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About Our Guest
Samrat Saran is Senior Director, Brand Insights at ABInBev. He joined AB InBev in 2016 following five years at PepsiCo, where he began as Manager of Analytics and progressed to positions of increasing responsibility, eventually serving as Senior Manager, Consumer Insights. Samrat also previously served as Director of Business Insights at Symphony IRI Group. He earned an MBA in Marketing and Competitive Economics from the University of Rochester’s William E. Simon Graduate School of Business Administration.
[1:40]: How can Insights become more important to the entire company? Focus on Action Setting, not Level Setting.
[4:40]: Applying neuroscience to see how consumers react to advertising.
[8:39]: The need for deeper implicit reaction technologies; determining what has the potential to drive action.
[10:04]: If the motivations for buying ice tea or soda is not the same as buying beer, why are we using the same surveys?
[11:45]: The emotional connection people have to brands often can’t be captured with traditional surveys.
[12:55]: Advice for MR agencies. In-depth knowledge of the industry vertical and the brands in it is extremely helpful.
[14:25]: Don’t take me down a path requiring more discovery. Findings that can be acted upon is what’s needed.
[16:35]: We spend too much time talking about how to validate different methodologies. We need practical guidance.
[19:07]: The drive to faster, better, cheaper has left us with too many useless templates that lack needed customization and creativity.
[20:29]: The changing role of Research & Insights – Why they currently are at opposite ends of the same picture, why there are no “Chief Insights Officers” and the skills that must be leveraged to increase company-wide impact.