117. Dig (In)spiration: Sexy shopper insights and the power of the purchase moment

In this week’s Dig (In)spiration, Jess Gaedeke reflects on her conversation with Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, on how building empathy in context can align global stakeholders to local market dynamics, how in-store immersion helps cross-cultural teams see the shopper reality firsthand, and why Shopper Insights deserves to be seen as the sexy, career-making discipline it truly is.