A new era of consumer research

PepsiCo uses a tool called Tastewise, which deploys algorithms to uncover what people are eating and why. The AI-driven tool analyzes massive quantities of food data online.

AI collects data that consumers don't report in focus groups.

Through findings from the tool, PepsiCo incorporated seaweed into a flavored savory snack. It's been a top seller since it was brought to the market.

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How PepsiCo uses AI to create products consumers don’t know they want

venturebeat.com

Data driven social prediction

PepsiCo also leans heavily on Trendscope

which focuses exclusively on social conversations around food on Twitter, Reddit, blogs, review boards, and more. 

The tool considers context and whether or not the conversation is relevant to the business, it measures not only the volume of specific conversations but how they grow over time.

There was a spike in interest around immunity during the pandemic, and PepsiCo used this tool to launch a new line of its propel sports drinks infused with Immunity ingredients.

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Once the products are developed, there’s still plenty for AI and machine learning to do.

For the launch of Mountain Dew Rise Energy, for example, PepsiCo determined which consumers would be more likely than average to enjoy the drink, and then narrowed it in further to determine a core target.

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After integrating these technologies, it’s easy to become overly reliant on the data, which can’t always speak to people’s actual motivations. 

A recent Pepsi ad, which focuses on the shared human emotions of the pandemic and doesn’t feature any products.

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Stephan Gans - Team PepsiCo

I’m always making sure there is both a data-driven and a human empathy perspective brought to commercial decision-making.

That is a key role and ongoing challenge for my team

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