The newest member of the insights team at PepsiCo, the food and beverage giant, is “Ada”, an augmented-intelligence platform.

Kate Schardt, senior director/global insights at PepsiCo, told delegates at The Market Research Event (TMRE) 2018 that the company’s investment in “Ada” embodies a recognition that research methods and tools have not kept up with the digital revolution in commerce.

“We’ve been talking for at least ten years, or longer, as an industry that we have these big pressures facing us,” Schardt said. “Yet we’re not really changing. We’re kind of tweaking around the edges, maybe trying to make things a little more System 1-oriented” – a reference to psychologist Daniel Kahneman’s definition of fast, automatic, and intuitive thinking.