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Beyond Demographics: Redefining Flavor Segmentation with Kim Duncan
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In this episode of The Curiosity Current, hosts Matt and Stephanie sit down with Kim Duncan, Head of Consumer Insights at Givaudan, to explore FlavorFinders—a groundbreaking segmentation framework that's redefining how brands understand and innovate around flavor preferences. From challenging traditional demographic-based approaches to revealing surprising insights about risk tolerance and flavor adoption, this conversation unpacks how behavioral and emotional dimensions shape consumer taste. Whether you're a researcher looking to enhance your segmentation strategies or a brand innovator seeking fresh perspectives on product development, discover how FlavorFinders' decade of behavioral research is helping create more targeted, successful flavor innovations in today's fast-moving food and beverage market.
What You'll Learn:
- How FlavorFinders evolved from a decade of research to challenge traditional demographic-based segmentation
- Why behavioral and emotional dimensions are better predictors of flavor preferences than demographics
- The four key consumer segments that define flavor adoption, from trailblazers to hesitators
- How to align product innovation and marketing strategies with different risk tolerance levels across segments
- Why understanding "adventure" and "risk" means different things to different consumer segments
- How complementary segmentation frameworks can enhance existing customer insights
- The role of AI and predictive analytics in accelerating product development cycles
- Why successful flavor innovation requires targeting the right segment rather than trying to appeal to everyone
Episode Resources
- Kim Duncan on LinkedIn
- Givaudan on LinkedIn
- Givaudan Website
- Stephanie Vance on LinkedIn
- Matt Mahan on LinkedIn
- The Curiosity Current: A Market Research Podcast on Apple Podcasts
- The Curiosity Current: A Market Research Podcast on Spotify
- The Curiosity Current: A Market Research Podcast on YouTube
The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so
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