Ashley Starck is the Senior Manager of Consumer & Marketplace Insights at Nestle Nutrition. In her role, she advises on growth & expansion strategy, building new brands and exploring strategic growth opportunities for the division. Ashley ensures the consumer is at the heart of every decision across innovation, communication, and customer leadership to build winning brands. With 17 years of experience in consumer insights and business strategy, she has held similar roles at Marriott International, The Wonderful Company and Lieberman Research Worldwide (now Material+).
Sessions
Apr 29
11:30 AM - 11:50 AM EDT
Blue Stage
AI in Qual & Quant
CPG/Food & Beverage
Customer Journey Mapping
Redefining Pouches - How Nestlé Uses AI-led Research & Insights to Capture a New Consumer
Nestlé Nutrition set out to redefine the shelf-stable applesauce & smoothie pouch category after recognizing the opportunity to bring in a new set of consumers into a historically kid-dominated category: Adults. Through AI-led in-home interviews and in-store mobile shop-a-longs, we mapped shopper segments, adult consumption occasions, substitutions, and white-space growth opportunities—equipping field sales to drive category leadership and unlock incremental growth for the division. Key Takeaways: 1. How AI-video interviews helped us segment adult consumers to uncover their motivations, attitudes and usage occasions. 2. How AI-led shopper ethnographies sharpen category stories for retail selling. 3. How AI insights platform can be applied for iterative learning and decision making.
