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

Join the course waitlist https://www.luxeconsumeriq.com/waitlist

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YouTube: www.youtube.com/luxeconsumeriq

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Luxury is changing - from what consumers value to where growth is coming from, who gets to define luxury and how AI is reshaping discovery. So what should luxury professionals actually be paying attention to?

In this solo episode of Luxe Consumer IQ, host Emilia Simonin unpacks some of the key ideas behind Luxe Renaissance, co-authored by Eric Briones and Anaïs Duquenne, and connects them with wider consumer and market intelligence to examine four major shifts shaping the future of luxury:

• Price, perceived value and the return to fair value
• Transformative luxury, wellness and longevity
• Post-Western luxury and the rise of new centres of cultural authority
• AI, agentic commerce and the changing luxury discovery journey

The episode explores what these shifts could mean for luxury brands — from changing sources of competition and consumer spending to new growth opportunities — and how luxury professionals can turn market intelligence into better strategic decisions.

If you work in luxury, premium, marketing, insights or strategy, this is a practical guide to understanding some of the forces reshaping the industry — and what they could mean for your work.

(00:00) Unpacking the big shifts in luxury

(04:15) Re-evaluating value and restoring brand aura

(07:23) Transformative luxury, wellness, and longevity

(13:10) Post-Western luxury and the rise of local powerhouses

(17:39) Commercial AI and agentic commerce

(22:15) The expanding definition of the luxury premium

(22:45) Introducing Luxe Insights Academy

Luxe Insights Academy: www.luxeconsumeriq.com/programmes | www.luxeconsumeriq.com/waitlist

Newsletter: www.luxeconsumeriq.com/newsletter

YouTube: www.youtube.com/luxeconsumeriq

Follow @luxeconsumeriq on social media.

Get the book - Luxe Renaissance:

https://www.dunod.com/entreprise-et-economie/luxe-renaissance-6-voies-pour-transformer-luxe

Episode 23 with Altiant ' What High-Net-Worth Consumers Actually Want from Luxury Brands'

https://open.spotify.com/episode/7kjNpQQzO8fA0ihpWL1Iph?si=ce918a30148142ea

Episode 20: 'How Luxury Brands Drive Revenue Growth Without Destroying Desire'

https://open.spotify.com/episode/5yOmss6jV768sFgqiTV7wb?si=0f0f8253a2744655

Episode 17: 'How to Use AI in Luxury Marketing Without Losing the Brand

https://open.spotify.com/episode/65yuVBC8vkUN37lBX0cosy?si=99b7bafd2f36417f

Studying luxury is one thing. Building a career in it is another.

For international graduates in particular, the path into the industry can feel surprisingly opaque. What do luxury maisons actually look for when you don’t yet have years of experience? How do you stand out among equally qualified candidates? And once you’re inside, what does it take to build credibility and progress?

In this episode of Luxe Consumer IQ, I’m joined by Kaela Imani, who studied luxury management across Spain, France, the US and Australia and is now working in sales and communications at L’Objet in Paris.

We have a candid conversation about the transition from studying luxury to working inside the industry — what helped Kaela break in, what surprised her once she did, and the lessons she wishes she had understood earlier.

If you’re an international student, recent graduate, or in the first few years of your luxury career, this episode will give you a clearer view of how to approach those early career decisions, where to focus your effort, and what it really takes to find your place and build momentum in luxury.

INSIDE THIS EPISODE:

• Breaking into luxury without a long track record

• What can help you stand out early in your career

• Making the transition from luxury education to industry

• What maisons really look for in emerging talent

• Navigating the unspoken codes of luxury

• Building confidence and credibility when you’re starting out

• The capabilities that can accelerate your progression

• Finding the right place to begin your luxury career

• Navigating an international career in luxury

• What working in luxury in Paris is really like

CHAPTER MARKERS:

00:00 Luxury work isn’t glamorous

01:00 Meet Kaela Amani

02:43 Why showing up works

03:42 Instinct vs strategy

05:26 International advantage

06:15 What luxury industry employers value

08:28 Reality vs expectations

09:49 Unspoken codes in luxury

11:18 High expectations culture in luxury

12:05 Public speaking skill gap

16:34 Advice to business school graduates interested in luxury

17:54 Working in Paris

19:12 Day in the life

21:08 Wrap up

LINKS

Join the course waitlist https://www.luxeconsumeriq.com/waitlist

Newsletter: www.luxeconsumeriq.com/newsletter