Audience Insight

Ultimately, our job is now to be found, to be present, to be believed, and to be preferred

I don’t know for a fact that AI and agentic shopping is going to be the meteor that kills 100+ year old companies like [company]

So, technically the naming one was pretty perfect because we didn’t have a lot of time, we had, like, some people, you know, in one part of the organization that were on their path, but we’re in the US, and it was supposed to be, you know, a really big, important launch for our market. And there’s always the things …

"It did give us some really good ideas that tested well. But would we go to it just because we're in a hurry and on a budget? Absolutely not. …

These customers are incredibly hard to find and communicate with. There's no transaction. There's no point of communication with them. …

We just started modeling on value,

We're often relying on the feedback that's easiest to collect, while a large part of the journey is harder to see

Had we not invested in that review volume and some of those capabilities, we wouldn’t have actually had good-quality review summaries,

So [00:02:30] how we've been using it is really using it to mine insights and understand how people are actually shopping. And I think the magic really happens when we can start seeing those patterns, like the frequency of purchase or, um, the cross-category behavior. Are they doing a quick [00:02:45] replenishment? …

It's much easier to add a question to the survey, [..] Like, why do I need to connect it with all behavioral data if I can just add a question?

There are rapid consumer validation tools that we use now versus our historic, more time-consuming [methods]. So we get to the answer faster, but we don’t sacrifice the consumer experience and the testing.

The process was highly manual, requiring teams to sift through hundreds of rows of consumer verbatims in Excel to uncover meaningful patterns and recommendations.

A significant near-term responsibility is governing the transition from traditional survey-based tracker programs to AI-enabled, platform-based measurement.

we might have overhauled the brand and, in doing so, lost the meaningful equity.

My team recently adopted a full-blown AI-powered qualitative platform capable of handling diary/ethnographic studies, mobile device/laptop/desktop usability testing and mixed-method projects, fully equipped with a smart and humanistic AI moderator - a huge win for us!

I always struggled with understanding the why and Listen Labs nails this for me

On one hand, I'm looking at a very healthy business, very healthy jeans sales, and very encouraging new customer acquisition

We are heavily reliant on real-time data monitoring, and social listening tools, and search tools, and ratings and reviews tools. We have amazing, very simple, easy to use, always on tools for insighting. And it’s not just, like, text-based insighting, it’s visual insighting, it’s image insighting, it’s semiotics, it’s cultural understanding. …

intelligence can be incorporated into Purina’s everyday, AI-enabled workstreams, helping our teams access relevant consumer insights more efficiently and make informed decisions with greater confidence

For example, we want to react to, you know, trends on social media super quickly. And so, there’s an entire end-to-end use case for AI there. We use AI to sense trends, and discover trends, and articulate the trends. …