Integrating Consumer and Shopper Insights

Insights are no longer just about analyzing data and observations in isolation; they need to be framed within a broader narrative that aligns sales, marketing, and other stakeholders with a truly shared strategic agenda.

In this episode, Cristina Marinucci, Global VP, Growth & Omni Commercial Insights at Mondelēz International, explains why it’s essential to take a more holistic approach to insights in today’s market. She advocates for a unified, category-first strategy that drives the triple win: benefiting brands, retailers, and shoppers alike.

We also explore:

• The risks of siloed insights and how to create a cohesive strategy.
• Why category-first thinking unlocks growth for brands and retailers alike.
• How diverse career experiences can help you become a stronger, more adaptive insights leader.

Join The Insighter’s Club and get exclusive industry insights, expert analysis, and cutting-edge trends delivered straight to your inbox.