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115. How La-Z-Boy built an insights function that transformed the brand
Mar 5, 2025
Jorge Calvachi, Director of Insights at La-Z-Boy, shares how he transformed the iconic brand by prioritizing consumer insights. He discusses the vital shift from a business-first to a consumer-centric mindset, emphasizing the emotional meaning of comfort. The conversation highlights La-Z-Boy's 'Long Live the Lazy' campaign, showcasing the importance of relaxation in our busy lives. Jorge also explores how consumer insights can revolutionize marketing strategies and foster deeper emotional connections with brands, ultimately driving purchasing decisions.
33:49
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Quick takeaways
- La-Z-Boy's transformation stemmed from establishing a consumer-first insights function that prioritized understanding emotional dimensions of comfort.
- The integration of AI in the insights process enhances efficiency, but the human connection remains vital for interpreting data and driving strategic decisions.
Deep dives
Transforming Brand through Consumer Insights
The discussion revolves around the transformation of Lazy Boy under the direction of consumer insights leader Jorge Calvacci. Upon joining, he identified the absence of a consumer insights function in the company, which was crucial for implementing their 'Century Vision' as they approached their 100th anniversary. This vision emphasized developing a profound understanding of consumer needs to break down silos within the organization and prioritize consumer-centric decision-making. By fostering consumer mind centricity, Jorge aimed to shift the company's approach from a business-first mindset to one where consumer benefits drive all decisions.
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