Have you tried a more in-person consumer product testing over desk research? How is your product development process, do you keep the consumer in mind through the whole process? In this episode of the Page One Podcast, Luke Peters speaks with Shauna Lagatol, a 17-year CPG, food and beverage veteran, and the CEO at Spencer Trask & Co. She started her career in bioscience and now drives for business success. Listen in to learn how Shauna creates and drives a team from freelancers that help come up with innovative products. You will also learn how to create a product with the target consumer in mind by allowing them to personally test the product. Key Takeaways: How to be inspired by the consumer when creating a product. The importance of building a brand by conducting in-person consumer product testing over desk research. Why direct to consumer approach is the now of brands to connect with consumers. The process of outsourcing capable team players for your project. How to work efficiently by utilizing software when working with freelancers remotely. How to market around trends model. Episode Timeline: [3:04] How she led an innovation team to quickly launch multiple products at Nestle Waters. [4:42] She explains the strategies of getting one on one with consumers that they used when creating those products. [7:08] The product development process that the team follows before the product is released into the market. [9:52] She explains the creative ways that both big and small companies can use to get their products tested by in-person target consumers. [13:37] How in-person consumer product testing helps startups understand their target customer and build their brand at the same time. [16:41] She explains the strategies that both big and startup companies can utilize to get directly to the consumer. [20:34] How to balance your strengths and weaknesses by learning what you don’t know and sourcing for help. [23:26] She explains how she creates a team out of capable freelancers to help with her projects and where she gets them. [27:12] The difference between large companies and startups in managing teams. [29:26] She describes her approach to incorporating software to help work efficiently and hold team members accountable. [32:04] How to launch a product, what to consider, and the benefit of a small company over a big one in product launching. [34:54] Learning to leverage the current events to amplify your social media strategy. [37:53] How she has learned to ask deep inquisitive questions to help understand where the other person is coming from. [40:26] Why she regrets not having written goals earlier in life. Quotes: “Direct to consumer is the now of how brands will connect to consumers.”- Shauna Lagatol [16:59]