Paul Thomas

Paul Thomas, known as 'the king of insights' at Suntory Global Spirits, joins to share his expertise on market research. He champions the idea of marketers stepping out of their comfort zones to witness consumer behavior firsthand. The discussion reveals the pitfalls of quick research methods and stresses the importance of occasion-based marketing over traditional demographics. Thomas also emphasizes balancing qualitative and quantitative data for better insights, urging marketers to foster curiosity in understanding drink brands across varied environments.

Global Insight Director at Beam Suntory, Paul Thomas, discusses the future of insights in the drinks industry, focusing on engaging with bartenders, avoiding trend-chasing, understanding Gen Z, and the importance of localization and brand storytelling. The conversation also explores innovation, targeting demographics, authentic branding, and adapting products for global markets.