In this episode, Wendy Liebmann talks to Keith Sleight, expert in “shopping understanding”, who most recently lead the Shopper Centre of Excellence at Unilever, about the state of shopper insights and where it’s headed.
They discuss:
The biggest changes in the shopper research field over the last five years
How “connected commerce” has changed how companies need to study shopping behaviors
How we have more data than ever, but not necessarily more insight -- or context
The impact of AI on research and analytics
The lost art of observation and small data
How to build a modern relevant organization (clue: break down the silos, and get people away from their desks and into stores)
