The insights team’s real job is to provoke, not just prove with Patricia Descamps
November 10, 2026
Consumer insights teams have more data and technology at their disposal than ever before, but connecting that information to meaningful business decisions remains a challenge. In this episode of The Curiosity Current, Patricia Descamps, Consumer Marketplace and Insights Co-Pilot Lead at Nestlé, explores how AI can help break down research silos, why human curiosity remains essential to meaningful insights, and how organizations can move beyond static consumer profiles to understand changing needs and motivations. She also shares how insights teams can become proactive strategic partners who challenge assumptions, connect the dots and create lasting business value.
In this episode of The Curiosity Current, Stephanie Vance sits down with Patricia Descamps, Consumer Marketplace and Insights Co-Pilot Lead at Nestlé, to explore the evolving role of consumer insights in the fast-changing CPG industry. With more than 15 years of experience across major brands including Procter & Gamble, Clorox and Goodyear, Patricia discusses how the expectations placed on insights teams have shifted from reporting what happened to anticipating what comes next.
As AI and new research technologies become increasingly accessible, Patricia explains how organizations can use these capabilities to connect fragmented data sources and build more coherent business narratives. However, she emphasizes that technology alone cannot create organizational value. Researchers must still bring human judgment, curiosity and the ability to challenge existing assumptions to the table.
Patricia also examines why traditional consumer profiles often fall short of supporting meaningful personalization. Consumers are not static; their motivations, needs and purchasing decisions change depending on the moment, context and job they are trying to accomplish. Understanding these shifts requires looking beyond demographics and developing a more nuanced view of consumer behavior.
Ultimately, Patricia challenges insights professionals to stop chasing more data and start digging deeper into what they already know. By asking better questions, connecting existing knowledge and helping organizations empathize with consumers, insights teams can move beyond validating decisions to actively creating business value.
What You'll Learn:
- How the role of consumer insights has evolved from reactive research to proactive strategic partnership.
- Why AI's greatest opportunity in CPG research lies in connecting fragmented data sources and breaking down organizational silos.
- How to build a research ecosystem around business questions, decision-making needs, audience and timing.
- Why research technology should be evaluated through capability, adoption and team confidence rather than speed or cost alone.
- How insights leaders can use AI to identify common themes, contradictions and gaps across different research sources.
- Why static consumer profiles limit personalization and how changing motivations and contexts influence purchasing behavior.
- How asking better questions and challenging stakeholder assumptions can elevate the strategic value of insights teams.
- Why organizations should focus on understanding existing data more deeply instead of constantly collecting more information.
About the Guest:
Patricia Descamps is the Consumer Marketplace and Insights Co-Pilot Lead at Nestlé, bringing more than 15 years of experience across consumer insights, digital marketing and research. Throughout her career, she has worked with major consumer brands including Procter & Gamble, Clorox and Goodyear.
Her expertise spans qualitative and quantitative research, consumer testing, personalization, digital transformation and AI-driven insights. Her work focuses on helping organizations use consumer research, digital tools and emerging technologies to make better business decisions.
Episode Resources:
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