Editor’s Note: Douglas Healy, senior director of consumer insights and Scott Peiser, senior manager of consumer insights, Gatorade/PepsiCo. will be presenting the session titled “Propelled by insights: How Gatorade utilizes foundational research to drive brand growth.” They will be speaking at the 2023 Quirk’s Event - New York.

On July 19, The Quirk’s Event - New York will kick off with great sessions from various companies. One session to get excited for is this one from Gatorade/PepsiCo. titled, “Propelled by insights: How Gatorade utilizes foundational research to drive brand growth.” 

In the last year, Propel has seen a rebranding and breakthrough marketing giving it renewed attention. This session will look at how the insights team at Propel was able to drive these changes through foundational insights and storytelling through the multi-year process. 

To learn more about the session, we sat down with speakers Douglas Healy, senior director of consumer insights, and Scott Peiser, senior manager of consumer insights. They discussed how the process of revamping the brand was more mind-set than outcome.

“It’s more of a mind-set than it is the outcome of a specific use of tools. We all can utilize historical data and work that was done on our brands, categories and consumers to help inform the foundation of how we should think holistically about our business,” says Healy and Peiser. 

The most important part of the process was to think big picture. We started work with the team on the business objectives to develop the gaps in brand strategy and then develop research plans with the end goal always in mind.

We had big questions to answer so we first focused on large scale qualitative to help us understand the category, our consumers and our competitor’s consumers. This research brought to life not just what consumers liked or disliked about our product, it helped us understand how we...