At Quirk's NYC 2025, Donna Foti, Director of Consumer Insights & Analytics at Kind Snacks, delivered a powerful, practical framework for what it takes to evolve an insights function from a reactive research shop into a proactive business engine. Drawing from decades of experience across brands (like Diageo, Heineken and Unilever) and consulting, Donna laid out a clear roadmap for elevating insights to drive real business impact.
Her philosophy is organized into three rules:
1. Be the consumer and methodology experts
Donna urged insights professionals to shift the way research requests are handled. Instead of jumping straight into method or timeline, teams should ask: What business decision will this research inform? This reframing leads to sharper briefs and better alignment with outcomes.
She also emphasized the importance of understanding what data already exists before launching new research. Often, a solid recommendation can be drawn from existing sales, flavor, or trend data. And when new research is needed, Donna advocated for creating a toolkit of methods—from foundational segmentation studies to rapid ad hoc tools.
A standout example: Kind's active consumer community. Sourced directly from their website, this group of loyalists provides fast, rich feedback on product ideas and brand moments. Donna shared that the insight community, built with support from Rival Technologies, has become a reliable go-to for decisions that require speed and brand sensitivity. As she put it, "It's super efficient and very effective."
2. Think like strategic partners
To embed insights in business strategy, Donna encouraged teams to:
- Deeply understand what each stakeholder group (brand, digital, PR, R&D) truly needs.
- Share tools and resources more proactively across the org—not assuming everyone knows what insights can offer.
- Define a vision: are you a reactive function, or a strategic advisor being sought out for critical decisions?
She also stressed the value of being at the leadership table. When insights reports into marketing or innovation, objectivity can get lost. Being part of senior decision-making conversations is key to having a strategic voice.
3. Engage like proactive thought leaders
Donna's final pillar focused on influence and inspiration. Insights teams shouldn't just deliver data—they should:
- Curate relevant information and make it easy to digest ("Don't just give access to data—translate it.")
- Craft compelling stories with simple, jargon-free executive summaries
- Use tools like visuals, quizzes, and short video clips to bring insights to life
- Track and communicate the business decisions influenced by research
One particularly resonant example was a Gen Z consumer immersion session led by the Kind team. By bringing cross-functional teams together with live consumer panels, Kind was able to create an experience that stuck. "People were still quoting the Gen Z panel months later in meetings," Donna said.
Level up your insights team
Donna's talk offered a refreshingly actionable perspective on how to level up the role of insights. From building always-on communities to leading immersive consumer experiences, she made it clear: the future of insights isn't about answering questions—it's about steering the conversation.
For insights leaders looking to be seen as strategic partners, the blueprint is here. It starts with business alignment, continues with methodological flexibility, and ends with storytelling that sparks action.
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