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Tanya Hnastchenko
Associate Director at Clorox
Tanya Hnastchenko (LinkedIn username: sikorskitanya) is an Associate Director - Insights at The Clorox Company.12 She has experience in consumer insights and market research, particularly in conducting Attitudes and Usage studies.1
Prior to her current role at The Clorox Company, Tanya worked at Target and also led research projects for Renpure.1 Her professional background includes expertise in Direct-to-Consumer (DTC) strategies, as she previously held the position of Associate Director - DTC at The Clorox Company.2
Tanya is based in Oakland, California2, where The Clorox Company has its headquarters. Her work likely involves analyzing consumer behavior, market trends, and product performance to inform strategic decisions for the company's various brands and product lines.
Highlights
How was CRC already a week ago?! Here's my #iacrc Chicago 2023 Recap:
#TLDR; Buddy Guy IRL, Day 1 Keynotes 🤯, DDPE (Renée Richardson Gosline), AI bias, Bridge of Familiarity (Jason Feifer), Brand Saliency v. Density (Marco V.), Dig Insights tap into respondent system 1 thinking via swipe behavior v. language, Positive Cannibalization, AI as respondents (Quest Mindshare), The Clorox Company’s own Anna Conte driving leading-edge research w/inca | Nexxt Intelligence
The Dets:
Michelle Gansle, Lauren Demar, and Renée Richardson Gosline started the conference strong with RRG dropping some knowledge in her 40 min. on stage.
- DDPE framework (i.e., Deconstruct choices, Describe with Data, Prescribe a Friction Strategy, Experiment and Fair Well). I especially liked the thought of introducing strategic friction where necessary, recognizing that not all processes benefit from being entirely smooth.
- Trust in human touch improves when it becomes the exception, particularly in tasks requiring reasoning where AI might fall short. Her work highlighted the importance of human touch by making it the exception, particularly in tasks that demand nuanced reasoning where AI may face limitations. - Bias Exists in Generative AI: Models not only perpetuate but create bias and cautioned to avoid black box foundational models.
Then Jason Feifer took the stage and shared his approach that AI will break what is already broken and how we ease the transition to new solutions via building a Bridge of Familiarity; so simple yet mind-blowing.
- Start with What Exists: Begin the journey of innovation by leveraging existing frameworks, gradually introducing new elements rather than pursuing complete replacements.
- Build Incrementally: Create a bridge of familiarity between the old and the new, ensuring a smoother transition and greater acceptance of innovative solutions.
Sessions that still resonate a week later and some thoughts:
- New Ways of Measuring Brand Strength – Kendra Speed: Excited about the democratization of using LLMs to show the strength and number of associations and folks becoming more comfortable with Semantic Association Mapping
- Making McDonald’s Famous for Chicken - Michelle Gansle: Reminded us that choice always occurs in context and attitudes don’t dictate behavior but rather help understand choice
- Unmasking the Shadows – Ben Coats Scott Worthge Greg Matheson: Shared the tells for AI in your data: No opinion (might v. is), includes punctuation, advanced language.
- Harnessing Conversational AI for Multicultural Research Without Compromise – Anna Conte: Showcased the strength of specialist vs generalist in MR Conversational AI
Finally so fun seeing old friends (i.e., Lauren Michniacki, Jennifer Mancusi, Rob Jager, Chris Pezza, Raj Manocha, Monika Rogers [Wingate], Pal Marton Afzelius) and making new ones (i.e., Joe Razza, Jude Bayley, Heather Ashley-Collins, IPC, Ted Donnelly, PhD, IPC, Gregory Baker). Until next time #CRC
GO: Recommendations for full-service UX/CX. If that's you and you are in my network please give me a shout so I can learn more. Bonus points if you've worked on CPG DTC #dtcmarketing #ux #network
