Tag Archives: business strategy

Top 10 People Impacting Market Research Right Now

This year’s TMRE speakers making a huge impact on the state
of market research. With the right mix of inspiration, instigation, and
application, these industry leaders, movers, and shakers will bring you
unforgettable presentations this Fall.
 Here are the top 10 people impacting market research who
also happen to be speaking at TMRE:
1.      
Dan Ariely, Best-Selling Author of ‘Predictably
Irrational’, Behavioral Economist, and Professor at Duke University: Dan will
be presenting ‘Why We are Predictably Irrational.’
2.      
Seth Godin, Best-Selling Author and Disruptive
Marketing Guru: Seth will be presenting ‘Invisible or Remarkable’?
3.      
Hilary Mason, Founder and CEO, Fast Forward Labs
and Data Scientist in Residence, Accel Partners: Hilary will be presenting ‘How
Big Data is Changing the Way we Work, Live, and Dream.’
4.      
Jonah Berger, Best-Selling Author, Contagious:
Why Things Catch On: Jonah will be presenting ‘Contagious: How to Make
Products, Ideas, and Behaviors Catch On.’
5.      
Duane Varan: Chief Research Officer, ESPN Lab:
Duane will be presenting ‘Cultivating Ad Receptivity ‘ Strategies for
Countering Ad Avoidance.’
6.      
Caspar Barry, Risk Taking & Decision Making
Expert and Professional Poker Player: Caspar will be presenting ‘Risk Taking
and Decisions Making in Poker, Business, and Life.’
7.      
Kumar Mehta, Ph.D., CEO of Blueocean Market
Intelligence: Kumar will be presenting ‘Generating Insights in a
Hyper-Connected and Data-Driven World.’
8.      
Maxwell Luthy, co-author of ‘Trend-Driven Innovation’
and Director of Trends & Insights at Trendwatching: Maxwell will be
presenting ‘Thrive in the Expectation Economy: The Most Exciting and Urgent
Trends for 2016 and Beyond.’
9.      
Bill Hoffman, Chief Analytics Officer, US BANK,
Former SVP of Insights at Best Buy: Bill will be presenting ‘Shaping the
Future: A Moment of Truth for the Insights/MR Industry.’
10.  
David Krajicek, CEO,
Consumer Experiences Na at GfK: David will
be presenting ‘The Future of Insights.’
Don’t miss this amazing lineup and more at TMRE 2015
November 2-4 at Rosen Shingle Creek in Orlando, Florida. Learn more about the
event here: http://bit.ly/1MeLwXe
You get exclusive $100 off when you use code TMRE15LI to
register:
http://bit.ly/1KbemBb
We hope to see you in Orlando!
Cheers,
The TMRE Team
@TMRE
#TMRE15 

Dad’s wallet is open. His heart and mind are too.

- Kitty Hart, Capsule

Jen Drolet and Julia Eisenberg from iModerate provided a deep-dive into understanding Dads of today and what motivates them.

A study was done with 2,500 dads with kids living at home. They were asked about what they put in their cart, what they see in retail, who is with them and how they felt. Interesting to see that statistics show dads are becoming the new “regular” shopper. In fact, 80% of millennial dads are becoming the primary shopper or at least equally sharing the responsibility.
Well, we always knew dad was a softy, but the research definitely put some insight behind this theory. 
Dad’s wallet is open as are his heart and mind. 
In a snapshot, the study shows dad is brand loyal, adventurous, convenience-driven, less phased by price and seeks information. While mom seeks value and deals, dad is actually less concerned with price. See, we’re not always the spenders.
The findings support the fact that he is primed for impulse purchases. So what circumstances lead to these purchases? What can retailers do to motivate dad? To answer these questions, research needed to uncover how dad feels.
Using the Luminoso text mining tool iModerate was able to dig into the language they use to describe their experiences.
Why do dads impulse buy?
They have cravings. They want to reward. Dads love convenience and they love to treat and/or indulge their loved ones as well as themselves. Dads are brand loyal so if they see a trusted brand come forward with something new, they are apt to try it. And, dad will impulse buy if he sees a good deal. 
We are all kids at heart. 
Part of the study included a look at how impulse purchases differ when dad is alone versus with kids. Well, well, well. Check this out. When dad is alone, he fills his cart with ice cream, chips, beef jerky, beer, tools and electronics. Wait, was the study done on adults or teenagers? 
When dad shopped with kids in tow, the impulse purchases included less beer, fewer tools, toys, DVDs, candy and games. Dad rocks!
Research showed that dads feel amazing, appreciated, proud and accomplished when they can treat or indulge their kids. But don’t worry, there is also some conflict here about spoiling or creating ungrateful kids. As with everything, it’s another example of a need for balance. 
One brand doing a great job in speaking directly to these dads of today is Cheerios and their recent #HowToDad by Cheerios campaign. 
If this spot doesn’t make you want to be a super-hero dad, there’s something wrong with you.
So, how can brands tap into dad’s open wallet?
Within the store environment, prompt dad in the following ways. Create opportunities to treat his family, to share experiences, to make memories. Helping dad reminisce about his childhood and helping him embrace his status as a parent are highly motivational. Dad wants to feel cool, successful and have great feelings about his kids in general. 
So dads, let go of the macho persona. We know you’re all just big teddy bears.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Moving Beyond the Bullseye: Building a Powerhouse Home Brand within Target

-Kitty Hart, Capsule

Tisha Boarman, Group Manager Owned Brand Strategy from Target drew a crowd. Everybody loves Target insights, right? Right.

In 45 minutes we got the cool, inside story on how Target took a hard look at HOME, one of their original owned brands, and decided it was time to rebuild.

Target knew they needed engage in a more authentic way. Consumers are more connected today than ever so they knew they needed to leverage their brands as a connection to guests. With this in mind, they made a commitment to the philosophy of relationships first, transactions second.

Expect more, pay less.

But the question remained, how do we get our owned brands to stand on their own? And further, how can we get the owned brands to actually contribute to the master brand? Wouldn’t it be great if Target’s owned brands were actually trip drivers?

So, the new goals established included:

Move from “labels” to loved brands.


Engage the guest beyond the product.


Maximize owned brands for the future.

They went to work on HOME because this once flagship brand had been declining in sales. They needed to know why. A comprehensive process began with data mining. They also engaged Target loyalists and got them talking. Core Target team members collaborated in work sessions to generate ideation and then again, loyalists were engaged to provide feedback and insights. The major finding? The brand lacked a point of view. The brand no longer resonated with guests.

When Target spoke with guests during the exploratory research, they learned something very important. When the guest shopped, she wasn’t just thinking about products. She’s busy and wants her home to be a reflection of her. Her desire is to unlock the home’s potential. The HOME brand had not delivered on this.

The brand was rebuilt from the ground up. Brand position and framework informed name ideation generating 8,000 potential names. Once they landed on Threshold, the identity was designed along with a whole new product line.

Again, thinking about relationship first, transaction second, they saw great opportunities for launching the new brand. They now had an opportunity to bring guests and designers together. This was the birth of the Threshold Design Event in select markets.

While social media had done great things for bringing consumers closer to brands, this concept would take engagement to a whole new level. Guests came to Target with drawings, notes, photos, ideas and dreams. Designers conducted workshops first and then offered one-on-one sessions with designers to bring their visions to life.

Huge success. The Threshold brand is now aligned with the guest and delivering on established goals. But the effort doesn’t stop there. The questions now focus on scaling the effort and continuing to push the brand. This is just the beginning.

Tisha closed with one of her favorite quotes from Scott Bedbury. “A great brand is a story that is never completely told.”

We look forward to future chapters.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Private Label brand quality : I’d serve that to company!

- Kitty Hart, Capsule

There is always place for conversation about private label brands, no matter the conference. This category continues to grow so it was great to hear from Peggy Davis today, a pioneer in the space.

Facilitated by my friend Chris Durham of My Private Brand, Peggy shared her experiences with the birth of private label and her career.

Have you been around long enough to remember this brand?

Back in the 1970s, Why Pay More? was Laneco’s entry into the private label brand business. Laneco was a grocery chain in eastern Pennsylvania and northern New Jersey. At the time Peggy was starting her career in grocery and was instrumental in helping Laneco explore this new path. Through trial and error, new product categories were explored and the concept stuck. Surprisingly though, back then, quality didn’t matter. It was all about price. Well, no wonder many private label brands have a bad reputation.

In 1985, Peggy made her way to Daymon Worldwide and Wegman’s, one of my favorite premium grocers on the east coast. Wegman’s had just started exploring private label, a big step in the premium space, and asked Peggy to lead the way. Creating some disruption, Peggy pushed the team into categories they hadn’t considered before. They went into the space of private brands conservatively but have embraced it fully. Continuing to focus on building the premium reputation of the Wegman’s brand, the product had to meet quality expectations if it was going to take shelf space inside this beloved retailer. Customers expected quality no matter the brand. This expectation was met and Peggy could confidently say that at no time would you hear any Wegman shopper say, “I wouldn’t serve that to company.” 30 years later, Wegman’s continues to embrace their private label family of brands and likely has one of the best selections in the country. 

Peggy has done great things as a pioneer in this space. And while she pleads for more women to enter this traditionally male dominated category, she is proud to be the only female inducted into the Private Label Hall of Fame. Peggy continues her career today as VP, Vegetable Business Unit and Industrial Sales for McCain Foods.

If you’re female and working in the grocery and/or private brand space, I encourage you to get involved with WISE – Women Impacting Storebrand Excellence. You can learn more here. Womeninstorebrands.com

Peggy, thanks for paving the way.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

OmniShopper Day 1: The blades of a windmill – my new favorite metaphor

- Kitty Hart, Capsule

For 15 years, retailers and brands have gathered at this conference for jam-packed
days of shopper insight education. Obviously, the world was different 15 years
ago. So it was quite appropriate
that Shopper Insights changed its name to OmniShopper. The growth of the
internet and technology in general have driven all brands to consider new
channels and a need to focus on all channels consistently.

Ah, music to our ears. The philosophy of engaging through multiple channels and all senses when possible is what we’ve preached ourselves over the past 15
years ourselves. So I settled in this morning to hear about approach and tactics. And I’ll
admit, I made sure I was fully caffeinated. Sometimes these conversations can
be a bit dry.
But it looks like this week’s line-up of speakers and topics
will bring new thinking, practices and insights into the conversation. From
this morning alone, I’m jittery from Jonathan MacDonald’s windmill blades. Understanding modern
context, leveraging opportunities in disintermediation and managing perpetual change is the driving energy behind business success or failure. No more talk about the third leg of the stool. I’m digging this new metaphor.
MacDonald’s rundown of the evolution of discovery,
investment, ownership, design, energy, connectivity, relationships, experience,
presence, touch, banking, production, information and more was fascinating. You
see, we’re writing a book on the physics of brand. We’re intrigued with the
topic of why and how brands exist in our lives. How can the intangible manifest
and hold such significant grip on our hearts? Well, when MacDonald talked about the technology that travels through your bloodstream to carry information to your brain, I knew we were in for a ride.
MacDonald set the bar pretty high on this first day. He is
not a Futurist. He is a Now-ist. His message of ‘managing perpetual change’
could probably be translated to ‘get off your asterisk and make sure you have
disruption inside your organization.’
We are off to an aggressive start here in Day 1 of
OmniShopper. So enjoy the plush surrounds of the Radisson Blu while you can. When you
get back to your office you’ve got some disrupting to do.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Free Web Seminar – Unlock a Better Business Strategy with Text Analytics

Start Date/Time: Thu, Nov 19, 2009 2:00 PM – 3:00 PM EST

With SPSS text analytics, you can read documents, blogs, wikis, tweets, e-mails, call center notes, surveys and other free form text ‘ and turn the insight you gain into a true strategic asset. We’ll show you how to use text analytics with social media and other Web 2.0 sites to understand trends, and what your customers want, and how they’ll behave. We’ll demonstrate using text analytics in modeling to make your models better, and how to use automatic translation from more than 30 languages to make sense of your global customer base.

Your customers are talking about you, and you can gain a genuine advantage by knowing what they are saying. Attend this webinar and learn how you can ‘listen in’ ‘ and act on the information to gain a competitive edge.

This webinar will show how to:
- Use text analytics to make sense of any text, including Web 2.0 sources such as social networking sites
- Use the information to get a better understanding of your customers, your products, and your competitors.
- Make sense of free-form text resources, and act on the insight you gain
- Unlock predictive secrets from text sources, and combine that information with structured data to build powerful predictive
models that can inform decision making.

Featured Speaker
Jane Hendricks, Product Marketing Manager, SPSS, an IBM Company

Mention priority code MWS0026BLOG when registering:
https://www1.gotomeeting.com/register/646359377