From testing to learning
Speakers
Deirdre van Zyl
Head of Innovation Planning and Insight - Africa at DiageoDeirdre van Zyl is Diageo’s head of innovation planning and insight, Africa, where she brings consumer centricity to the company’s portfolio of over 200 brands across the region. Dierdre has accumulated nearly 20 years of experience in consumer insights, enabling leading global brands like Mars, Johnson & Johnson and Reckitt Benckiser to propel business strategy forward with cutting-edge innovation.
Nicole Teh
Strategic Accounts Director at ZappiNicole Teh is strategic account director at Zappi, where she brings nearly 20 years of research experience to build strategic partnerships with some of the biggest brands globally. She has built an international career spanning three continents where she specializes helping enterprise businesses adopt more agile research practices across their businesses.
What's it about?
Join Deirdre van Zyl, Diageo’s head of innovation planning and insight in Africa, and Nicole Teh, strategic account director at Zappi, as they delve into Diageo’s consumer-centric approach to product innovation in Africa. With a diverse portfolio spanning over 200 brands globally, Diageo prioritises local nuances to create innovation that will deliver strong growth for an important growth region like Africa.
In this talk, we’ll explore how Diageo, in partnership with Zappi, shifted its strategy from mere testing to continuous learning, enabling them to adapt and thrive in diverse African markets. Deirdre and Nicole will discuss how their partnership enabled Diageo to:
Optimize product concepts: Streamline feedback processes and utilising real-time insights from Zappi’s platform to refine product concepts iteratively, ensuring better alignment with market preferences.
Leverage what they know: Harness rapid data collection to uncover emerging consumer trends and cultural influences, informing strategic decisions for enhanced product creation and market positioning.
Move from testing to learning: Implement a cultural shift towards continuous learning and insights-driven decision-making within Diageo’s innovation teams, fostering sustained growth and innovation in the dynamic African market.
Through these topics, we will delve into how Diageo and Zappi collaborated to optimise product concepts, leverage valuable consumer insights and transition from testing to continuous learning, ultimately driving successful product innovation across Africa.
What's in it for me?
How to use product testing to gain a holistic understanding of consumers in new markets and categories.
How you can create a culture of continuous learning and insights-driven innovation, driving sustained innovation in emerging markets.
Why iterative product testing can improve product innovation and help teams learn.
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Sponsors
Zappi is the agile platform designed for creators. If you're part of a team that creates brands, ads or innovative new products, then we think you're a creator. With Zappi, you get access to actionable, quick and smart data for creators to amplify your creative effectiveness and shape winning innovation. Inspire your ideas and validate your creations so you can create something people love.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry.
Diageo has over 200 outstanding brands – old and new, large and small, global and local, with brands sold in 180 countries at almost every price point, in every category to meet consumer demand.
Diageo is a young company with entrepreneurial spirit and determination.
The success of Arthur Guinness, Pyotr Smirnoff, John Walker, Charles Tanqueray and many more led to the formation of the company in 1997.