By collecting data from all these different sources — which represent what people are voluntarily talking about, searching for, and ordering in their daily lives — Gans says his team “can get a really good idea as to what people are more and more interested in.
“People will give you all sorts of answers,” Gans said. “It’s just not very close to what is ultimately driving their buying behavior.”
It starts with using AI to collect intel on potential flavors and product categories, allowing the R&D team to glean the types of insights consumers don’t report in focus groups. It ends with using AI to analyze how those data-driven decisions played out.