In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter speak with Rochelle Wainer, SVP of global insights and analytics at Kids2, about how consumer insights are evolving as technology changes how people research, shop, and make decisions.
Rochelle shares how Kids2 combines research, behavioral data, and emerging technology to better understand parents across generations.
She also explains how to translate those insights into action across product development, marketing, and retail.
The conversation also touches on the importance of studying the shopper journey across digital and physical retail, and what brands can learn now as Gen Z becomes a larger part of the parent population.
Key takeaways:
- Consumer research needs to reflect how people actually make decisions, from digital behaviors and social signals to real-world shopping experiences.
- AI and new sources of consumer data can help brands identify patterns and anticipate needs, but human interpretation remains critical to turning those signals into action.
- As Gen Z becomes a larger share of parents, brands need to understand how their expectations around authenticity, digital experiences, and value differ from those of previous generations.
