The Consumer Insights Revolution

Discover the secrets behind PepsiCo and Zappi’s transformation of PepsiCo’s consumer insights function into a globally connected, consumer-centric powerhouse. This book provides a comprehensive guide for market research professionals and organizations looking to modernize their insights capabilities and drive substantial organizational change.

Key learnings:

• Modernizing insights functions: Practical steps and real-life stories to evolve your insights team.
• Strategic evolution: Develop your people, processes, and technology to drive significant organizational change.
• Insights maturity framework: Achieve consumer-centric, data-driven operations with a clear path to insights maturity.

Discover how to:

• Move from fragmented operations to a cohesive, globally connected insights function.
• Implement agile research practices to stay ahead of market trends and consumer needs.
• Transition from data silos to integrated, democratically accessible data.
• Become a strategic partner within your organization, driving growth and innovation.

The Consumer Insights Revolution is an essential resource for market research professionals and organizations aiming to enhance their consumer insights, align with consumer needs, and achieve a competitive edge in today’s fast-paced market.

Having worked across four continents during his career in consumer insights, Steve specializes in the use of technology to automate and improve the market research process. Prior to founding Zappi, Steve founded Tonic Insight, Tuned In Research, and Spring Research, where he led research teams to uncover new insights into consumer behavior around the world. His work on consumer purchase journeys has won multiple awards, and he's a regular speaker on the topic at industry events. He's also a published specialist on behavioral economics, and his work on the impact this thinking has on market research won the ESOMAR Best Paper award. In addition, he was the recipient of the Best New Thinking award at the MRS Conference, the ARF Great Minds certificate, and the UK Industries Innovation award. As chair of the MRS Sustainability Council, he's passionate about moving the world of insights onto a fully sustainable pathway. When he's not building the world's leading consumer insights platform, Steve can be found on the cricket pitch or studying history.

Having helped to start Zappi's US business in 2014, Ryan is now the company's global president, overseeing its operations across product, go-to-market, and scale. He's worked in the consumer data business for over sixteen years and, having consulted with hundreds of brands over that time, still sees the same mistakes being made. That is why he wants to help market research teams become more consumer centric by making access to consumer opinion easier and more efficient. Ryan is an advisory board member at Michigan State University and is on the Insights Association's IDEAtor program, a fellowship program designed to encourage diversity, equity, and inclusion in market research. Outside of work, he's a family man who loves spending time with his wife and three children--either that or enjoying the great outdoors (preferably with a pair of skis).

Born in The Netherlands, Stephan gained a master's degree in econometrics, then joined Unilever as a marketing trainee. After fifteen years in their personal care and foods categories, he left to help build global marketing consultancy EffectiveBrands, which was eventually sold to the consulting division of Kantar. Three years at Interbrand in New York City as Chief Strategy Officer followed before he joined PepsiCo in New York as Chief Consumer Insights Officer, where he's been for the past six years. Married with four children, he and his wife are getting used to being empty nesters now that their youngest child has left home to study abroad. His favorite hobby is rowing, which involves getting up at horrible times like 5am.

As a global transformation leader with over twenty years of marketing, insights, and analytics experience at PepsiCo and Nielsen, Kate's focus is raising the bar of creative and brand excellence. She places strong emphasis on delivering better returns on media investment and brand equity and on fueling consumer-centric growth from world-class innovation. Her role is to lead the digitalization of brand, advertising, and innovation insights through implementing game-changing partnerships and technology.