E15: Adapt or Be Cut - The Hard Truth About the Future of Insights
What happens to insights when AI changes the rules of research?
In this episode of Research Revolutionaries, JT Turner speaks with Liubov Ruchinskaya, Founder of Insights Lighthouse, about a defining moment for the insights industry. As AI accelerates, client expectations shift, and traditional roles come under pressure, Liubov argues that insights professionals need to move beyond data delivery and step into stronger positions of influence, judgment, and leadership.
The conversation explores what happens when technology is no longer enough to differentiate, why agencies need sharper focus and clearer value, and how corporate insights teams can protect their relevance in a faster, more uncertain business environment. Liubov also reflects on talent, the risk of hollowing out the next generation, and why the industry may need more collective action to shape its future.
Founder, Insights Lighthouse
Liubov is a recognized voice in the Insights and Data Intelligence industry. In 2024, she joined Diageo as Head of Strategy, Analytics and Consumer Planning for the Northern Europe Hub. She is currently on a short sabbatical while completing her Swiss citizenship process ahead of her relocation to Switzerland.
Prior to joining Diageo, she held several global leadership roles at organizations such as Colgate-Palmolive and Electrolux, working and living across six different geographies around the world.
Beyond the corporate environment, she is a serial entrepreneur and advisor. She founded Insights Lighthouse, a community of global Business Growth executives, and actively volunteers in Switzerland supporting people with disabilities together with Toysforplanet. She also serves as Board Advisory Chair at Merlien Institute and previously served on the Council of ESOMAR.
Liubov is a strong advocate for closing the gender gap and is part of 100 Women @ Davos.
She holds a Ph.D. in Data Science and an MBA from California State University, East Bay.
