Why we’re in a golden age for consumer insights, with Fenny Léautier, Philips
We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future?
It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams.
In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities.
Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play.
Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:44) Shifting Dynamics in Health and Wellbeing
(08:13) Exploring Emerging Needs and Future Opportunities
(09:53) Mapping the Future with Generative AI
(14:52) The Human Connection in Insights
(16:43) Cross-Functional Collaboration and Leadership Commitment
(19:28) Embracing Generative AI for Strategic Growth
--------
28:54
--------
28:54
Marketing to tomorrow’s ageing consumers, with Jennifer Whyte, Front End Innovation, Haleon
More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population?
This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind.
The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way?
It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort."
In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today.
We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life.
They offer different perspectives on how to speak to and connect with older consumers.
Follow Anniki on Instagram
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:33) Global ageing trends and healthcare
(05:50) Preventative health and supplements
(11:03) Marketing to older consumers
(20:58) Authenticity in branding
--------
26:06
--------
26:06
Winning in a declining category, with Grant McKenzie, Ex-CMO, Asahi
Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?
But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.
His view: “It might be easier to make money in a declining market than it is in a growing one.”
Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.
In this episode of The Persuasion Game podcast, he shares his experiences about the different levers marketers can pull to grow in a category that’s in decline.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:51) Strategies for growth in declining categories
(04:08) How Grant tripled beer sales
(05:54) Look for the people who’ve given up
(19:52) Innovation and Long-Term Strategies
(22:05) Private labels
--------
28:57
--------
28:57
Three steps to portfolio success: Learning from leading brands with Steven Melford
This episode of The Persuasion Game podcast is about the three things you have to do as a brand to get your portfolio strategy right.
Our guest this week is Steven Melford, who co-founded The Forge 12 years ago.
Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future.
We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities.
This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands.
Links:
Steven’s article: Why your portfolio could be getting in the way of your growth ambitions
CREDITS:
The secret to a winning portfolio with Sally Smallman, Diageo
Julian Gomez Part 2: Unlocking brand portfolio growth
Breaking through in innovation with Jane Buck, Cadbury
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:29) Understanding Portfolio Strategy
(05:04) Distinctiveness in Portfolio Strategy
(10:33) Challenges and Opportunities in Portfolio Strategy
(16:18) Consumer-Centric Approach
(21:28) Future Value and Market Trends
--------
29:57
--------
29:57
The key to brand success? Look after the core - with Amit Singh
“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.”
The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.
In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company.
Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa.
He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
(02:04) Defining and Evolving the Core
(06:17) The Importance of Consumer Insight
(13:08) Reframing the Core for Growth
(23:10) Innovation and Core Synergy
(26:29) Concluding Thoughts and Reflections
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
UK