Case Studies

Revisit Stan Sthanunathan’s presentation from the Foundation at the TCF Annual Event 2025 and explore how customer truth can become the engine behind resilient performance, better innovation bets, and sharper go-to-market choices.

Surveys are losing effectiveness as response rates drop and bias increases. Companies are shifting to AI alternatives that use real behavior and unstructured signals. This move delivers faster, always-on insights with less reliance on self-reported data.

Learn how to find actionable, near real-time insights and prescriptive actions from Brand to SKU level.

Drawing on decades of experience at Unilever and i-Genie, Christina Habib and Stan Sthanunathan unpack why the insights industry is struggling to separate signal from noise, and what leaders must change to regain trust in data-driven decisions.

With over 120,000 SKUs in hair care, this brand needed full market data to understand the unmet needs to launch a product and update their assortment's marketing. The result a best seller with record ratings!

A toy brand launched a large TV and digital campaign to reinvigorate sales and brand equity. They needed faster feedback to decide whether to double-down on spend and how to adapt the messaging to maximize brand equity lift.

See how this multi-national haircare brand detected declining brand equity, rooted out the drivers and reversed the trend in just 3 months with a marketing campaign targeting trust messaging and targeted areas to generate buzz.

Kenvue's Michaela Cortez and i-Genie's Stan Sthanunathan present how AI can help with the data explosion and shift away from surveys, and why getting to Truth is increasingly important and difficult, and if we embrace dedicated AI we can be the transformation agents...