This month marks our third round of deep diving into the “Aspirational Compass” project, looking at how this applies to product innovation strategies in our upcoming webinar. Listen to our CEO’s greeting below for the details. To learn even more about this exciting way to look at consumer behavior, you can visit our previous webinars on “gap” innovationfirst round and targeting. (Also, don’t forget to look for us at SSP this week, see below). We hope you enjoy this issue of InsightsNews!
Join us as we continue our discussion on the A’s B’s and C’s of innovation targeting. This third session covers the Compass: how to leverage this new knowledge and insight into buying behaviors and personas to put innovation into action and drive growth for your brands.
How Plant-Based Meats Meet the Goals of the Aspirational Shopper
This month we continue to look at aspirational shopping motivations—and how market research can help reduce the shopping “gap” between those aspirations and the shopper’s reality (which often include aspects like taste, price and convenience). To understand more about this concept, we take a look at a plant-based meat case study—where consumers are trying to meet aspirational goals like better nutrition, ethical considerations, and environmental sustainability.
Make sure to visit our Blog for the latest news, events and updates!
Apply Market Research to Corporate ESG initiatives
We recently presented at the CPG Matters LEAD (Loyalty, Engagement, Analytics, and Digital Applications) Marketing Conference. Our session dug into how you can apply market research learnings to corporate ESG (Environmental, Social, Governance) initiatives in the best way to reach target consumers.
With: Brian Briskey, Senior Director of Strategic Consulting
Product Leaders team up to solve the biggest threat to product innovation - VUCA!
VUCA is creating more noise, that leads to insufficient data, which distracts attention, ruins focus, and frustrates efforts to sift through weak signals of consumer demand.
VUCA is creating more dynamism, that negates or outdates models, which leads to poor conclusions, weakens decision making, and damages confidence needed for strategic alignment across the organization.
Hear innovation experts in your industry articulate the symptoms of VUCA which you must immediately recognize to know if you have it truly bad (and can't afford to make any more excuses), followed by two novel approaches they discovered to help overcome those challenges - starting with a practical first step you can do immediately.
Join us to assess your situation and follow along as we walkthrough the steps to resolve VUCA!
70% of brand extensions fail to survive their first two years on the market. This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.
What cues tell you it's a genuine Nutella, Reese’s or Pringles brand?
Asensory brand fingerprintis a clear definition of the implicit benefits and associated sensory cues which make consumers intuitively “know” that a product is an authentic branded product. The sensory cues associated with the brand become its signature and are the foundation of all products in a line. This core sensory profile is critical to build into all line extensions for the brand to gain implicit recognition. Clearly articulating the sensorial fingerprint within the product strategy assures alignment with the brand strategy.
You will learn:
Learn what best communicates the sensory-brand fingerprint within your team.
See how a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
Learn how to best fix gaps between sensory cues, design, messaging and communications, design, imagery, and packaging.
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