«Del Dato a la Influencia: Cómo poner al consumidor en el centro de las decisiones» – Pilar Carrasco. Idilia Foods

En este episodio de Insights Plaza, conversamos con Pilar Carrasco, responsable de Consumer Intelligence en Idilia Foods —la compañía detrás de marcas tan icónicas y queridas de nuestros hogares como ColaCao y Nocilla— y con una trayectoria de más de 25 años en agencias de investigación (Hamilton y Aixa) así como gigantes del gran consumo como Gallina Blanca y Danone.

A lo largo de la conversación, abordamos temas clave sobre cómo conectar la investigación con la toma de decisiones estratégicas y el impacto real en el negocio:

Principales claves del episodio:

• Del analista al gestor: La transición orgánica de la técnica a la influencia directa en la toma de decisiones empresariales.
• Evolución del consumidor español: El paso de un entorno funcional a uno más emocional, y la gestión racional del presupuesto frente a la inflación.
• Marcas vs. Marca de Distribuidor: Cómo competir mediante producto, innovación y una sólida construcción de marca (como el caso de ColaCao y su lucha contra el bullying con Somos Únic@s).
• El reto del Say-Do Gap: Estrategias para cerrar la brecha entre lo que el consumidor dice y lo que realmente hace, combinando neuromarketing, analítica y observación.
• Tecnología e IA: El impacto de la inteligencia artificial y los modelos predictivos, recordando que el criterio humano, la empatía y la observación siguen siendo insustituibles.
• El talento del futuro: Qué soft skills (curiosidad, pensamiento crítico, comunicación y adaptabilidad) definen a los mejores profesionales de los insights hoy en día.

«5+2 Synthetic Data Use Cases: When to Use and Avoid» – Vijay Raj . ex Unilever

What does the future of the insights profession look like in an era dominated by AI, synthetic data, and intelligent agents?

In this episode of Insights Plaza, I speak with Vijay Raj, former Global Head of Consumer & Market Insights at Unilever, whose career spans more than 25 years across India, Indonesia, Singapore, the UK, and global leadership roles. Vijay shares a thoughtful perspective on how the profession is evolving, why understanding people remains the industry’s core mission, and how insights leaders can navigate the opportunities and risks created by AI-driven innovation.

• The fundamentals of insights have not changed.

• «Outsights» are still essential.

• AI should reinvent workflows, not simply automate existing ones.

• A new discipline is emerging: Algorithm Insights.

• Technology will increase the value of human understanding, not replace it.

• AI-moderated qualitative research has a role, but not everywhere.

• Synthetic data is a powerful accelerator, not a universal solution.

• The best current uses of synthetic data include hypothesis generation, concept refinement, stimulus screening, sample augmentation, and cost-effective brand tracking.

• The future insights function will become a decision engine.

• The Say-Do Gap cannot be solved through a single methodology.

• Client-side teams should treat agencies as strategic partners, not vendors.

• Great insights leaders are focused on people growth as much as business growth.

• The most important skill for future professionals is the ability to learn, unlearn, and relearn. Technologies will change continuously, but adaptability will remain the defining capability for long-term success.

«Our role isn’t just to find insights, it’s to drive good decisions». Pablo Pérez – Google

Impact of AI on insights: Artificial intelligence does not threaten the insights function as long as professionals focus on driving business decisions rather than just finding data.

In this episode, Pablo Pérez, Marketing Research & Insights, Ads. Google EMEA, reflects on the rise of artificial intelligence not threatening the insights function as long as professionals focus on driving business decisions rather than just finding insights. In the near future, tools like qualitative research at scale (qual at scale) and the comeback of passive measurement will transform consumer analysis. Furthermore, conversational engines are lowering the cost of curiosity, helping users navigate and master the complexity of the purchase journey (messy middle).

What You’ll Learn

• Impact of AI on insights: Artificial intelligence does not threaten the insights function as long as professionals focus on driving business decisions rather than just finding data.
• Qualitative research at scale (qual at scale): It is emerging as one of the key tools that will transform consumer analysis in the near future.
• Return of passive measurement: Alongside qual at scale, it will drive a major transformation in how consumer behavior is analyzed.
• Conversational engines: They lower the cost of users’ curiosity.
• Navigation of the messy middle: Conversational engines help users understand and master the complexity of the purchase journey.

«The ‘Say-Do Gap’ as an Innovation Engine: Understanding Human Complexity».

Uncovering Brand Blind Spots: Why blind spots pose a greater threat to scaling brands than operational growth, and why local relevance must outweigh rigid data consistency.

In this episode, Claudia Sciarretta , Strategy & Transformation – Global Insights Director at Pepsico , unpacks how modern organizations can transform consumer insights into a strategic powerhouse, navigate brand blind spots, harness AI without losing human connection, and address toxic workplace environments through mentoring.

What You’ll Learn

• The Next Era of Insights: How to transition from routine dashboard reporting to strategic sense-making models that influence executive decision-making.
• Uncovering Brand Blind Spots: Why blind spots pose a greater threat to scaling brands than operational growth, and why local relevance must outweigh rigid data consistency.
• AI, Synthetic Data & Human Reality: Where digital twins and AI-moderated platforms excel for hypothesis testing—and where real-world human moderation remains indispensable.
• Leveraging the ‘Say-Do Gap’: Why the disconnect between consumer words and actions isn’t a problem to fix, but an engine for product and strategic innovation.
• Navigating Toxic Environments & Coaching: How leadership coaching helps address workplace toxicity, navigate complex corporate dynamics, and foster healthier, resilient team cultures.

«Want to be more influential? Focus on stakeholders needs».

Why the future of insights is about foresight, not hindsight

At L’Oréal, leaders are encouraged to be both poets and peasants: visionary enough to imagine the future, yet grounded enough to stay close to the realities of the business. Few people embody that philosophy better than Edwin Taborda, Global Insights & Intelligence Leader at L’Oréal.

In this episode of Insights Plaza, Edwin shares how a career spanning Procter & Gamble, Mondelez, Kimberly-Clark, Electrolux, and L’Oréal has shaped his perspective on leadership, consumer understanding, and the future of insights. In this conversation:

• Why the future of insights is about foresight, not hindsight
• The importance of being both a “poet and a peasant” in business
• How AI is transforming research, data analysis, and decision-making
• Why human intelligence remains essential in an AI-powered world
• The role of storytelling in influencing business leaders
• Early signals vs. trends: where competitive advantage is really created
• Synthetic data, digital twins, and the limits of automation
• Edwin’s advice for the next generation of insights professionals
• Why curiosity, courage, and taking risks matter more than ever

Latest Podcasts

• «Del Dato a la Influencia: Cómo poner al consumidor en el centro de las decisiones» – Pilar Carrasco. Idilia Foods
• «5+2 Synthetic Data Use Cases: When to Use and Avoid» – Vijay Raj
• ¿Está el talento latinoamericano preparado para competir a nivel global en Insights?. Claudia Sciarretta – Pepsico
• «Our role isn’t just to find insights, it’s to drive good decisions». Pablo Pérez – Google
• «The ‘Say-Do Gap’ as an Innovation Engine: Understanding Human Complexity». Claudia Sciarretta – Pepsico