Tag Archives: brand marketing

TMRE 2013: Breaking Records and Making History

This year’s attendees represent the highest client ratio in
the history of TMRE.  Real take away value
lies in aggregating the right mix of people with the right expertise, content
and experience.

Don’t miss your chance to network with
the best in the industry:


20|20 Research
3M Company
7th Sense Research
20th Century Fox
A & E Television Networks
AAA Northern California
AARP
Abbott Nutrition
Absolute Value LLC
Activision
AcuPoll Research Inc
Added Value
ADP Inc
Affectiva
Affinnova
AIP
Alcoa Inc
Alimentarios
Ally
Alpina Productos Alimentarios
Altria Client Services
AMC
American Cancer Society
American Heart Association
American Honda Motor
Amgen Inc
Amway Corporation
Analytics Quotient Inc
Annik Technology Services Pvt.
Applied Marketing Science
Arbitron Inc /Scarborough Research
ARCO
ASBTDC
AT&T Mobility
ATK Federal Cartridge Company
Aviador Group
Avnet, Inc
Bacardi USA
Bank of America
Barilla America Inc
Bayer Healthcare Pharmaceuticals Inc
Beam
Bellomy Research
Belmont University
Best Buy
Blackbaud
Bloomberg
Bloomberg Wealth
Blue Cross Blue Shield of Massachusetts
Blue Print Research Group
Blueberry
Blueocean
Borders Inc
Bose Corporation
Bovitz Research Group
BP
BP Fuels Value Chain
BrainJuicer
Brand Integrated Consulting
Brandtrust
Broadband Dynamics
Brown Forman
Burke Inc
Bush Brothers & Company
BuzzBack Market Research
C+R Research
C&C Market Research
Campbell Soup Company
Canadian Tire Corporation
Canon USA Inc
Capital One Financial
CareCredit A GE Money Company
CareerBuilder.com
Centene Corporation
Center for Strategy Research
Centrac DC Marketing Research
CFI Group
Chadwick Martin Bailey
Charles Schwab & Co
Chattem Inc
ChatThreads
Chubb
Cint USA
Cisco System
Citi
Citrix
Clear Seas Research
Clearvoice Research
Cleveland Clinic
Clorox
CMI
Colgate Palmolive
Communicus One
Confirmit
Connection Research
Connexion Research
Consensus Point
Constellation Brands Inc
Consumer Insights
Converse Inc
Copernicus Marketing Consulting
Corbion
Corey Moore
Cotton Incorporated
Crimson Hexagon
Critical Mix
Crown Imports
Cuna Mutual
Curiosity Research
CVS Caremark
Dapresy
Darden
Datamatics
Davis Research LLC
Daymon Worldwide
Decipher
Decision Insight
Deep Marketing Alliance
Del Taco Inc
Deloitte
DIG Insights
Dine & Associates Inc
Dine Discoveries
Directions Research Inc
DIRECTV
Discovery Research/Focalytic
DMI
Dole Fresh Vegetables
Doyle Research
Dub
Dunkin Brands
E & J Gallo Winery
eBay
Edward Jones Trust Co
Elanco Animal Health
Electrolux
EMI Online Research Solutions
EMPLOYERS
EmPower Research
Equifax
Erickson Living
Ernst & Young
ERS
Estudio Silvia Roca
E-Tabs
Experience Renewal Solutions
Facebook
Farm Credit Mid-America
Farmers/Foremost Insurance Company
Fashionplaytes
Fast Future
FICO

Fiskars
Florida’s Natural Growers
Focus Coast to Coast
Focus Groups of Cleveland
Followup
Forbes Consulting Group
Ford Credit
Ford Motor Company
Fordham University
Foremost Insurance
Fresh Intelligence
Frito Lay
Fuld & Company
Gadd Research Inc.
Gap Inc
GE Capital
General Mills
General Motors
Genpact
Georgia Pacific
GfK
GfK Knowledge Networks
GlaxoSmithKline
Global Market Research
GMI
GMO Research
GOJO Industries
Gongos Research
Google
Google Consumer Surveys
Grendene
Hall & Partners
Hallmark Cards Inc
Hamilton Beach Brands
Harris Interactive
Hasbro Inc
HAVI Global Solutions
HawkPartners LLC
HBO
Healthways Inc
Heineken International
Heinz North America
Hotspex Inc
Hub Media Research
Hylands
Ideas To Go
IFC & Sundance Channel
iModerate
Incite
In4mation Insights
Information Alliance
InfoScout
Intengo
InsideHeads LLC
Insight Express
Insightography
Intuit
InVivo BVA
Ipsos Loyalty, North America
iTracks
JBJS Inc
Jeppesen
JLG Industries Inc
John Deere
Johnson & Johnson
JM Smucker Company
JP Morgan Chase
K12 inc.
Kao Brands Company
Kellogg Co
KeyStat Marketing Inc
Kimberly-Clark Corporation
KL Communications
Kohler Company
Koi SRL
Labbrand
L & E Research
Lands’ End
Latitude Research
Lextant
Libran Research & Consulting
Lieberman Research Worldwide
Lincoln Financial Group
Locately
Lowe’s
Lufthansa Cargo
Lundberg Farms
Luth Research LLC
Macromill
M/A/R/C Research
Manthan Services
Market Logic
Maritz Research
Market Decisions Corporation
Market Strategies International
Marketing Resources Solutions Inc
Marketing Systems Group
Marketing Workshop
Marketlab Inc
MarketTools
MarketVision Research
Marriott International
Mars Chocolate
Mars Petcare
MAXimum Research Inc
McDonalds Corporation
Mckee Food Corporation
Mckinzie
McNeil Consumer Healthcare
Mead Johnson Nutrition
Meadwestvaco
Meijer
Merck
Meredith Corporation
Meritus Analytics
MetLife
MFour Mobile Research
Michigan State University
Microsoft Corporation
MicroStrategy
Millward Brown
Milwaukee Journal Sentinel Inc
MindShare
MindSwarms
Miner & Co
MIT Media Lab
Mktg Inc.
MMR Research Worldwide
MOREnet
Morpace Inc
Motivequest LLC
Motorola Inc
MRBI
MSW.ARS Research
Murphy Research
myCLEARopinion Panel
MyPoints
Napkin Labs
NBC Sports
NBC Universal
NBCU
Nestle USA
Netpop Research
NetQuest Mexicana
NeuroSpire
Nickelodeon
Nike
Nissan
Nutro Company
O2 Integrated (a Gongos Enterprise)
OConnor Market Research
OfficeReports
Oklahoma Department of

Opinion Access Corporation
Optimal Strategix
ORC International
P&G
Panera, LLC
Paradigm
Parker Consulting Inc
Participant TV
Pepsi Co Inc
Performance Research
Pershing
Pert Group
Pfizer
Philips Healthcare
Phoenix Marketing Intl
Precision Opinion
Procter & Gamble Company
Prodata Team
Protobrand
Provide Commerce
PT. Kadence International
Publix Super Markets Inc
Purchased
PureMoxie
Q & A Research Incorporated
Q:Quest
QualQuant Signals
Qualtrics
QuestBack
Quester
Radius Global Market Research
Ranker
RealityCheck Consulting Network
Reebok
Remington Outdoor Co.
Research & Marketing Strategies
Research Now
Research Panel Asia
Roche
Roll Global
Rosetta Stone
Rousch Fenway Racing
RPA
Russell Research
Sachs Insights
Safeway
Sage Publications Inc
Sample Solutions
Sam’s Club
Sargento Foods Inc
SC Johnson
Schlesinger Associates
Schreiber Foods Inc
Scotia Bank
Seagate Technology
Seek
Sentient Decision Science
Sika
Singtel
Skim
Sky Consulting
Smith-Dahmer Associates
SoapBoxSample
Society of Actuaries
Soctratic Technologies
Sonoco Products Company
SportsOneSource
SSI
Stericycle Expert Solutions
Sticky
Strategic Research Partners
Stubhub
Sun Trust Banks
Sundance Channel
SuperValu Inc
SurveyGizmo
SurveyWriter
Swedish Match
Symphonyiri Group Inc
Synapse
Takeda Pharmaceuticals USA Inc
Target Corporationc
Target Insights
Teach for America
Tennant
Tervis Tumbler
Teva Pharmaceuticals Ind
TGaS Advisors
The Center for Creative Emergence
The Family Room/Just Kid Inc
The Garage Group
The Hartford
The Hershey Company
The Integer Group
The Johns Hopkins Health System
The Millennial Train Project
The Modellers
The Nielsen Company
The NPD Group Inc
The Olinger Group
The Pert Group
The Return on Innovation Project
The Shullman Research Center
The Stevenson Company
The Walt Disney Company
The Weather Channel
Thoroughbred Research Group
Time Warner Retail
TiVo Inc
TNS
TTI NA Incorporated
Tobii
Toluna
TracFone Wireless Inc
Transistions
Travelers Insurance
Tuned In Research
UBS Financial Services Ugam Solutions
UL Workplace and Health
Universal Music Group
Universal Orlando
Univision
Unum
US Cellular
USC Annenberg School for Comm
uSamp
Valvoline
Van Meter Inc
Vanderbilt University
VeraQuest
Vision Critical
Vital Findings
Voxco
W5
Walt Disney Parks & Resorts
Washington Speakers Bureau
watchLAB
Weiner, Edrich, Brown, Inc.
What They Think Research
Whirlpool Corporation
Wilson Jill Associates, Inc.
Wisdom Professional
Wizards of the Coast
Wolverine worldwide
Wood Care Products of Sherwin Williams
Wrigley
Yahoo!
Yahoo! Canada
Yankee Candle
YPulse
Zipcar
ZS Associates
Download the brochure for the full agenda here: http://bit.ly/19tvwJC
October 21-23,
2013
Nashville, TN
Mention code TMRE13BLOG & Save 15% off the
standard rate. Register today: http://bit.ly/19tvwJC
Best,
The TMRE Team
@TMRE

Research. It’s What’s For Breakfast.


An Oat By Any Other Name’

By Marc Dresner, IIR USA

Last week, as I perused the packaging on a box of Post’s Honey Bunches of Oats while tucking into a bowl, I came across an interesting bit of marketing copy highlighting the research that had gone into naming the product.

Yes, I read cereal boxes. The sides and back panel are always of particular interest, especially the latter. While the back of the box isn’t a dead zone, it’s certainly not prime real estate’it doesn’t greet us on the store shelf or call out like a book’s spine in our cupboard library’so I’m always intrigued by what the manufacturer does with it.

In this case, Post opted to tell an origin story: ‘How did they come up with this amazing cereal’?

Well, it turns out that one of Post’s plant managers and his daughter came up with the concept, tested variations in their own kitchen, picked a winner and presumably passed it along to the folks at corporate, who presumably liked it enough to give it a green light.

Now here’s where the tale got interesting: The marketers behind this particular box’the one I was reading’saw fit to mention that research showed consumers liked the product, but they didn’t like the original name.

So, as the story went, the project team turned to a brand manager, who came up with the current name, along with a suggestion for adding honey to the recipe, both of which tested well and led to a successful launch in 1989′a year in which, according to the box, Honey Bunches of Oats ‘garnered an impressive share of the total cereal market.’

Consequently, people like me have been starting their day with a bowl of Honey Bunches of Oats ever since. I would call that a happy ending and I’m sure Post would agree.

So where the heck am I going with this? Let’s start with the obvious: An advertiser is directly referencing consumer research results in its marketing collateral.

And you’re probably thinking, ‘So what? Nothing terribly new here.’

You’re right. We frequently see research used as an advertising gimmick in lots of categories in lots of ways. (Even if nine of 10 dentists surveyed recommend it, I’m not entirely sure how I feel about this practice, but that’s a topic for another day.)

Post’s inclusion of research in its messaging in this instance stood out to me for several reasons.

First, talking to the consumer about ‘brand managers’ and ‘market share’ seemed a bit unorthodox for the origin story milieu, which typically features folksy yarns about everyday people creating extraordinary products, and/or appeals to our sense of nostalgia, family, tradition, history, etc.

Consistent with this formula, the Honey Bunches of Oats story began in a consumer’s kitchen (albeit that of a Post employee, but a consumer nonetheless) with his daughter. Check and check. But then it took a rather unexpected turn and tunneled inside the corporation. Not exactly the kind of brand imagery one associates with breakfast products.

Second, with its relatively uninhibited use of marketing speak and its focus on the internal development process, it reminded me of a case study one might hear presented at a marketing or research conference. You know the type: ‘The research told us X, so we took the following actions”

Granted they didn’t get too jargony or provide the crash course in multivariate modeling I had hoped for, but how many consumers actually know what a brand manager is/does or understand the implications of their breakfast cereal’s runaway category market share? Quite possibly more than we expect.

To wit: My mother, who has no background in marketing, recently informed me that Facebook is really geared more to her ‘demographic’ than mine.

Smarts withstanding on a debatable point, when did the term ‘demographic’ become colloquial? Is this the vernacular of mahjong parties today? Do they sip iced tea and share segmentations in lieu of gossip peppered with (in my mom’s case) Yiddish?

Not likely’But they definitely get marketing and the research that precedes it. They understand our language; they know what we’re up to.

(By the way, this may be my last blog post ever, as my mother will probably read it and kill me.)

So I ask you: Was this peculiar twist on the traditional approach to origin stories’with its specificity, its window into corporate R&D and its research and marketing bent’a blunder or a sign of the times?

Lastly, what did you think of the approach to research depicted in this story? (Keep in mind the project took place in the late 80s.)

It seemed fairly unilateral to me. Consumers didn’t like the name, so the brand manager proposed a new one’and happily it stuck. As noted, the brand manager was also credited with adding honey to the product, which also stuck (pardon the pun). What about the consumer?

It could be inferred that while consumers’ opinions were taken seriously enough in ‘the project’ (another term used in the copy) to be asked whether or not they liked the name and whether or not they liked the product’s taste, smell, texture, etc., they were not invited to help rename the product or improve the recipe.

I’ve argued that the man behind the curtain, or mirror as the case may be, was exposed long ago. Indeed many of the techniques in the research toolbox today are collaborative in nature’online communities, co-creative methods, etc.

We tend less to treat consumers as lab rats and more as partners in the process these days.

Was Post right to tell consumers a research story that essentially credited the brand manager with the outcome?

Author’s note: Special thanks to the old Cattlemen’s Beef Board campaign narrated by Robert Mitchum”Beef. It’s what’s for dinner”for inspiring the title of this entry, and to William Shakespeare for inspiring the cutesy subtitle.

ABOUT THE AUTHOR
Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

What can social media do for your business?

The MetroWest Daily News’ Jeff Adair recently spoke with Bob Cargill, the Direct Marketer of the Year for 2009, recently commented on what social media can do for a business, from building more connections between the brand and customers to what the most effective social media tool is. Cargill believes social media is here to stay and not a fad, as it is on track to become more used than any other electronic communication.

Cargill also added this about how it enhances your in-person encounters with your customers:
“Yes, absolutely. Social media shouldn’t replace face-to-face meetings. Ideally, it should lead to even more physical encounters. It should help you make connections online with people who ultimately become customers and friends offline. There’s even a word for meetings between two or more people who have met on Twitter. It’s called a Tweetup. “
Read the full article here.

Using Your Research

The November Issue of “CPG matters” has an excellent podcast titled “Combine Consumer Insights to Enhance Brand Marketing.” Often companies gather a lot of information, but maybe at a loss on how to utilize it effectively. This latest Webcast from CPG helps organizations, and specifically marketers:

“gain more powerful consumer insights by integrating attitudinal and behavioral research to create Brand Strategies”

Check it out here, and let us know what you think of the CPG Webcast.