IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

From Mass to Micro Market: The Power of Hyper-Local Insights to Build Deeper Connections

Sometimes it’s easier to see the forest by first examining the trees.

In an increasingly complex and fragmented landscape, PepsiCo recognized the power of going deep with hyperlocal audiences to build richer insights and stronger, more authentic connections.

Focusing on Mexican-American consumers in two different regions of the U.S., PepsiCo and Insight Strategy Group uncovered critical local nuances to inform more tailored marketing activities with each community.

This presentation will share the deep qualitative and ethnographic approach used to connect with mass audiences at a micro level.

 

Speaker(s)

  • Nick Graham – PepsiCo Beverages North America

    Vice President, Insights & Analytics, PepsiCo Beverages North America

    Nick Graham leads the Insights & Analytics team for PepsiCo North America Beverages. His team is responsible for fueling a consumer-led growth agenda for our beverages portfolio, helping to deliver winning creative, innovation, and activation ideas that are data-driven and rooted in deep consumer empathy.

     

  • Ruth Ingram – Insight Strategy Group

    Senior Vice President, Research & Strategy , Insight Strategy Group

    With a background in anthropology, Ruth has always been fascinated by how people engage with products, services, and experiences on a day-to-day basis. At Insight Strategy Group, she puts that passion to good use while overseeing work with clients in the style, food and beverage, and health and wellness industries. Ruth is ISG’s senior innovation expert, having worked with many consumer goods clients on innovation challenges across all stages of product development.

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
3:40pm to 4:25pm EDT