The best conversations at a research conference don't happen on stage. They happen in the hallways, right after a session, when someone's still thinking out loud. Waves of Thinking is aytm's short-form video interview series built to capture exactly that — unfiltered conversations with the researchers, strategists, and insights leaders shaping the future of consumer insights and market research, recorded live from the floor at Quirk's Chicago 2026. From PepsiCo and JM Smucker to Perdue Farms and Midwest Dairy, here's everything from our time there.
Kicking off Waves of Thinking — Molly Strawn-Carreño, aytm
aytm’s Molly Strawn-Carreño introduces Waves of Thinking live from the floor at Quirk’s Chicago 2026. This short-form series captures unfiltered conversations with the researchers, strategists, and insights leaders shaping the future of consumer intelligence. No slides, no polish—just sharp perspectives from the people doing the work.
Laura Ammigan — Weber Blackstone
Laura Ammigan, Director of Global Insights and Analytics at Weber Blackstone, sat down with us at Quirk’s Chicago 2026 to talk about what happens when the data tells a different story than the hypothesis. She walks through how she navigates multiple sources to build business action recommendations—and her approach to pivoting fast when the original direction misses the mark.
Drew Zeigler — JM Smucker
Drew Zeigler, Scientist in Research and Development at JM Smucker, turned a sleep-deprived parenting moment into the SNOW Framework. In this conversation at Quirk’s Chicago 2026, he breaks down the friction between CLTs and real in-home testing, why both matter for stress-testing products, and why the smartest thing a researcher can do is let consumers surprise them.
Pepper Miller — Hunter Miller Inc
Pepper Miller, President of Hunter Miller Inc and Cultural Insights Strategist, doesn’t shy away from uncomfortable truths. At Quirk’s Chicago 2026, she unpacks a striking data point—51% of global audiences don’t trust major institutions—and makes the case that rebuilding trust starts with challenging existing beliefs and leaning into the cultural narratives that matter most, even when they’re hard to hear.
Marat Fleytlikh — Perdue Farms
Marat Fleytlikh, Director of Consumers at Perdue Farms, gets into the real trade-offs of speeding up insights with AI. Campaigns move faster, so research has to keep pace—but that speed creates new gaps. At Quirk’s Chicago 2026, he walks through how researchers can mitigate those gaps from start to finish without sacrificing the quality of the output.
Lissa Crisp — Generous Brands
Lissa Crisp, Director of Consumer Insights at Generous Brands, sat down with us at Quirk’s Chicago 2026 to talk about what comes after the raw spreadsheet. She shares her process for turning data into a decision-driving asset and how to stay ahead by letting technology do more of the heavy lifting.
Maureen Windisch — Midwest Dairy
Maureen Windisch, Senior Manager of Business Insights & Data Analytics at Midwest Dairy, knows that having the right product isn’t always enough. With 75% of US adults looking to increase protein intake—but not necessarily reaching for dairy—she walks through how her team at Midwest Dairy is closing the gap through sharper messaging and smarter innovation.
Claudia Sciarretta — PepsiCo
Claudia Sciarretta, Global Insights Director at PepsiCo, tackles a question most market leaders don’t ask often enough: what happens after you reach the top? At Quirk’s Chicago 2026, she breaks down the fundamentals of superiority analysis, why measuring both attraction and retention matters, and how to build superiority thinking into a system rather than treating it as a one-off study.
Deb Mendez
Deb Mendez, a renowned CPG Insights Leader, shares her approach to doing more with less—using AI not as a shortcut, but as a force multiplier. Her method for building and training a unique AI tech stack, including aytm’s Skipper platform, is a blueprint for CPG insights professionals looking to work smarter without losing rigor.
Jen Plebani — BILL
Jen Plebani, Principal Researcher at BILL, makes a compelling case for ditching the big insights reveal. When roadmaps are moving faster than the traditional research cycle, perfectionism becomes the enemy of momentum. At Quirk’s Chicago 2026, she lays out the new process for insights professionals who want their work to land while it still matters.
Until next time
Nine conversations. One conference. A lot to think about. aytm’s Waves of Thinking series wrapped up at Quirk’s Chicago 2026 with perspectives from researchers, strategists, and insights leaders across some of the most recognizable brands in the world. We’re leaving inspired—and already looking ahead to IIEX in DC end of April. Catch up on every episode and stay tuned for what’s next.
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