RTDs, Conjoint and Consumer Choices | Andy O'Brien | Part 1

Can we model consumer choices in a timely fashion?Shouldn’t we test product-related design choices before launching them into the market?The episode features Andy O’Brien, FMCG & RETAIL VP at Epic Insights, discussing his FMCG background and Epic’s software-driven, decision-based research, which delivers faster insights. They emphasise the need for rapid data to support innovation, challenge assumptions, and keep pace with retailer and internal decision timelines, noting procurement and organisational volatility as barriers and arguing that better tools should reduce high new-product failure rates. The conversation presents Epic-sponsored conjoint research on alcoholic RTDs in Germany, France, and Spain: product is the main choice driver, packaging is second, and their interaction shapes decisions, with price reinforcing expectations. Findings also suggest premium glass packaging complements rather than replaces mainstream cans, with cans driving volume while glass supports higher-value occasions and specific cohorts (e.g., female consumers in France).00:00 Welcome and Preview01:49 Meet Andy and Epic Insights04:17 Fast Conjoint Research at Speed08:22 RTD Study Insight One Drivers20:05 Insight Two Packaging Premiumisation Wrap This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe