Tag Archives: Canada

4 Key Trends for 2015: From Consumer Insights Canada to TMRE 2014 via Trendhunter

For those of who may not know the lovely Shelby Walsh, she is President at TrendHunter and soaks up trends for breakfast, lunch and dinner. We had a chance to catch up with her and her team at the Front End of Innovation Toronto and Consumer Insights Canada event last week.

Here’s what she told us:

How did you find the experience at FEI Toronto & Consumer Insights Canada?

The experience at FEI Toronto was fantastic. The breadth of sessions everyone had to choose from was incredible — from the Internet of things, to the mind/body connection and authenticity. 


On top of the takeaways from all of the sessions, there was an impressive array of individuals in attendance, which made breakfast, lunch and networking breaks all of the more interesting. 

FEI Toronto - Consumer Insights Canada
Can you share the biggest takeaway from your Trendhunter partner and fiancee, Jeremy Gutsche’s talk? 
The biggest takeaway from Jeremy’s Better & Faster talk was that we need to focus on overcoming the psychological traps that are blocking successful people everywhere from realizing their potential. 

We need to awaken our “inner hunter” and instead of “farming,” creating only incremental change, we need to be open to destroying in order to create breakthrough innovation. 

Jeremy’s keynote was very personal and touched on drawing inspiration from his dad and how he proposed to you, as a social media strategist I know there can sometimes be a fine line between what you share and what you keep private. I understand the video he shared is up on YouTube, can you tell us a bit about the proposal, the video and sharing it online.
I personally never share anything that could put me in an unprofessional light or is negative about other individual or brands. Social media is supposed to be a great way for people to connect with others and a lot of times, celebrate the most interesting parts of our lives. 

I didn’t hesitate to share our engagement video to over 20,000 of our closest friends because the way Jeremy proposed was creative and very Trend Hunter-esque. It was an authentic expression of who we are and a touching moment that we wanted to share with others who’ve felt the same or hope to one day!
We had planned a field trip to tour your Trendhunter headquarters but received such an overwhelming response, we decided it made more sense to open it up to everyone and do a cocktail mixer instead. Can you tell us a bit about the research you shared during the tour and gives a bit of insight into how your office environment inspires your innovative culture?

Trend Hunter had a blast hosting a cocktail mixer for FEI! Our office space lends it well to the creative environment we have, as well as events like this! People loved our bar complete with Trend Hunter marquee lights, our London telephone booth and our open-concept, brick and beam space. 

It’s a great environment to let ideas flow!


The 4 key trends discussed during our Trends in 2015 presentation include

Beacon – This burgeoning technology has been utilized by those on the cutting edge in the art, retail and charity worlds. The next generation of these location-responsive devices will make communicating with consumers even more customized, interactive and ultimately, effective.

Makeshift Luxury – Retailers are turning to pop-up events that are super lavish. These temporary luxe shops and consumer experiences are the next evolution in brand marketing that’s more experimental and temporary.

Meta-Marketing – Millennials are approaching peak purchasing power, and marketers are keen to capture their attention by creating ads about ads that self-mock and have a focus on being authentic.

Flavor Reversal – Bacon beer cupcakes and avocado donuts are just a couple of examples of how sweet and savory are being experimented with creatively to create buzz and appeal.

FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014FEI Toronto & Consumer Insights Canada 2014


We’re looking forward to joining you, Jeremy, and the rest of the Trendhunter Team at The Market Research Event stateside in Boca Raton. Fl. Later this month. Can you give us a little preview into what we can expect? 

We work with brands creating custom monthly reports to help identify consumer needs and track emerging market trends. These reports are based off of a 100,000,000 person virtual focus group and over 2 billion views of data. For those attending TMRE, we’re offering some reports on the house, so make sure to find us at the event! 

Just as exciting, there has been a lot of talk recently about Oculus Rift — a platform that allows for one to experience augmented reality like never before and other cutting edge virtual reality applications that tap into 3D gaming, simulations, and rich immersive experiences. Now, I can’t give away what Trend Hunter will be doing, but I can tell you that it will be an experience you don’t want to miss out on

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Ready, set, Go! Consumer Insights Canada & FEI Toronto 2014 #insights2innovate

There’s still time to register to attend FEI Toronto: The Front End of Innovation Conference and our new event, Consumer Insights Canada taking place in Toronto, Ontario, Monday through Wednesday, next week (walk-ins are welcome) but if you can’t join us, we will be covering the event live here, on the Front End of Innovation Blog and via Twitter #Insights2Innovate.

Hope to see you there!

Live coverage begins Monday, Sept. 29th

Visa Canada’s Head of Mobile Talks Canadian Shopper Culture

Not long ago we may have been able to argue that retailers
thought that Big Data was just a bunch of hype that didn’t actually lead to
better returns, but we’ve come a long way since then. In fact, a recent survey
reveals that 73 percent of retailers consider shopper insights to be very important or
essential to the performance of the departments in which they work. In addition,
76 percent think leveraging insights is important to the performance of the
company as a whole.
I recently caught up with speaker Derek Colfer, Head of Mobile at Visa
Canada and speaker at the upcoming Consumer Insights Canada conference in Toronto, to discuss how Canada’s shopper culture is unique to the rest of North
America.
Here’s what Colfer had to say:
IIR: What
makes insights ‘strategic insights’?
Colfer: I
think all insights are strategic; however it’s their application to a specific
opportunity that makes them meaningful and impactful.
IIR: What is
the key to using the power of consumer insights to make smarter decisions in
business?
Colfer: Consumer
insights can help businesses evaluate the success of current products and are
especially important when entering the product development lifecycle. The gaps
in between product awareness, intent and usage can help businesses understand
the needs of their customers. Visa recently utilized consumer insights with the
design of Visa Checkout, a payment service that enables consumers to pay for
goods on any device with just a few clicks. We know consumers are using their
phones for more these days but that mCommerce can be onerous on small devices,
leading to low conversion rates from cart to checkout. With Visa Checkout, we
addressed issues like too many fields of information in the checkout process
and big thumbs on small screens to ensure an easier online shopping experience.
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Colfer: Canadian
shoppers are savvy with a very high propensity for loyalty. A 2014 Maritz (Bond
Brand Loyalty) report found that 90 percent of Canadians are members of at
least one loyalty rewards program. We have also quickly embraced online
shopping and have a high penetration of mobile usage. Almost 80 percent of
Canada’s addressable population owns a mobile phone, according to a 2014
eMarketer report. These factors, along with companies like Starbucks and Tim
Hortons who have tied loyalty to mobile payments, are helping to drive Canadian
comfort levels with mobile payment adoption.
IIR: Where
do you see the shopper culture in Canada five years from now?
Colfer: Canadians
will continue to use their mobile devices in a hyper accelerated manner. What
we refer to as eCommerce today will become more of an omni-commerce experience,
blurring the lines between various channels (in-store, desktop, laptop, tablet,
mobile device, wearables, etc’) as consumers use more than one channel and form
factor to search, compare, apply loyalty and purchase. 
Image via
www.fortune3.com

IIR: What’s your advice on effective ways to reach
Canadians on the path-to-purchase?
Colfer: There are
various technologies available for businesses to engage and interact directly
with their customers on more than one device throughout any given day. One
challenge for merchants is to ensure content and offerings are universally
available across all channels so that consumers can shop in the channel that
best suits their purchasing patterns.
IIR: What’s
the best part about shopping in Canada?
Colfer: Canadians
are incredibly loyal and the Canadian brands and merchants that we frequent
tend to reward loyalty in a very innovative manner. The most notable recent
example is the CIBC Tim Hortons Double Double Visa Card with a pioneering
two-button technology that enables users to switch between paying with their
Visa card with built-in loyalty, and the redemption of their earned Tim Cash
rewards. I think we’re going to see a lot more of this type of innovation and
loyalty tied to apps as we move forward and it’s going to positively impact
Canadian adoption of mobile payments.
IIR: How is
technology empowering the always-on shopper today?
Colfer: Technology
is incredibly empowering for Canadian consumers. It’s not uncommon to see a
consumer take out their mobile device, open up an app and scan a barcode on a
product in-store. That mobile app can provide access to an array of product
reviews and ratings and it can also drive the consumer to make a purchase
in-store with a profile driven incentive. Conversely, that same app can prompt
a consumer to leave that particular store and purchase the product online or in
a competing merchant down the street. Consumers remain at the center of the
commerce lifecycle, however technology is empowering them today in ways we
could not have imagined five years ago.
IIR: How do
you embed a culture of customer experience at Visa Canada?
Colfer: Every
digital product we build and put in market has been built with the lens of a
consumer. 
Visa’s aforementioned Visa Checkout is a great example of this, and
so is Visa payWave. Visa payWave allows a consumer to wave their card in front
of a payment terminal to securely and quickly make payment, reducing time in
line and at the cashier, improving the point-of-sale experience. This same
technology provides the foundation for NFC mobile payment apps, which are
gaining popularity in Canada and are available to consumers through Visa
issuers like TD, CIBC, RBC, Scotiabank and Desjardins. Our Vision at Visa, to
be the best way to pay and be paid for everyone, everywhere, prioritizes
consumer behaviour and drives every product innovation.
IIR: What
have you learned about Millennial shopper insights in Canada working at Visa?
Colfer: Millennials
are early adopters of technology and are an important segment to consider in
mobile payment adoption. According to a 2013 eMarketer report on age-based
digital behaviour, Millennials are the prime demographic for digital adoption
as they were born and raised during the emergence of the internet with an 80
percent adoption of mobile.
However, while Millennials are an important segment to
consider with regards to mCommerce and mPOS, there are also other demographics
with interesting behaviours that shouldn’t be forgotten. Gen X’ers lead all
other age brackets in ecommerce purchases for family staples and are the most
likely to transact on tablets and smartphones, according to an Ipsos Reid study
cited in the same eMarketer report, and Baby Boomers have shown the strongest
interest in loyalty programs. Sometimes I think we put too much focus on the
current consumer insight trend rather than being strategic with more than one
group.
IIR: How do
you see mobile affecting the future shopper in Canada?
Colfer: Canada is
already very advanced in contactless payments, but NFC payments will become far
more ubiquitous. Visa was the first payment network in Canada to pilot NFC in
2010 and we were the first payment network to commercially deploy with CIBC
back in 2012. To date, TD, CIBC, RBC, Scotiabank and Desjardins all offer
various NFC mobile payments to their clients that run through the Visa Network,
providing Canadian consumers with many accessible options.
Canadians love their mobile devices and I think they will
become more comfortable using them in-store to make purchases quickly and
securely. New technologies like Host Card Emulation (HCE), where consumer data
is secured in a cloud, will help to increase consumer usage. Visa’s new cloud
based payment specifications allow our banks to offer the same
interoperability, scalability and security to consumer’s phones that they trust
with plastic cards today.
If you’d like to hear
more from Derek, don’t miss him present at Consumer Insights Canada. The
event is taking place this September 29-October 1, 2014 in Toronto,
Canada. For more information about the event and to register, click here: http://bit.ly/XPjI56

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 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
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. 

Guest Bloggers Needed: Consumer Insights Canada & FEI Toronto 2014

The FEI Team is looking for 2-3 volunteer guest bloggers to write about their experiences onsite at the upcoming FEI Toronto event taking place September 29 – October 1, 2014, at the The Ritz-Carlton in Toronto, Ontario, Canada. Our theme this year is Accelerating Systemic Innovation Growth: From Ideation to Execution.

The Front End of Innovation (FEI) is a global event brand that has become the annual meeting place of the most seasoned innovators across the globe dedicated to advancing, celebrating and championing innovation.

Scholars, bloggers, practitioners and graduate students are invited to apply to become our official event scribes and publish their unbiased recaps/takeaways for the rest of the innovation community as we make our way through the conference’s comprehensive 3-day agenda.

Free Pass to FEI Toronto & Consumer Insights Canada

In exchange for helping us live blog the event and providing online coverage, you will receive a complimentary all-access pass to the Front End of Innovation Toronto 2014, as well as access to our new concurrent, colocated event, Consumer Insights Canada: A 3-day experience focused on the power of insights in motivating smarter decision making – understanding what drives consumer behavior using new, innovative research  methodologies to connect with consumers in a meaningful and impactful way.

How to Apply

Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to vrusso@iirusa.com.

We will review your submission and contact the chosen Guest Bloggers directly with more details.

* Guest Bloggers are responsible for their own travel and lodging.

* If you are a consultant or a solution/technology provider, please see contact details below for sponsorship/exhibit opportunities: Contact Liz Hinkis, Business Development Manager at 646.616.7627 or ehinkis@iirusa.com.

Call for Guest Bloggers: FEI Toronto & Consumer Insights Canada 2014

The team here is looking for 2-3 volunteer guest bloggers to write about their experiences onsite at the upcoming FEI Toronto event taking place September 29 – October 1, 2014, at the The Ritz-Carlton in Toronto, Ontario, Canada. Our theme this year is Accelerating Systemic Innovation Growth: From Ideation to Execution.

The Front End of Innovation (FEI) is a global event brand that has become the annual meeting place of the most seasoned innovators across the globe dedicated to advancing, celebrating and championing innovation.

Scholars, bloggers, practitioners and graduate students are invited to apply to become our official event scribes and publish their unbiased recaps/takeaways for the rest of the innovation community as we make our way through the conference’s comprehensive 3-day agenda.

Free Pass to FEI Toronto & Consumer Insights Canada

In exchange for helping us live blog the event and providing online coverage, you will receive a complimentary all-access pass to the Front End of Innovation Toronto 2014, as well as access to our new concurrent, colocated event, Consumer Insights Canada: A 3-day experience focused on the power of insights in motivating smarter decision making – understanding what drives consumer behavior using new, innovative research  methodologies to connect with consumers in a meaningful and impactful way.

How to Apply

Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to vrusso@iirusa.com.

We will review your submission and contact the chosen Guest Bloggers directly with more details.

* Guest Bloggers are responsible for their own travel and lodging.

* If you are a consultant or a solution/technology provider, please see contact details below for sponsorship/exhibit opportunities: Contact Liz Hinkis, Business Development Manager at 646.616.7627 or ehinkis@iirusa.com.

Inside Insights: Nick Drew

Next up in our Inside Insights interview series brought to
you by Consumer Insights Canada, we
sat down with speaker Nick Drew of Yahoo Inc. to discuss strategic insights and
Canada’s consumer culture.
Consumer Insights Canada is a conference focusing
on the power of insights to inspire smarter decision making and shines a lens
on shopper and consumer behavior in Canada. Whether you’re looking to break
into the market for the first time, or just deepen your relationship with
Canadian consumers ‘ this is your must-attend event. 
Here’s what Drew had
to say:
IIR: What makes
insights ‘strategic insights’?
Drew: What makes
insights valuable is that they’re actionable ‘ it’s the ‘therefore’, or ‘and
so’ part. People use their mobile phones a lot these days’ is an insight.
‘People use their mobile phones a lot, and look for mobile coupons. Therefore”
is a valuable insight.
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Drew: As a
European, it’s fascinating working in North America. It sometimes seems that U.S.
insights and marketing have a ‘we are the world’ approach; Canadian insights
and marketing in comparison can sometimes be more about ‘we’re different’.

So, where brands in the U.S. obviously focus on the US, and
see their work in the US as being a good indicator for the rest of the world,
insights and marketing in Canada is based on the idea of Canada being
different. It’s why we see the Canadian flag (literally and metaphorically) on
so many marketing campaigns, and why research has to have that Canadian sample
to really be valuable in Canada.

IIR: How do you
see mobile affecting the future shopper in Canada?
Drew: Technology
isn’t just with people all the time; it’s an unconscious part of people now.
There’s very little conscious thought in the decision to look online for
reviews for something; and it’s instinctive now for a significant proportion of
shoppers to look online for pricing when making a big purchase.
Although Canada doesn’t yet have the level of ‘showrooming’
seen in the UK and US, as ecommerce grows more sophisticated here, people will
become more demanding, and their devices will play vital parts at every stage
of the path to purchase.
If you’d like to hear more from Nick, don’t miss him present
at Consumer Insights Canada. he event is
taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to
register, click here: http://bit.ly/1pHpNKF

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, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
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. 

Exclusive Interview: Using Consumer Insights to Make Smarter Business Decisions

In our next episode of the Inside Insights Podcast series brought to you by Consumer Insights Canada, I am fortunate to sit down with Consumer Insights Canada keynote speaker Kelly Harper, who is the Director Customer Experience Learning at BMO INSTITUTE FOR LEARNING, to discuss how the power of consumer insights help to make smarter decisions in business.
Harper goes into how important customer experience is when it comes using customer insights to make the best business decisions possible. You need to think about what type of experiences your organization is giving your customers.  Your consumer insights allows you to understand what is broken in your current experience you are delivering and what is really important to the customer ‘ what are those elements that you have to get right each and every single day. Consumer insights will help you identify and keep track of what is most important to the customer.    
Consumer Insights Canada is a conference that showcases the local Canadian culture in its storytelling. With new entrants like Target Canada, rapid changes in technology and increasingly discerning customers, the Canadian retail industry is in a constant state of change, challenging players to adapt strategies and tactics to remain relevant.  This conference was created for our insights community that focuses on the power of insights in motivating smarter decision making and shines a particular lens on the local flavor of shopper insights in Canada.
Check out the full interview here: 

If you’d like to hear more from Kelly, don’t miss her keynote session, ‘How to Embed a Culture of Customer Experience in your Organization’ at Consumer Insights Canada on Tuesday, September 30th at 10:15 am. The event is taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to register, please visit our website: http://bit.ly/1khTaTJ

Your Fall 2014 List of Must- Attend Events in Market Research, Insights & Trends

Reset that compass. It’s time for you to get outside those office walls and recharge your work. Are you looking for deeper understanding of your customers wants, needs, and values? Are you looking for more innovative tools and techniques to conduct more meaningful market research?

You are in luck! You will get a deeper understanding of what drives consumer behavior with new innovation research technologies to connect with consumers in a meaningful way at Consumer Insights Canada this September as well as at IIR’s four upcoming research events this fall!

The team behind the World’s Best Insights Event – The Market Research Event, and Shopper Insights in Action introduce The Consumer Insights Canada Event. Bringing the caliber of actionable content, inspiration and peer-to-peer networking you have come to expect to Canada. This is a 3-day experience focused on the power of insights in motivating smarter decision making.

Consumer Insights Canada 
September 29-October 1, 2014
The Ritz Carlton, Toronto, Ontario, Canada
#CICanada
Unlock 15% Off Discount Code: NACI14BL

Check out our other research events taking place this fall:

The Market Research Event 
#TMRE14
October 20-22, 2014
Boca Raton Resort & Club, Boca Raton, Florida
Unlock 15% Off Discount: TMRE14BL

The 14th Annual International Shopper Insights in Action Event 
#Shopper360
November 3-5, 2014
Sheraton Grand, Edinburgh, Scotland
Unlock 15% Off Discount: ISHOP14BL

Foresight and Trends 
#FT14
November 11-13, 2014
SLS Hotel Beverly Hills, Los Angeles, CA
15% Off Discount: FT14BL

The Media Insights & Engagement Conference 
#MediaInsights14
February 3-5, 2015
The Westin San Diego, San Diego, CA
Unlock 15% Off Discount: MEDIA15BL

We hope to see you at our research events this fall!

Inside Insights: Susan Williams

Next up in our Inside Insights interview series brought to
you by Consumer Insights Canada,we sat
down with Consumer Insights Canada speaker Susan Williams, Senior Director,
Strategic Insight, The Cadillac Fairview Corporation Limited, to discuss strategic insights and Canada’s consumer culture.
Consumer Insights Canada is a conference focusing
on the power of insights to inspire smarter decision making and shines a lens
on shopper and consumer behavior in Canada. Whether you’re looking to break
into the market for the first time, or just deepen your relationship with
Canadian consumers ‘ this is your must-attend event. 
Here’s what Williams had to say:
IIR: What makes
insights ‘strategic insights’?
Williams: Strategic
insight implies it impacts business thinking and decision making in my opinion.
We can get a lot of insight from data, but turning that into actionable results
is the strategic part.
IIR: What is the
key to using the power of consumer insights to make smarter decisions in
business?
Williams: I can’t
think of any business where the client/consumer/guest is not a critical part of
a business success. Ensuring you are relevant, in tune, and in touch with your
consumer through quality consumer insights is key. 
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Williams: The act
of gathering consumer insights is not unique, but there are a lot of similarities,
but many differences as well in the results. It is important to understand the
geographies and influences that impact behavior in different markets. Geography
can sometimes limit accessibility to certain types of services or products. We
see differences in attitudes towards technology even across the country in
Canada, and compared to the US there are additional differences. In some of the
work we have done we have seen a greater emphasis on value as well in Canada
vs. the US. It is important to note as well, the makeup of the Canadian
consumer is different in some ways multiculturally than the US consumer -
especially in terms of ethnicity. All of this stresses the importance of
ensuring relevancy in any market that you go into.
IIR: Where do you
see the shopper culture in Canada 5 years from now?
Williams: Technology
is and will continue to shape how people shop. Accessibility, transparency,
access to information and how this translates into relevant shopper experiences
of the future. Ecommerce is a way of life, although not as developed as in the
US and other countries, online browsing/accessing information and pre-shopping
will continue to grow in Canada.
IIR: What’s your
advice on effective ways to reach Canadians on the path-to-purchase?
Williams: Understand
their consumer journey and purchasing influences relevant to your category or
product. Clearly ensuring a seamless omnichannel experience will be important
as ensuring that the right type of communication and information is conveyed at
the right time. Just because some technology exists, it doesn’t mean that it is
always relevant to your shopper. Get and know your shopper.
IIR: What’s the
best part about shopping in Canada?
Williams: Increasing
selection and choice in retail. World class brands are now entering the scene
providing one of the most exciting times in consumer choice and shopping in
history. Our geographies as well provide significant cultural experiences from
one part to the other.
IIR: How is
technology empowering the always-on shopper today?
Williams: Pre-shopping
is big and continues to grow. Social media, technology in general is everywhere
and mobile phones are the shopping vehicle of the future. Everything is now,
information is accessible, and the shopper is in control.
IIR: How do you
embed a culture of customer experience in your organization?
Williams: This is
a key foundational platform for our organization currently. The value
proposition is about the experience as in many cases the product can be
replicated. It is lead from the top, and needs to form a part of the corporate
strategy. We are all in a learning stage. Ensuring that consumer insight is a
key component of this journey is critical.
IIR: What is the
future of Big Data?
Williams: Big
Data always existed, but it has now been reinvented with the introduction and
mass of digital behavior statistics. This will continue to grow and become more
and more relevant but faces many challenges. If companies haven’t figured what
to do with “small data” how will “big data” solve their
problems. What still remains to be a critical component of any data digging
exercise is to ensure that there are people that know what to do with that
data, and develop the right questions to lead the analysis . It is also
important to make sure that in a lot of cases, big data is very powerful and
creates stories and impacts of initiatives, but doesn’t always tell you why?
Still important to keep the dialogue going with shoppers to marry the behavioral
data with consumer insights. 
IIR: How do you
see mobile affecting the future shopper in Canada?
Williams: Mobile
is the future. Eventually, mobile payments will be the norm. It already is
growing at a rapid rate. It means that information has to be faster, relevant
and connected to technology. People are now shopping ‘in the moment” and
mobile is enabling that.
IIR: What have
you learned about millennial shopper insights in Canada?
Williams: It is
important to make sure that we don’t just create a broad brush and group people
into large categories. However, some key influences of this generation are that
millennials grew up on technology. It means it is already part of their behavior
and they will continue to expect this in everything you do. They may be seen as
fewer brands loyal, and because technology enables it, expecting rate of change
of products, brands, services to evolve quicker.
IIR: Why is it so
important these days to connect with customers in virtually every channel of
this multichannel world?
Williams: It is
the omnichannel experiences. Shoppers expect it, and they chose how to
communicate with you. Understand however which channels are most relevant for
your shopper and your product and ensure your messaging is tailored within. It
doesn’t mean eliminating channels however, just understanding the role that
they play within your brand.
If you’d like to hear
more from Susan, don’t miss her session, ‘Leveraging
Big Data for Mall Merchandising Mix Decisions’
at Consumer Insights Canada
on Monday, Sept 29th from 1:30-3:00 pm. The event is taking place this
September 29-October 1, 2014 in Toronto, Canada.

For more information
about the event and to register, click here: 
http://bit.ly/VgCSPv

Inside Insights: Kelly Harper

In our next episode of the Inside Insights Podcast series
brought to you by Consumer Insights Canada,
I am fortunate to sit down with Consumer Insights Canada keynote speaker Kelly
Harper, who is the Director Customer Experience Learning at BMO INSTITUTE FOR
LEARNING, to discuss how the power of consumer insights help to make smarter
decisions in business.
Consumer Insights Canada is a conference that showcases the
local Canadian culture in its storytelling. With new entrants like Target
Canada, rapid changes in technology and increasingly discerning customers, the
Canadian retail industry is in a constant state of change, challenging players
to adapt strategies and tactics to remain relevant.  This conference was created for our insights
community that focuses on the power of insights in motivating smarter decision
making and shines a particular lens on the local flavor of shopper insights in
Canada.

Check out the full
interview here: 

Download this episode (right click and save)

If you’d like to hear more from Kelly, don’t miss her keynote session, ‘How to Embed a Culture of Customer Experience in your Organization’ at Consumer Insights Canada on Tuesday, September 30th at 10:15 am. The event is taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to register, please visit our website: http://bit.ly/1khTaTJ