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Tuesday, June 29, 2021

Food & Beverage Consumer Research and Prospective Marketing

 Mady new kinds of prospective marketing enabled by AI methods that 

How PepsiCo uses AI to create products consumers don’t know they want  in Venturebeat

By Sage Lazzaro  @sagelazzaro

If you imagine how a food and beverage company creates new offerings, your mind likely fills with images of white-coated researchers pipetting flavors and taste-testing like mad scientists. This isn’t wrong, but it’s only part of the picture today. More and more, companies in the space are tapping AI for product development and every subsequent step of the product journey.

At PepsiCo, for example, multiple teams tap AI and data analytics in their own ways to bring each product to life. It starts with using AI to collect intel on potential flavors and product categories, allowing the R&D team to glean the types of insights consumers don’t report in focus groups. It ends with using AI to analyze how those data-driven decisions played out. 

“It’s that whole journey, from innovation to marketing campaign development to deciding where to put it on shelf,” Stephan Gans, chief consumer insights and analytics officer at PepsiCo, told VentureBeat. “And not just like, ‘Yeah, let’s launch this at the A&P.’ But what A&P. Where on the shelf in that particular neighborhood A&P.”  ... ' 

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