My Food Job Rocks! Ep. 211 – How Big Companies Test Things, Remove Bias, and Innovate Forward with Keren Novack, VP of Client Services of Curion insights
You might not have heard of Curion Insights. That’s because their job is to help big fortune 500 companies innovate. A lot the top food companies can get stuck in a rut and need services like Curion to test things using methods like sensory testing and category reviews.
Keren Novack herself has an interesting background and uses her psychology degree often as she climbed up the career ladder to be a VP of Curion.
We also go through an interesting section about the challenges new and innovative CPG products have when it comes to competing in the store. Also, we get a sneak peek on one of the hottest potential trends and how big companies are looking at it: Sustainable Packaging.
Enjoy!
About KerenKeren takes complex research initiatives at all stages of the project life cycle and utilizes a research-based psychology background to apply an insightful understanding of consumer behavior behind perception. Prior to joining Curion Keren worked for L’Oreal USA as a Sensory Research Scientist. Her 12 years of sensory & consumer insights experience includes food, beverage, and personal care. She is also a trained QDA panel moderator. Keren received her B.A. from Franklin and Marshall College in Psychology and holds a Certificate of Sensory & Consumer Science from UC Davis.
Show NotesWhat do you do for a living?: Market research Why do big companies ask Curion for help?: Big companies have biases and we help them navigate swiftly It takes a huge amount of resources and big companies can’t move fast. Even changing one thing can take a while New target markets make it much harder for big companies to innovate. Disruptors can get there fast, but big companies can’t. How do you guys do sensory tests?: We usually have the client come to us QDA Panels We have facilities in New York, Dallas, Chicago, the Bay Area, etc How much do you inform them?: Really depends. We work with everyone and some people know the tests and some people don’t How did you get to where you are today?: I’m a psychology major Franklin and Marshall College After college, where did you go?: I was applying to everything I found a job at L’oreal and it fits me perfectly Curion has grown a ton thanks to new leadership Herb Stone and Joel Sydel Food Science and Psychology is amazingly important How do you feel people with Psych degrees can feel more competent in the food industry? You have to live and breathe it and be in a company who supports it. My Food Job Rocks: I get to be in a company that embraces change Biggest trends: Plant-based with a focus on sustainability and nutrition. I think it’s a bit blown out of proportion CBD is rising too but we don’t really know where it’s going Are there any insights on how trends can be sustained?: The new millennials/Gen Z latches on to trends and rides them swiftly I don’t know if we’ll ever have a legacy brand anymore because there are so many new trends Are these new products going to be around in 20 years? The End of CPG (White label article) For grocery shopping, it’s so hard to choose and try new products The rise of online shopping People, especially families, have a static list and it doesn’t change Companies have to rely on word of mouth What is the biggest challenge the food industry needs to taste?: We need to feed a lot of people. How do we make sustainable products? I think we can do better in waste and sustainability A lot of companies are actually focusing on sustainable packaging Anyone inspired you to get into food?: I fell into food but on the daily, people inspire me everyday What type of news do you consume?: Food Navigator Food Dive In general, people send me interesting things Do you have any advice for anyone to be in the food industry?: What do you want to do in the food industry? There’s so many options. Internships or trials are the best way to know about a job Where can we find you for advice?: email is best knovak@curioninsights.com LinkedIn works too
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