CONSUMER INTELLIGENCE · COMMERCIAL DECISIONS
Turn consumer intelligence into commercial action.
I help consumer brands connect consumer, shopper, market and customer intelligence so teams can make sharper decisions — and act on them faster.
Discuss a challenge →
Experience across Consumer & Market Insights, Nielsen, FMCG, shopper, CRM, ecommerce and commercial environments.
CONSUMER / SHOPPER / MARKET / CUSTOMER
Decision → Action
Better decisions. Greater impact.
01 / THE CHALLENGE
More data doesn’t automatically mean better decisions.
Consumer brands have never had more information. Research. Retail data. Shopper insights. CRM. Ecommerce. Dashboards. AI. Yet the hardest questions are often still the same:
What actually matters? What does it mean for the business? What should we do next?
The problem is rarely access to information. It is the gap between what the organisation knows and what the organisation does with it. That is the Insight-to-Action Gap.
DATA →
INSIGHT →
THE GAP
Insight-to-Action
DECISION →
ACTION →
LEARNING
When those connections break, valuable insight gets lost in presentations, teams interpret the same evidence differently and decisions take longer than they should. That is the gap I help close.
02 / WORK WITH ME
How I can help
01
Insight-to-Action Audit
Find where insight is losing impact.
I map how consumer and market intelligence moves from data to decision — and identify where it becomes fragmented, delayed or disconnected from action.
Outcome: a clear view of the biggest friction points and a prioritised roadmap for improvement.
02
Insight-to-Action Sprint
Turn a complex business question into a clear decision.
When the evidence is there but the answer is not, I connect the signals that matter to understand what is happening, why it matters and what the business should do next.
Outcome: a clear point of view, the evidence behind it and a practical course of action.
03
Decision System Design
Build a more effective way of turning intelligence into decisions.
I help teams create a more connected and repeatable way of moving from evidence to action across people, processes, data and — where useful — AI.
Outcome: a clearer operating model for making faster, more consistent and better-informed decisions.
03 / THE PERSPECTIVE
This way of working comes from years spent across Consumer & Market Insights, Nielsen, FMCG, retail, shopper, CRM and ecommerce — seeing the same challenge from different sides of the business.
There was rarely a shortage of information. The harder part was turning it into a clear business decision.
Market & category intelligence
Working with retail, category, market and consumer data to understand what is changing, why it matters and where the commercial opportunity sits.
Consumer insight into business decisions
Turning research and complex evidence into clear implications, priorities and recommendations that Marketing and Commercial teams can use.
From customer data to activation
Working across CRM and ecommerce environments to understand how customer intelligence translates into targeting, communication and commercial action.
Cross-functional perspective
Connecting consumer, market, customer and commercial perspectives around the business question — rather than analysing each source in isolation.
NIELSEN · FMCG · CONSUMER INSIGHTS · SHOPPER · CRM · ECOMMERCE
Different sources. Different teams. One decision to make.
04 / THE METHOD
The Consumer Decision Loop
Better decisions do not come from collecting more information. They come from creating a stronger connection between what the business sees, what it understands and what it does next.
01 / SIGNALS
Find the evidence that matters.
Relevant consumer, shopper, market, customer and commercial signals.
02 / SENSE
Understand what is really happening.
Connect the evidence, interpret it in context and separate signal from noise.
03 / DECIDE
Turn understanding into a choice.
Define what the evidence means for priorities, investment and commercial decisions.
04 / ACT
Make the decision visible in the market.
Translate the choice into marketing, category, CRM, ecommerce, innovation or commercial action.
05 / LEARN
Use the outcome to improve the next decision.
Measure what changed, capture the learning and feed it back into the system.
LEARN ↶ SIGNALS · Each decision makes the next one stronger.
ABOUT INMA
I’ve built my career around one question:
What should the business do with what we know?
Working across Consumer & Market Insights, market intelligence, commercial environments, CRM and ecommerce has allowed me to see the same challenge from several sides. I understand how evidence is generated and analysed. But I also understand what happens afterwards — when Marketing, Category, Commercial, CRM or Ecommerce teams have to decide whether an insight matters enough to change what they do.
That is where much of the value of Insights is won or lost. My role is to connect consumer understanding, evidence and commercial context around the decision that needs to be made. Not to produce more information.
What matters? What does it change? What should happen next?
Because the strongest Insights teams are not simply the ones that know more. They are the ones that help the business make better decisions.
A REALISTIC VIEW ON AI
AI will make information easier to produce. Judgement will become more valuable.
AI is already making it faster to search, synthesise and access information. That will change Insights. But as producing answers becomes easier, the value of knowing which questions matter, how to interpret the evidence and what decision it should influence will increase.
I see AI as a way to remove friction from the Consumer Decision Loop — not as an excuse to generate more output. It can help teams spend less time searching for and processing information, and more time applying judgement, challenging assumptions and influencing action.
AI can accelerate the path to insight. It still takes judgement to turn insight into a decision.
LET’S TALK
Plenty of insight. Still unclear what to do next?
If your organisation has access to a wealth of consumer, shopper, market or customer intelligence but still finds it difficult to turn that knowledge into clear commercial action, I would like to hear what you are trying to solve.
Or email me directly: inma.sanchez.cano@gmail.com