Roger

About Roger

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So far Roger has created 64 blog entries.

“We can’t afford to do category management anymore!”

By | 2018-05-24T08:54:13+00:00 May 21st, 2018|Views and insights|

I was chatting with a senior industry individual recently. His thesis was that as retailer competition is driven in part by the so-called “Discounters” (read our blog - “Discounter”), that meant that supplier-retailer relationships were increasingly about getting to the lowest possible “no frills” price, which meant, in turn, drastic cutting of any non-essential overhead

The new roof challenge

By | 2018-05-14T09:40:15+00:00 May 14th, 2018|Views and insights|

I had a leak in my roof last year. A clearly identified, defined problem. Something had to be done. Urgently. I called in the roofing guys. Having done a thorough inspection, they told me, “The roof batons are rotten. The nails are corroded.  It's 50 years old. You need a new roof.” Now here is

Will just doing more of the same get different results?

By | 2018-03-29T09:27:47+00:00 March 27th, 2018|Views and insights|

I heard an inspiring story yesterday about a musician who despite years of practice and performance started to get worse, not better. Quite dramatically so. He found that more and more his efforts were masking underlying weaknesses and tensions that were building up just out of sight. One day he couldn’t play properly at all.

NPD made simple.

By | 2018-03-20T11:54:12+00:00 March 20th, 2018|Views and insights|

Well, no, if it were simple 9 out of 10 innovations wouldn’t fail  - but here is our “zero science” success formula for NPD success: Success likelihood  =  Marketing funds* how good our new product is versus the alternatives)/(premium we are asking* extent we ask shoppers to do new things). See graphic illustration below. What's

The hidden costs and waste of shopper research

By | 2018-01-24T12:36:12+00:00 January 24th, 2018|Views and insights|

Sandwiches at the debrief? Travel expenses? No, it's much worse than that. It's time. The biggest actual cost of any research project is the time spent on it. Your time, your team’s time and even more so, the recipients’ time. It's like an iceberg. The bit that sticks up and everyone pays attention to, is

What can we learn about in-store marketing from dating?

By | 2017-12-29T12:13:32+00:00 December 29th, 2017|Views and insights|

After extensive research with my kids (yes, they are over the age of majority!), I can report that dating has remarkable similarities with in-store marketing. Not convinced? Then read on. Step 1. Getting noticed Wow, a lot of pre-nightclub effort goes into looking right. Choosing the right outfit, sorting the hair, doing the make-up, to name just