Intellicast S6E26 – Client-Side Insights from Craig Alter of Perfetti Van Melle

Welcome back to Intellicast! We have another great guest joining us on today’s episode. Craig Alter, who works in consumer insights at Perfetti Van Melle, joins Brian Lamar and Producer Brian to talk about how research has evolved from a brand perspective this year.

Before diving into the discussion, Craig brings us up to speed on what has happened with him since his last appearance on the podcast back in 2022. He explains how he joined Perfetti Van Melle and the reasons behind his career move.

Next, Craig shares his perspective on how research has adapted this year, considering the volatile economy and tightening budgets. He mentions that the impact on Perfetti Van Melle has been minimal, and we even speculate that candy might be recession-proof. Craig also highlights Perfetti Van Melle’s growth mode, citing their recent acquisitions of new brands from Mondelez earlier that week.

The conversation then evolves into a discussion about how Craig and his team gather and utilize global insights, applying them to regional brands. They also explore the overlap between regional brands and tastes in different areas.

In the final segment of the interview, Craig discusses how he and the team at Perfetti Van Melle are incorporating artificial intelligence into their research process. He explains their plans to use AI to test video ads by analyzing a database of previous ads to determine their potential success.

It was enlightening to gain a different perspective!

Thanks for tuning in.

You can connect with Craig on LinkedIn here.

You can also check out the John Zogby Strategies website here.

You can learn more about Perfetti Van Melle by visiting their website.

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