Data Gurus

For today’s episode, Senior Business Consultant at Southwest Airlines Isaac Muñoz sits with Sima Vasa. They talk about marrying research and insights and why research is not just an optional element but should be deeply integrated into the marketing process. Isaac Muñoz - Insights at Southwest Airlines Isaac is part of the Customer Insights of the Marketing Team at Southwest Airlines. His job involves doing primary research and then coming back to the company as a consultant. He and his team have been in this role for ten years. This innovative move evolved their function from not just being research but being more consultative as well. It helped raise understanding business issues and linking research results to driving actionable decisions. “One of our missions is to make sure that everything we do is representative of the customer, everything that we do is received well by the customer.” - Isaac Muñoz Realizing a Mission In order to be able to achieve their goals, they have taken the approach of doing res