Why 40% of Products Fail: Lessons in Consumer-Centric Innovation - Dr. Liubov Ruchinskaya

The Unmtchd. Podcast

In this insightful conversation, Dr. Liubov Ruchinskaya, Head of Strategy Analytics and Consumer Planning at Diageo, reveals why so many new products fail, the branding problem with consumer insights, and the critical steps organizations must take to become truly consumer-centric. If you’re ready to challenge the status quo and bridge the gap between brands and people, this episode is for you. + 00:01 What Does Strategy Analytics and Consumer Planning Mean? 03:14 Why 40% of New Products Fail: The Consumer Insights Gap 04:37 The Two Essential Factors Behind Successful Innovation 06:20 The Evolution of Insights as a $140 Billion Industry 07:59 How Insights Can Move From Data Providers to Thought Leaders 09:34 Insights vs. Marketing: The Missing Conversations 11:11 Consumer Centricity: Why Culture Eats Strategy for Breakfast 13:53 From Partner to Leader: Elevating the Role of Insights 14:37 The Branding Issue With Consumer Insights 15:38 Bridging the Gap Between Marketing and the Consumer 16:39 A Call for Certification in People-Centric Companies 17:41 Final Thoughts: Redefining Success in Consumer-Centric Organizations +

In this insightful conversation, Dr. Liubov Ruchinskaya, Head of Strategy Analytics and Consumer Planning at Diageo, reveals why so many new products fail, the branding problem with consumer insights, and the critical steps organizations must take to become truly consumer-centric. If you’re ready to challenge the status quo and bridge the gap between brands and people, this episode is for you. + 00:01 What Does Strategy Analytics and Consumer Planning Mean? 03:14 Why 40% of New Products Fail: The Consumer Insights Gap 04:37 The Two Essential Factors Behind Successful Innovation 06:20 The Evolution of Insights as a $140 Billion Industry 07:59 How Insights Can Move From Data Providers to Thought Leaders 09:34 Insights vs. Marketing: The Missing Conversations 11:11 Consumer Centricity: Why Culture Eats Strategy for Breakfast 13:53 From Partner to Leader: Elevating the Role of Insights 14:37 The Branding Issue With Consumer Insights 15:38 Bridging the Gap Between Marketing and the Consumer 16:39 A Call for Certification in People-Centric Companies 17:41 Final Thoughts: Redefining Success in Consumer-Centric Organizations + Follow Liubov: LinkedIn: https://www.linkedin.com/in/globalinsights/ Discover more about Liubov's Consumer Insights Initiative: https://insights-lighthouse.com/ Follow Oana: LinkedIn: https://www.linkedin.com/in/oana-leonte/ IG: https://www.instagram.com/oanaoleonte/ Follow Unmtchd. LinkedIn: https://www.linkedin.com/company/theunmtchd IG: https://www.instagram.com/theunmtchd/ 🚀 Explore the world of future innovation and creativity: https://giflondon.com/ Sponsors: Global Innovation Forum GIF - https://giflondon.com/ Appinio - https://www.appinio.com/en/ Want to lead, not follow? Sign up for actionable insights from industry leaders: www.theunmtchd.com Sign up to our newsletter and join The Unmtchd. Collective!