Better Customer Insights Through Innovation

Brands don’t usually notice when their consumer has already moved on, and keep running on assumptions that are no longer true. Richard Heath, Chief Innovation Officer at Curion Insights, has spent his career building the internal conditions that make it possible to catch that shift before it becomes a crisis. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Heath to get into what those conditions actually require and why most organizations are further from them than they think. A culture of innovation is not something a company declares. It is something a company measures, and the distance between those two things is where most brand strategy quietly falls apart. Heath makes the case that without a structural, accountable commitment to trying things that might not work, innovation is just a word on a values slide. "Your consumers' needs have changed," Heath explains. "Let's innovate. Let's do something different to meet them." AI can process market research insights at a scale no human researcher can match, and yet some consumer shifts still catch the industry off guard. The GLP-1 shopper research Heath's teams conducted across the US and UK markets is one of them, and the buyer personas most CPG, food, and beverage brands are still working from do not reflect what has already changed. Music written and performed by Leighton Cordell. Sponsor: Ever feel like your company is sitting on a goldmine of opportunities, but they keep slipping away? Most companies already have their next big win hiding in their database. Little Bird Marketing's Revenue Sprint is a proven system that works backward from your revenue goals to create a focused plan for building a sales pipeline and predictable growth. No massive budget required—just strategic execution that delivers measurable results. Ready to turn missed opportunities into new wins? Click here and build a predictable pipeline for sustainable growth.