Sensory Research, Semiotics & GLP-1 | Pippa Bailey

Host Filiberto interviews Pippa Bailey, Head of Strategy and Innovation at CRG Global, about her career in sensory and consumer psychology, research innovation, and sustainability across consumer packaged goods. They discuss how to make research more useful by clarifying real business questions, using multiple data sources, and testing hypotheses while maintaining methodological rigour. The conversation explores category “blurification,” the role of micro- and nano-content creators for early ideation and communications, and how technology enables self-ethnography and passive measurement in shopper and product testing. Bailey explains sensory semiotics—how meaning and expectations from cues like texture, colour, and language shape product experience and repeat purchase. They close on GLP-1’s wide-ranging impact on consumer behaviour, households, and research norms.00:00 Welcome and Introductions

00:44 Pippa’s Research Journey

05:45 Blurring Categories and Needs

08:07 Making Research Useful

13:59 Experimentation and Rigour

18:14 Micro Creators for Insight

24:03 Shopper Research Evolution

31:28 Sensory Semiotics Explained

40:01 Beverage Taste and Polarisation

42:59 When Semiotics Don’t Travel

47:08 GLP-1 Disrupts Consumption

56:54 Wrap Up and Thanks

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