Data

What did 300+ USA retail buyers say made for a best practice supplier?

By | 2019-01-31T15:20:02+00:00 January 31st, 2019|Views and insights|

Your first job with your buyer is to build a relationship as a trusted advisor. Only then will your ideas and proposals be credible. In a recent Advantage Survey of USA retail buyers in CPG, references to “objective information and advice” came only second to “good communication” in what behaviours make a best practice supplier.

Why is objective, quantitative shopper data in proposals and plans so important?

By | 2019-01-23T15:00:32+00:00 January 23rd, 2019|Views and insights|

We may not like to think about it, but as humans, we are all subject to a range of unconscious biases. These get in the way of our rational decision making so that we often end up with worse outcomes than we should. Clear, unambiguous, quantitative data, well explained can overcome these “gut feel” problems.

10 things that annoy me in data discussions

By | 2019-01-17T13:27:23+00:00 January 17th, 2019|Views and insights|

I spend my life in data. I love it. Give me a fact versus a guess any day of the week. I know I may be in a minority in that regard, but I think marketing should be a balanced synthesis of science and art. As a musician, I know and love art. Art is most likely where

Three take outs from the “Shopper Brain” Conference, Amsterdam

By | 2018-11-27T14:52:09+00:00 November 27th, 2018|Views and insights|

The recent “Shopper Brain” Conference in Amsterdam saw the gathering of “neuro marketers” from around the world. Essentially these are the people in our Industry that are trying to uncover and then exploit the way consumers/shoppers brains respond to stimuli, rather than just focussing on the reactions of human beings’ 10% of conscious thinking. My first learning

What exactly is Shopper Research for?

By | 2018-10-23T10:42:41+00:00 October 23rd, 2018|Views and insights|

Sometimes I think we in market research can get far too excited about our lovely data and the fascinating things it can tell you but don’t spend nearly enough time walking in our clients’ shoes thinking about improving sales. For sure, there can be a lengthy pathway between any data and the business outcome. And

Fundamental insight conundrum: where to draw the line between simplicity and depth in making your argument or getting your idea across in ppt?

By | 2018-09-20T12:08:29+00:00 September 20th, 2018|Views and insights|

A presentation inspired me by Madhumita Chakraborty from Pepsico who explained their “One thought per chart” philosophy for insights into their business. I liked the idea that the presenter has to have the discipline to know (and stick to) what the single “take out” has to be from any ppt slide. At least that sets