such as biased data, limited sample sizes, and issues related to inclusion and representation. She stresses the need for a 360-degree view of insights, breaking down silos within organisations, and ensuring a comprehensive understanding of customers across various dimensions. Payne also highlights the importance of ethical considerations, such as GDPR compliance, in handling and utilising data responsibly.

„In the pursuit of informed decision-making, we advocate for a 360-degree view of insights, dismantling organisational silos to foster a holistic understanding of customers across diverse dimensions.”

DRIVERS OF SUCCESS AND PITFALLS IN DATA

Payne underscores the critical role of data quality in the decision-making process and highlights associated challenges, including data access, warehouse limitations, and gaps in certain data spaces. “The significance of accurate and reliable data to prevent skewed conclusions is to recommend working with available data and complement it with qualitative insights for a more comprehensive understanding. When talking about the balance between quantitative and qualitative data, the historical overemphasis on quantitative metrics often neglects qualitative nuances. While acknowledging the value of quantitative data, it is important to use a more balanced approach that incorporates human insights, adding depth and colour to numerical findings. Therefore, the collaborative efforts of different insight teams, including both quantitative and qualitative researchers, to redefine the meaning and significance of data for businesses is evident.” Payne discusses.

Payne also highlights the importance of collaboration between different teams within the marketing insights and commercial trading insights teams. She shares her positive experiences in initiating and kick-starting collaborative efforts, both in her current role at Condé Nast and in her previous position at Sky. Payne believes that creating a network of insights and data professionals can lead to more joined-up thinking and impactful decision-making.

„Collaboration between different insight teams, both quantitative and qualitative, is key to redefining the meaning and significance of data for businesses, fostering joined-up thinking and impactful decision-making.“

THE ROLE OF RESEARCH AND ITS CHALLENGES

Research acts as the customer’s voice and functions as the cohesive force that unites the different facets of a business, Payne articulates. While recognising its pivotal role, Payne acknowledges the hurdles research encounters, including resource constraints, data accessibility, and the imperative for cohesive insights across diverse disciplines. Payne redefines the role of research beyond mere decision validation, advocating for its involvement at every juncture in the product life cycle.

She underscores its importance in optimising processes, mitigating risks, and, most importantly, enhancing the overall customer experience. To Payne, research serves as the adhesive binding various elements of a business together, offering valuable insights that contribute substantially to the overall success of the organisation.

„Research acts as the customer’s voice and serves as the cohesive force uniting different facets of a business. It optimises processes, mitigates risks, and enhances the overall customer experience, offering valuable insights crucial to the organisation’s success.“

THE POWER OF STARTING WITH THE CUSTOMER

Payne seamlessly links brand awareness and customer engagement to the critical element of brand loyalty. Key indicators such as repeat visits, purchases, and positive sentiment signify not just brand recognition but also the perceived value customers derive. Expanding on brand sentiment, Payne delves into the importance of factors like satisfaction, customer reviews, and Net Promoter Score (NPS). Viewing these metrics through the lens of real people contributes significantly to a brand’s overall market impact and success.

LOOKING AHEAD

As we peer into the future, the landscape of data-driven decision-making is undergoing a profound transformation, and the trends identified by Payne underscores a palpable shift towards putting people at the forefront.

“Culturally, we observe a democratisation of digital access, breaking down borders in the digital realm, fostering community social interactions, and embracing the nuances of Generations Z and Alpha. These cultural shifts are poised to shape consumer behaviour, ushering in trends like interactive content, collaborative consumption, authenticity, and purpose/value alignment. Concurrently, in the realm of technology and business, numerous developments are steering the trajectory of data-driven decision-making. Key trends include the increasing integration of AI and machine learning, a focus on predictive and prescriptive analytics, a surge in real-time data analytics demand, and the adoption of edge computing for data processing.” Payne explains.

She continues: “Moreover, the move towards data democratisation, the importance of explainable AI, and the utilisation of blockchain for data security signify a growing consciousness about ethical considerations and responsible data use. As organisations grapple with the integration of Big Data and IoT, augmented analytics, data governance, and privacy compliance, the overarching theme is a commitment to continuous learning systems and an acknowledgement of the impending impact of quantum computing. In navigating these trends, businesses are not only enhancing their competitive edge but also shaping a future where data strategies align with the evolving needs and values of individuals and communities.”

“ Cultural shifts, technological advancements, and ethical considerations are steering the trajectory towards a future where data strategies align with the evolving needs and values of individuals and communities.“

Payne concludes the interview stunningly by expressing her passion for research and its transformative potential reflecting on the positive changes she has witnessed in her career and the increasing recognition of the value that research brings to the table.