Before the Data: Why Good Diagnosis Is the Most Underrated Skill in FMCG Success

In FMCG, brands invest heavily in data, redesigns, campaigns, and activations - yet many still fail to achieve meaningful growth. The overlooked reason? Most companies start with solutions instead of diagnosis.

This lecture reveals why understanding the real problem is the single most critical step before any investment in design, marketing, or innovation. Drawing from psychology, behavior insights, and 10+ years in the food industry, Vanja Varga shows how misdiagnosis leads to wasted budgets, wrong design decisions, and missed opportunities at the POS.

Using concrete case studies, she demonstrates how a food-specific lens uncovers issues generalist agencies rarely identify and how a correct diagnosis can transform both strategy and performance.