Converge 2020 December 1-2, 2020 in Online

Breaking Averages: The Importance of Good Product & Consumer Segmentations to Predict COVID's Impact on Shoppers

The presenters will share insights from primary research on anticipated changes to U.S. shopping behaviors during the peak of the first COVID wave. Crucially, the study revealed polarizing behaviors in categories like snacks & beverages.

They will then share a more recent case study with Kellogg's, aimed at predicting the impact of the pandemic on the long-term trajectory for the snack bars category, using data such as geolocation and stringency as well as occasions research. It confirmed the anticipated polarization and revealed the need for deeper portfolio and consumer segmentation to inform strategy in a post-pandemic world.

Learnings:

  • How to use data to understand and predict the impact of COVID
  • How to go beyond averages and segment the market to get it right
  • KPIs to inform early corrective actions

Speaker(s)

  • Randall Froeschle – Kellogg's

    Senior Director of Commercial Analytics, Kellogg's

    Randall is a Senior Director of Commercial Analytics in Kellogg’s Global Growth team. He has over 18 years of CPG experience including extensive experience in analytics, marketing, and strategy. He has leveraged analytics to drive strategy in roles at Kraft Foods, MillerCoors, and now at Kellogg’s. 

  • Andrew Glor – Foresight Associates

    Principal Consultant, Foresight Associates

    Andrew is a Principal Consultant at Foresight, where he leads strategic analytics projects focused on linking growth strategies to marketing initiatives, consumer behavior, innovation, and pricing. He has provided insights in categories including packaged food, beverages, spirits, and software. He also brings five years of retail planning & forecasting experience at Target, and holds an MBA from the University of Minnesota, Carlson School of Management with an undergraduate degree from Northwestern.

See the full conference schedule
Converge 2020
Tuesday, Dec. 1, 2020
3:20pm to 3:45pm EST