On this episode, host Sima Vasa talks with J. Walker Smith, Knowledge Lead at Kantar. They discuss shifting consumer sentiments, the paradox of strong spending amid uncertainty and changes in market insights.

Key Takeaways:

(02:14) Experience in trends and futures at Kantar aids in predicting consumer values.

(04:37) Consumer spending is strong, but sentiment is recessionary amid uncertainty.

(07:57) Consumers seek familiarity and reassurance from brands over novelty.

(10:55) Consumers prefer brands focused on well-being and personalization.

(13:55) Gen Z prioritizes mental health and values digital convenience.

(17:20) Gen Z’s tech-driven shopping requires marketing to algorithms.

(19:33) Curating market data to refine key insights and filter noise.

(21:48) AI will automate research tasks, shifting insights to focus on growth.

(25:36) Future insights roles will prioritize strategic growth over pure research.

Resources Mentioned:

Kantar

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