NAME:
Terrae Schroeder

CURRENT POSITION:
Head of US Commercial and Shopper Insights

COMPANY:
Kellogg

TENURE WITH CURRENT COMPANY:
7 years

YEARS OF INDUSTRY EXPERIENCE:
18 years

GIVE US A BRIEF CAREER HISTORY:
I began my career at Procter & Gamble, holding numerous roles across global, US categories, shopper insights, analytics and behavioral sciences. I worked on numerous industry leading projects, such as Retailer MMM work, aisle, department and store segmentations as well as Store of the Future. We leverage best-in-class behavioral shopper research, building out at scale, category, department and store layouts for consumer research. In 2013, I joined the Kellogg Company as Associate Director of Global Insights, supporting global brands and salty snack geographic expansion projects. Over the past 7 years, I’ve held numerous roles at Kellogg including Portfolio Director for Cookies, Crackers and On-The-Go, and Head of Customer/Shopper Insights. In my current role, I lead US Commercial and Shopper Insights teams.

WHY ARE YOU EXCITED TO BE PART OF SIMA?
This is such an exciting time to be working in shopper insights, as innovation and technology in retailing brings new modes and ways for consumers to shop and interact with retailers and brands. I’m excited to help lead the charge in developing new consumer and shopper experience solutions to improve shopper experience and build brand and retailer equity and growth.

WHAT DO YOU HOPE TO ACCOMPLISH WITH THE SIMA BOARD?
I hope to incite interest and energy into the shopper insights industry, inspiring bold new pioneers and innovators to join shopper insights. This passion will fuel thought leadership, innovation and best practices for the industry, as well as meaningful and rewarding careers.

WHAT ARE YOU MOST PROUD OF?  Career, personal, or both.
I’m proud to have had the opportunities to push into the exploration of new spaces for insights, such as shopper-based design, exploring early media partnerships with retailers, pursuing virtual shopper solutions, advancing the use of behavioral and cognitive sciences in insights, as well as recent explorations with AI, text analytics and machine learning. I think, as an industry, we need to continually be pushing for new and better ways to gather insights and understand our consumers and shoppers. I feel lucky to have had those opportunities and hope to create those opportunities for others.

WHAT IS THE MOST IMPORTANT THING THAT NEEDS TO BE ADDRESSED IN THE SHOPPER INSIGHTS DISCIPLINE GOING FORWARD AND WHY?
I think it’s important we build and grow our shopper insights knowledgebase with a scaled and disciplined approach. Once we can establish our foundational knowledgebase, we can then shift efforts to build out new areas of expertise through exploration and innovation, ideally moving up the “pyramid” from foundational to inspirational shopper insights.