How can insight teams move faster than the market and translate emerging trends into tangible business results? 

In this session, Samworth Brothers will share how a £6,000 in-house research programme identified the commercial implications of GLP-1 medications before they became a mainstream industry focus. 

By combining foresight, consumer closeness, behavioural insight and market modelling, the team created a single version of the truth that influenced product development, retailer strategy and senior leadership decision-making. The work directly contributed to successful product launches, generated a 27x ROI, and positioned Samworth Brothers as a trusted thought leader.

Kate Bayliffe , Group Insight Manger FTG

Kate B is senior insight partner with over 15 years experience across FMCG, retail and service sectors. Kate loves understanding people and why they say and do different things and translating what that means for the businesses and teams she works for. Kate currently works for Samworth Brothers in the Food To Go Business.

Kate Manley Group Insight Manager

Kate is a brand and consumer insight professional having spent time working on brand and brand partnerships at Boots on categories from Femcare and incontinence to Professional haircare and health innovation before moving into the field of Insight to follow her passion for understanding what motivates people and why people do what they do. Kate now works for Samworth Brothers as Group Insight Manager across the Savoury Pastry business.

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