Stephan Gans, PepsiCo’s Chief Consumer Insights and Analytics Officer, is redefining the role of consumer insights with an unconventional approach. Despite having no prior experience in consumer insights before joining PepsiCo, Gans has brought a fresh perspective that has energized the global team under his leadership. His focus on continuous learning, rather than traditional testing, has transformed how PepsiCo leverages data to gain a competitive advantage in real-time. By fostering an environment where insights are not just gathered but actively shape decision-making, Gans is pushing PepsiCo to stay ahead in a rapidly digitizing market.
Gans' unique journey to this role is marked by his diverse career, which includes a foundational 15 years at Unilever and leadership positions at Interbrand North America and EffectiveBrands, a global marketing consultancy he co-owned before it was acquired by WPP. His educational background in econometrics from the University of Amsterdam has also played a key role in shaping his analytical approach. Since joining PepsiCo in 2017, Gans has revitalized a disjointed consumer insights function, uniting a team of 1,000 professionals across 75 markets with the goal of transforming local expertise into global strength. His ability to leverage global data while addressing local market needs has been pivotal in repositioning PepsiCo’s consumer insights as a strategic asset.
An interesting aspect of Gans’ leadership is his commitment to developing tools in collaboration with smaller, specialized firms rather than relying on large, established conglomerates. This entrepreneurial approach has not only produced innovative insights tools but also generated new revenue streams by selling these tools to non-competing companies. Gans’ focus on training his team to be proactive and brave in their use of data has further empowered them to become strategic partners within the organization, rather than order-takers. Under his guidance, PepsiCo's consumer insights function continues to evolve, ensuring the company remains agile and competitive in an increasingly complex marketplace.