Crafting insights the Pernod Ricard way

Stephen Whiteside

Insights teams generally operate with limited headcounts and restricted budgets, but are still expected to deliver significant results. Kate Pomeroy, vice president of consumer insights planning and research at Pernod Ricard, told delegates at The Market Research Event that the alcoholic drinks manufacturer was no exception to this rule.

"I only have a very tiny insights group, but we try to have a lot of impact," she said at the close of the conference, held in Nashville in October 2013. "We're fighting between global and domestic, and we're fighting between different groups. But, also, there's politics within those organisations, so adding value is even more important to us, because otherwise we're probably going to get cut."

Making a tangible impression requires fully appreciating corporate realities and priorities, and treating each brand just as an external agency would. "It's almost like understanding the consumer, understanding the psychology of the client," Pomeroy said. "For the clients, it's about creating value in our organisation."