Deborah Mendez joins The Curiosity Current to discuss why discrepancies between consumer claims and actual behavior are signals for market innovation. Drawing on her leadership experience at major brands like Kraft Heinz and Mars, she explains how agile research allows teams to identify patterns rather than isolated data points. The conversation explores how to maintain high research quality under budget constraints and why the rise of artificial intelligence is sparking a qualitative renaissance. Deborah also highlights the essential human roles of problem framing and judgment in a data saturated world.

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