Enhancing consumer experiences: Connecting data to curiosity

Consumer insights are a powerful force shaping how brands connect with their audiences, blending the rigor of data analysis with the creativity of human intuition. By prioritizing actionable insights over sheer data accumulation, businesses can decode authentic consumer behaviors and align strategies to meet evolving demands.

In this episode of the Marketer’s Alchemy podcast, our host sits down with a consumer insights expert at PepsiCo to discuss how behavioral science, when combined with innovative data utilization, can empower brands to uncover the hidden "breadcrumbs" of real-world decision-making; this approach enables brands to address unmet needs, enhance loyalty and craft culturally resonant experiences—all while balancing authenticity and innovation to remain indispensable in the lives of their consumers.

About the guest: Natalia Lumpkin, VP of Consumer Insights at PepsiCo

Born in Poland, Natalia Lumpkin studied law and political science. After a move to the U.S. where she earned her MBA, she began a career in brand marketing and consumer insights at Proctor & Gamble, gaining diverse experiences such as brand building, market knowledge, and innovation. She’s also held the role of European head of strategic insights and analytics at Mars Pet Nutrition. Currently, Lumpkin leverages her experience and innovative approach to elevate the value of the Consumer Insights function at PepsiCo. Her leadership style emphasizes the importance of fostering an environment where innovation and strategic thinking can thrive. 

What’s inside this episode

Today’s most successful brands understand that data is only as powerful as the insights it reveals. By focusing on actionable insights rather than overwhelming amounts of information, businesses can uncover authentic consumer behaviors and adapt to their evolving needs. This means going beyond traditional surveys and tapping into behavioral and consumption data to understand how people truly interact with products and services. It’s about finding what drives decisions and using those insights to craft meaningful, relevant experiences. 

Other topics explored in this episode include:

• Capturing Gen Z’s attention by focusing on experiences over material possessions and core expectations while also offering unique, differentiated value propositions
• The differentiation challenge brands face in standing out and the need to go beyond the basics and deliver unique value propositions that resonate with consumers on a deeper level
• The future of consumer insights, which relies on fully unlocking the potential of data to inform brand and portfolio decisions
• Behavioral science and its strength in uncovering authentic consumer insights, focusing on understanding what consumers do rather than what they say they do

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