Tips from Nest: Maximizing the impact of insights

Stephen Whiteside

Nest, the home-automation brand owned by Alphabet, believes that developing a flexible approach to marketing research is essential for the future.

Nest is a home-automation brand owned by Alphabet, Google's parent company, and is perhaps best known for its range of digitally-connected thermostats.

And whenever Elizabeth Merrick May, Nest's Head/Customer Insight Analytics since June 2015, undertakes research projects that aim to develop new products, increase customer value, or generate strategic partner insights, she turns up the heat on her team to plan for failure, as well as for success.

"One of the things that we always ask ourselves is not just, 'What do we need to know in order to make really good decisions?', but, then, 'What happens if we're wrong?'"...

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