Can we model consumer choices in a timely fashion?

Shouldn’t we test product-related design choices before launching them into the market?

The episode features Andy O’Brien, FMCG & RETAIL VP at Epic Insights, discussing his FMCG background and Epic’s software-driven, decision-based research, which delivers faster insights. They emphasise the need for rapid data to support innovation, challenge assumptions, and keep pace with retailer and internal decision timelines, noting procurement and organisational volatility as barriers and arguing that better tools should reduce high new-product failure rates. The conversation presents Epic-sponsored conjoint research on alcoholic RTDs in Germany, France, and Spain: product is the main choice driver, packaging is second, and their interaction shapes decisions, with price reinforcing expectations. Findings also suggest premium glass packaging complements rather than replaces mainstream cans, with cans driving volume while glass supports higher-value occasions and specific cohorts (e.g., female consumers in France).

00:00 Welcome and Preview

01:49 Meet Andy and Epic Insights

04:17 Fast Conjoint Research at Speed

08:22 RTD Study Insight One Drivers

20:05 Insight Two Packaging Premiumisation Wrap

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