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Traditional methods of figuring out consumer attitudes seem to be failing a younger generation of marketers. With millennials taking center stage in the business world and Generation Z slowly trickling into the workplace, PepsiCo’s consumer insights team—the marketing arm of the company that focuses specifically on figuring out how consumers feel about the brand—knew they needed to switch things up.

According to Digiday, a media publication, PepsiCo, the parent company of Pepsi, Frito-Lay and Tropicana, amasses an abundance of data through focus groups, grocery store cash registers, e-commerce portals, ad surveys, etc. but making sense of it all internally has been a challenge. So, they recently overhauled their data collecting system to make it a more fun and engaging process for their employees.

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