Sergio Bianchi

Critic
DISC Type : C

Sensory & Consumer Experience at PepsiCo

São Paulo, São Paulo, Brazil

Overview

Sergio Bianchi is a senior consumer and market research professional managing the Sensory & Consumer Experience for PepsiCos Salty Snacks category. A Chemical Engineering graduate, his expertise lies in translating deep consumer understanding into actionable insights for innovation. Colleagues describe him as being highly innovative.

He has a keen interest in how consumers make decisions based on senses and emotions, believing product development is shifting from a purely functional logic to a sensory one. Sergio is passionate about creating products that spark experiences engaging the body, mind, and memory.

Unique fact: He champions the idea that modern sensory science goes beyond the five traditional senses, embracing concepts like emotional connection and cognitive perception.

Personality Overview

ROI Driven

Objective Thinker

Information Seeker

They choose to analyze logically and value facts to emotions.  They don’t appreciate bells and whistles unless backed by data. They like to do things independently and don’t look for support from others.

Topics They Care About

Sensory Experience Design
Central to his current role at PepsiCo and a frequent topic in his professional posts, focusing on how products engage the senses and emotions.
Consumer-Driven Innovation
A consistent theme throughout his career, using consumer insights from qualitative and quantitative studies to guide R&D and marketing strategies for new products.
Positive Agriculture
Shares content about PepsiCo's sustainable agriculture initiatives, indicating an interest in climate change solutions and responsible sourcing in the food industry.

Media Appearances

Sergio has no verified media appearances

Work History

6-2021
Sensory & Consumer Experience at PepsiCo
10-2019 - 1-2023
Market & Sensory Insights Management at Evoke Pesquisas
8-2017 - 9-2019
Consumer, Products and Sensory Insights at PepsiCo
1-2016 - 8-2017
Market, Consumer & Sensory Insight Manager at BRF
8-2007 - 10-2013
Market Research Manager at Kimberly-Clark Brasil

Education

1993 - 1999
Chemical Engineering Bachelor from Pós Graduação - Faculdades Oswaldo Cruz
2011 - 2011
Leadershipment from FGV - Fundação Getulio Vargas

More Information

Social Presence :

Prographics :

Exp : 16 Location : São Paulo, São Paulo, Brazil Job Level : N/A Designation : Sensory & Consumer Experience at PepsiCo
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Insights For Selling To Sergio

During A Call Or A Meeting

DO's

  • Be ready to answer many clarity-seeking questions and requests for information
  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Make extra effort to not seem pushy or confrontational
  • Don't give superficial answers, they are easily rattled by them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sergio is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Sergio

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Sergio move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Sergio take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Sergio

Personality Compatibility


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