The Consumer Insights Revolution

“A powerful playbook on how to stay close to the changing consumer in our fast-paced world and turn the consumer insights function into a competitive advantage for your business. A great read for marketing and consumer insights leaders alike.”

— Ravi Dhar, Director, Yale Center for Customer Insights and Professor of Marketing and Psychology, Yale School of Management

“Data really is the new oil; The Consumer Insights Revolution is the guidebook on how to build a modern refinery to deliver real, tangible impact from it. It’s indispensable and inspiring!”

— Leonard F. Murphy, Chief Advisor for Insights and Development, Greenbook

“People, processes, and technology are the foundation of modern business transformation. In The Consumer Insights Revolution, the authors reveal powerful lessons on leveraging technology partnerships to elevate a global brand’s consumer focus. Packed with actionable insights and forward-looking strategies, this book empowers marketing and insights professionals to drive impactful change and build greater influence within their organizations.”

— George Kadifa, Managing Director, Sumeru Equity Partners

“From agile methodologies to AI integration, The Consumer Insights Revolution offers a goldmine of nuggets for anyone navigating the future of Market Research. Written by four of the most innovative icons in the industry, this book is a must-read.”

— Michelle Gansle, Chief Data & Analytics Officer, McDonald’s

“A thought-provoking and necessary read for the market research industry; this book encourages market researchers to push the boundaries to innovate and influence in their careers.”

— Lauren Governale, Senior Director, Head of Customer Insights & UX research, Hims & Hers

“Energizing and a must read for researchers and human intelligence experts who want to push the boundaries of what is possible to ensure that the Insights ecosystem thrives. Some great inspiration on how organizations can shift from knowledge management to decision management, ensuring that Insights teams step into the role of strategic partner vs just research generator. Love love love!”

— Nic Umana, Global Agile Innovation Human Intelligence Director, Mars

Steve

Having worked across four continents during his career in consumer insights, Steve specializes in the use of technology to automate and improve the market research process. Prior to founding Zappi, Steve founded Tonic Insight, Tuned In Research, and Spring Research, where he led research teams to uncover new insights into consumer behavior around the world. His work on consumer purchase journeys has won multiple awards, and he’s a regular speaker on the topic at industry events. He’s also a published specialist on behavioral economics, and his work on the impact this thinking has on market research won the ESOMAR Best Paper award. In addition, he was the recipient of the Best New Thinking award at the MRS Conference, the ARF Great Minds certificate, and the UK Industries Innovation award. As chair of the MRS Sustainability Council, he’s passionate about moving the world of insights onto a fully sustainable pathway. When he’s not building the world’s leading consumer insights platform, Steve can be found on the cricket pitch or studying history.

Ryan

Having helped to start Zappi’s US business in 2014, Ryan is now the company’s global president, overseeing its operations across product, go-to-market, and scale. He’s worked in the consumer data business for over sixteen years and, having consulted with hundreds of brands over that time, still sees the same mistakes being made. That is why he wants to help market research teams become more consumer centric by making access to consumer opinion easier and more efficient. Ryan is an advisory board member at Michigan State University and is on the Insights Association’s IDEAtor program, a fellowship program designed to encourage diversity, equity, and inclusion in market research. Outside of work, he’s a family man who loves spending time with his wife and three children—either that or enjoying the great outdoors (preferably with a pair of skis).

Stephan

Born in The Netherlands, Stephan gained a master’s degree in econometrics, then joined Unilever as a marketing trainee. After fifteen years in their personal care and foods categories, he left to help build global marketing consultancy EffectiveBrands, which was eventually sold to the consulting division of Kantar. Three years at Interbrand in New York City as Chief Strategy Officer followed before he joined PepsiCo in New York as Chief Consumer Insights Officer, where he’s been for the past six years. Married with four children, he and his wife are getting used to being empty nesters now that their youngest child has left home to study abroad. His favorite hobby is rowing, which involves getting up at horrible times like 5am.

Kate

As a global transformation leader with over twenty years of marketing, insights, and analytics experience at PepsiCo and Nielsen, Kate’s focus is raising the bar of creative and brand excellence. She places strong emphasis on delivering better returns on media investment and brand equity and on fueling consumer-centric growth from world-class innovation. Her role is to lead the digitalization of brand, advertising, and innovation insights through implementing game-changing partnerships and technology.

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