As global markets face increasing volatility, insight-led decision-making is becoming a critical differentiator for retailers seeking to stay competitive. In the latest episode of Stravito’s Insighter’s Club Podcast, Michelle Evans, Global Lead of Retail Insights at Euromonitor International, shares how organisations can move beyond data overload to make faster, more confident decisions in uncertain environments.

Titled When Certainty Isn’t Available: Turning Signals Into Decisions, the episode explores how insight leaders can create clarity when complete information is out of reach. Drawing on her extensive experience analysing global retail trends, Evans highlights why more data does not necessarily lead to better outcomes, and how leading organisations are redefining decision-making frameworks.

From insight to impact in uncertain markets

Evans emphasises that in today’s environment - marked by economic disruption, rapid technological change and shifting consumer behaviour—businesses must prioritise agility over perfection. Drawing on Euromonitor International consumer survey data, she highlights the growing role of AI in shaping purchasing decisions, noting that its influence on consumers when buying goods increased by 8 percentage points, reinforcing the importance of identifying emerging signals early and acting decisively.

“Certainty is no longer a prerequisite for action,” Evans explains in the episode, outlining how organisations can maintain rigour while accelerating decision cycles. By focusing on directional insights and shortening feedback loops, companies can respond more effectively to evolving market dynamics.

Global retailers leading the way

Drawing on examples from leading global brands, Evans highlights how retailers such as Walmart, Zara, H&M, Mango and Abercrombie are embracing experimentation and continuous learning. These companies are leveraging AI and real-time insights to test, adapt and pivot quickly, demonstrating how speed and strategic intent can coexist.

Evans notes that these approaches signal a broader shift in how organisations define “rigour” - moving away from exhaustive validation towards iterative decision-making that balances risk with opportunity.

Elevating the role of insight leaders

The podcast reinforces the evolving role of insight professionals as key drivers of business strategy. Evans underscores that insight teams are no longer just providers of information, but enablers of confident decision-making - helping organisations cut through complexity and act with purpose.

By combining deep market intelligence with a clear understanding of emerging signals, Euromonitor International continues to support organisations in navigating uncertainty and identifying growth opportunities.

The Insighter’s Club Podcast, hosted by Ross Dempsey, brings together leading experts from across the insights industry to share practical strategies and forward-looking perspectives on turning insight into action.

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About Euromonitor International   

Euromonitor International leads the world in global market intelligence into industries, companies, economies and consumers. With over 50 years at the cutting edge of the industry, we blend deep human expertise with AI technology and analytics, to deliver insights that drive confident, high-stakes decisions—at speed and scale. Our global network and proprietary data empower you to unlock growth opportunities and navigate change.

We have specialist teams in 16 offices around the world and a network of on-the-ground analysts in over 100 countries, providing cultural and business nuances others miss. We research 210 countries & jurisdictions and 99.9% of the world’s consumers, helping our clients to make sense of global markets.