Keeping insight moving when reality gets in the way. Expert sensory panels are one of the most valuable sources of product intelligence in market research. They help companies understand how products perform, how formulations differ, and where innovation or quality improvements are needed.

What happens when an entire retail channel is forced to rethink its role for the future? What changes need to be made to retain relevant for future customer journeys (future shopping behaviour)?

On June 11, Stefan Peters will take the stage at NIMA Marketing Day with a session built around one key question for marketers: How do you know faster what really works?

In a world overflowing with dashboards, sales data, AI and trend reports, one thing is still surprisingly rare: real human understanding. In my experience brands can know a great deal about consumers on paper, yet still miss what truly drives choice, relevance and growth in everyday life. That is why a consumer closeness program matters so much. It helps teams move beyond assumptions and reconnect with the people behind the numbers.

By using predictive eye tracking, synthetic human in-depth interviews, and the expertise and creativity of our consultants, we are able to make highly targeted recommendations for the best choices and optimizations for OOH billboards in terms of visual simplicity, distinctive brand impact, and creative hierarchy. And we do so faster and more cost-efficiently. You will read exactly how this works later!

Recent reports show FMCG growth has been driven mainly by price increases, while real consumption remains weak. As inflation stabilizes, this dynamic is fading, and future growth will depend on increased usage, purchase frequency, and stronger category relevance. Meanwhile, consumer behaviour has shifted: shoppers are downtrading, buying smaller baskets, and adopting lasting value-seeking habits. Private labels and discounters continue to gain ground, reinforcing price-driven competition. For brands, this means growth can no longer rely on pricing alone but must come from genuine demand creation and better alignment with today’s shopping habits. Imagine that your brand tracker would show situational drivers of behaviour.