Quirks Dallas 2026 – How Sharpie at Newell Brands is Future-Proofing Insights with Community

Sample quality is shaky. Budgets are shrinking. Teams are leaner than ever. And AI feels like it’s circling. In this candid and energetic session, Amanda Parker from Sharpie shares how she turned industry pressure into opportunity by building and activating a consumer community through Fuel Cycle that drives speed, efficiency and real impact. Because we’re not just surviving change – we’re adapting to win. Key takeaways: Turn community into infrastructure, not just a sample source. Design structured work streams to scale speed and rigor with a lean team. Use AI to amplify human insight, not replace it.