this or that
Confessions of a Consumer Insights Pro (with a Love for Packages)
- by Barbie Romero , February 25, 2025
Do you like to go shopping in-person or online? What about marketing, do you prefer brand awareness or performance? In this series, we get to know past Insider Summit attendees and ask about their work and personal preferences.
Randee Keating, Sr. Director of Consumer Insights from Newell Brands:
Sharpie or Expo: While I have a soft spot for Sharpie as one of my favorite brands to work on, if I had to choose the one that aligns with me personally, I'd pick Expo. I believe the best decisions are those that can be changed, making erasability essential!
Fall or Spring: Definitely fall. I’m an October baby, and so are my husband and son. Between birthday parties and Halloween, it’s one of the best times of the year.
Human Touch or AI: I’ll go with the unpopular choice of AI because I’m so fascinated at the moment by all it can do and how quickly it’s evolving.
Outdoor Activities or Staying Indoors: Blame it on allergies or extreme heat growing up, but I tend to lean towards the indoors.
Focus Groups or Customer Personas: For consumer understanding, AI personas cannot replace humans. We're exploring ways to bridge the gap, but AI currently lacks the intricate details you get from real consumer data. It’s great for summarizing and replaying what we've learned, but it misses the mark on capturing individual experiences.
Microsoft Teams or Google Chat: I’ll have to stick with MS Teams. It’s been a constant fixture in my life since the pandemic, so I feel pretty loyal to it.
Shopping Online or In-Person: I'm all for shopping online. I love exploring the endless options available and the thrill of having packages arrive at my door—it can make an ordinary Wednesday feel like Christmas.
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.
