Revolutionizing Your Consumer Insights Program

Module 1: Driving Competitive Advantage

Join PepsiCo and Zappi for a live introduction to the “Revolutionizing Your Consumer Insights Program” course. This high-energy session, led by Ryan Barry of Zappi and Kate Schardt of PepsiCo, will kick off with an inspiring story about PepsiCo’s transformative journey from a disconnected insights team to a consumer-centric powerhouse. 

Ryan and Kate will connect this transformation to the challenges and opportunities faced by today’s insights professionals. They will introduce the Connected Insights Framework, mapping the evolution of insights functions through three stages: disconnected, fragmented, and connected. This session will provide an overview of the course structure, setting the stage for a journey towards consumer-centricity and competitive advantage. 

The live event will provide valuable insights into the competitive advantage that comes when businesses unlock true consumer centricity. 

Key Learnings:

1. Learn the importance of integrating consumer insights into business decisions.
2. Discover how consumer-centricity can create a competitive advantage.
3. Understand the business imperative of modernizing your insights function – and meet the Connected Insights Framework.

Module 2: Your Process

Module 2 of “Revolutionizing your Consumer Insights Program” focuses on the “Process” component of the Connected Insights Framework. In this session, Babita Earle, Zappi’s International Managing Director with over 20 years of insights experience,  will delve into the significance of developing a robust, consumer-centric process tailored to the unique needs of your brand. 

She will guide learners through the essential steps to build and refine their insights processes, incorporating real-world examples and best practices. The session will ihelp learners self-assess their current processes and identify areas for improvement. By integrating business context and aligning processes with organizational goals, attendees will learn how to create a seamless and sustainable insights process that puts consumers at the center of creative work and drives meaningful business outcomes.

Key Learnings:

• How to map and evaluate your insights process to the needs of the business. 
• Where to start and how to conduct a self-assessment to identify strengths and areas for improvement.
• Understand the best ways to build, pilot and scale a lasting insights process across your business.

Module 3: Your Platform

Module 3 of “Revolutionizing your Consumer Insights Program” focuses on the “Technology” component of the Connected Insights Framework. In this session, Julio, Zappi’s Chief Customer Officer, will highlight the critical role of having an agile, comprehensive market research platform that meets the diverse needs of global and local teams. 

This session will help learners understand the benefits of and how to successfully implement a systematic, connected consumer insights platform that democratizes data and empowers marketers with the voice of consumers. Julio will demonstrate how to build a single source of truth that orients teams around the consumer and enhances the depth and breadth of insights, fostering a culture of data-driven decision-making within the organization

Key Learnings:

• Identify the challenges of relying on siloed, disparate data sets.
• Explore considerations when selecting and adopting a market research platform.
• Understand the concept of “freedom within a framework.”
• Learn how to create a digital town square of knowledge management.

Module 4: Your People

Module 4 of “Revolutionizing your Consumer Insights Program” focuses on the “People” component of the Connected Insights Framework. In this session, Nataly Kelly, Zappi’s CMO, and Stephan Gans, PepsiCo’s Chief Insights & Analytics Officer, will address the key challenge of change management in transforming the insights function. 

Nataly and Stephan will share their experiences and strategies for successfully navigating organizational change, highlighting the importance of creating advocates for new technologies and processes. Participants will learn about piloting and scaling new initiatives, leading with value, and empowering teams with the right tools and technologies. This session will provide actionable insights and practical advice for fostering a culture of continuous improvement and innovation within the organization.

Key Learnings:

• How to pair bottom-up and top-down efforts to effectively drive change. 
• The power of building advocates for your technology transformation
• How the roles of people and teams will change when introducing new technology and processes

Module 5: What's next? The AI Effect

Module 5 of “Revolutionizing your Consumer Insights Program” will discuss what happens after a successful insights evolution. In this session, Steve Phillips, Zappi’s CEO and founder, will discuss the transformative potential of data when combined with emerging technology like AI. 

Learners will gain a better understanding of how creating a connected, harmonized data asset can exponentially improve quality, creativity and productivity among teams. 

In this session, Nataly Kelly, Zappi’s CMO, and Stephan Gans, PepsiCo’s Chief Insights & Analytics Officer, will address the key challenge of change management in transforming the insights function. This session will provide a glimpse into the future of insights functions, equipping attendees with the knowledge and tools to stay ahead in a rapidly evolving landscape. The session will end with a demonstration from Steve on how Zappi is creating AI-powered marketing agents and early stages of using AI to develop new products for global CPG brands.  

Key Learnings:

• The potential for technology-driven insights when brands have a connected insights function. 
• How brands can access value in an AI world with data
• Explore the potential of AI in concept creation and other marketing activities.