WHO'S WHO IN SHOPPER INSIGHTS Photo by Steve Hockstein RB: YELENA IDELCHIK, Shopper Insights Team Lead Y elena Idelchik believes that to excel in shopper insights one must be curious and eager to learn. Those traits have propelled her through a career that began in brand management and grew to include experience in category management, in-store activation, shopper marketing and shopper insights. "I can 76 y SHOPPER MARKETING OCTOBER 2017 walk the walk and talk the talk," Idelchik says. Her category knowledge includes everything from personal care and fragrances to household cleaners, snacks and vitamins. "Because I've worked in all these functions, I can talk to people in their language," she says. "It makes me more effective overall."