Niels Schillewaert, PhD, is Head of Research & Methods at Conveo.ai – an end-to-end AI-led insights platform. Niels combined entrepreneurship and commercial research with academic research throughout his career. He was a co-founder at Human8 (formerly InSites Consulting) and has a strong academic background as a Professor of Marketing at the Vlerick Business School. His research was published in leading scientific journals such as Journal of Marketing, The International Journal of Research in Marketing, Journal of Services Research, Journal of the Academy of Marketing Science, and others. Niels is a frequent speaker at international conferences and has guest lectured at several academic institutions e.g. Columbia, NYU, University of Georgia. He is the Former President of ESOMAR – the association of the global insights and analytics community.
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.
Also speaking
Ashley Starck
Senior Manager of Consumer & Marketplace Insights, Nestlé Nutrition
