In an era of real-time dashboards, instant feedback, and endless data streams, the hardest challenge for senior decision-makers isn’t getting answers quickly — it’s knowing which insights are worth acting on. Speed is abundant. Clarity is not.
This session explores how Pizza Hut’s marketing team confronted that reality in the fast-paced world of QSR. Operating without a centralized insights function and under intense time pressure, the team needed a way to make rapid decisions without sacrificing rigor or understanding. Traditional research was too slow. Market tests were too costly. Instinct alone wasn’t enough.
By embedding agile research directly into everyday workflows using Upsiide, Pizza Hut’s marketers became their own insights engine. They tested early and often — not to generate more data, but to isolate the signals that truly drive consumer behavior, especially purchase intent. Names, claims, visuals, and promotional ideas were filtered quickly and rigorously, allowing weak ideas to be eliminated early and strong ones to move forward with confidence.
The result was faster decision-making with greater depth: fewer debates, stronger creative choices, and tighter alignment across marketing, creative, and leadership teams. This session demonstrates how organizations can design research for judgment — proving that in the age of instant data, depth isn’t lost. It’s engineered.
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