Insights Association’s
Corporate Researchers Conference (CRC)

Feeding the Future: A Segmentation Journey Fueled by Empathy, Insight, and Action

September 10, 2025 | 1:45 PM

In today’s ever-changing landscape, consumer insights leaders are tasked with turning empathy into impact. This session will explore a segmentation study commissioned by Feeding America, a leading non-profit organization dedicated to addressing hunger and improving access to food assistance nationwide. The study aimed to deepen understanding of the diverse communities facing food insecurity—an issue that brings not only logistical challenges but also emotional complexities and stigma.

Given the sensitive nature of the topic, it was essential to approach the research from a human-centric lens—recognizing that empathy, respect, and personal connection would be key to building trust and capturing authentic experiences. During this session, we’ll walk through the full research journey, from design to execution, demonstrating how blending human-centered thinking with thoughtful research design helped uncover insights that informed more inclusive, responsive food assistance programs—while honoring the voices of those most impacted.

Key Takeaways

• Strategic Application of Segmentation
  Learn how well-defined neighbor segments provided a framework for designing more relevant, inclusive, and respectful food assistance and support services to help people thrive.
• End-to-End Research Process
  Understand how interviews, surveys, and segmentation worked together to build a rigorous, insights-driven understanding of community needs.
• Holistic Engagement Strategies
  See how personal interactions—whether virtual or in-home—helped create space for trust, empathy, and richer conversations.

Amanda Krivanec, VP Quantitative Research, C+R Research will be joined by Kanika White McGhee, Director, Human Centered Design and Incubation, Feeding America.