Welcome to the future of market research
The Consumer Insights Revolution is essential for market research professionals and organizations seeking to enhance consumer insights, align with consumer needs, and gain a competitive edge in today's fast-paced market.
About the book
Discover the secrets behind PepsiCo and Zappi’s transformation of PepsiCo’s consumer insights function into a globally connected, consumer-centric powerhouse. The Consumer Insights Revolution provides a comprehensive guide for market research professionals and organizations looking to modernize their insights capabilities and drive substantial organizational change.
Key topics include:
Modernizing insights functions: Practical steps and real-life stories to evolve your insights team.
Strategic evolution: Develop your people, processes and technology to drive significant organizational change.
Insights maturity framework: Achieve consumer-centric, data-driven operations with a clear path to insights maturity.
With this book, you’ll discover how to:
Fix fragmented operations
to a cohesive, globally connected insights function.
Implement agile practices
to stay ahead of market trends and consumer needs.
Transition from data silos
to integrated, democratically accessible data.
Become a strategic partner
within your organization, driving growth and innovation.
About the authors
CEO of Zappi
Steve Phillips
Steve, co-founder and CEO of Zappi, is a visionary in future and technology-focused market research. With over 30 years of experience, he founded Zappi in 2012 to digitize market research and empower creators with actionable insights. Previously, he founded Tonic Insight, Tuned In Research, and Spring Research, leading teams to uncover global consumer behavior insights. Additionally, he is a founding member of the Supper Club, a London-based organization for entrepreneurs.
Ryan Barry
Consumer insights and market research expert, Ryan helped start Zappi’s US business in 2014, and over the years he has worked with hundreds of marketing and insights teams. Today, he serves as 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 15 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 opinions easier and more efficient.
Stephan Gans
Born in the Netherlands, Stephan gained a master’s degree in econometrics and then joined Unilever as a marketing trainee. After 15 years in their personal care and food categories, he left to help build global marketing consultancy EffectiveBrands, which was eventually sold to the consulting division of Kantar.
He then spent three years as the chief strategy officer at Interrand in New York City before joining PepsiCo in New York as the Chief Consumer Insights Officer, where he’s been for the past six years.
Kate Schardt
As a global transformation leader with over 20 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 a strong emphasis on delivering better returns on media investment and brand equity and on fueling consumer-centric growth from world-class innovation.
As VP, Global Insights Capabilities & Partnerships at PepsiCo, Kate’s role is to lead the digitalization of brand, advertising and innovation insights through implementing game-changing partnerships and technology.
Get the book
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