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103. How to really hear consumers in 2024
Jun 26, 2024
Join Frank Serpico and Patricia King in a conversation with Risa Duesing, VP at Kraft Heinz, discussing tech-enabled qualitative research, marrying qual and quant for insights, and using qual to drive business decisions. They touch on AI in consumer insights, social listening, evolving consumer engagement methods, building empathy with consumers, and navigating information overload.
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Quick takeaways
- Tech-enabled qualitative research enhances data collection efficiency and quality at Kraft Heinz.
- Integration of qualitative and quantitative methods is essential for agile decision-making and impactful insights.
Deep dives
The Evolving Dynamics of Qualitative Research at Kraft Heinz
Technology and talent are disrupting traditional qualitative research methods at Kraft Heinz. The discussion focuses on the indispensable nature of qualitative research for Kraft Heinz, the value of AI in delivering insights while emphasizing caution, and how qualitative research aids in keeping client organizations close to their consumers.
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AI-powered
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode