The podcast for corporate Insight leaders
Nov. 24, 2022

Episode 18: Transforming Insight at Card Factory

Episode 18: Transforming Insight at Card Factory

Episode 18 of the IMA's Transforming Insight podcast is now available. In this extended episode, James talks to Liz Lamb, Head of Insight and Data at Card Factory.

Liz gives an overview of her rich and varied career in Insight roles, in both corporate insights and agency after she “fell” into the world of Insight after her Psychology degree. Liz has worked in Insight teams for Millwood Brown, Sainsbury’s, Debenhams, Post Office, ASDA, N Brown, to now her current position at Card Factory.

Liz talks about the transformation she’s been on throughout her career and how she takes her learnings and “Blueprint” for what a successful Insight team looks like with her to each new role.  

Liz tells us about finding her dream role at Card Factory that challenges her, has a culture that aligns with her values, and gives her a work-life balance and the ability to control her own destiny.

We hear about the transformation Liz is striving to bring about at Card Factory, just as she has with her other roles in Insight teams.

Topics Discussed

  • A look back at Liz’s career in Insight (1:18)
  • The triangulation of data, research, and commercial finance figures. (6:00)
  • Speaking the language of the business to get traction with the Insight (15:57)
  • Her current role at Card Factory and how it ticks all her boxes. (20:00)
  • The challenge of a blank sheet of paper (22:05)
  • Collaboration and the Power of 3 (27:35)


  • “It was a time when things were being triangulated. Data was coming together with research and coming together with some of the commercial finance figures. It was brilliant to see that side of bringing pieces of the jigsaw together.” (6:00)
  • “It is the commercial understanding, but it’s also applying the customer lens to that. You’ve got the pricing analytics of course, but how can we ensure that we are investing in the right areas, giving the customers the prices that they want and need, whilst still making money.” (13:48)
  • “You’ve got to speak the language of the business, there’s no two ways about it. I think it’s the only way that you get the traction with the Insight.” (15:57)
  • “There was no foundational knowledge. There was no real sense of customer. Data analysis happened in pockets but didn’t come together as a whole. First job: establish what we do have, what that’s telling us, and where are the gaps.” (23:00)
  • “Talk to your stakeholders. Get an understanding of what’s important to them, where the business is going and how can you help achieve that ambition. With that foundational knowledge that you’ve got, you’ve also got the piece that says ‘does that reflect of what we’re seeing from a customer point of view? What do we need to deliver to the customer? Where are some of those gaps? Do those two things align?’” (26:23)

This is episode 18 of the Transforming Insight podcast. 

If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in to future episodes. Not only will we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, we will also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.

You won’t want to miss this! So please hit subscribe - and thank you for listening. 


About James Wycherley, the author of Transforming Insight

James Wycherley was Director of Customer Insight and Analytics at Barclays from 2005 to 2015 when he became Chief Executive of the Insight Management Academy (IMA). A popular keynote speaker and acknowledged expert on Insight leadership, strategy, and communication, he is the author of the book Transforming Insight: the 42 secrets of successful corporate Insight teams, and over 35 IMA publications. He has provided thought leadership in the UK, Western Europe, the USA, Canada, Australia, India, and the Middle East, and regularly hosts the IMA’s Insight forums - London, Manchester, UK Online and US Online.

The Insight Management Academy is the world’s leading authority on transforming Insight teams.


If you would like more information on any of the ideas discussed in this episode of the Transforming Insight podcast, please visit

Copies of James Wycherley’s book Transforming Insight: the 42 secrets of successful corporate Insight teams can be purchased direct from


The Transforming Insight podcast is published by the Insight Management Academy and produced by Zorbiant.

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