Conversations with Masters:
How to Better Understand Your Customers™
Watch Cynthia Sodini, Head of Consumer Insights and Strategy, Reynolds Consumer Products, discuss:
- How she uses customer journey mapping and ethnographic research to better understand how consumers are engaging with her brands
- The importance of planning and designing every research project for a specific business impact and outcome
- How she guides her internal stakeholders to leverage research in more strategic (and not just tactical) ways
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