Val Pastrana

Senior Director · Mondelēz International · company speakers →

Percival Pastrana, Senior Director at Mondelēz International and speaker at this years IIEX APAC event, emphasizes the importance of focusing on culture and basic skills rather than solely relying on advanced tools for innovation. He believes innovation teams can improve results by sticking to the fundamentals and building empathy through consumer research. Pastrana creatively combines traditional methods with technology and AI to enhance research and derive greater value. While research technology and automation bring benefits, he highlights the importance of depth, rigor, and newness of insights. Pastrana sees AI and tech as valuable in unlocking insights, improving business outcomes, and avoiding pitfalls. He also encourages the exploration of Horizon 3 initiatives to provide actionable insights for future realities. He urges professionals to approach innovation with a focus on foundational skills and consumer empathy.

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