Shopper Marketing - October 2017 - 80

WHO'S WHO IN SHOPPER INSIGHTS

P
trust for RB. Knowledge is power, and if we
can make both our teams and our partners
more powerful in the process, it is a win-win.
Additionally, it is extremely rewarding to be
able to go to a store and actually see the
results of your work manifest themselves.
Those are the selfie-worthy moments.
What's the biggest challenge facing the
insights discipline?
IDELCHIK: The industry is transforming and
changing very rapidly - from mergers to
new technologies, the behavior shifts quite
a bit. As a result, there is a constant need
to learn about new trends, methodologies
and retailer dynamics, and also keep our
teams informed. This has to be done in a
very methodical, disciplined and consistent
way. Also, the changes are rapid, but we will
never fill every info gap. Being choiceful and
identifying fewer, bigger, more impactful
opportunities will continue to be a priority.
What's next for the insights discipline?
IDELCHIK: This area will never go away.
I project that this will become a greater
focus for companies in the future. Unless
a recommendation is truly substantiated,
the risk to execute is high. The most impactful insights, no matter how simple,
do not occur overnight and require deep
category and shopper knowledge.  I also
expect that at some point colleges might
teach this subject as a course to ensure
that their students are exposed to the new
angles of business and are prepared early.
80

y SHOPPER MARKETING OCTOBER 2017

PEPSICO
AFSHIN AHANGAR,
Director, Shopper Behavior,
PepsiCo Portfolio, Demand
Xcelerator Team
As director of shopper behavior within the company's Demand
Xcelerator Shopper Strategy & Insights
team, Ahangar partners across U.S. PepsiCo businesses, brands and retail customers to design and deliver PepsiCo's shopper learning agenda.
KOJIS BROWN, Director, Portfolio
Strategy and Analytics
ERIK GLEBINSKI, Senior Manager,
Shopper Insights
JEFF JONES, Senior Manager,
Shopper Insights
MICAH MACK, Consumer
Insights Senior Manager
Mack is responsible for providing both consumer- and
shopper-based insights
into an actionable business strategy that
merges meaningful consumer-driven
product innovation with emerging and
growth channels and customers.
SHANTANU MULAY, Senior Director,
Shopper Insights



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
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