“You can’t deliver on your brand promise if you don’t take the time to really listen to your customers.”
That’s the perspective Greg Burke, co-founder and CEO of Tellet, shares in the latest episode of the PROMISE Podcast.
Greg’s background is as unique as it is inspiring—starting in radio journalism, then leading creative content for none other than Jamie Oliver, before co-founding Tellet, an AI-powered platform for qualitative customer research at scale.
In this episode, Greg talks about the critical importance of understanding the why behind customer behavior—and why traditional methods often fall short. From his time working on global product launches to enabling real-time insights for brands like Vodafone, TUI, and Heineken, Greg shows how AI-driven interviews are unlocking a new level of customer understanding: fast, scalable, and rich in emotion and context.
He also shares his vision for the future of CX research: the convergence of quant and qual, the rise of continuous customer feedback, and even the potential of AI-powered digital personas. If you’ve ever struggled to connect lofty brand ambitions with real-world delivery, this one’s for you.
Listen to this episode if you want to learn:
- Why listening—really listening—is the secret to closing the say-do gap
- How AI is making qualitative insights faster, richer, and more affordable
- What leaders like Jamie Oliver and Coolblue get right about aligning brand and service
- How continuous insights can drive smarter, faster decisions across your customer journey
Tune in for a fresh perspective on how technology can enhance—not replace—your ability to truly understand and deliver for your customers.