Tag Archives: April Bell

TMRE 2011: Coca-Cola VP talks about Truth, Insights and Community

It is obvious that Stan Sthanunathan, Vice President, Marketing Strategy & Insights at The Coca Cola Company, loves his job.

He opened with “The marketing research profession is the best profession in the world….for one simple reason. Insight is the most critical thing.” 

Well, he certainly knows his audience because most of us here at The Market Research Event agree with him…at least I do:)

Diane Hessan, President & Ceo of Communispace facilitated the discussion, and she told me prior to the session start that it would be worth blogging about…and it was!

This is what I enjoyed most about his presentation:

1. Visionary thinking“The responsibility of companies is to help create the future…..but you have to learn how to stop looking in the rearview mirror?” 
 2. Perspective on hiring. “Hire people that are not the same as you had before.” He said that many of his “strange hires” have turned out to be “great hires.” He also cautioned companies not to “outsource your thinking.” 
3. Clear communication of the brand. “What makes coca cola what it is today? It’s the community we have established..that we touch people on a daily basis.” “It’s a drink that promotes happiness.” Check out what Coca-Cola is now doing with a program they call 5 BY 20.

April Bell

A look back at TMRE 2009: Learning What’s Good at Goodyear

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Learning What’s Good at Goodyear

Kim White presented on how Goodyear used a variety of qualitative research techniques:

immersions, peer focus groups, and learning connects to fully understand their consumer’s retail experience.
The techniques, developed by MarketVision Research, were creative and insightful…and combined, they allowed the consumer voice to be loud and clear to their c-level management as well as their dealers.
One of the many creative qualitative exercises utilized Grove templates. I have also found these templates helpful in a number of different research projects. (You can go online and download the smaller deck of cards … or you can order larger, wall-size templates for group facilitation exercises.)
The specific template used in Goodyear’s research was an Idea Wheel that helped convey consumer’s wishes and ideas around the buying experience.
Another very cool exercise included a “Retailer Personality creation” where participants had to “create” the personality of retailers with available supplies. This was an interesting way to gain insight on how retailers are perceived.
Taking this to CEO gave their upper management an understanding of how consumers view them as a retailer and thus, drove change throughout the organization.

A Look Back at TMRE 2009: The Future of Retail by Herb Sorensen

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

The Future of Retail by Herb Sorensen


If you missed Herb Sorensen’s presentation on on Retailing: The Return to Personal Selling, you should check out his book and blog. No one doubted his passion for the subject as he walked us through the “history of retail” before giving us his take on the “future of retail.” “The need for efficiencies” he claims, is the reason the retailer/consumer relationship has evolved to where it is today. “It has always been about efficiencies and where we are today is simply because of this.”

The following quote summarized his point: “One hundred years ago retailers ran their stores by watching their customers closely. Somewhere during the last hundred years, spread sheets, slotting allowances, and quarterly performane replaced the basic principles of the business.” Norm Myhr, Group Vice President Sales and Promotion and Marketing, Fred Meyer.

He mentioned P&G’s early “Soap Opera Ad” and Sears “Wish Book Catalogs” as examples of how we began getting consumer’s attention outside of the store when it became difficult to do so inside the store.

And now, “everyone is realizing the system of communicating to consumers ‘outside of the store’ is not working due to the fragmentation we have” {due to MTV, facebook, etc.}

Statistics he cited include:
In 95, 3 commercials reached 80% of women 18-49
In 2000, it took 92 commercials to do the job

He concluded with how he sees the future of retail, titled: the “Amazonification” of Retail. “Because Amazon gets it, that the selling is always about the closing… Amazon understood that they had to ‘close the sale fast.’” And now, “the real battle in retailing is between Wal-Mart and Amazon.” So, how will we get personal selling back in the store? By “pulling the internet into the store,” he claims.

Also, other tips he gave for “closing the sale” in the store included:
1. Provide only a few “Top Seller” tags in the aisle
2. Brand call out tags on packaging: “Shoppers #1 Choice”
3. To make it clear, you can only do that with 1 or 2 items

I think I’ll buy the book. April

A Look Back at TMRE 2009: Joan Lewis, P&G Officer, Global CMK

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

TMRE Keynote Presentation from Joan Lewis, P&G Officer, Global CMK

Joan Lewis’ keynote presentation was great! As a researcher who strives to present complex insights in a very simple way, I appreciated her storytelling ability. She drew the audience in through three well-articulated case studies on: Pampers, Olay ProX, Secret Clinical. She described how meaningful consumer insights helped them develop and execute a very clear message and full advertising campaign.

The Pampers UNICEF case study she described resulted in this one message: 1 pack = 1 vaccine. You can see the result of this campaign here. Believe me, the video is worth the 1 minute watch time. I want to buy Pampers, and I don’t need them!

And in typical P&G fashion, she concluded with a very simple, meaningful, clear message about their company belief: “We believe consumer passion brings innovation and competitive advantage.”

And with a quote from their President and CEO, Bob McDonald, “Our purpose inspires us. Our values unite us. And all our innovation capabilities and culture focus us on making small but meaningful differences…every day…for the consumers who have ALWAYS been P&G’s boss and our inspiration.”

Thank you for your inspiration, P&G CMK April Bell

A Look Back at TMRE 2009: Using Neuroscience for Marketing Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Using Neuroscience for Marketing Research

Mark Potts of MindShare and Dr. Andrew Pradeep of NeuroFocus gave an excellent presentation about the process of using neuroscience for marketing research in their workshop presentation titled: Neurological Testing Reveals the Truth of Audience Engagement.

Here are the basics:

Who:
Respondents are recruited based on research objectives (as in traditional studies).

What:
Respondents wear a “full cap” on their head with 64 sensors attached. These collect data 2000 times every second. This coupled with eye-tracking is the “data collection” methodology.

Why:
Consumers can’t tell us everything they’re sensing. For example, a consumer may look very closely at something on a grocery store aisle that grabs attention but the subconscious areas of the brain don’t “tell” the conscious what they think, feel, etc. But it can, however, be measured through brain activity.

How:
3 metrics are measured directly at the brain.
1) Attention: what are you paying attention to….this is based on the science behind ADD/ADHD clinical diagnosis
2) Emotion: how are you emotionally engaged ….this is based on the science behind mania & phobia clinical diagnosis
3) Memory Retention: what is it that you’re experiencing that activates your memory….this is based on the science behind Alzheimer’s

When:
As with all new technological tools in research, this is not a catch all approach but 3 of the areas where it can be used is when trying to measure:
1. Purchase Intent
2. Novelty
3. Awareness

You can learn more about it by watching one of NeuroFocus’ scientists here:

A Look Back at TMRE 2009: Creating “Delicious” Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Creating “Delicious” Research


Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of “Exploring Dimensions of Delicious with Kraft Foods” in the Explor Awards track this afternoon.

The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: “make today delicious.”
They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.
They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended “delicious” throughout their organization and are now sponsoring “Make a Delicious Difference Week” working with two organizations: Feeding America and Save the Children.
Please view the video because every view helps feed the hungry….

April Bell

Creating “Delicious” Research


Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of “Exploring Dimensions of Delicious with Kraft Foods” in the Explor Awards track this afternoon.

The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: “make today delicious.”
They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.
They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended “delicious” throughout their organization and are now sponsoring “Make a Delicious Difference Week” working with two organizations: Feeding America and Save the Children.
Please view the video because every view helps feed the hungry….

April Bell

Using Neuroscience for Marketing Research

Mark Potts of MindShare and Dr. Andrew Pradeep of NeuroFocus gave an excellent presentation about the process of using neuroscience for marketing research in their workshop presentation titled: Neurological Testing Reveals the Truth of Audience Engagement.

Here are the basics:

Who:
Respondents are recruited based on research objectives (as in traditional studies).

What:
Respondents wear a “full cap” on their head with 64 sensors attached. These collect data 2000 times every second. This coupled with eye-tracking is the “data collection” methodology.

Why:
Consumers can’t tell us everything they’re sensing. For example, a consumer may look very closely at something on a grocery store aisle that grabs attention but the subconscious areas of the brain don’t “tell” the conscious what they think, feel, etc. But it can, however, be measured through brain activity.

How:
3 metrics are measured directly at the brain.
1) Attention: what are you paying attention to….this is based on the science behind ADD/ADHD clinical diagnosis
2) Emotion: how are you emotionally engaged ….this is based on the science behind mania & phobia clinical diagnosis
3) Memory Retention: what is it that you’re experiencing that activates your memory….this is based on the science behind Alzheimer’s

When:
As with all new technological tools in research, this is not a catch all approach but 3 of the areas where it can be used is when trying to measure:
1. Purchase Intent
2. Novelty
3. Awareness

You can learn more about it by watching one of NeuroFocus’ scientists here:

Don’t Forget to Visit the Booths at TMRE 2009




There’s a lot going on in addition to the many workshop presentations at TMRE 2009.

Several exhibitors are showing their stuff in between sessions and during the cocktail reception coming up this afternoon.

Here are just a few of the “tried and true” exhibitors. Make sure you stop by and check out their booths–many are offering an opportunity for goodies in exchange for your business card!

And here’s a glimpse of a few of those taking advantage of networking opportunities while you’re here.

TMRE Keynote Presentation from Joan Lewis, P&G Officer, Global CMK

Joan Lewis’ keynote presentation was great! As a researcher who strives to present complex insights in a very simple way, I appreciated her storytelling ability. She drew the audience in through three well-articulated case studies on: Pampers, Olay ProX, Secret Clinical. She described how meaningful consumer insights helped them develop and execute a very clear message and full advertising campaign.

The Pampers UNICEF case study she described resulted in this one message: 1 pack = 1 vaccine. You can see the result of this campaign here. Believe me, the video is worth the 1 minute watch time. I want to buy Pampers, and I don’t need them!

And in typical P&G fashion, she concluded with a very simple, meaningful, clear message about their company belief: “We believe consumer passion brings innovation and competitive advantage.”

And with a quote from their President and CEO, Bob McDonald, “Our purpose inspires us. Our values unite us. And all our innovation capabilities and culture focus us on making small but meaningful differences…every day…for the consumers who have ALWAYS been P&G’s boss and our inspiration.”

Thank you for your inspiration, P&G CMK April Bell