The way consumers shop for and experience products has become increasingly complex and varied. This situation has made it more challenging than ever for brands to create an optimal experience from end to end, especially when journeys are marked by nearly endless paths.


Faced with this, KitchenAid wanted to better understand the whole consumer journey, with the objectives of increasing sales volume, engagement, and customer value to grow their business globally.    

Join our session with KitchenAid at the Corporate Researchers Conference (CRC) for a discussion on how they approached the messy, non-linear modern world of consumer journeys. By partnering with SKIM, they were able to synthesize a truly global, end-to-end consumer journey with actionable insights.   

What you’ll learn: 

  • How advanced analytics transformed the understanding of the consumer journey at one of the world’s most beloved appliance brands  
  • How to leverage qualitative and quantitative data to build a robust insights strategy  
  • How including the post-purchase experience can help to unlock critical insights to retain and nurture loyalty 

Date: Thursday, November 2, 2023 
Time: 2:25-2:55pm CDT  
Location: Track 5; Salon C3; Hilton Chicago 
SKIM Booth: 111 

Meet our team of experts at CRC 

Stop by booth #111, meet the SKIM team, and pick our brains. Learn how we can help you better predict how people make decisions, in the context of different communication, pricing, and digital strategies.  

About the presenters 

Nicole WhitlowKitchenAid 
Global Head of Consumer Insights

Nicole leads the Consumer Insights function for KitchenAid, which operates in over 100 markets around the globe. Prior to that she led Consumer Insights for Barilla America and was responsible for the company’s market research team for the United States, Canada, Mexico and Brazil. She has also held client and vendor side research roles at companies such as McCain Foods, Millward Brown/Kantar and Catalina Marketing. Nicole is passionate about translating data and trends into meaningful growth opportunities for brands. She earned her Bachelor’s degree from Illinois State University with a concentration in Marketing and Mathematics and her MBA from DePaul University with a concentration in New Product Development/Management. 

Elizabeth KadrichSKIM 
Senior Research Manager

Elizabeth is a Senior Manager based in SKIM’s Chicago office. She has worked extensively in the eCommerce space and has taken on many strategic and custom mixed methodology projects including decision journey mapping. Her experience covers a variety of industries but most notably durables, consumer packaged goods, and technology. 

About CRC


Developed by corporate researchers for corporate researchers 

CRC draws leaders and research practitioners from brands large and small across all industry verticals, as well as non-profits. Executives from market research and data analytics agencies better understand the needs of their clients by attending CRC – hearing their challenges and priorities firsthand. No matter your role in the insights industry, CRC is the place to learn from and connect with innovators and decision-makers. 

Can’t make it to CRC, but want to know more? Reach out and we’ll be happy to connect you to one of our experts!