Keeping Consumers Central to Making Business Decisions
About this episode
Nico Laruina discusses the shift from a linear to a circular shopper funnel and the importance of understanding consumer needs in business decisions.
The traditional shopper funnel is dead, yet most brands still chase it. Nico Laruina, General Manager of Nestlé's Food Business Unit, bridges both worlds daily, running a global food portfolio while proving that consumer truth beats commercial pressure every time. He breaks down why the funnel became circular instead of linear, how elasticity testing reveals what shoppers will actually pay for, and why the right AI prompt only works if you already know your consumer's real need. A must-listen for anyone building strategy and anyone building the research behind it. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .
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