Tag Archives: themarketresearchevent

Live from #TMRE13: Learning from Meaningful Brands

Nigel Hollis, Chief Global Analyst at Millward Brown began the session speaking about The Meaningful Brand and how quickly our brains react to information due to instinct.  

In fact, he said, it only takes 1/20 of a second to decide the appeal of a web page.

He went on to discuss the 3 basic types of mental associations which create a meaningful brand.
1.  Emotion
2.  Knowledge
3.  Experience

And then, the stellar panel discussed a bit about how they’ve been able to create meaningful brands:
  • Brenda Armstead, VP Global Strategic Insights at Johnson & Johnson —  Neutrogena
  • Ellen Zaleski, Director of Consumer Planning at Diageo – Johnnie Walker
  • Mike Quinta, Director Strategic Insights Global Brands — Lay’s 
The key themes were:
  • Foundation – understanding who and what the brand stands for 
  • Communication – stay focused 
  • Shelf space (if applicable) – keep it and expand it
  • Key stakeholders – keep them aligned

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.  

Live from #TMRE13: Malcolm’s Keynote – Everything in Moderation

This morning’s keynote, Malcolm Gladwell, was introduced by Joan Lewis, Global Consumer and Market Knowledge Officer, Procter & Gamble.  She mentioned that when he was asked how he is able to write such amazing books, he said:  “I like to collect research that’s interesting and I like to collect stories that are interesting’and then I put those together.”  As a researcher, that hits home!
His focused his presentation on his latest book:  David & Goliath.  It was fascinating to hear him talk about how “too much of a good thing” is not a good thing and the role that plays in larger systems. 
He discussed his thoughts around crime and the American public education system.  He questions:  “Is there a point when classroom size becomes too small?”  
When teachers were asked this question, virtually everyone said that a class size of less than 20 is too small’.because it gets more difficult to control opposing views of children.  “It’s like having 2 squabbling teenagers in the back of a car while driving across country.”  

Because “the single most determinant of success with a struggling student is whether they have a peer or not to help them”  true learning occurs when the classroom is full of discussion.  So, when you don’t have enough discussion —  you have dead classrooms.  Not enough interaction with each other.
When all you think about is your child’s relationship to the teacher, you get locked into how to maximize that relationship.  However, when you think about the classroom as a community, you also start to maximize that part of the learning as well.

He also brought it back to parents and how it’s not only difficult for those with very little money but also those with “too much” money.  Being a “good parent” gets hard again because you have to try to explain concepts such as “hard work” in an atmosphere where those type of lessons do not make intuitive sense. 

Key take away for me – more is not always better…

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.  

Live from #TMRE: Turning Facts into Ideas

Christopher McKinney with Mead Johnson and Cynthia Ryan/Shari Morwood with Ideas To Go presented on how they turned facts into ideas.

It’s always interesting to hear new ways for generating ideas for innovation, especially when the company has a  “new science or technology” and need to ensure the ideas will work with overarching brand positioning as well as benefit the consumer.

The speakers walked us through the process of how this came to life when innovating for their brand, Enfamil.

They began with a team of  “experts” who ideated, giving a variety of perspectives:  
  • a futurist who could give a  “Big Data” perspective
  • a brain imaging specialist who provided a view about brain development
  • leaders in pediatric medicine 
  • creative consumer moms
Then, they utilized a list of  “general facts” about the brand or category as creative stimuli, and from that, the team created 3000+ ideas.  Wow!  
Utilizing this process, they were able to restate, categorize, and select a series of 28 potential ideas to move forward with for further testing.

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.

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.

Live from #TMRE: We’re Not Just Researchers

Dan Pink’s keynote this morning was great!  He talked about his new book, To Sell is Human:  The Surprising Truth About Moving Others.

His primary points included:
1. Like it or not, we’re all in sales now.  He described what we all know –  that most people had negative connotations of “salespeople.”  Note the word cloud of adjectives generated when 7000 Americans were asked the question. “When you think of “sales” or “selling”, what’s the first word that comes to mind?”
2. Sales of anything is not what it used to be.  It’s a move from “buyer aware” to “seller beware.”  The old way, he stated, was like Alec Baldwin’s Art of Selling in Glengarry, Glen Ross.
  • A – Always
  • B – Be
  • C – Closing
Whereas, the new way is about:
  • A – Attunement - can you get out of your own head and understand where someone else is coming from?
  • B – Buoyancy  - can you stay “afloat in an ocean of rejection”?
  • C – Clarity – can you curate (edit, distill, determine relevancy of information)?
He also made an insightful point about how power leads individuals to anchor too heavily on their own vantage point, insufficiently adjusting to other’s perspective (Adam Gallinsky). And that there is an inverse relationship between feelings of power and perspective.  
He suggested one way to increase your effectiveness is by briefly reducing your feelings of power.  And that the really sustaining kind of influence is by lessening your “muscle.”
When negotiating, it’s less about emotional intelligence, but about understanding the other side’s interest.  

Live from #TMRE13: Connect. Dream. Create.

Yesterday, I was able to attend Connect.Dream.Create. presented by Laura Flessner of Pfizer Consumer Healthcare and Marty Gage of Lextant.

Laura and Marty talked about “DCE’s” – Desired Consumer Experiences and how being able to connect the aspirations of your customers with specific design attributes provides a concrete, actionable foundation for innovation!

As Pfizer strives to become a more design-oriented organization, they knew they had to create a framework to enhance their innovation process’something that could give their consumers an experience they desired. (i.e. Starbucks’ sensory cues: their menu language, music, type of furniture, baristas).

And what they discovered about using this DCE model is that once it gained internal momentum, it became repeatable!!

 Speaking of innovation, I loved Laura’s innovative use of her Cowboy Boots with her suit! I’m trying to figure out what brand they are because I love them!!

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.

Live from #TMRE13: I Believe in Love

Yesterday, here at TheMarketResearchEvent, Brett Townsend of PepsiCo and Wendy Wallner of GfK co-presented about…love.  Brand love, that is.

They talked about how the best way to develop love is to research Lovers.  And that his is not the same  as talking to “heavy users” because brand “users” are not necessarily brand “lovers.”  Instead, they spoke about how targeting a very small percentage of the population, allows you to use those insights to inspire others.  
One great example they gave is about one of my favorite brands:  Harley Davidson.  A brand that has always stayed true to who they are and emotionally know how to connect with their brand lovers.  They showed this video, and I get it!   
As an avid Harley lover, I can say, “yes, that’s true’I believe in these things!”  And further, “Hmm, how can I talk my husband into buying a Harley?” (but I digress).
Harley Davidson is not trying to be all things to be all people — they’re unapologetic in their messaging.  They find something they WANT you to believe in and craft the message around that.
The model Brett and Wendy used to further demonstrate how to approach this way of thinking was Simon Sinek‘s model, “The Marketing Bullseye” — good companies know to focus on the Why?  
They mentioned that learning  it’s ok to EXCLUDE part of the population is key to creating that brand love.  Instead, build human brand relationships with purpose – focus on the WHY behind your love to inspire more love!
Because’I believe in love (and freedom:).

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.

Live from #TMRE13: Improv Improves Innovation

For the 2nd workshop today, I was glad I stayed in the Professional Development track.  As an information hound and being in this business for many years, it’s always fun when I feel like I learned a new way to approach innovation.  And that was what this was all about.

Michelle James, Chief Emergence Officer of The Center for Creative Emergence, took us through several exercises designed to break us away from the common fears we all have:  worry about not looking good, fear of saying something stupid, etc.

The Improv Principles and Improv Mindsets

she discussed (and we experienced) are all about acting “as if” what others are giving you is a gift…and then “adding to it.”  And from that, there is freedom.  Feeling free, and that you will be accepted allows teams to STOP worrying about fears and in that moment, begin to create.  I love that:)

She also mentioned how natural it is to come to the edge of your comfort zone with resistance but that forcing through it (i.e. ‘playing’ by these principles), a new environment is created with those around you…and those who feel like they helped create, also feel as if they own the outcome!

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.

Live from #TMRE13: You Are The Presentation

A presentation about presentations provided a good kickstart for TheMarketResearchEvent today!

Gene Zelazny of McKinsey & Co. gave a compelling talk about making the most of your business presentation.

He spent an appropriate amount of time discussing how Defining the Situation First was the single MOST important aspect of a good presentation.  By first defining what you want impact you want the audience to have as a result of the presentation in 1 sentence, everything else flows easily from there.

This framework for thinking about presentations reminded me of a 1-day Duarte Design workshop I attended last summer – I still remember how impactful the workshop was. The instructor claimed that once you first get clarity on WHAT the audience should DO as as a result of what you’re presenting, the more clarity you will have in creating the story…and slide deck.

Zelazny also went on to show how important it is to “turn the story upside down” when structuring the presentation.  In other words, giving the recommendations first instead of trying to detail the process of getting there.

A few resources he provided were www.powerframeworks.com as well as his 2 books, Say it With Charts and Say it With Presentations.  All of these give simple design visuals to help when you’re developing graphics for presentations.

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.  

Live from #TMRE13 Social Media and Nascar: Driving Product Sales Together

What images come to mind when you think of Nascar? Fast cars, screaming fans, cold beer and a good ol’ burger are a few of the essentials that make up a perfect day at the track. It just wouldn’t be the same with a glass of wine and a salad – buzz kill. Kevin Thomas, VP of Strategic Marketing for Roush Fenway Racing gave an exciting presentation on how performance of their cars can increase sponsors ROI over time.
Roush Fenway Racing knows just how to draw in the fans and give them what they want, which is why they are one of the top companies to sponsor. It’s not about the price, its about performance. Their creative approaches to PR have proven to not only justify a company’s sponsorship of their own hot rod, but the ROI usually exceeds expectations.
Take Cargill for example – a new sponsor of Roush Fenway Racing and looking for a unique approach to market their brand. In addition to increasingly good performance of their car, they went a step further to engage fans at the track – good ol’ cookout at the track, offering burgers to fans using their new finely textured beef. Not to mention, the opportunity to meet Ricky Steinhouse Jr.!
The results they saw showed that Cargill was more than just “paint on a fast car”. Not only did they see spikes in beef sales after races, they saw increased sales over time as racing performance increased. All while having a great time at the track, enjoying some great food and meeting famous drivers. Not too shabby for a hard days work!

Talia Short is Chief Wrangler 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.