by In our series of pre-conference interviews we today speak with Barbara Schandl, Insights Lead at Mondelez International. Barbara will share her story of how to place customers at the core, using the three tenants of consumer centricity at Mondelez. We also talk about her expectations and wishes for MRMW EU 2023.
MRMW: Without giving too much away – what is the core message of your talk at MRMW EU and what would you like delegates to remember?
Barbara Schandl: The core message is that the consumer is everyone’s responsibility. I would like that the delegates remember that companies who integrate the consumer or ask the question: have we consulted the consumer are much more successful vs. other companies. Consumer Centricity cannot be an afterthought anymore! Also, it is not so difficult to play a consumer centric role in your organization!
MRMW: How has this impacted your own work and your organisation?
Barbara Schandl: It impacted my own work that I really try to integrate the consumer wherever possible. Mondelez breathes consumer centric work, we put the consumer first in everything we do!
MRMW: Our conference focuses on new tools, methods and technologies. What are two things you hope to crowdsource more info on in your conversations?
Barbara Schandl: How other companies scout new brands/products for a venture partnership – is there a systematic way to do that?
And also, how AI will “replace” the upfront part in the Innovation journey – what will happen to concept testing in the future etc?
MRMW: With ever evolving tech-stacks, which one has been a real gamechanger for you? Whether it’s the use of your time, changing the way you work, or helping you deliver better results?
Barbara Schandl: Believe it or not, I love ChatGPT used in the right way and also asking the right questions (in fact not that different from conducting a research study…). ChatGPT is definitely a gamechanger!
MRMW: What has been the main impact of technological & methodological advances for your team/colleagues?
Barbara Schandl: The methods remain but we can save time now.
MRMW: What motivates you to join the MRMW EU conference and what are your expectations?
Barbara Schandl: I look forward to having conversations on how AI/ChatGPT etc. will impact the industry over the next 3/5/10 years. Overall, how technology will advance. I also look forward meeting people from the industry face to face which I haven’t seen for a long time, last but not least having FUN!
MRMW: Thank you Barbara, we look forward to hearing more from you at MRMW Europe 2023!
Join Barbara together with an exclusive selection of client-side speakers and industry experts including representatives from Porsche, Beiersdorf, Mars, HSBC, Sodastream, The Economist, Symrise, Veganz, and Electrolux at MRMW Europe on October 9&10 in Berlin. The conference centres around the big question of the time, how to keep market research human while integrating the advances offered by artificial intelligence and automation. Now in its 15th year, MRMW brings together the global market research and insights communities from around the world at its highly engaging yet personal gatherings taking place annually in Europe, the United States and Asia.
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