Tag Archives: The Market Reserach Event

Capabilities New + Old: Complimentary Practices for Today’s Consumer Reality

Capabilities New +
Old: Complimentary Practices for Today’s Consumer Reality
Sandra Kang, Director, Brand Insights, Digital Insights
& Consumer Affairs, Clorox
Not so long ago, we could take out a TV add, take out a
newspaper add’and win with consumers. Now, it’s all different for the CPG
industry. The, retailers led.
We have moved into the Consumer Led Era. This is the era in
which we compete.
Clorox responds to consumers with a social media team. We
also increasing support our products on many e-tail channels.
We are on a journey to change the way we work. We call it
Sense & Respond marketing.  We have a
cross-functional team that includes a data scientist, an analyst, and insights
person as well as technologists, and others. We are a prototype.
When we came up with the frame work of Sense & Respond,
we saw that we moved from an aggregated, rear-mirror view of consumers, into a
dynamic, predictive, custom view of each consumer.
Change is hard. Innovation can be even harder. The practical
application of this framework means that ‘innovation is hard, you have to be
bold, take risks, and challenge the things we think we know,’ a quote from Carl
Bass, CEO of Autodesk, Inc. 
Lesson one: Back
to basics: Revisit the scope of insights; redefine what it means.
Call-to-action: Redefine what an insight is. Do store
visits. Look at competitors. Play beyond the strategic cloud. Immerse yourself
in what the consumer sees. Next, make allies within the organization. Find
their pain points. Build a rapport.
Lesson two: Research
innovation is not dead. Marketing technology can be a significant enablers of
research innovation.
Call-to-action: Be bold. Be curious. Harness the power of
these new sources of truth, this new world of data.  Turn attitudinal segments on its head. With
big data, they were able to help the Britta brand test four distinct campaigns
to test, then analyze the results. The exercise had the team re-imagine
targeting, segmentation, and attitudinal work.
Lesson three:
Insights, always on.
Call-to-action: Insights is no longer a job for one.
Leverage your business partners. Give them voice. Establish a collaborative
partnership. One-and-done insight creation is a thing of the past. Start with a
hypothesis, and then turn it into a playbook for generating on-going insights. Gather
a team.
Lesson four:
Insight curation, not just creation
.
Call-to-action: Because three key drivers of change, aim for
customer-centricity. Data is profuse and prolific. The explosion of Martech
means that data is accessible to everyone.
Therefore, we are moving to a three-stage model:
1.    
Insight cultivation
2.    
Insight curation
3.    
Decisioning
Here are the lessons learned:
??     
Let’s be messy
??     
Maintain reasonable expectations
??     
Keep an open mind
??     
Data quality is still a top priority
??     
Make friends internally
??     
Get support of senior leaders
This journey is two to three years old. We are both
unlearning and learning new ways. The goal is to make this the default practice
by 2020.
Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit
www.southerngrowthstudio.com to learn more.

Activate Innovation

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

Why a penguin? It will make sense in a minute

I have to confess, one of the sessions I am most looking forward to at TMRE is ‘Creating a culture for Successful Innovation’ given by the Campbell Soup Company.

Why?

Because innovation is so very important to drive a business forward.

But far too often I observe companies requesting (or demanding!) their employees’and specifically their research teams’be innovative, without creating a culture in which innovation is part of the life breath of the organization. 

It’s not enough to wish it and it will be so.  Consider some of the below steps to take towards becoming an innovative organization’and then join me for the Campbell Soup Company session at TMRE!

Hire Hungry
When adding to your team, seek out characteristics in potential new hires that lead the way to innovative thinking such as: a propensity for proactivity, openness to new ideas and feedback, and a past track record of measured risk-taking in their former role.  Hire staff that is hungry for new challenges and who are open to learning along the way. For more on characteristics to look for, this is an excellent article.

Reward Risk Taking (and Sometimes Failure)
One of my favorite moments every year at our company is when awards are announced, and my favorite award is the ‘First Penguin’ award.  You may think that’s an odd name, but hear me out.

When a group of penguins approaches an ice shelf, one penguin must be the first to ‘take the plunge’ ‘ aka First Penguin.  There may be sea lions waiting in the water for that first penguin to take the dive, so it’s a risky move that can lead to great success’or great failure.

At our company, the reward goes to a staff member who takes a big risk and innovates with one of our products.  The risk may not lead to great success, but that staff member took the plunge off the ice shelf.

Shake Complacency
It’s easy to get too comfortable and complacent with your job’and if you do it’s likely your staff will follow suit. I spoke to this a bit earlier in my Outside your Comfort Zone blog post but I feel it bears repeating.

Shake off your complacency and that of your staff.  Network with other peers in the industry online or in person to see how others are approaching similar challenges.  Get out of the office for a group training day, exploring a type of research you don’t typically do’that will help to energize you and your team and shake the cobwebs out of your brains.  < For more on building an innovative culture, take a look at this recent article in Inc. Magazine ‘ it’s a short read and a good one!
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More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as seafood, 3D laser imaging, software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the’Voice of the Customer’ inside the organization. The opinions expressed here are her own and not those of her employer.

If you’d like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year’s program, download the agenda.