Dig In

On this week’s episode, host Jess Gaedeke is joined by Nick Graham, former Head of Insights & Analytics at PepsiCo and Mondelēz, to explore how truly lasting transformation begins with understanding human behavior, the importance of building co-ownership across global and local teams, and why defining the why before the how is the secret weapon of any successful change initiative. 

In this week’s Dig (In)spiration, Jess Gaedeke reflects on her conversation with Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, on how building empathy in context can align global stakeholders to local market dynamics, how in-store immersion helps cross-cultural teams see the shopper reality firsthand, and why Shopper Insights deserves to be seen as the sexy, career-making discipline it truly is. 

On this week’s episode, host Jess Gaedeke is joined by Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, to explore how the team navigated the canned cocktail boom by rooting strategy in consumer behavior, the importance of cultivating empathy across global stakeholders, and why Shopper Insights is the most underrated (and sexiest) area in the insights world.

In this week’s Dig (In)spiration, host Jess Gaedeke reflects on her conversation with Ron Burrage—former head of design at PepsiCo, Hershey, and P&G—on the creative power of design in brand revitalization. Jess highlights how small but iconic visual elements, like the Hershey’s Kiss plume, can unlock big storytelling moments, how packaging innovation can shift category dynamics, and how Ron’s experience at Disney proves that even the most iconic IP needs reinvention to stay culturally relevant.

On this week’s episode, host Jess Gaedeke is joined by Ron Burrage, design industry veteran and strategist at goDutch to explore the lessons learn from the Hershey’s Kisses brand refresh, how cross-functional collaboration fuels innovation, and how design is a strategic tool that connects brands with consumers in meaningful ways. 

In this week’s Dig (In)spiration, host Jess Gaedeke reflects on her conversation with Jorge Calvachi, Director of Insights at La-Z-Boy, on the power of emotional connection in brand building—how tapping into emotional and social dimensions of comfort helps craft more meaningful campaigns, how a deep understanding of the consumer drives agility and innovation, and why even heritage brands need to continuously evolve to stay relevant in a changing world. 

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.

In this week’s Dig (In)spiration, host Jess Gaedeke reflects on her conversation with Paul de Larzac, President of Nestlé Ice Cream Canada, about the realities of product innovation—why failure is one of the best teachers, how the pressure to move fast can lead to critical missteps, and why taking smart, calculated risks is key to long-term success.

On this week’s episode, host Jess Gaedeke is joined by Paul de Larzac, President, Ice Cream at Nestlé, to discuss the power of risk-taking in innovation and leadership. They explore the lessons learned from launching F'Real in Canada, how empowering teams to experiment drives business growth, and why the future of food will be shaped by evolving consumer preferences and new industry dynamics.

In this week’s Dig (In)spiration, host Jess Gaedeke reflects on her conversation with Elizabeth Oates, former VP of Consumer Insights & Guest Services at Ulta Beauty and author of More Than Just Interesting. Jess highlights Elizabeth’s approach to building an impactful insights function, the essential skills every insights pro needs, and why AI is a game-changer for staying ahead in today’s market.