Consumer Insights Executive Debate
Why brands find out last
The distance between what consumers already told you and what your team actually saw.
Early warning signs are often already there — buried in reviews, hidden by averages, and missed until they show up in sales.
The Debate
Rajeev Ravi
External Guest
Kenvue
Stan Sthanunathan
Host
Founder, Executive Chairman
What you’ll walk away with
- Brands get blindsided because they read feedback at brand/category-average resolution, not the SKU-level resolution where problems actually occur, and stable averages feel reassuring while hiding real trouble.
- Scale doesn’t help: more resources just means closer scrutiny of the same aggregate; a confident “covered” team is riskier than one that knows it’s blind.
- The real signal is in review free text, not star ratings, and at any real volume, almost none of it gets read.
- Examples: a “packaging” complaint spike was actually counterfeit product; reformulation drift and new competitors show up in reviews months before sales data catches up.
- Reviews move first, sales move last, but organisations act on sales. The fix is reading at the right resolution and giving it an owner, not more technology.
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