Tag Archives: Heineken

Live from #TMRE14: How Will You Use Communications to Inform & Influence Consumers in 2020?

Steven Tramposch, VP of Consumer Market Intelligence at Heineken USA, Will Lehman, Central Nervous System Market Research, Teva Pharmaceutical Industries, Jee Ahn, Senior Manager, Consumer and Shopper Insights, the Clorox Company discussed how communications is changing in a panel moderated by Sourabh Sharma, Senior Manager, Strategy Consultant and Social Media Expert, at SKIM.

5×5 Reality:

Key Criteria:
Promise Value
Be specific
Put the benefit first
Set yourself apart

Avoid Pitfalls:

Be Positive
Be respectful
Avoid jargon

While CPG tries to showcase a more emotional pull, Heineken sees itself promoting more functional aspects and Pharma falls in between.

In the future, Pharma sees itself empowering the consumer to make their own choices rather than being completely dependent on Physicians’ message.

For Heineken, they see information democratizing consumers so they need to be clearer, crisper, and better at communicating emotionally so that they stand out among all the choices in the category, especially with craft beer accelerating.

For Clorox, the future holds the ability to micro-target based on consumer needs and relevant messaging. There will more information to leverage.

As researchers, it will be incredibly important to figure out the drivers, habits, influencing aspects of each market.

Social media is a huge repository of work waiting to happen for researchers, especially regulated industries like finance and pharma. The role of pushing products is going away whereas seeking out and finding the person who NEEDS your product to better their lives is what will be key for success in the future.

There is no perfect strategy for social channels, each platform is different, you can reach people on different occasions on different mediums. You just need to figure out how to be on the right one at the right time with the right message.

Stay true to the core truths of your brand’s principle.
And watch how you communicate your product’s benefits
We don’t leverage visual aspects enough to showcase benefits

As you move forward, consider complexity, and more tools for research, more content across platforms, be faster, work in stack sized chunks, be willing to take risks and fail fast. Don’t let data stand between you and your customer.

Don’t underestimate the importance of understanding fundamentally your consumer. You won’t have to test as much if you gets this right rather than go through 10 different tactics to see what sticks.


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.

Live from #TMRE13: Trend Spotting: Trends that Define a More Discerning Consumerism

How awesome would it be to work in the liquor industry and have the word “Vodka” in your job title? Well Janu Lakshmanan, Head of Global Vodka Consumer Insights for Beam, does exactly that. 

Based on her presentation, it was easy to see how passionate she is about her job (and who wouldn’t be?) and how hard her team has worked on figuring out the 5 current trends in the vodka industry. 

1) Think Global, Get Local – People have started to care about where their food/drink comes from. Chipotle is a company that does a great job with emphasizing that it only uses local ingredients.

2) Maximized Moments – This is all about taking things to the next level and enhancing the overall experience. Heineken put a chip in their beer bottles that would light up based on the energy in the room (for example, it would light up to the beat of the music).

3) Collaborative Lifestyles – There is something special about sharing and making the world a better place. Lyft is a car service program where people offer rides in their personal cars to create an interactive experience of helping out others, while getting the chance to meet new people. 

4) Synthesthesia – Engaging all of your senses to make the overall experience better. Salta is a beer company that wanted to tie together Rugby and beer by having vending machines that men have to tackle, and based on the strength, the machine gives out bottles of Salta beer. 

5) Made for One - Customized just for you. CustomMade is a company that can make anything (from tables to toothbrushes) custom made.

I loved the presentation! Her passion and energy, as well as her use of creative examples, made this one of my favorites! 

Mayuri Joshi is Research Magician 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.