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In this episode Lewis Goldman of 1800Flowers.com shares some of the successes 1800Flowers.com has had along with some of the lessons learned. The first is the booming growth in the adoption of mobile, their application for placing orders on a variety of mobile platforms is growing rapidly. Today you can use your Blackberry, Android, or iPhone to place an order from the 1800Flowers.com Mobile Gift Center in several categories for personal or business. 1800Flowers.com has not been afraid to try out new ideas has often been a first mover in many areas to stay connected to their audience and they try a lot of things, sometime uncertain of the outcome; case in point was the effort in creating a 1800Flowers.com store in the 3D social platform of Second Life, which they discovered was not the right platform at the time to connect them to their audience. A success is the development of the ideal customer model, which they have named ‘Tina’. Tina is the aggregate persona of the ideal 1800Flowers.com customer, which embodies the characteristics of the buying behavior they see in the market overall. Lewis shows us how they referenced Tina in the ‘Spot-a-Mom’ campaign leading up to Mothers Day in 2009.
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In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Phil Roos, Managing Director, Arbor Strategy Group ‘ GfK Strategic Innovation, who will be presenting “See the Future: Deciphering Innovation Patterns to Find Tomorrow’s Opportunity Space,” in the Insight Driven Innovation Track on Wednesday, October 21, 2009. To learn more about The Market Research Event, download the brochure here!
1. Tell us about a project you are working on or recently completed that you are proud of? Phil: I am really proud of some work we have been doing for a client (sorry, I have to disguise it) in the health and beauty space, where we have been able to predict and model what type of truly disruptive innovation will emerge and be successful over the next 10 years, and in different parts of the world. There is some really game-changing stuff on the horizon!
2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see? Phil: I believe that the industry will take on a very different shape than it has today. There will be an integration of techniques that go well beyond the traditional, using web technology to reach out to a much broader set of consumers and explore their needs and where they are headed in a much more in-depth and real time manner. There are exciting implications for being able to define tomorrow’s innovation, versus just measuring what people think today. With so much new information out there, the winners will be those who can best synthesize the inputs into something coherent and actionable. It will be an exciting time!
3. What inspired you to get in the field? What keeps you motivated?
Phil: I like solving difficult problems and, though it sounds corny, I like helping people ‘ and this field is as close as you get to a truly ‘helping profession’ within the world of business.