Tag Archives: Campbell Soup Company

How the Role of the Consumer Researcher Is Evolving

As the researcher function continues to evolve, there are number of organizational models to source, mine, and activate insights. Identifying and defining consumer, shopper and customer insights functions in your organization will help focus the research, ensure improved operational efficiency and lead to synthesizing key insights and translating into omni-channel activations.

One of the biggest opportunities for shopper strategists today involves identifying future opportunities that exist in drawing correlations which happens when connecting the dots.

This means really working to identify the right problem to solve and turning to both big data AND small data as we look to predict the future by genuinely understanding the past.

When you think about how much has evolved even in the last 5 years – technology, methodologies, shopper behavior, redefined skill sets and capabilities – it makes you wonder what the shopper researchers role will look like by 2020.

The Evolving Role of the Shopper Researcher
  • Is Research Headed Back to the Children’s Table?
  • Evangelizing Insights: Amplifying the Insights Message Throughout Your Organization
  • The Dark Side of Social Media
  • Storytelling and Actionable Research Delivery
  • Effective Storytelling: Disney’s Merchandise Innovation Project
Find out what the industry has to say about the researcher function and create industry standards moving forward. At Shopper Insights in Action 2014, you’ll hear from Meijer, Mars Pet Care, Crimson Hexagon, Green Mountain Coffee Roasters, Walt Disney Parks and Resorts and more.
Translating Insights to Innovation In-Store
  • Insights on Insights: Building a Bridge Between Shopper, Consumer and Customer Insights
  • Changing Perspectives: A Journey to Customer Centricity
  • 2014 Mass Merchant Channel Study Findings That Will Change Your In-Store Activation Strategy
  • Taking Insights to Action: Retailer-CPG Collaboration in the Convenience Channel
  • Category Specific Trip Missions: Getting Beyond Stock Up & Quick Trips
Gain best practices from Campbell Soup Company, GfK, Luxottica Retail, POPAI, Dean Foods Company, 7-Eleven, Big Heart Pet Brands and more at Shopper Insights in Action 2014.
Phygical: Seamless Blending of Physical and Digital Worlds
  • How to Maximize Sales with Health & Wellness Trips
  • Understanding the Shopper: Using Technology to Uncover the True Voice of the Shopper
  • Engaging with and Learning From the Always Connected Consumer
  • The Signage Game: Using In-Store Research to Break the Mold, Streamlining Messaging, Strategy and Tactics
Discover how to integrate the store with the web in a way that works for your shoppers. Hear from these self-starters The Dannon Company, Quester, PepsiCo – Frito Lay, Ubisoft and more at Shopper Insights in Action taking place at the Navy Pier in Chicago this July.
Big Data & Super Analytics
  • The Intersection of useful and Important: Combining Data Sources to Provide New Insights
  • Shifting NPS to the Mobile Device: A Cause for Concern or Celebration?
  • Retail Trendwatching: Reality vs. Hype, and How Retailers Can Make Predictions Matter
Emerging Shopper Segments
  • Definitely Gen Z: 45 Million Loyal For Life Shoppers
  • Monetizing Millennials: Leveraging Insights Communities For a Deeper Understanding of Millennial Shopping Behaviors
  • Beyond Generic: How Private Brands Target Emerging Shopper Segments
Use the power of insights to win with new shopper segments. You’ll hear from Kimberly-Clark, ESPN Research + Analytics, Safeway and more.
Download the interactive brochure for full session and speaker information and access to exclusive video content, interviews and more.
Join your peers to create a holistic view of the shopper and the consumer to increase brand profitability and create life-long loyalty at Shopper Insights in Action 2014 and save 15% the standard rate.

Get The Shopper Insights in Action 2014 Brochure

The 14th Annual Shopper Insights in Action Conference is here: SHOPPER STRATEGY & ACTIVATION: Synthesizing Across Platforms, Channels and Partners. The full 2014 agenda is now available – download it here.

 This year’s Shopper Insights in Action is resetting expectations and synergizing ecosystems:

‘ No matter how much we’ve evolved we’re 100% focused on the “IN ACTION”
‘ The program reflects the evolving strategic role of insights to activation and the roles of all key stakeholders
‘ The heart and soul SIA: Insights content has not been sacrificed
‘ We invest in our speakers to give you fresh perspectives
‘ Collective Action: Collaborate across disciplines to develop strategic activations — no more silos
And on that note, Shopper Insights in Action emerges into a holistic Shopper Strategy Summit with a curated narrative of experience, expertise and new ideas.

 Keynotes Include:
Shopper Insights in Action 2014 Keynotes

See all the 2014 Keynotes here 


Commerce Everywhere I Data Slaves Revolution I Shift from Transactional to Interactional I Passion Economy I Phygical: Seamless Blending of Physical and Digital Worlds I Big Data & Super Analytics I Intersection of Big Data & Leadership I Monetizing Millennials I Innovation at the Shelf I From Insights to Actions I The Future of Retail: Defining its Pure Purpose I Selling Like Amazon I Storytelling & Actionable Research Delivery I The Evolution of the Shopper Researcher I Collective Action I From Conceptualization to Design to Implementation I Implement Behavior Design into Shopper Marketing I All Categories are not Created Equal I In-the-Moment Research and much more! See the full brochure here

PLUS, Stories Shared By:

AT&T I Nestl?? I RadioShack I Green Mountain Coffee Roasters I Ahold USA I Kraft Foods I The Coca-Cola Company I Lowe’s I ULTA Beauty I The Campbell Soup Company I Petco I ConAgra Foods I The Dannon Company I MillerCoors I Henkel I Raley’s Family of Fine Stores I Safeway I Fairway I Meijer I Walt Disney Parks and Resorts I Kimberly-Clark I GSK Consumer Healthcare I Mars Pet Care I Samsung I The Clorox Company I Dean Foods Company I 7-Eleven I Pernod Ricard I Unilever I PepsiCo and many more! See the full 2014 speaker faculty here

This is BIG. 

Join us at Shopper Insights in Action 2014, July 14-16, 2014, at the Navy Pier, W Chicago.

Live from #TMRE13 5 Game Changing Trends That Will Drive Growth Today & In the Future

My first session today was about the 5 Game Changing Trends That Will Drive Growth Today & In the Future by Charles Vila from Campbell Soup Company. He highlighted 5 consumer trends that we are already playing out globally and will continue to drive growth far into the future. Here they are:
We are living in a fast paced, digital age where consumers are taking charge of their finances, their health, their time, and their happiness. Our return on investment is probably the #1 trend to take advantage of. We are always looking for the “best bang for our buck”. Not necessarily targeting the cheapest product, but for the most value for what we are willing to spend. And the value of service is making a comeback.
iHealth 3.0
People are finally beginning to take control of their health and change their habits. Roughly 50% of Americans are overweight, which is causing rises in insurance premiums and a need for healthier options. The realization now is that it’s much easier to prevent health problems, rather than fix them, but how?
Energy Management
We are constantly on the go – working, exercising, juggling different tasks, taking care of the kids. Everyone is exhausted, nobody gets enough sleep and energy has become the most valued commodity in consumers’ lives. There is more and more need for innovations to speed up processes and save time – to make people’s lives easier.

Desire To Feel Alive
There is a yearning inside all of us to rebound emotionally and physically from pressures and problems in our lives. We all need to find ways to release tension and have some fun during the day. The desire for new experiences, outlets for creativity and spontaneity are an ever-growing need.
Digital is Re-Setting Expectations
Humans naturally want to be part of a community, create deep relationships with people and find ways to express themselves. Enter Social Media – facilitating connections and socialization. MySpace is now a thing of the past, Facebook and Twitter have become the hot spots – what’s next?
There are plenty of opportunities for growth within these 5 categories. The question is, what will we do about it?

Talia Short is Chief Wrangler at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.

Live From #TMRE13: 5 Game-Changing Trends that Will Drive Growth Today and in the Future

We are all shaped in change by the events of our lives. Over
the last 15 years, our world has experienced an incredible amount of fear,
anxiety and uncertainty. In our hyper-connected modern world, crisis has left
its significant mark directly and indirectly on consumers.

These days, we are so connected that we cannot escape it,
which affects us deeply. Based on all of this fear and desperation, consumers
have emerged with a brand new perspective ‘ a sense of personal responsibility
with a commitment to lift themselves to a better place and control their
destiny. Because of this, there is more intent than ever before to take charge
of their finances, health, and even consumption choices to ensure good
experiences for themselves and their family.

At TMRE 2013 in Nashville this morning, Charles Vila, Vice
President, Consumer & Customer Insights, Campbell Soup Company, shared five
key game-changing trends that will drive growth today and in the future. These trends
My ROI ‘ This trend speaks to how consumers
think about spending today. They are looking for the greatest return they can
get for their money. It is aided by access to information from technology and a
personal desire to pay only for experiences that are worth it for them. The bar
has been raised and market researchers now have to work harder.
iHealth 3.0
This trend speaks to consumers evolving a relationship with health and
well-being. This has a firm focus on availability and success to sustained
behavioral change. There is pressure everywhere to hold down cost as it is
about taking control and care about me and mine and you for you and yours.
Energy Management -
The demands of modern life are relentless. Consumers are always connected with competing
priorities and pressures ‘ it’s no wonder we are all so cranky and tired.
Everybody is tired, nobody gets enough sleep. Energy in all of its forms is now
the most valued commodity in consumers lives ‘ ranked higher than money!
The Desire to Feel
‘ Consumers today are yearning to rebound from the past devastations and
the pressures and demands of everyday life to rediscover the joy of life.
People increasingly want an outlet for creativity, the chance to play, as well
as experience new sights, sounds, smells and textures. It is not about recklessness,
but instead about busting out of the daily grind, lightening up and just
enjoying themselves.
Digital is Resetting
‘ Social networks are becoming a dominant platform for how
people live their lives. They are now the new normal of communication,
expression and decision-making and absolutely integral to people’s lives. In
fact, today kids are more likely to have a phone than a book.

So, how can you, as a market researcher, help consumers
satisfy these wants and needs?

About the
Author:  Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc. 

Creating a Culture for Successful Innovation

At the Market Research Event (TMRE) Conference in 2012, Wendy
Higgins Chambers, Director Consumer & Customer Insights at Campbell Soup
Company presented a session entitled, ‘Creating a Culture for Successful
For a brand or business to develop new products, services
and experiences that will truly engage consumers and creative competitive
advantage, innovation must be cultural. The process of creating a culture for
innovation is critically important to the success of the innovation process.
Sign up for access to the full length video and discover how to create an
innovation culture.
To learn more, click

Amanda Ciccatelli,
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry.  She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.