Consumer Insights Lead, Animal Nutrition & Health, North America
Cargill
Reema Singh, Ph.D., leads Consumer Insights for Cargill Animal Nutrition & Health in North America, where she helps translate consumer behavior, emerging trends, and market intelligence into growth, innovation, and brand strategy. With more than 15 years of experience across consumer insights, strategy, and marketing, Reema has held leadership roles at Cargill and Ericsson, with earlier experience at PepsiCo, Kellogg’s and Abbott. She is passionate about combining traditional research with emerging approaches such as social intelligence, AI-enabled insights, and behavioral data to uncover consumer truths that can shape business strategy.
Sessions
Oct 28
11:20 AM - 11:40 AM PDT
Blue Stage
How Cargill Uncovered Consumer Truth from Social Videos
Pet parents reveal needs in social videos that traditional research may not always surface. Cargill combined social video intelligence with consumer research to uncover a deeper need connecting seemingly unrelated conversations. See how this insight reframed research questions and helped shape new opportunities across innovation, communication and strategy.
Key Takeaways:
1. Use social video intelligence to uncover needs consumers may not state directly.
2. Turn social video patterns into stronger hypotheses for deeper research.
3. Pressure-test claims with social video intelligence and translate them into comms strategy.
