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In this episode, we sit down with GfK’s very own Noah Babbott-Bryan, Megan Szabo and Kiley Rentko to talk about their experiences as Research Associates and how they’ve navigated their careers thus far. With different backgrounds and ultimately different paths within consumer insights, they offer unique perspectives on how to get started in this growing space and what skills you should possess to succeed. Tune in now!

The 2022 GfK NextGen Hackathon Competition brought together undergraduate teams from different universities to compete against one another in a data analytics showdown. Teams were tasked with developing strategic recommendations for new products or services in the shopper insights space; this year’s winner hailed from NJIT — iRecommend, a service that relies on predictive analytics to suggest products to ecommerce shoppers, based on their purchase histories and personal characteristics.  Now in its 11th year, the NextGen Competition gives undergraduates firsthand exposure to solving real-life business problems with consumer insights and data. Tune into this episode as we go behind the scenes to get insights and perspectives from one of our judges Deb, our GfK expert, Neal and team captain of our winning team, An. They talk about their experiences with the hackathon, and more importantly, how marketers, organizations and other students can benefit from taking part in a data competition. Featured Guests:  Deb Eskra, Measurement & Applied Data Science, Oracle Neal Heffernan, EVP, Sales Effectiveness, GfK North America An Tran, Junior, NJIT Host: Ana Mazumdar, Digital Marketing Manager, GfK - Americas

American women across the generations often have very different attitudes and values. The pandemic and a variety of other factors have transformed women’s roles and perspectives — changes that marketers need to understand for smarter positioning and targeting "American women, like those elsewhere in the world, have been disproportionately affected by the COVID-19 pandemic,” said Diane Crispell, senior consultant for GfK Consumer Life and author of the report. “Despite the disruptions to their jobs and families and resulting stress, they have a generally positive outlook and care about aspects of life that speak to a broader social conscience.” Tune in as Diane offers specific insights and findings from her report that dive deep into the lifestyles, values and attitudes of American women. Guests: Diane Crispell, Senior Consultant, GfK Consumer Life Host: Ana Mazumdar, Digital Marketing Manager (Americas), GfK Resources: The American Women Report More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

For companies around the world, diversity, equity and inclusion (DE&I) has moved front and center as a business priority. But for consumer insights specialists, the stakes are higher – because their findings determine products being developed, ads being produced, and even laws being made. Tune in to hear how GfK has worked with Microsoft to put inclusion into action in a practical sense, across a wide range of research activities. Guests: Josh Billig, Market Research Manager, Microsoft Shelley Krasnick, VP - Marketing Effectiveness, GfK Resources: Learn more about GfK More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

There are big changes coming to the GSA (General Services Administration) Advantage marketplace, and manufacturers need to pay close attention. GSA enables $60 billion in sales annually to federal, state, and local governments – a massive opportunity for suppliers in dozens of categories. How can you use the updated platform to your benefit, and what pitfalls should you watch out for? Get the latest on these important developments as we talk to Josh Royko, GSA’s Director of Acquisition Oversight, and Lloyd Wood, Senior Enterprise Account Sales Manager at GfK Etilize. Guests:  Josh Royko, Director of Acquisition Oversight, GSA Lloyd Wood, Senior Enterprise Account Sales Manager, GfK Etilize Resources: www.etilize.com More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

Almost every US shopper knows that holiday gifts are harder to come by this year. GfK’s Tatjana Wismeth tells how lockdowns in China and around the world caused supply chain issues that have directly impacted the holiday shopping season -- and forced manufacturers and retailers to adapt on the fly. What is this extraordinary disruption teaching us about consumer loyalty, retailer sourcing, and distributor decision making. Guest:  Tatjana Wismeth, Head of Distribution & Supply Chain Intelligence, GfK  Resources: Solutions page More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

Major brands, including Apple, Mercedes, Amazon, and BMW, all use the direct-to-consumer (DTC) model to go straight to their customers for a branded experience. In this episode, experts from GeekSpeak Commerce and GfK Etilize give us a rich insight into why DTC is successful. In addition, they cover best practices and provide examples of how traditional brands utilize DTC. Tune in for all of the do's, don'ts, and small details you need to succeed.  Guest:  Lloyd Wood, Enterprise Sales and Marketing Manager, GfK Etilize Isaac Wanzama, Founder and Chief Strategist, GeekSpeak Commerce Resources: Leveraging the direct-to-consumer playbook More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

Direct-to-consumer (DTC) products wrote the playbook for developing and leveraging these closer relationships – bypassing traditional retail outlets and creating a seamless conversation with consumers. In this episode, we hear from Constellation Brands and BeenThereDoneThat about how US shoppers feel about DTC products and services. Guest:  Anim Haroon, Manager, DTC Growth Strategy, Constellation Brands Tara Nolan, Chief Global Growth Officer, BeenThereDoneThat Joe Beier, VP, Consumer Insights, GfK North America Resources: Leveraging the direct-to-consumer playbook More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

On average, people spend 100 days online in a year. With constant connectivity at the palm of our hands and the roll-out of 5G and VR advancements, online behavior is beginning to blur with real-world engagement. In this episode, trends expert Eric Wagatha explains how we got to today, what consumers want, and how brands should strategically integrate new technologies into their business plans. Guest: Eric Wagatha, Head of GfK Consumer Life Resources: How brands can embrace the phygital reality trend More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

A panel of global experts discusses dynamic new approaches to data and intelligent automation, and how they empower your business to make better decisions, faster. Our industry experts discussed the data, knowledge, and technology that delivers relevant, actionable insights from data that drive sustained growth and build healthier customer relationships. Guests: Christine Foster, CCO, The Alan Turing Institute  Christoph Aure-Welsbach, Co-founder and Co-CEO, Kaizo Antony Cousins, CEO, Factmata Franziska Divis, Director, Go-to-market, Microsoft Warren Saunders, President, Global Sales, GfK Resources:  Video: Decode the Future Virtual Event More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

In the past few years, eCommerce listings have become the main window for shoppers, making digital product content a crucial part of the buying process. So how can brands become masters of this newly demanding digital content space? In this episode, eCommerce expert Lloyd Wood goes through the "must-haves" and "have-to-haves" to get the consumers' eyes -and wallets- on you. Guests: Lloyd Wood, Enterprise Sales and Marketing Manager, GfK Etilize Resources:  eBook: Optimize your digital showroom Podcast: How to optimize eCommerce and boost sales More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

Latin America is often overlooked compared to other regions when it comes to global media coverage. Still, the reality is that it's a large and vibrant region offering an abundance of opportunities for marketers. In this episode, demographics and lifestyles expert Diane Crispell explains the value of LATAM consumers- and how you can grab their attention. Guests: Diane Crispell, Senior Consultant, GfK Consumer Life Resources:  Study: A fresh look at Argentina, Brazil, and Mexico More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com

Defining and aligning with their ideological “tribes” is a growing priority for Americans – and this polarization is driving more and more brand relationships. In this episode, we take a look at how consumers’ ideologies affect their choices in brands -- and their opinions about each other. Tune in to hear how Americans are most polarized, how we align – and, ultimately, the role of brands in customers’ beliefs and decisions.   Guests: Rachel Bonsignore, VP, and consultant, GfK Consumer Life Resources:  Whitepaper: Divided we stand: Decoding the citizen shopper More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com 

4 in 10 Americans said the pandemic has made them more likely to take an active part in environmental causes. Question is, where do brands fit in? In this episode, industry experts from Clorox, Goodyear, and Loftex share how sustainability plays a part in their businesses -- from internal processes to their products on the shelves – and offer advice on putting a long-term environmental commitment into action. Guests: Karen Chen, Director, Research & Insights, Clorox Christian Thompson, Director of Insights and Category Management, Goodyear Charles Gaenslen, CEO, Loftex Resources:  Guidebook: Brands navigating through sustainability   Video: Rethinking Sustainability: Defining new strategies for brands More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

In January 2020, Google announced it would begin to phase out third-party cookies by the year 2022. One year away from the official “death to the cookie,” many digital marketers are looking for new innovations that will replace them. With endless information, the reality is- not everyone understands the true impact this has on brands and consumers alike. How can you prepare? Tune in to find out.  Guest: Rolfe Swinton, Director, Data Assets, GfK North America Resources:  Release: System to recycle Lithium-Ion batteries from EVs, hybrids win GfK NextGen Hackathon More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

The challenges of the past year have inspired new and innovative ways for brands and retailers to connect with their customers. In this episode, Joe Beier joins us to share results from the FutureBuy® 2021 study, covering evolving behaviors & attitudes of shoppers all over the world. From click-and-collect to social media shopping, the retail landscape has never been more exciting – and complex. Is your brand ready for the 'new' shopping experience?   Guest: Joe Beier, EVP, Consulting, Consumer Insights, GfK North America Resources:  Video: Winning with today’s super-savvy shopper Sample Report: A window into tomorrow's shoppers More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

Are brands really taking on the challenge of sustainability? Could it even be a profit center? In this candid interview, TerraCycle CEO Tom Szaky explains how "green" brands can go beyond messaging to make a real difference. For consumers, has their knowledge of sustainability really changed? Szaky thinks not. However, an increase in consumer value and concern shows opportunity within this evolving terrain.  Guest: Tom Szaky, CEO, TerraCycle Resources:  Guidebook: Brands navigating through sustainability   Video: Rethinking Sustainability: Defining new strategies for brands More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

In a post-pandemic world rocked by disruption, premium brands have proven that they can help a business not only recover from economic downturns but become more powerful than ever. In this episode, GfK's CMO, Gonzalo Garcia Villanueva, sits down with our Head of Brand and Marketing Intelligence, Madalina Carstea, to go over new insights on how you can maintain and build your premium brand. Guests:  Gonzalo Garcia Villanueva, Global CMO, GfK Madalina Carstea, Head of Global Sales, Brand and Marketing Intelligence, GfK Resources:  Video: The Path to Premium - How brands can build post-pandemic success More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

This episode is an audio version of MRI-Simmons' recent panel discussion on a company's responsibility for inclusivity in their business and brand. The panel discusses the changing attitudes among Americans toward the LGBTQIA+ community, the perils of "rainbow-washing," or superficial allyship without meaningful effort or action behind it. Finally, it explores how companies can impact the community as a part of their business strategy throughout the year. Guests:  Karen Ramspacher (Moderator), SVP, Innovation & Insights, MRI-Simmons Diane Anderson-Minshall, CEO, Pride Media Joeseph Chen, Consumer insights lead, Mondelez International Kirk Olsen, SVP & Managing Director, Horizon Media Resources:  Full video recording: Building connections beyond Pride Month   More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com  

Asia has been the engine of global economic growth for decades. As the world continues to get smaller thanks to technology, their consumers' beliefs and lifestyles rise in importance. In this episode, trends expert Veronica Chen divides Asia into its main powerhouses; China, India, Indonesia, Japan, and South Korea. Tune in to understand the economic and cultural significance each has on the world- and why global brands need to consider their unique outlook in business decisions. Guest: Veronica Chen, VP, GfK Consumer Life More on this episode: Get more details about this episode at www.gfk.com/en-us/thinking-ahead  Contact the Thinking Ahead Podcast at marketing@gfk.com