Meet the woman who breaks down insights and data for the world's top brands:
With an academic background in psychology and marketing, Riebling is more than your typical researcher. Her “in the know” approach to the music and entertainment culture has made her an integral part of guiding some of the industry’s most notable brands to successful campaigns, products and messaging by uncovering insights others would have left unturned.
As the driving force behind facts and figures at REVOLT Insights, Riebling takes an unbiased approach to understand the conversations that drive the Hip Hop audience. “It is my job to take into account my entire audience's perspective and understand what it is like for Hip Hop and youth culture today and then take all that information and report it back in a really unbiased way to our leadership team,” she says.
Here she shares what makes companies that are great at insights different from everyone else, and what practices creative entrepreneurs can learn from them. According to Riebling, “Quant bias” is a real thing that prevents companies from truly understanding the why behind their numbers. “People think if there is a number in front of it, then it must be accurate.
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