After rocking the F&B industry for over 20 years, I’ve got some insider info to share, and it might just shake things up. Let me spill the tea on the real deal behind why a whopping 80% of new products end up being no-hit wonders. Spoiler alert: It’s all about missing the mark on what consumers really crave. And guess what? Innovating in your own bubble, sans the consumer chit-chat, is a recipe for disaster.

Enter my latest adventure in the world of ice cream. We turned to this cool platform called Multytude – talk about a game-changer! We snagged authentic consumer insights faster than you can say ‘scoop,’ all thanks to the dynamic duo of micro/nano influencers and, drumroll please… AI doing the heavy lifting!

The Game-Changing Role of AI-Boosted Consumer Insights

At the core of every product that’s got fans raving is a deep dive into what tickles consumer fancies – their preferences, needs, and the whole shebang. Old school methods like surveys and focus groups have their charm, sure, but we’re in the age of needing info YESTERDAY. And that’s where our trusty sidekick AI comes into play, turbocharging our insight game. 

It was so easy, I only gave the brief, AI generated the questions in influencer language, selected a variety of influencers to work with, I just approved and that was it!   

AI: Your Fast-Track Ticket to Real, Juicy Insights

This tech marvel takes influencer chatter and turns it into gold, uncovering trends and feedback faster than you can blink. It’s like having superpowers, giving you the lowdown in real time so you can make moves that matter, pronto. Plus, getting to jump into live streams and hear it straight from consumers? Priceless! 

Honestly, I loved being part of the live streams and seeing how consumers authentically engaged with the dialogue sharing their insights, since the biggest motivation for them is to hang out with their BFF’s.  

Turning Up the Heat on Innovation

Why spend ages on market research when AI and insights can have you zooming from concept to creation in no time? This approach isn’t just about cutting down the time; it’s about amping up the impact of your ideas, making prototyping a breeze, and getting a thumbs-up from the market faster. 

I remember the days when I waited 8-12 weeks for results! In this case, it was 2-3 weeks max which shaves off significant time for any project. 

Making Every Second Count in Product Development

Say goodbye to the never-ending 18-24 month product innovation cycle. With real-time data and insights, you’re in the fast lane, fine-tuning your offerings and hitting the shelves before the competition knows what hit them. 

I loved the fact that we spent more time “expansive” generating ideas vs. spending a whole lot of time in insight collection! Much better use of everyone’s time in my view.  

The Lightbulb Moments That Make It All Worth It

Here’s the real showstopper – leveraging insights as ‘Fresh stimulus’ in our co-creation workshops, sparking that ‘Ta-Da!’ moment of sheer brilliance. 

Being in on the real convo with consumers opens up new lanes of thought, helping you navigate the innovation highway like a pro.

In the wild world of FMCG, where being the first to innovate is your lifeline, tuning into your consumers with the magic mix of AI and influencer insights could just be the secret ingredient you’ve been looking for.