Episode Summary 

In this episode of The Data Quality Deep Dive, we go beyond benchmarks to explore how insights leaders like Litthya Baez (US Portfolio Insights Lead @ Haleon) are redefining strategy. The role of trust, influencers, and integrated data sources, we unpack what it takes to keep brands aligned with their core and future-proof their insights approach.

🧠 Key Themes & Takeaways  

Trust as the New Currency

• “Brands need to establish trust”—it’s the foundation for every consumer decision.

Social Media as a Strategic Input

• Social conversations happen in consumers’ natural habitat—data isn’t skewed.
• Use social listening to find themes and enrich survey insights. For example, consumers turn to influencers for validation – its important to understand that data signal.

Integrated Data for Holistic Insights

• It’s exciting when we combine POS data, social listening, and survey research, and all of the data sources align. It means we are on to something and our insights become actionable and predictive.

Brand Strategy: View your brand as Concentric Circles

• Start at the core—this is what your brand stands for.
• As a brand aims to move 3–4 circles out and they may risk misalignment.
• Insights fill gaps quickly to keep strategies anchored.

Smart Tech & Gen AI

• Use Gen AI personas to test scenario reactions and stress-test strategies.
• Tech isn’t just automation—it’s a tool for quick research and strategic foresight.

💬 Memorable Quotes

• “Trust isn’t optional—it’s the foundation of every brand decision.”
• “Social media doesn’t skew reality; it’s where people live their truth.”
• “If I show up in a goth outfit at this conference tomorrow, it wouldn’t align with my brand. It’s the same when brand’s try to stray from their core.”