Dig In

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.

41:12

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Episode guests

Risa Duesing

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Episode notes

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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.

Intro

2min

Evolution of Qualitative Research Methods and the Role of AI in Consumer Insights

19min

Analyzing Consumer Feedback Strategies: Traditional Qualitative vs. Social Listening

3min

Evolution of Consumer Engagement and Research Methods

12min

Building Empathy and Connection with Consumers as a Senior Leader

2min

Navigating the Noise of Information Overload and Consumer Connectivity

3min

It’s our season 2 finale and we’ve got a special episode of Dig In. Join our very own Frank Serpico and Patricia King in their conversation with Risa Duesing, VP, Global Head of Consumer Insights at Kraft Heinz all about the pros and cons of tech-enabled and online qualitative research, examples of how Kraft and Dig are marrying qual and quant to achieve better insights, and the multiple ways that qual can be used to push business decisions.

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Dig In

103. How to really hear consumers in 2024

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Evolving Dynamics of Qualitative Research at Kraft Heinz

Adapting Qualitative Research to Changing Technology

Harnessing AI for Efficient Qualitative Insights

Balancing Traditional and Modern Qualitative Approaches

Remember Everything You Learn from Podcasts