• Ep32: From Data to Dressing Room: How Insights Actually Influence Coaches
    Oct 31 2025

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    In this episode David and Tom talk about one of the three most important skills that can help the analyst translate the data into usable insights that could help them gain the trust of the coach.

    You could calculate the greatest data finding of the century...... but if you can't speak the language of the coaching staff then it's going in the bin.

    Find out how to make that leap from your laptop to a seat in the dressing room.

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    29 mins
  • Ep31: Why Some Teams Overachieve: From Brentford to Mjällby - When Process Beats Payroll.
    Oct 24 2025

    Ep31: 2024/25 EPL Team Personalities

    Mjällby Article

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    Summary

    In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the concepts of overachievement and underachievement in football, particularly focusing on the Premier League.

    They discuss the performance index used to measure team efficiency, highlighting Brentford's remarkable success and Liverpool's effective spending. The conversation also touches on the surprising performances of smaller clubs like Fulham and Bournemouth, the challenges faced by larger clubs such as Chelsea, and the importance of squad stability and coherent management strategies.

    The episode concludes with insights from Mjällby's success story, emphasising the significance of data-driven decision-making and recruitment fit in achieving football success.

    Takeaways

    • Brentford leads in efficiency with a 0.81 index score.
    • Liverpool's spending efficiency is notable despite high resources.
    • Smaller clubs like Fulham and Bournemouth overachieved with lower wage bills.
    • Stability in squad management correlates with better performance.
    • Chelsea's high spending did not translate to success last season.
    • Mjällby's rise showcases the importance of a coherent strategy.
    • Data-driven decision-making is crucial for club success.
    • Clubs must recruit for fit, not just for fame.
    • Continuity in management leads to better outcomes.
    • The Premier League's financial pressures create a challenging environment.

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    54 mins
  • Ep30: Match Analysis Myths: What TV Pundits Get 'Wrong'!
    Oct 17 2025

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    Summary

    In this episode, Tom Butterfield and David Bromley delve into the world of match analysis and punditry, exploring common myths and misconceptions that arise in football commentary. They discuss the differences between the roles of pundits and analysts, highlighting how entertainment often takes precedence over technical accuracy in TV commentary.

    The conversation covers several prevalent myths, such as the idea that a team 'didn't want it enough' or that a lack of pressing indicates complacency. They also examine the complexities behind defensive errors and the importance of communication and leadership on the pitch. Ultimately, the episode emphasises the need for a deeper understanding of football analysis and the emotional biases that influence both pundits and fans alike.

    Takeaways

    • Pundits prioritize entertainment over technical accuracy.
    • The phrase 'who wanted it more' oversimplifies match outcomes.
    • Pressing intensity can be a tactical decision, not laziness.
    • Defensive errors often stem from systemic issues, not individual mistakes.
    • Leadership on the pitch involves communication, not just authority.
    • Pundits have limited time to provide insights during broadcasts.
    • Emotional biases affect how fans and pundits perceive matches.
    • Analysts look at the entire play leading to a goal, not just the final mistake.
    • Understanding tactics requires looking beyond immediate outcomes.
    • Football analysis is complex and often misunderstood by casual viewers.

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    33 mins
  • Ep29: Scouting in the Age of AI: What Football Clubs Really Value
    Oct 10 2025

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    Summary

    In this episode, Tom Butterfield and David Bromley discuss the integration of AI in football, particularly in scouting and recruitment. They explore how clubs are adopting AI technologies, the importance of clarity and communication in data analysis, and the future of AI in the sport.

    The conversation emphasises that AI is a tool to enhance human insight rather than replace it, and highlights the need for scouts to adapt to these technologies to remain effective.

    Takeaways

    • AI is becoming increasingly prevalent in football.
    • Clubs are at different stages of AI adoption.
    • The integration of AI can enhance scouting processes.
    • Clarity in data output is crucial for decision-makers.
    • Communication skills are essential for analysts.
    • AI should augment human insight, not replace it.
    • The future of AI in football is promising but uncertain.
    • Scouts can use AI to create more targeted shortlists.
    • Understanding data is key to gaining a competitive edge.
    • AI is evolving rapidly, and clubs must adapt.

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    40 mins
  • Ep28: Inside the 11-Stage Funnel: From 'What Do We Need' to 'Player To Target'
    Oct 2 2025

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    Summary

    In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley delve into the complexities of football recruitment, emphasizing the challenges posed by data overload and the necessity of a structured approach.

    They introduce an 11-stage recruitment process that encompasses talent identification, player evaluation, and target acquisition, highlighting the importance of defining objectives, understanding playing styles, and bridging the gap between football and analytics.

    The discussion also touches on the role of AI in enhancing recruitment efficiency while maintaining the essential human element in decision-making. The episode concludes with insights on the importance of thorough off-field checks and the need for a defensible list of players to streamline the recruitment process.

    Takeaways

    • Data overload is a significant challenge in football recruitment.
    • A structured recruitment process can streamline decision-making.
    • Defining clear objectives is crucial for successful recruitment.
    • Understanding your playing style influences player selection.
    • Bridging the gap between football knowledge and analytics is essential.
    • AI can assist in recruitment but should not replace human judgment.
    • Creating a defensible list of players is vital for transparency.
    • Off-field checks are necessary to ensure player suitability.
    • The recruitment process should be adaptable to changing circumstances.
    • Continuous evaluation of the recruitment process is important for improvement.

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    46 mins
  • Ep27: From Pilot Sessions to Future Evolution - What's Next?
    Sep 26 2025

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    Summary

    In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley reflect on the recently concluded War Room series, discussing its structure, the importance of feedback, and the role of the First 11 platform in football recruitment.

    They explore how to engage different groups in football, the search for competitive edges, and the future directions of their initiatives, emphasising the need for continuous improvement and community involvement.

    Takeaways

    The War Room series was a pilot to test recruitment processes.

    Interactive problem-solving is key to effective learning.

    The First 11 platform serves as a bridge for data analysis.

    Feedback is essential for continuous improvement.

    Engaging different groups can enhance the recruitment process.

    Football clubs seek competitive edges through detailed analysis.

    Content creators can benefit from structured recruitment processes.

    Understanding the game deeply can enhance coaching effectiveness.

    The recruitment process should be flexible and adaptable.

    Community engagement is vital for the future of football analytics.

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    20 mins
  • Ep26: From shortlist to Target Matrix — Turning Data Into Decisions
    Sep 19 2025

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    Summary

    In this episode of the Football Insights Academy podcast, Tom Butterfield and David Bromley discuss the intricacies of the football recruitment process, focusing on the blend of human evaluation and technology.

    They explore the importance of video scouting, live scouting, and off-field factors in player recruitment, as well as the role of AI in enhancing scouting efforts. The conversation emphasises the need for a structured approach to recruitment, allowing teams to make informed decisions based on both data and human insight.

    Takeaways

    The recruitment process involves multiple stages, each critical to success.

    Video scouting provides context and clarity for player evaluations.

    Live scouting is essential for assessing player performance in real-time.

    Off-field factors like character and adaptability are crucial in recruitment.

    AI should be seen as a tool to enhance human scouting, not replace it.

    A structured recruitment process buys time for thorough evaluations.

    The Target Matrix serves as a dynamic recruitment guide.

    Understanding a player's off-field behaviour can prevent recruitment mistakes.

    Data alone is insufficient; human insight is vital in decision-making.

    Continuous refinement of the recruitment process is necessary for improvement.

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    27 mins
  • Ep25: How Do You Filter 700,000 Players Down To a Shortlist?
    Sep 12 2025

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    In this episode of the Football Insights Academy podcast, hosts Tom Butterfield and David Bromley delve into the intricacies of the 11-stage recruitment process in football.

    Join them as they explore how strong beginnings lead to successful outcomes, the importance of defining club identity and playing style, and the role of data-driven decision-making in scouting. Discover how this comprehensive approach transforms a daunting pool of 700,000 players into a refined shortlist, ready for video and live scouting.

    Tune in to learn how this meticulous process ensures clubs find the perfect fit for their team dynamics.

    #FootballRecruitment #Scouting #TeamBuilding

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    36 mins