Tag Archives: Panera Bread

Live from #TMRE13: Synthesizing Multiple Data sources at Panera Leads to New Insight

Yesterday, I enjoyed listening to the presentation give by Shawn Utke, VP, Brand Insights & Research, Panera Brand.

He discussed how marrying attitudinal segmentation data with behavioral data revealed interesting insights.
At Panera, they originally identified a singular target through their segmentation research:  The “EFI” (female oriented, higher income target) who had a propensity to fall in love with Panera and acted like brand advocates.
Panera wanted to do something different than what many in the category call “food porn.”  So, they targeted their messaging and called it, “Make Today Better” which was about leaving Panera better than when you came in.  They also added some of the yummy items I love (I guess I’m an EFI:)’Strawberry Poppyseed dressing and Fuji Apple Chicken Salad, Egg White sandwiches.  Yummy!!

However, after collecting and analyzing behavioral data along with their segmentation data, it suggested their customer target might not as valuable as they originally thought.  Once you have ‘big data’”, he said, “it’s a blessing and a curse because you start learning what you don’t know.”  The next question became “why the gap?”
Is the former target still the right target?
Is there a secondary target we should be directly serving?
This gave them the opportunity as an organization to strategically search for a solution based on their most important dimensions:  media buying, time of day, specific menu items.  And ultimately, led them to a more focused strategy.
Good “food” for thought regarding segmentation, big data, and bringing it together for greater insight!

April Bell is Principal and Founder of 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.

Value is the TMRE Difference: The Proof is in the Numbers

The Market Research Event
is the world’s top market research and consumer insights event.  For more than
a decade, we’ve brought you the very best in consumer insights by presenting
ground breaking case studies and the most cutting edge advances in technology
and methodology. This year we couple that best practice with new sessions
focused on personal and executive development.  It’s the event your
industry trusts for unparalleled networking opportunities, never before heard
case studies and the world’s most inspiring keynote speakers.

Without a doubt, TMRE is the must attend insights event of 2013. See why The
Market Research Event is considered the industry’s most trusted event – Proven
Value is the TMRE Difference, the proof is in the numbers:

7 World-Class Keynotes Take the Stage Including:
  • Malcolm Gladwell, Author, Blink, The Tipping Point &
    David & Goliath
  • Dan Pink, Author, A Whole New Mind & To Sell is Human
  • Jane McGonigal, Author, Reality is Broken
  • Joan Lewis, Global Consumer & Market Knowledge Office,
    Procter & Gamble
  • Jeremy Sack, Vice President & Director, Pragmatic Brain
    Science Institute, Lieberman Research Worldwide

And more!
Download the brochure for the full conference program: http://bit.ly/160l3Ef

130+ Sessions to choose from, giving you the power to create your own agenda.
Choose the sessions YOU want to learn more about, and move freely between the 9
concurrent tracks as much as you like. 
More content than you can cover on your own? Have no
worries, the TMRE 2013 Executive Summary will share key takeways from the
event, or send your team! Click here for more on group discounts.
175+ Cross-Industry, Research
& Insights Experts share best practices and what’s on the horizon for our
industry. Hear from Panera Bread, Kellogg’s, American Cancer Society, eBay,
J&J Consumer Products, AT&T Mobility, Pfizer, Dunkin’ Brands, NBCUniversal,
Bank of America and more.

1,000+ of the leading insights and research professionals from across the globe
- 60% from the client-side, ensuring you meet the RIGHT people. This high
caliber attendee only has time for one event a year, and this is it.

98% of attendees would recommend TMRE over any other event

5 Completely New Content Areas for 2013, based on extensive requests from you
and your peers on what you need to know now, including: Big Data &
Predictive Insights, Cross Platform & Digital Insights, Strategic Planning,
Competitive & Business Intelligence and User Research & Customer

0 Commercialism from the Platform

Mention code TMRE13LINK & Save 15% off the standard
Register today: http://bit.ly/160l3Ef
October 21-23, 2013
Nashville, TN

TMRE is more than a conference. It’s a game
changer. We’ll see you there.


The TMRE Team

The Wait is Over ‘ The TMRE 2013 Program is Here

We’re researchers, but we’re also trained scientists. Skeptical of the instant insight, DIY sensations, we’re classically trained and we must ensure the integrity of data and insights. Yet we also need to keep up with the accelerated pace of business decision making.

Pairing the tried and true rigor with new, more nimble approaches can bring incredible opportunities to collect richer insights – faster and cheaper. So now it’s up to us – the “experts” to find the perfect balance of rigor and expediency. In doing so, we’ll ensure the future relevancy of our entire industry. The race is on.

Full Program Revealed for the World’s Top Market Research & Consumer Insights Event

* TMRE13BLOG to save 15% off the standard registration rates.

TMRE is your trusted partner through change. 

We’ve scoured the earth to bring you the world’s best case studies showcasing the business value of market research and the most breakthrough and disruptive advances in the industry.

This year’s program also offers hands on sessions designed to evolve and elevate your skills in storytelling, data visualization, persuasive presentation techniques, situational leadership and more. And in true TMRE fashion, we set the stage to expand your mind with the world’s most sought after keynote speakers like Malcolm Gladwell and Dan Pink, Author of To Sell is Human.

130+ Sessions. 175+ Speakers. 100+ Exhibitors.

As always, the comprehensiveness of the agenda is unmatched by any other conference in the world and the caliber of the speakers is yet again unprecedented. Our 2013 theme explores Your Dual Role: Protecting the Science of Understanding While Translating Real Insight into Confident Business Decisions.

10 reasons to register for TMRE right now:

1. It’s exciting enough that we’ll be among the very first in the world to hear Malcolm Gladwell talk about his new book (and sure to be next best – seller) David & Goliath, but it will be absolutely thrilling to hear what happens AFTER his session – a one on one with Joan Lewis, the Global Consumer & Market Knowledge Chief at Procter & Gamble. They’ll dialogue about his latest thinking, its direct implications for researchers, the future of our industry and more.

2. We talked to hundreds of researchers as we put this year’s program together and almost everyone agreed that researchers urgently need to develop critical new skills – and fast. Among those most in demand are persuasive presentation skills, storytelling, business improv and strategic thinking. We’ve added double sessions and hands-on workshops to this year’s agenda so you can get ALL of the training you need at TMRE. (And bring your cowboy hat because our storytelling workshop is being led by Grammy and Emmy nominated country music songwriters!)

3. The researcher’s role is now a hybrid one – grounded in science and data but polished in business acumen.  Our new track on Your Hybrid Skillset features case studies from experts who have mastered this new dual role with tips for how you can do the same.

4. For years we’ve considered including Competitive Intelligence and User Research in TMRE. As these groups work more collaboratively with insights teams, in 2013 we welcome these teams with open arms.  Learn how to better integrate with CI and user teams to develop truly holistic consumer and market views.

5. It’s serendipitous when one of the world’s best known and best selling authors just happens to write a new book on the EXACT topic you’re craving more information about. Dan Pink, Author of To Sell Is Human, recognized that even though we aren’t in “sales” by title, we are indeed in sales by responsibility. We must “sell” the value of insights and research to our end users, internal and external clients daily.  Dan will bring a wealth of knowledge about how those not classically trained in sales can excel.

6. TMRE is proud to once again host two of the research industry’s most prestigious awards. The winners of the annual EXPLOR award will be on hand to present their case study demonstrating the business impact of technical innovation and the winners of NGMR’s Disruptive Innovator Award will unite in a provocative panel about what true innovation really means for our industry as a whole.

7. Years ago we informally started pairing first time attendees with event veterans to answer some questions about the event and make a few onsite introductions.  Years later we’re calling it our TMRE Mentor program and it assigns mentors to first timers and offers paired matchmaking, reserved seating with other first timers and other valuable experiences to help maximize your conference investment.

And for those who have been with us for years, we’ve been having fun thinking of new onsite perks for our 2013 TMRE Ambassador program which rewards our most loyal attendees and passionate advocates. We’ve just confirmed a private session with Jane McGonigal, Author of Reality is Broken and the world’s undisputed leader on gamification. Get your questions ready!

8. In 2012, two Fortune 500 companies sent groups of 15 or more to TMRE . They used the experience not only to immerse their entire team in what’s new and next in the industry, but also as a team building and bonding experience.  It worked like a charm and inspired us to enlist the expertise of a group concierge to help you leverage the conference experience as a team building event as well. Please contact Anastasia Ioannou at AIoannou@iirusa.com for more information about group packages and pricing.

9. Today, big data and predictive analytics are the name of the game. We’re dedicating an entire track to reveal how companies are using big data to uncover big insights that lead to game changing results. Hear from Panera Bread, Kellogg’s, American Cancer Society, eBay and more.

10. TMRE is truly the most comprehensive program in the world for researchers and insights executives. In addition to EVERYTHING listed above, hear the latest on Mobile & Social Insights, Shopper Insights & Analytics, Youth & Millennials, Transformational Industry Leadership, Brand Insights & Engagement, Customer Driven Innovation, Strategic Planning, Predictive Insights & Futuring, Breakthrough Methodologies & Disruptive Technologies and so much more. Download the brochure for the full conference program. * Mention Blog Reader Code TMRE13BLOG to save 15% off the standard registration rates.

More than 130 sessions. More than 175 speakers. More than 1,000 industry leaders in attendance.

TMRE is more than a conference. It’s a game changer.

Don’t just take our word for it!