How Reckitt Gets Closer to Real-Life Consumer Behaviour with AI

Too often, consumer understanding is slowed down by the gap between how organisations make decisions and how people actually live. Internal assumptions, category logic and staged validation moments can easily shape the agenda, while real consumer behaviour is formed in everyday routines, constraints and contexts.

In this session, Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt, and GetWhy will explore how AI-led interviews can help reframe consumer understanding as a scalable enterprise capability. Drawing on Reckitt’s perspective, the conversation will look at how real consumer voices can be brought into decision-making faster and at greater scale – helping teams move beyond assumptions, get closer to everyday realities and make better decisions across innovation, brand and growth.

• Why does consumer understanding often arrive too late or stay too narrow to shape better decisions?
• How can AI-led interviews bring real consumer voices into the organisation at speed and scale?
• What happens when teams move from internal assumptions to deeper understanding of how people actually live?