How to win at marketing in 2019: Human-centered design led by AI

Ocean Spray Cranberry company has always used a human touch when interpreting data about its customers. The company developed its wildly popular Craisins product after discovering that only 38 percent of U.S. consumers were eating or drinking cranberries but around 60 percent of Americans like dried fruit. When social media became popular, Michael Nestrud, the company's senior manager of global sensory science and consumer affairs, made a hobby of analyzing Twitter posts about cranberries to get a sense of customers' emotions associated with the fruit. In many ways, Michael's approach is the wave of the future. However, unstructured customer data is unstructured and anecdotal -- only useful when you are able to sense patterns and incorporate the insights gained from them into customer outreach and experience.