Today on Audible Insights, we bring you Samrat Saran. He is the Senior Director of Brand Insights at Anheuser Busch, AB Inbev. His prior experience was at PepsiCo in consumer insights, leading Pure Leaf and Brisk for North America. Samrat is passionate about unlocking the true potential of insights within the corporate environment using strategic frameworks and new technologies.
In addition to his work experience, he received an MBA from the William E. Simon School of Business at the University of Rochester.
1:40: How can Insights become more important to the entire company? Focus on Action Setting, not Level Setting
4:40: Applying neuroscience to see how consumers react to advertising.
8:39: The need for deeper implicit reaction technologies; determining what has the potential to drive action.
10:04: If the motivations for buying ice tea or soda is not the same as buying beer, why are we using the same surveys?
11:45: The emotional connection people have to brands often can’t be captured with traditional surveys.
12:55: Advice for MR agencies. In-depth knowledge of the industry vertical and the brands in it is extremely helpful.
14:25: Don’t take me down a path requiring more discovery. Findings that can be acted upon is what’s needed.
16:35: We spend too much time talking about how to validate different methodologies. We need practical guidance.
19:07: The drive to faster, better, cheaper has left us with too many useless templates that lack needed customization and creativity.
20:29: The changing role of Research & Insights – Why they currently are at opposite ends of the same picture, why there are no “Chief Insights Officers” and the skills that must be leveraged to increase company-wide impact.