Скачать или смотреть How Consumer Insights Drive Decisions Inside Top CPG Brands

🎙️ Welcome to Episode 06 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.

👀 See what you can build with Phyllo: https://www.getphyllo.com/


In this episode of Shelf Life, Shubham Tiwari and Akhil speak with Jinghuan Liu Tervalon, a consumer insights and strategy leader with experience across brands like Dollar Shave Club and Coca-Cola. The conversation explores how consumer insights turn into real business decisions, the differences between US and Chinese CPG markets, the role of retail and segmentation, and why human judgment still matters in an AI-driven world.


🎯 Key Topics Discussed:

1. How consumer insights move from data to real decision-making inside modern CPG organizations
2. Key differences between mature markets like the US and growth-driven markets like China
3. Why product differentiation matters in saturated categories, while behavior change drives emerging markets
4. The role of segmentation—and why activation matters more than the framework itself
5. How retail and shopper insights reshape brand strategies beyond DTC thinking
6. Where insights often break down: synthesis, storytelling, and communication
7. The real (and limited) role of AI in consumer insights versus human judgment
8. Why trust, influence, and narrative-building are core skills for insights leaders


Chapters:

00:00 Intro and guest introduction
01:22 US vs China CPG markets: maturity, penetration, and adoption
03:40 Product differentiation in saturated markets
05:10 Behavior change and usage occasions in emerging markets
07:20 Explaining consumer insights in simple terms (“measure twice, cut once”)
09:40 Turning insights into action inside CPG organizations
12:30 Consumers, marketers, and irrational decision-making
15:10 Influence, persuasion, and trust in insights work
18:10 Brand tensions: health vs indulgence, aspiration vs accessibility
21:30 Why niche positioning can limit growth
24:00 Early signals of category health: penetration and share
27:10 Segmentation frameworks vs real-world activation
30:00 Translating consumer insights into shopper and retail insights
33:20 Where insights break down: synthesis and storytelling
36:10 AI in consumer research: summarization, speed, and limits
39:30 Synthetic data, automation, and quality risks
42:10 Human-centered research under tight timelines
45:30 Data overload and building a single cohesive story
48:50 Marketing attribution and last-touch bias
52:10 Why big brands still invest in awareness advertising
55:30 Frequency, recall, and diminishing returns
58:20 How insights travel inside organizations
1:01:30 Leadership, diplomacy, and influencing decisions
1:04:40 Detecting category shifts before the data shows it
1:07:10 Trade shows, challenger brands, and future signals
1:08:52 Rapid fire and closing thoughts

🔗 Connect with Jinghuan Liu Tervalon on LinkedIn:   / jinghuanliu  

📢 Learn more about Phyllo:
🌐 Website: https://getphyllo.com
📩 Email: [email protected]
📱 Beacons: https://beacons.ai/getphyllo

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