If you're a Category Manager are you the next CEO or stuck for life? “Let’s be realistic, if you stay in Category then the best you can hope for is heading up the Category Team. After that if you want to go up, you’ll have to get out.” You might not have been told
About the author: Bill Bean is Vice President of Insights and Research at Shopper Intelligence USA. He is a nationally recognized American senior marketing executive with expertise in marketing analytics, shopper insights and innovative tech solutions in shopper research. Shopper Insights as a discipline has gone through a few definitions,
Dairy is a versatile department. Categories that sit side by side play very different roles for shoppers and for retailers. By comparing categories, we better inform our category management strategies. Using the latest shopper insights from Shopper Intelligence UK's recent survey (June-September 2020) here we shall focus on two categories within Dairy: Yoghurts vs.
Van Halen. Jump. Great Song. One of the greatest. But what does it teach us about business? More than you’d think! Let me explain. Bear with me (by the way it helps to listen along for full value for money). At the get go, it’s like a start-up company. It has to punch through
Home Baking - a new trend with need for innovation After the sudden rise of cooking at home resulting from the initial lockdown measures, consumers are returning to old habits and we see this trend returning to pre-lockdown levels. However, the opportunity still exists for brands and retailers to retain trialists of the home
If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that
Benchmarking is much more than just comparing your own performance to your competitors. In market research it is used in a variety of creative ways, in different study types. We all know the classical situation. When you look at your Net Promoter Score of let’s say 58% – and you ask: should I be
I hear more and more often about the need for shopper marketers and category managers to think about shopping missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopping mission is a kind of the shopping equivalent. Of course, at the macro level,
Bear Grylls. The Island. Seen it? A bunch of ordinary people dropped onto a desert island with nothing but a day of water and a few machetes. Task 1: Start a fire. Without fire, they can't boil the water they find. So, they'll soon die of thirst. How to start a fire? No matches, nothing.
It’s a fascinating and familiar conundrum. Despite there being literally thousands of products in a supermarket that we never buy and are never likely to buy, we somehow manage to get in and out, buy our regular shopping, and complete the task in a relatively short time. Undistracted by everything we don’t need. I know