Marketing and Research Consulting for a Brave New World
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Jul

27

What if it all STARTS with the purchase?

In: advertising, behavioral economics, market research, marketing, retail, shopper insights, shopper marketing, social media
5 Comments

Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness which begets interest, desire, and action.
what happens when that is wrong? What does marketing do when it STARTS “store back” with the purchase? Based on shopper insights research, I believe that, for grocery products, over half of first-time purchases are unplanned;

Apr

16

Marketing insights into how we decide

In: behavioral economics, branding, marketing, Uncategorized
4 Comments

The decision before the decision might be the more important one for marketers. Marketers need to learn about the opportunities inherent in influencing what are called second-order decision strategies.

Mar

16

Marketing Research Transformation is Not an Option

In: innovation, marketing, research, research transformation, social media
2 Comments

The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.

Feb

27

Ten big marketing trends, part III; the changing consumer

In: listening, marketing
1 Comment

Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.

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