To kick off Season 2, we have a great guest: Tessa Nyman, Consumer and Fan Insights Lead at the NBA.  Building from positions at The Guardian newspaper group and Universal Pictures, Tessa now has over-arching responsibility for the NBA's consumer research. We discuss a wide range of topics, including how to build fan relationships, consolidation of multiple data strands, international considerations and advice for agencies, internal practitioners and anyone wanting to make their way in the industry.  The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3. In this episode we cover:Tessa's pathway and role in The NBAIntegrating different data strandsWorking across content: publishing and moviesUse of ML and AIHow to generate impact internallyDifferences across international marketsAdvice for agenciesAnd Tessa's content recommendations...PRIVATE EYE magazinePODCASTS:  The Guardian: Today in Focus, The News Agents, The Rest is Just Politics, You're Dead to Me. All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7