This post discusses the importance of tracking customer sentiment and establishing feedback loops in marketing, particularly for large brands like Walmart. During a recent Brandweek 2026 fireside chat, Alison Weissbrot from ADWEEK spoke with Sara Fagen, CEO of Tunnl, and Aaron Rios from Walmart about audience intelligence and its role in enhancing brand affinity and sales.
Fagen emphasized the need for brands to adapt their outreach based on local sentiments, especially in a time when trust is scarce. Tunnl helps Walmart gather audience intelligence, allowing them to highlight their positive community contributions effectively. Rios added that understanding the specific needs of different regions is crucial, whether for health resources or disaster relief.
The conversation also touched on demographic changes, with Rios noting that Texas’s evolving population post-pandemic offers insights into brand perceptions. Building goodwill in the community is vital, as it can alter how individuals perceive and engage with the brand during crises.
Fagen concluded by stressing that through thorough audience research and active listening, brands can remain relevant—not just as a low-price option but as a community partner contributing positively to society.
