«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.

«Stop Asking for a Seat at the Table: How Insights Can Shape Business Strategy».

Beyond Data & AI: Why Human Leadership is the Ultimate Competitive Advantage in Insights

From agency roots to global leadership roles at Colgate Palmolive, Electrolux, and Diageo, Liubov Ruchinskaya, Head of Strategy, Analytics & Consumer Planning at Diageo, has spent her career elevating the strategic impact of consumer insights. As the founder of Insights Lighthouse, she is now on a mission to reshape how the industry is perceived at the highest executive levels; from Davos to Cannes.

In this episode of Insights Plaza, Liubov sits down with Joaquim to discuss the inflection point facing today’s insights professionals. In this conversation:

• The Career Journey: Key leadership takeaways from global corporate cultures
• Reinventing the Function: Why insights must transition from a support function to a «Growth Engine»
• Human Intelligence vs. AI: Where automation adds speed and where human emotional intelligence remains irreplaceable
• The Future of Agency Partnerships: Moving away from static reports to outcome-focused, long-term tech collaboration
• Insights Lighthouse: Bringing insights leaders into global forums like the World Economic Forum and Cannes Lions

«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

• «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
• «Stop Asking for a Seat at the Table: How Insights Can Shape Business Strategy». Liubov Ruchinskaya – Diageo