Episode 26

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Published on:

19th Sep 2025

Ep26: From shortlist to Target Matrix — Turning Data Into Decisions

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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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About the Podcast

A.I. In Football

Recruitment Decisions, Done Properly.

AI in Football: Recruitment Decisions, Done Properly is a practical podcast about how football clubs make better recruitment decisions in an AI world — without the hype.

We don’t chase novelty tools. We focus on the thinking and structure that makes any tool useful: clear role briefs, behaviours over labels, constraints and trade-offs, repeatable shortlisting, and decision review that actually improves the process.

Each episode gives you something you can use:

- Role Definition Templates (behaviour-based, not position labels)

- Question sets that lead to better shortlists

- Meeting Structures that stop recruitment becoming a persuasion contest

- Simple Ways to Stress-Test Decisions (“what would make this wrong?”)

- How AI Fits Safely: drafting, checking, standardising outputs — never replacing judgement

If you work in recruitment, scouting, analysis, coaching, or you’re aiming to, this show is for you. Clarity First. Tools Second.

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About your hosts

Thomas Butterfield

I'm a very approachable obsessive learner who is always interested in the stories of others, and how that information and experience can be used to help others move the needle of their life in a positive direction.

As a result of the work I do adults and younger people understand the importance of being an active participant in their own health.

The result of this is we at Elevate Health Chiropractic and Wellbeing are putting better educated individuals into the community who are making better health decisions for themselves and those they care for the most.
They move better, they eat better, they think better.

They Feel Better.

We are always looking to work with and help individuals and organisations who value their own health, that of their family, or their staff high enough to take that next step with Elevate Health, Chiropractic and Wellbeing.

David Bromley

For the last fifteen years I have applied my analytical, systems-evaluation and financial background to the football industry.

As a long-term student of the game I hold coaching badges from the English Football Association and am a certified member of the Professional Football Scouts Association.

I hold distinctions in the Prozone (STATS) Professional Performance Analysis/ Performance Data & Recruitment Certificates Levels 1,2 & 3 in addition to being an F.A. Registered Intermediary.

My experience in football has enabled me to view player recruitment from the 'sharp end' and allows me to tailor my service to meet clients' best interests.