Tag Archives: Colgate Palmolive

Consumer Insights Canada Brings TMRE & Shopper Insights into Your Backyard

Two weeks ago, Shopper Insights in Action uncovered new trends and insights, with one common theme being shared – “Consumers want trusting relationships, they don’t want cold, transactional interactions.” Sir Terry Leahy, Former CEO, Tesco & Shopper Insights in Action 2014 Keynote.
Now more than ever, it’s even more important to have a deeper understanding of your consumer and what they want, and that’s why we’re so excited to be bringing Consumer Insights Canada right into your backyard.
The Consumer Insights Canada Event focuses 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.
The North American Consumer Insights Event
September 29-October 1, 2014
The Ritz Carlton
Toronto, Ontario
Canada

You’ll hear from leading Canadian insights leaders as well as experts from around the world including:

>The Art of Engagement: The Importance of Connecting with Customers in a Multi-Channel World, Canadian Tire
>Falling in Love & Having a Relationship are Two Different Things, Target Canada
>How to Embed a Culture of Customer Experience in Your Organization, BMO Institute for Learning
>Six Secret Steps to Outsmart, Out-Innovate, and Out-Adapt Your Competitors, TrendHunter.com 
>New Canadians: The New Frontier for Marketers, Yahoo! Canada & Mediacom Canada
>Parallels from a Canadian Charity: From Donor-Centric Solutions to Shopper-Centric, General Mills Canada
>Mobile NFC Payments: Canadian Opportunities, Visa Canada
>And from Brandspark, Cadillac Fairview, Colgate Palmolive, General Motors, Mastercard, Saputo and more!
Download the brochure for the full agenda: http://bit.ly/1qb4Wx2
Consumer Insights Canada provides you with the tools you need to push the agenda forward in your organizations and set the strategic framework to better understand Canadian shoppers and consumers. In addition to the insights-filled agenda, you’re registration also includes BONUS ACCESS to FEI: Toronto, brought to you by the World’s Leader in Advancing Innovation.
Join us in Toronto this fall! Mention code NACI14LI & Save 15% off the standard rate. Register today: http://bit.ly/1qb4Wx2
Cheers,
The North American Consumer Insights Team
#NACI14
@TMRE

themarketresearcheventblog.iirusa.com

Live from #TMRE13: Becoming a Truly Global Insights Expert

Today, we kicked off the tracks in Transformational Industry Leadership with Kalindi Mehta, Associate Director, Insights, Colgate Palmolive speaking about Becoming a Truly Global Insights Expert at the Market Research Event. Colgate reaches 65 of households in 2/3 of the world, most penetrating brand, according to Kantar.

There is no one global innovation approach across the board. Every market is different. However, there are universal truths and similarities, not everything is different.

There is a segment that wants shiny, beautiful hair, or that will do everything/anything for their kids, all over the world. Home care and germ prevention are universal. Across the younger market every one has fresh breath concerns.

Colgate launched a Colgate 360 Toothbrush that was promoted globally. Animation helped, they used a child in awe of his elder/hero story line, which is a universal trope.

While in a hair care campaign they used different models/hair, featured ingredients in each market campaign execution.

The key is to have global IQ, as well as EQ or emotional quotient, you have to be able to grasp cultural and local drivers, behaviors, and habits. This must be audited every five years.

You must understand the ins and outs of every day, ordinary life as well as buying behavior.

Sources of cultural coding for Colgate:

- World Values Survey
- Cultural Wizard
- GFK Values Survey

You must look at ways of communication and also identifying influences in that market as well.

Build empathy in your global markets you must personally experience life inn these markets

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.