Storytelling That Sticks: Insights from IIEX APAC Speaker Monika Karamchandani

Disclaimer: Opinions represented here are personal and do not represent those of Mondelēz International. Join us February 18-19, 2025 for the event. Find more information on IIEX APAC 2025 here!

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With 18 years of expertise in consumer insights and research, Monika Karamchandani of Mondelēz International is a master at spotting and solving consumer challenges. Her proficiency spans disruptive innovation, trendspotting, qualitative and quantitative research, and leveraging the latest digital tools across consumer insights and sensory science.

At IIEX APAC 2025, Monika will share how storytelling transforms data into engaging narratives. Her talk will cover practical examples of impactful storytelling, using drama, humor, and attention-grabbing techniques to ensure stakeholder engagement and inspire action. For Monika, storytelling remains a uniquely human skill, and she’s passionate about helping the insights industry harness its power for meaningful impact.

Question #1: Give us a brief peek into your talk. What are the key insights and take-aways?

Examples and case examples of good storytelling, applying the principles learnt to actual live research projects, adding drama, humor and getting the attention of the stakeholders so that the messaging sticks and then action is taken thus creating impactful presentations. 

Question #2: You have a great topic. What led you to choose it?

AI is doing a lot of tasks within research but one skill that will always require a human touch is storytelling. I have also always received appreciation for consistent demonstration of my storytelling skills and hence chose this as a topic for everyone in the insights and research industry to benefit. 

Question #3: We are glad to have you with us. What would you like to learn from other speakers and attendees? 

Would like to understand new agile ways of doing research using digital tools that also help conduct research studies in a limited budget and limited time. Also, connect with fellow clients to understand great partners that they work with. 

Question #4: Our industry is buzzing with the word innovation. What is research innovation to you?

Innovation to me is any new product or service in the market that gives us at least one of the below three: 

• A new consumer

• A new consumer occasion

• A new benefit 

Innovation should also bring incrementality to the business and not majorly cannibalize within our own portfolio 

Question #5: Research technology and automation are helping to streamline our cost and time. What else is at work to help insights professionals?

Experienced people with unique skillsets who can join the dots, mine insights and tell a story are helping insights professionals. 

Question #6: Greenbook works to move the insights industry and profession forward into the future. What is the biggest thing you would like to see change to improve for our industry?

Given that we have so much data and technology, we shouldn’t need to do more primary research but with data modeling more predictive analysis to help us predict what the consumer will/will not like. This will save a lot of time and cost. 

Question #7: Speaking of the future, the IIEX conference series is a leader in leading discussion of insights future prediction. What do you see on the horizon that (hopefully) attendees can discuss at this event?

What are the skills that the insights industry can focus and develop to not become redundant or obsolete in the next 10-20 years. Example: Joining the dots, insight mining, storytelling and data analytics.