Brands have more consumer data than ever. So why are so many still “data rich, but insights poor”?

In this episode of the Luxe Consumer IQ podcast, host Emilia Simonin sits down with Tom De Ruyck, Partner at Human8, Vice President at ESOMAR and professor at IÉSEG, whose work spans global brands including L’Oréal and Nike.

Together, they explore what separates marketers who collect data from those who can turn consumer insight into strategy, action and brand growth — and why human understanding becomes even more important as AI reshapes marketing.

From the growing “sea of sameness” threatening brand distinctiveness, to fast and slow culture and the emerging potential of digital twins, Tom shares what modern marketers need to understand to stay close to consumers, make better decisions and build brands that remain distinctive, relevant and memorable.

(00:00) Escaping the sea of sameness

(02:21) Data rich but insights poor

(03:49) The absence of consumer empathy

(06:06) Combining AI with human closeness

(12:10) Prompting and limitations of AI

(19:43) Slow culture versus fast culture

(23:38) What separates strategic marketers

(29:35) Scaling consumer understanding with twins

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