Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
What do you typically expect from a training workshop? Better skills? That would be a start, for sure. But what if you could run a workshop that did much more than that? What if the training workshop built skills? And drove massive additional sales revenue? And profit? What if the workshop delivered a huge return …
I wrote recently about the barriers to creating shopper insights (or any insights for that matter!) A lack of training and not having an effective insight process are two of the biggest factors. In addition, people don’t allow enough time, or expect insights to arrive on demand. But even with all of these things in …
Too often, we find that organizations under-utilize their existing research data. During the weeks (and maybe months) following a research presentation, the report is looked at. But then the memory fades and the business moves on. And that research report is left gathering dust. Sound familiar? This is such a shame – again and again …
Using data is becoming more important to marketers. In a recent survey in the UK by Hays 27% of respondents said that data analysis was now the most essential skill in marketing (beating creativity (17%) and being customer-centric (12%) respectively). Further, the most ‘in-demand’ skill was ‘using data to optimize campaigns’ – with 55% of …
Insight. It’s a buzzword isn’t it? Can you remember the last time you were in a meeting and the word wasn’t used? Tough isn’t it? (And I’ll admit, I’m probably as guilty as the next person for over-using the word insight). As a word, insight is thrown around liberally to describe all sorts of things: …
A perennial topic with clients is the ability (or lack of it) of their teams to create ground-breaking insights. Consumer and shopper insight teams are producing lots of understanding, lots of analysis, but sometimes they struggle to find those breakthrough insights that will truly transform the business. Some of this criticism is possibly unfair, and …
I was inspired to write this by a recent quote from Stan Sthanunathan, senior VP-consumer and market insights at Unilever. Inside the article there was a lot of solid, sensible stuff. It was especially great to hear that Unilever is not resting on its laurels when it comes to finding new ways to create better …
“The great thing about big data is that it helps us answer so many questions about our consumers and shoppers”. I heard this line (almost word for word) twice in the last two weeks, and it struck me as an interesting theme that at once helps describe what is right, and so wrong, with the …
Marketing and sales teams are spending more and more time and on the acquisition and processing of data. Yet I’m not sure that there is any clear correlation between the amount of data available, and the quantity and the quality of the insight created by these teams. Whilst there are of course many organizations who are …