Marketing and Research Consulting for a Brave New World
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Oct

19

Make people curious about your brand

In: branding
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In a world of the long-tail of choices that are sometimes not very functionally different, use curiosity as a way of getting people to think about your brand. Being interesting might be a new way of being better.

Aug

13

Shopper “path to purchase”: a new approach to media planning?

In: advertising, media, retail, shopper insights, shopper marketing
7 Comments

Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.

Jul

21

Ten reasons you should care about the shopper

In: retail, shopper insights, shopper marketing
5 Comments

For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset.  Shopping is about action more than preferences.  It’s about the shopping trip rather than a single product category. Yet, shopper insights are critical for making shopper marketing work for your brand, enhancing your relationships […]

Jul

13

Diagnosing troubled market leaders; what do loyal buyers think?

In: branding
Comments Off on Diagnosing troubled market leaders; what do loyal buyers think?

Here’s a better way to gain insight into a market leader’s weaknesses. Compare what your loyal buyers think of you vs. what your competitors’ loyal buyers think of those brands.

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