Episode 133

133 - Navigating Uncertainty: Scenario Planning with Kerry Group’s David Deeley & Brian Short

Published on: 18th November, 2024

In this episode of The Greenbook Podcast, host Karen Lynch is joined by David Deeley, Senior Insights Manager, and Brian Short, Consumer Insights Specialist, from Kerry. Together, they discuss the importance of scenario testing to tackle uncertainty in the food and beverage industry.

Drawing from their presentation at IIEX Europe, David and Brian explain how Kerry uses foresight and scenario planning to anticipate shifts in the market, navigate challenges like climate change, and support innovation. This thought-provoking conversation explores how frameworks and collaboration between insights, R&D, and customers drive impactful solutions for the future.

In this episode, we’ll explore:

  • Scenario Planning Basics: How scenario testing differs from trend-based forecasting.
  • FutureLens Framework: Kerry’s foresight program for anticipating industry shifts.
  • Consumer Insights and Data Sources: Integrating proprietary research with macro trends.
  • Use Cases: Examples of scenario planning in action, including innovations in iced beverages and supporting a major European retailer.
  • Advice for Businesses: Tips on incorporating scenario planning into strategy and innovation efforts.

Resources/Links:


You can reach out to David on LinkedIn.

You can reach out to Brian on LinkedIn.


Many thanks to David Deeley and Brian Short for joining the show. Thanks also to our production team and our editor at Big Bad Audio.

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About the Podcast

Greenbook Podcast
Exploring the future of market research and consumer insights
Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights.

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