The Elusive Consumer

In this episode of The Elusive Consumer, we dive deep into the world of men's grooming with Monica Aguilo, previously the head of consumer insights, strategy, and social impact at Manscaped. Discover how this revolutionary brand has transformed the below-the-waist grooming industry through data-driven decision-making, innovative marketing, and a unique blend of humor and social responsibility. From breaking taboos to expanding globally, Monica shares invaluable insights on building trust with consumers, leveraging feedback for product development, and the importance of staying true to your brand's voice. Whether you're a startup founder, marketing professional, or simply curious about the intersection of data and consumer goods, this episode offers a candid look at how one company is redefining an entire industry while making a positive impact on men's health.

In this episode, Ellie sits down with Noni MacPherson, a seasoned expert who has navigated the complexities of consumer insights across various industries. Noni shares her journey from a Latin American studies graduate to becoming a guru in market research, highlighting the transformative power of curiosity and creativity. Discover how Noni leveraged her skills to influence global brands and foster a consumer-centric culture within major corporations.

Join us on "The Elusive Consumer" as Kevin Knight, seasoned marketing executive with a history at Google, Microsoft, Meta, and Pinterest, shares his extensive insights into the blending of B2B and B2C marketing strategies. Kevin discusses his unique journey through the tech world, from big names to startups, and dives deep into the art of emotional connection in marketing, regardless of the audience.

Join Ellie as she delves into a profound discussion with Sandeep Dayal, Managing Director at Cerenti Marketing Group, exploring the intersection of cognitive science and marketing. Sandeep shares his insights on the evolution of brand management, his groundbreaking work in healthcare marketing, and the profound revelations from his book, "Branding Between the Ears." Discover how understanding consumer psychology transforms marketing strategies and leads to meaningful brand connections.

In today's episode, we dive into the enigmatic world of understanding healthcare consumers with Dr. Justin Barclay, Head of Consumer Insights at Tivity Health. Dr. Barclay shares his trailblazing journey from academia to the front lines of using data and analytics to demystify the "elusive consumer." With a fusion of primary research, advanced analytics, and emerging AI capabilities, Dr. Barclay and his team are cracking the code on personalized healthcare experiences tailored to individual goals and needs. He unveils surprising insights into the tech adoption trends of older adults, shaking up stereotypes and revealing an untapped appetite for wellness solutions beyond traditional fitness. Dr. Barclay advocates for a "circular insights cycle" that melds qualitative and quantitative methods to truly understand and serve healthcare consumers, especially the rapidly growing Medicare Advantage population. His relationship-centric approach empowers meaningful two-way dialogue to co-create solutions. From the evolving definitions of wellbeing to the ethical implications of AI in healthcare, this thought-provoking discussion covers the frontiers of human-centered data science. Gain an inside look at how Tivity Health is pioneering independent longevity for seniors through deep consumer relationships and cutting-edge personalization. Don't miss this inspiring episode!

Ever wondered what goes on behind the scenes at companies like Roku to truly understand their customers? Join us as we dive into the world of consumer insights with Danielle Blugrind, a seasoned market researcher at Roku. Discover how qualitative and quantitative data converge to shape products, features, and brand experiences. From ethnographic adventures to data-driven decision-making, this episode offers a rare glimpse into the art and science of decoding consumer behavior.

Today, Ellie is recording live from Future festival in Toronto. She's speaking with multiple guests, including Melissa Austria from Got Style, Deborah Amato from NASA, Fareed Farouk from Dubai World Trade Center, Oscar Mesa from Kappel Group, Raj Aurora from Just Funky, and Stephen Hellman from the foodies group.

Welcome to The Elusive Consumer. Today, Ellie is speaking with Stephanie Freier, Director of Consumer Insights at Inspire. Join us as they discuss the work Inspire is doing to provide renewable energy, new strategies for connecting with less engaged customers, and working for a mission-driven B Corp.

Welcome to the Elusive Consumer. Today Ellie is recording live from the Future Festival in Toronto! She's speaking with multiple guests, including James Mcleod from Mind Reader Media, Arezoo Azerbayi from Trend Hunter, Antti Hyytenin from OP Lab, Giselle B from Warner Brothers, and Luke Thomas from HP.

This week Sally Mueller joins Ellie to discuss how she built Womaness into a thriving brand serving women going through menopause. Join us as they explore the challenges of marketing to this overlooked demographic, the importance of community and customer insight, and why Sally is on a mission to remove the stigma around "the change".

Today, Ellie is speaking with Cole Atkinson, Senior Product Manager at Shopify. Join us as Cole delves into the fascinating world of consumer behavior, sharing insights on understanding diverse customer perspectives, translating these insights into effective marketing strategies, and glimpsing into the future of e-commerce with AI and augmented reality.

Today, Ellie is speaking with Meghan Reynolds, Vice President of Marketing at Oura, a leader in wearable technology. Join us as Meghan shares her insights on data-driven strategies, the impact of wearable technology on the health and wellness industry, and the importance of authenticity in marketing. Let’s get things started on the elusive consumer.

Today Ellie is talking with Roland Cloutier, Principal at The Business Protection Group. Join us as Roland discusses his previous experience as Global Chief Security Officer at TikTok & ByteDance, the importance of protecting consumer data, accountable AI practices, and his current role at the Business Protection Group where he helps businesses protect themselves with transparency and compliance.

Ellie is joined today by Michelle Parsons, an experienced product leader who has worked at well-known companies such as Netflix, Spotify, KAYAK, and most recently, Hinge. Michelle discusses her career path and her recent work at Hinge where she oversaw the development of new features and led a redesign of Hinge's dating app based on extensive user research.

Today Ellie is talking with the one and only Nick Stagge, founder and CEO of The Grounded Company. Join us as Nick discusses starting his company with a single post, how he helps companies build their brands, and the importance of taking risks.