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An experienced top-performing brand strategist with a passion and drive for winning through the activation of consumer and market insights, Terrae specializes in brand building, behavioral sciences, and consumer insights. Her wide range of responsibilities at Kellogg’s include brand and innovation insights for wholesome snacks brands, portfolio strategy and analytics, as well as total snacks shopper strategy and activation. Terrae was formerly with Procter & Gamble for a decade prior to joining the Kellogg Company in 2013.
[1:27] – Key research challenges.
[1:46] – Leaning into the Behavioral Sciences space.
[2:20] – The research tools Terrae is most excited by right now.
[5:05] – The transition from P&G to Kellogg’s.
[9:10] – Advice to get buy-in for research in the C-Suite – “Sell the Vision”.
[11:58] – Developing the market and consumer IQ of your stakeholders.
[12:43] – Advice for service providers looking to connect with corporate researchers.
[13:56] – On testing new technologies…what’s most intriguing and promising right now?
[17:19] – The positives and negatives of DIY research tools.
[19:54] – How insights are communicated within Kellogg’s.
[22:54] – Advice for corporate researchers to have greater influence within their organizations.
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