Can we model consumer choices quickly but relevantly?
Shouldn’t we test product-related design choices before launching them into the market?
The episode features Andy O’Brien, FMCG & RETAIL VP at Epic Insights, discussing his FMCG background and Epic’s software-driven, decision-based research, which delivers faster insights. They emphasise the need for rapid data to support innovation, challenge assumptions, and keep pace with retailer and internal decision timelines, noting procurement and organisational volatility as barriers and arguing that better tools should reduce high new-product failure rates. The conversation presents Epic-sponsored conjoint research on alcoholic RTDs in Germany, France, and Spain: product is the main choice driver, packaging is second, and their interaction shapes decisions, with price reinforcing expectations. Findings also suggest premium glass packaging complements rather than replaces mainstream cans, with cans driving volume while glass supports higher-value occasions and specific cohorts (e.g., female consumers in France).
00:00 Welcome and Preview
01:49 Meet Andy and Epic Insights
04:17 Fast Conjoint Research at Speed
08:22 RTD Study Insight One Drivers
20:05 Insight Two Packaging Premiumisation Wrap
What Is Actually Driving Profitable Growth Today?
Our next executive workshops are designed to answer that question directly.
In a confidential, small-group setting, we combine current research, structured frameworks, and open discussion focused on your specific challenges.
Each one-hour session addresses a single strategic issue — Volume vs. Value, Demand Spaces, Shrinking for Growth — with the aim of moving beyond tactics and clarifying where growth is truly coming from, and where it is not.
