Can You Hear Them Now? Finding Your Consumers and Turning Insight into Growth

Who is your consumer today, and how well do you understand what is shaping their choices? This joint Marketing and Business Operations session will explore how leading organizations identify target audiences, use data and listening tools to uncover meaningful consumer behavior, and turn those insights into smarter decisions across the business. Drawing on examples from wine, spirits, beer, luxury goods, and other consumer categories, panelists will examine the trends influencing purchasing behavior, where marketing dollars can have the greatest impact, and how to align brand, portfolio, resource, and operational priorities.

Attendees will leave with practical approaches for understanding their consumer, identifying the signals that matter, and moving from reacting to trends to anticipating, and potentially driving, them.

Moderator:
Michelle Egan, Wine Market Council, California

Speakers:
Heather Miller, Insights in Marketing, Illinois
Dale Stratton, Azur Associates, California