Shopper TV Exclusive: Video Interview with Catherine Roe, Head of CPG, Google

Today’s post is co-posted with Shopper 360.  For more information on thee event, visit the Shopper Insights in Action Homepage.

ShopperTV Exclusive: Video Interview with Catherine Roe, Head of CPG, Google

In this exclusive interview with Shopper Insights in Action’s Shopper TV’our official streamcast network ‘ Catherine Roe, Head of Consumer Packed Goods at Google discusses:
- Her unique role at Google
- What ‘search is the database of intention’ means
- How search behavior and trends data may be used to drive purchase, packaging and other areas
- Emotional vs call to action messaging’which wins?
- Who are Google’s clients/customers?
- How can Google get me into Wal-Mart?

This fall at The Market Research Event, Emotion Mining will be on hand to present “Structured Qualitative Research and Its Ability to Impact Consumer Marketing” where they will examine how brands get a new, deeper emotional connection with their consumers and use data to understand how.  For more information on this session and the rest of the program, download the agenda here.  If you’d like to join us November 12-14 in Boca Raton, register today and mention code TMRE12BLOG and save 15% off the standard rate!

Marc Dresner is IIR USA’s sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market and consumer research industry. He may be reached at Follow him @mdrezz.

The Mobile Marketing Conference Experience: In Your Own Words

It doesn’t seem that long ago that we were off to Miami for the first meeting of The Mobile Marketing Conference. Yet here in Mobile Marketing Conference HQ, it’s already time to start thinking about 2013.

As we began planning, chairperson Jeffrey Hayzlett had the following to say:

“I’ve been saying it for years; It’s all about mobile, mobile, mobile. It was evident from TMMC ’12 that mobile is now in full transformation. If brands are not already implementing it at the forefront of their marketing strategies, they are going get left behind.”

Before we got too far ahead of ourselves we wanted to take a look at feedback from our 2012 attendees and speakers to see what stood out, and what needed to be expanded for 2013. Check out this quick video for a peek at The Mobile Marketing Conference experience and a wrap-up of our attendee’s feedback:

Want to learn more? Visit our website to download the executive summary. Stay-tuned for more information about The Mobile Marketing Conference 2013!

If you are interested in speaking, please contact Rachel McDonald at or 646.895.7405.

If you are interested in sponsoring, please contact David Smith at or 646.616.7627.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She is the voice behind the Mobile Marketing Conference on Twitter, Facebook and LinkedIn. She may be reached at

ShopperTV Exclusive: Video Interview with Cindy Casper, Sr Director, Insights & Research at Sam’s Club

Today’s post is co-posted with Shopper 360.  Shopper Insights in Action will take place next week, July 18-20, 2012, in Chicago, IL.  Mention code to save an additional 15% off the standard rates: SHOPPER12BLOG.  For more information on thee event, visit the Shopper Insights in Action Homepage.

ShopperTV Exclusive: Video Interview with Cindy Casper, Sr Director, Insights & Research at Sam’s Club

In this exclusive interview with Shopper Insights in Action’s Shopper TV‘our official streamcast network ‘ Cindy Casper, Senior Director, Insights & Research at Sam’s Club discusses:

- The advantages a club channel environment provide over other retail channels in terms of information/insight collection and delivery
- Why decision sciences and predictive modeling is key (in contrast to current trends in social listening and other non-representative sample, passive research methods) for understanding and influencing consumer behavior at Sam’s Club
- Why her function is unique relative to conventional retail insights practice and operation models
- How Walmart is interacting with the organization that may impact how they tackle shopper insights in the future

ShopperTV: Cindy Casper, Sam’s Club from Shopper Channel on Vimeo.

About Sam’s Club
Sam’s Club??, a division of Wal-Mart Stores, Inc., is the nation’s eighth largest retailer and a leading membership warehouse club offering superior products and services to more than 47 million members in clubs across the U.S., as well as in Brazil, China and Mexico. Members save an average of 34 percent over traditional retailers. To learn more visit, and look for Sam’s Club on Twitter, Facebook, Pinterest and their Mobile and iPad?? Apps.

This November at The Market Research Event, LinkedIn will be on hand to present Data-Driven Products and Member Insights at LinkedIn: Implications for Big Data where they will discuss how they understand their users the social networking platform.  For more information on TMRE, download the brochure here.  As a reader of the blog, when you register and mention code TMRE12BLOG, you save 15% off the standard rate!

Marc Dresner is IIR USA’s sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market and consumer research industry. He may be reached at Follow him @mdrezz.

Introducing The Market Research Event for Non Research Leaders

In a consumer-driven world, where decisions are so often influenced by consumer preferences – these days everyone from brand managers and engineers to innovation heads are allocating budget to uncovering unmet needs – but if you aren’t classically trained in market research how do you know what questions to ask?

Presenting the first ever insights conference for non market research leaders. This means, you are a user, you allocate budget – but you are not a career researcher and therefore, you want to explore alternatives, understand different methodologies and tools and know how to get more from your investment.

We present The Market Research Event for Non Research Leaders this November 12-14, 2012 in Boca Raton, Florida.

Today, the research industry is in the midst of the most major transformation of all time – with the explosion of “free data” from new channels as a new source for integration. The role of the traditional researcher is changing and with that, the role of the USER of market research must too change.

What keynotes can you hear from?

  • -The CONSUMER PROVOCATEUR: Guy Kawasaki, former Chief Evangelist of Apple, Author of New York Times best-seller, Enchantment: The Art of Changing Hearts, Minds & Action
  • -The MOST INFLUENTIAL PSYCHOLOGIST: Daniel Kahneman, Nobel Prize Winner and Professor of Psychology, Princeton University, Best-Selling Author, Thinking, Fast and Slow
  • -The WORLD-CHANGER: Jonah Sachs, Author, Winning the Story Wars
  • -The WORLD RENOWNED FORECASTER: Bob Johansen, Future-Forecaster, Former President & Current Fellow, Institute for the Future, Author, Leaders Make the Future
  • -The INNOVATOR: Mark Johnson, Author, Seizing the White Space
  • -The SOCIAL MEDIA EXPERT: Robert V. Kozinets, Professor of Marketing, Chair of Marketing Department, Schulich School of Business, York University
  • -The RESEARCH LEADERS: Robert J. Atencio, Global Vice President Consumer Insights, Pfizer Consumer Healthcare, Phillip Chambers, SVP Global Insights, PepsiCo

There’s nothing else like this anywhere. We hope to see you in Boca Raton this November. Register today and save 15% off the standard rate. Mention code NMRL12BLOG. If you have any questions about this year’s event, feel free to contact Jennifer Pereira.

Big Data and the Government: What has Todd Park uncovered?

Todd Park is looking at certain aspects of the government as a startup.  Why? He’s the Cheif Technology Officer with a lot of data that has to be organized.  The government produces so much data every day – what could lie behind it?  Look a what opening up weather data did for the private sector.  Not to mention the way that GPS has transformed the way the nation gets from A to B.  One of Park’s successful initiatives before this position at Health and Human Services was the creation of the Health Data Initiative.  They can take every day data and apply it to public safety, energy, education and non profits.  By capturing and translating this data, they will eventually be able to create a transparent and efficient government.  For more on the interview with Park, visit Fast Company.

Can big data help companies become more transparent and operate more efficiently?  This fall at The Market Research Event, we’ll have a track dedicated to this new trend including speakers from LinkedIn, Nestle Purina Petcare Russia, Advanced Auto Plus and the Home Depot to share how they’re using big data to uncover insights and share with the vast amounts of data that is now being created.  For more information on these presentations and the rest of the agenda, download the brochure.  If you’d like to join us in Boca Raton this November 12-14, register today and mention code TMRE12BLOG to save 15% off the standard rate!

What aspects of your business do you see being improved if you embrace and properly analyze some of the big data you’re collecting?

Decision Quicksand: Why We Get Mired in the Aisle

Study Finds Variety Sends Shoppers Into Vicious Circle

By Marc Dresner, IIR

I consider myself a relatively swift and decisive grocery shopper, but every now and then I get stuck in an aisle, turning over the same packaging several times, scrutinizing labels, comparing prices, all in an increasingly maddening quest to find’what?

Not surprisingly, this usually occurs in less frequently shopped categories like household cleansers and detergents, where the purchase cycle is such that I don’t recall what I bought last time.

After about 300 seconds that seem like a month, when I start pulling my hair out, I’m apt to reason: ‘It’s just dish soap. Pick one and get out of this aisle!’

You may note a hint of desperation in that last sentence. Deep down, perhaps, I fear I may never make it out alive. But why?

Trash bags and toilet paper are not life-or-death decisions, yet they sometimes seem to assume the significance of one.

Surely clutter plays a role. And, of course, there’s no shortage of research on how too many choices and too much information affect (impede) decision making in the store.

Conventional wisdom says that we’re heuristic shoppers: When confronted with clutter, we go with what we know. But what do you do when you don’t have a default outside of buying the lowest price per unit?

If you’re the guy standing in the aisle beside me, you call your wife (true story). If you’re me, you grab whatever he grabbed after he got off the phone (also a true story).

But without that lifeline, buying even toothpaste can be a suffocating experience.

Appropriately enough, this deer-in-the-headlights phenomenon has a name: ‘Decision Quicksand.’

According to results from a study slated for publication in the August issue of the Journal of Consumer Research, we often equate the importance of a decision with the relative complexity associated with making it.

Take a low-risk purchase decision in a crowded category’a decision one initially assumed would be simple’and you have the ingredients for a vicious circle.

‘Instead of realizing that picking a toothbrush is a trivial decision, we confuse the array of options and excess of information with decision importance, which then leads our brain to conclude that this decision is worth more time and attention,’ wrote Aner Sela and Jonah Berger, of the University of Florida and University of Pennsylvania, respectively, who conducted the study.

‘Our findings suggest that people sometimes fall into a recursive loop between deliberation time, difficulty, and perceived importance,’ they concluded.

This explains why one can get hung up on a bottle of shampoo. As we begin to contemplate the options, we realize this is a more complicated decision than we thought, therefore it’s an important decision, which we overcomplicate by seeking out more information, which, in turn, increases the (mis)perceived importance of the decision, which causes us to spend more time on it, seeking out even more details’ You get the idea.

It’s an interesting theory that got a bit more interesting when I passed it along to a friend in research at a Fortune 500 CPG who coincidentally has been banging her head against the wall over a modest line extension.

It seems ‘Jane’ has scrapped multiple iterations of a fairly straightforward concept test because the marketers’ decision criteria have changed with each design proposal.

‘I’m driving my supplier crazy,’ she confided. ‘And now I know why: I’ve given the marketing folks too many options and they can’t pull back. We’re way past the point of need to know; some of the questions they’re asking don’t even qualify as nice to know.’

And here I was trying to point out that the line extension, itself, might be a bad idea’

I’ll be seeing my friend next week in Chicago at the 12th Annual Shopper Insights in Action Conference. Hope to see you there, too!

For information or to register, please visit www.shopperinsightsevent

Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at Follow him @mdrezz.

The Market Research Event: More Client-Side Participation Than Any Other Market Research Event

The TMRE Difference: More Client-Side Participation Than Any Other Market Research Conference in the World.  This fact alone makes the story sharing, connections and best practice learning that much more valuable. TMRE will take place November 12-14 in Boca Raton, Florida.

The Market Research Event scours the earth to bring you the best of the best in market research and insights to give you an inside look into their practices – how they champion the business value of market research and leverage the insights to create strategies that are the life blood of their organizations.

Cross Industry Client-Side Perspectives from:

Automotive & Manufacturing * Advance Auto Parts * BP * Belkin * Carhartt * GE * General Motors * Reliance Industries Limited (India) * Targus USA * Toyota Financial Services

Consumer Goods & Retail

3M * Brown-Forman * Burt’s Bees Division of Clorox * Campbell Soup Company * Coca-Cola North America * ConAgra Foods * Dannon * Energizer Personal Care * Ferrero-Russia * Frito-Lay * Gerber Products Company * Hallmark * HanesBrands * Heineken International (The Netherlands) * Heineken Mexico * Kimberly Clark Corporation * Kraft Canada * Kraft Foods (Singapore) * L’Oreal USA * Mars Petcare (Russia)* Mary Kay * Nestle Nutrition * Nestle Purina PetCare (Russia) * Pepsi (Russia) * PepsiCo * P&G* Post Foods * Sara Lee * Target Company * Unilever (UK)

Healthcare & Pharmaceuticals

GE Healthcare * Johnson & Johnson * Johnson & Johnson (Brazil) * Merck * Pfizer Consumer Healthcare * Shire Pharmaceuticals * Takeda Pharmaceuticals

Hospitality & Travel

Caesars Entertainment * JetBlue Airways * The Walt Disney Studios Financial Services * American Family Insurance * Citi * Fidelity Investments * Liberty Mutual Insurance * Mastercard * MetLife * SunTrust Banks * The Hartford

Retail & Foodservice

Best Buy * Home Depot * Pizza Hut * Starbucks * Taco Bell Corporation/ YUM! Brands * T.G.I Friday’s International, Carlson Restaurants

Telecom, Technology & Online Services * Dell * Ericsson (India) * Facebook * Hewlett-Packard * IBM * Intel * Linkedin * Logitech Inc. * Sage North America * Samsung * ShopSavvy * Ticketmaster * Yahoo! Inc.

Media & Entertainment

20th Television, Fox * ABC TV Network * Bloomberg News * Columbia Records, a Division of Sony Music * EMI Music (UK) * National Geographic Channels * NBC Universal * SPIKE/ Viacom Entertainment Group * Sesame Workshop * Thomson Reuters * Time Inc. * Universal Music Group * Univision * Time Warner Cable *

Join us as we help transform insight partners into strategic consultative leaders. Register today and save 15% off the standard rate. Mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

The Value of Market Research

What value can market research bring to a company? At The Market Research Event 2011, Marc Dresner set down with experts from Nokia, NFL, Sesame Workshop and more to discuss what value market research brings to their organizations.

What value have these companies found?

How can you get more value from your market research? Researchers today are empowered and expected to take risk and drive innovation, and The Market Research Event 2012 has been structured to deliver this to over 1200 attendees this fall in Boca Raton. For more information on TMRE 2012, download the agenda. As a reader of this blog, when you register to join us and mention code TMRE12BLOG, you’ll save 15% off the standard rate!

Idea Gathering, Customer Experience News: Digital Trends and Forgotten Feedback

It’s been over a month since we’ve returned from the 2012 Total Customer Experience Leaders Summit, so we wanted to check back in. Have you implemented any ideas from the event at your company? Come up with any new questions? Let us know in the comments!

In the meantime, let’s take a look at what’s been happening in the customer experience world.

Back on June 20th, Forbes posted an interesting piece “Shoppers To Retailers: Hello!? Is Anyone Listening?” suggesting that retailers are not acting on the customer feedback they may be receiving. One interesting note from the research being quoted:

“83 percent of those surveyed told Empathica they are more loyal to a brand when they believe action has been taken based on their feedback. Yet, in a RetailWire poll accompanying the story, 60 percent of those voting gave the retail industry a ‘D’ or an ‘F’ for responding to consumers’ suggestions.”

In other research, Mashable noted “5 Digital Trends Shaping the Consumer Experience,” and Dan Schawbel Personal Branding Expert, Millennial Branding explained “Why Brands Should Respond to Customers on Social Networks” on the Amex Open Forum.

Lastly, we enjoyed this piece on Fast Company’s Co.Exist “Great Brands Are About Fusing Product And Service. How Do You Do It?” which noted:

“Companies need to start thinking about the holistic experience between their brands, products, and services. Crafting an experience requires design that considers these three elements of brand, product, and service in order to generate successful results. Any company can be analyzed through these lenses to evaluate the experience it creates for its customers.”

What customer experience news have you come across since the event? We want Total Customer Experience Leaders to be a thriving community year round, not just a three day experience, so please share your thoughts.

Like these updates? Follow us on Twitter or become a fan on Facebook for industry news all week long.

How Coca-Cola Explores the Emergent Online Grocery Shopper

Shopper Insighter Podcast Interview Examines Digital Implications for Shopping and Retail Research

By Marc Dresner, IIR USA

Online grocery shopping has a long way to go before achieving mainstream adoption in the U.S., but in the UK it’s on fire and the implications for terrestrial shopping are huge.

‘A typical supermarket type of shop may take 43 minutes whereas an online shop, which accomplishes five times more in terms of size of transaction, takes one seventh of that time,’ said Darren Marshall, VP of Global Shopper Development at the Coca-Cola Company.

In this exclusive interview for the Shopper Insighter podcast series, Marshall outlines:

‘ What U.S. marketers can learn about online shopping from our counterparts across the pond

‘ The opportunities and advantages available to marketers when people are buying online as part of their portfolio of channel choices

‘ How Coca-Cola is coping with ‘Big Data’ and where it fits in the shopper space

‘ Moving from a price-driven to a solutions-based model at retail and much more!

Here’s an exceprt from the interview about big data:
That’s a nice bridge because it brings me to another kind of hot topic. A buzz phrase that we hear a lot nowadays is ‘big data’. Loyalty cards obviously generate tons of data and now we have all kinds of different rivers of data coming. Where does big data fit into what you are doing? What are the opportunities and what are the challenges that you’re facing in that area?

Darren: Yeah, data is a really scary word because when you think about data you think about pocket protectors and rocket scientists with big glasses. One of the big challenges is translating all of that big, scary data into something which is insightful and simple and actionable that anyone of our sales folks who are on the ground making things happen can do something with. So, translating is a really important skill that not a lot of people have and it is certainly one where there is a huge opportunity within the industry.  Turning that data into action is really interesting because what you can then do (particularly in more online type of environments) is really get the right product at the right price for the right person at the right time. And through that you’re not getting a one-size fits all type of proposition where everybody needs to compromise somehow.  But, you can actually extract more value by getting the right thing at the right place at the right time. That’s the value that big data provides, I believe. A much more customized solution wherein we can capture as much value from every transaction as is possible.

Listen to the full interview!

Download a full transcript!

 Darren Marshall will be delivering a keynote titled: ‘The Ripple Effect: Creating a Global Movement to Convert Shoppers into Buyers’ at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.  Coca Cola will also be at The Market Research Event presenting “Achieving the Win-Win-Win: Driving Profitable Business Growth by Optimizing Your Portfolio for Both Consumers AND Shoppers” in the Shopper Insights Track this November 12-14, 2012 in Boca Raton, Florida.  For more information on the TMRE program, and the track sessions featured in the Shopper Insights track, download the agenda.  If you’d like to join us in Boca Raton, register to join us an mention code TMRE12BLOG to save 15% off the standard rate.

Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at Follow him @mdrezz.

This blog is co-posted with the MyShopper360 Blog.