How Consumer Insights Drive Innovation with Ana Plasencia of Mars | EP 11

In this conversation, Ana Plasencia, an innovation explorer at Mars, discusses the critical role of consumer insights in driving innovation. She emphasizes the importance of understanding human truths and the need for collaboration across multifunctional teams to create products that resonate with consumers. The discussion also touches on the tension between enjoyment and health consciousness in the confectionery industry, highlighting the responsibility of marketers to provide clear information to consumers. Ana shares insights into her daily work as an insights professional, illustrating how empathy and consumer engagement are essential for successful product development. 

The speakers delve into the complexities of consumer insights and innovation processes, emphasizing the importance of empowering teams, fostering psychological safety, and navigating the challenges of a fast-paced environment. They discuss the need for collaboration between insights and marketing, the balance between rigor and creativity, and the significance of building a culture of trust and open communication. The conversation highlights the iterative nature of innovation and the necessity of adapting to changing consumer needs while maintaining curiosity and depth in research.

Takeaways:

• The voice of the consumer is often forgotten in business.
• Consumer research provides multiple perspectives, not a single truth.
• Innovation requires a deep understanding of consumer needs.
• Human insights professionals must connect consumer truths to business strategies.
• Collaboration across multifunctional teams enhances innovation.
• Understanding consumer problems is key to successful product development.
• The tension between enjoyment and health consciousness is prevalent in confectionery.
• Responsible marketing involves providing clear information to consumers.
• Empathy for the consumer is crucial in decision-making processes.
• Consumer insights are subjective and require integration of diverse perspectives.
• Innovation is an iterative process that often requires revisiting hypotheses.
• Rigor in innovation does not mean sacrificing creativity.
• Psychological safety is essential for fostering innovation.

Chapters:
00:00 The Role of Consumer Insights in Innovation
05:58 Understanding Human Truths
12:43 Navigating Tensions in Confectionery
19:24 A Day in the Life of an Insights Professional
22:48 Empowering Teams Through Research
25:48 The Alchemy of Consumer Insights
27:30 Navigating the Innovation Process
30:50 Balancing Rigor and Creativity in Innovation
31:15 Fostering Psychological Safety in Teams
32:36 The Synergy of Insights and Marketing
36:40 Building a Culture of Trust and Collaboration
42:00 Challenges in the Fast-Paced World of Innovation

Find Ana here: https://www.linkedin.com/in/ana-paula-plasencia-best-1a130b1a/ 

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