Thought Leaders: Kristin Crouse

Principal of Client Insights

Focus and Expertise:

  • Bringing Strategic Insights and Solutions to Small and Midsize Manufacturers
  • Market Performance
  • Macro-Trend Consulting
  • Consumer and Shopper Insights

About Kristin Crouse

Kristin Crouse is consumer-research and analytics professional with over 17 years of experience working with CPG companies. She graduated from the University of Missouri-Columbia with bachelor's degrees in marketing and statistics. She began her career in market research with Decision Insight, where she partnered with companies, such as Frito-Lay, Pizza Hut, and Fisher-Price on quantitative and qualitative research projects. Kristin joined Hallmark Cards in 2007, holding roles that centered around strategic analytics, retail testing and analytics, consumer insights and innovation. In 2013, she accepted a Client Insights position with IRI focused on dairy manufacturers.

In her current role, Kristin oversees a portfolio of several midsize manufacturer clients that represent a variety of CPG categories (dairy, beverage, frozen foods, health and wellness, center of store, paper products, personal care, etc.). She also leads strategic engagement and thought leadership efforts across IRI's ever-expanding portfolio of small and midsize manufacturer partners.

Contact Information
P 816.507.3733

Hot Topics

  • Behavior Changes Following Peak Pandemic – Shifts in the consumer landscape due to COVID-19 are impacting every aspect of CPG. Consumers were forced to try new brands due to out of stocks and shop in new ways with the rise of e-commerce click and collect and home delivery. These behavior shifts present unique opportunities for brands to meet evolving consumer needs.
  • Small and Medium Manufacturers Win Big at Retail – Growth across edible and nonedible CPG categories is, in many cases, being driven by small and medium manufacturers. These manufacturers have access to the same solutions as large manufacturers and have an advantage when it comes to responding quickly to new opportunities given the nimbleness of their organizations.
  • Leveraging Self Care Trends Across the Store – The definition of self-care has evolved to encompass products across the store as well as themes around sustainability, convenience and so much more. Small and medium manufacturers can lean into the consumer need and position their products as a responsible and integral part of consumer's daily need to take care of themselves and their families.

Thought Leadership


  • IDDBA Webinar Series, "Cheese: A Critical and Evolving Consumer Staple" May 2019


  • Member of Western Michigan University’s Food Marketing Advisory Board