Karen Lynch

The best insights do more than explain consumers — they help businesses solve real challenges. In this fireside chat, Yola Khoreva will share her perspective on using consumer understanding to inform business decision-making, from shaping concept development to guiding stronger innovation. Drawing on a case study from her earlier career, she’ll illustrate how a powerful human insight became the foundation for a successful brand by making consumers feel seen, understood, and respected. The conversation will explore how ideas are tested and refined, and offer practical advice for insights professionals looking to make their work more useful, persuasive, and actionable for the teams they support.