Tag Archives: BP

Consumer Insights Executive Creates Research Excitement at BP

Diana Gabbard, consumer and shopper insights FVC at BP, is the
lead for consumer and shopper insights for the retail marketing team including
over 9,500 gas stations in the east of Rockies area.  At last year’s TMRE, Gabbard sat down with IIR’s Marc Dresner
to discuss BP’s consumer insights
transformation
that is being led by Gabbard.
With a great deal of experience in a variety of industries, she
has found the gasoline category to be very different from other retail
categories. In fact to consumers, gasoline is a very perfunctory category with
very low involvement and mostly negative emotion.
‘This leads us down a different insights path. It leads us
to a very behavioral-based foundation of research that we use to then latter up
to more of the attitudes and the choices that the consumers make,’ Gabbard
explained.
She has added several new research tools to the toolbox of
the retail marketing team. In addition, Gabbard has worked to engage and excite
the team, getting them a little bit close to the consumers and get excited
about research.
While expanding the toolkit, Gabbard wanted to get people
very comfortable and understanding the value of the different tools.  She commented, ‘It is about engaging those
stakeholders at every step of the way as well as building the trust with the
team that these techniques and tools would deliver the results that would help
transform the business.’
A lot at BP has changed since Gabbard arrived just three and
a half years ago. Today, BP is using more mixed methodological types of project
approaches, as well as a lot more technology.
‘We are really creating an excitement and the research and
insights ‘buzz’ around BP helping to represent the consumer voice,’ she said.

Check out the full interview below:

Want to learn more about this topic and hear directly from industry experts? Attend this year’s TMRE in Nashville! To register, click here.

BP facing social media backlash

The Globe and Mail reports that embattled oil company and environmental villain is set to experience a social media backlash. Virtually overnight, Facebook and Twitter lit up with former customers of the British company complaining and boycotting the providers services.

From The Globe and Mail report, the Boycott BP Facebook group is now hovering around 100 thousand fans. There are approximately a dozen albums of user-generated photos, showing everything from a pelican soaked in oil to images of a BP rig sitting on Planet Earth with a bloody sword, complete with the caption ‘How does it feel murdering your mother? British Punks!!!’

and

The backlash against BP is indicative of what has become commonplace in our hyper-connected society. If you mess up, your family might forgive you but the web world will not — they will hold you accountable. While some companies are looking to social media as a way to clean up and promote their image, the online audience has a tendency (and the smarts) to sniff out the good from the bad (and put emphasis on the evil).

What do you think? Is this the continuation of a digital, global citizen’s arrest?