From insights to foresights: predicting what consumers will need next with Kerry-Ellen Schwartz
June 16, 2026
Market research is often focused on the present, but staying ahead requires a shift toward the future. In this episode of The Curiosity Current, hosts Stephanie Vance and Molly Strawn-Carreño speak with Kerry-Ellen Schwartz, Director of Consumer Insights for Predictive Intelligence and Platform Innovation at PepsiCo Foods North America. They discuss the critical difference between insights and foresights. Kerry-Ellen explains why human empathy is the foundation for any successful brand strategy and how scenario planning helps businesses prepare for the needs of future generations like Gen Alpha.
In this episode of The Curiosity Current, Stephanie Vance and Molly Strawn-Carreño are joined by Kerry-Ellen Schwartz, Director of Consumer Insights for Predictive Intelligence and Platform Innovation at PepsiCo Foods North America. Kerry-Ellen brings over 15 years of experience across various industries to her role at Frito-Lay, where she leads the foresights agenda and shapes breakthrough platform innovation.
The conversation centers on the evolving landscape of consumer research and the necessity of looking beyond historical data. Kerry-Ellen defines the core differences between a current insight and a predictive foresight, emphasizing that foresight requires taking an extra step to extrapolate where behaviors are heading. She shares a cautionary tale from early in her career about how a lack of foresight regarding generational shifts led to a significant market mismatch.
Stephanie, Molly, and Kerry-Ellen also explore the power of human centricity. Kerry-Ellen advocates for building empathy by connecting directly with consumers to understand their emotional motivations. The episode highlights her passion for mentoring junior researchers and supporting working parents in the industry. Finally, she offers advice for those transitioning from agency to brand roles, stressing the importance of curiosity and the courage to push back on business questions.
What You’ll Learn:
- Why a true insight must prompt a deeper question rather than just stating a fact
- The specific ways foresight differs from traditional market research by predicting future needs
- How to use scenario planning to prepare for different consumer outcomes
- The importance of human centricity and empathy in creating successful brand campaigns
- Why observing real-world behavior often contradicts what consumers report in surveys
- How to effectively transition from an agency partner to an internal brand leader
- The value of mentoring programs in fostering diversity and supporting working parents
About the Guest:
Kerry-Ellen Schwartz is the Director of Consumer Insights for Predictive Intelligence and Platform Innovation at PepsiCo Foods North America. She leads the foresights agenda for Frito-Lay and previously led foundational consumer insights for the Mountain Dew brand. With 15 years of experience in market research across pharma, technology, and food and beverage, she specializes in leveraging human centricity to drive innovation and strategy.
Episode Resources:
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