Kristen Griffith

Insights Director, Dynamic Deployment & Consumer Learning Center at The Clorox Company

Speaker

Kristen leads Clorox’s Dynamic Deployment Insights group, who support strategic projects across its wide range of product categories, exploring consumer behaviors and perspectives in support of innovation, brand engagement, price pack optimization and more. Additionally, she leads Clorox’s in-person product and sensory research center, focused on driving superior consumer experiences.

Kristen’s passion for using data to tell stories about the underlying drivers of consumer sentiment and culture led her to develop a new trend sensing practice at Clorox that uses a blend of traditional sources, AI-supported digital listening, and AI-synthesis. Her prior experience exploring shopper decisions, brand sentiment, and usability at market research partner firms, as well as her psychology background from the University of GA, helped form her firm belief that values can be best understood through behavior, and culture through economics.