The Consumer Intelligence Gap: Getting Ahead of Revenue Risk

Most teams are working with lagging indicators — sales data, historical performance, national averages that do not reflect what is actually happening with their specific consumers. By the time the data tells you something has shifted, the window to respond has already closed.

In this recorded session, Morning Consult's Head of Economic Analysis, Kayla Bruun, shares a three-step consumer diagnostic framework using Morning Consult's real-time consumer economic data. Kayla walks through how to move from the macro world to your industry and finally your brand to understand what is actually driving change in your business before it shows up in your numbers. A representative from Pernod Ricard joins to share how their consumer strategy team applies this approach in practice.