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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 does “improving shopper satisfaction” actually mean for us?

By | 2018-01-18T12:26:19+00:00 January 18th, 2018|Views and insights|

One of the most simplified ideas in category management and shopper marketing today is “satisfying the shopper”. It’s even the proposed goal of the Category Management Association (The CMA, a professional association, that exists to help its members drive meaningful category and brand growth by building shopper satisfaction and facilitating strategic collaboration between retailers, suppliers and

5 ways your category can lose sales in store

By | 2018-01-11T08:35:30+00:00 January 10th, 2018|Views and insights|

My starting point here is that there is a shopper in the store, with a need for your category or product. They may not be thinking about it, but they are at least an occasional buyer and right now they don’t have any at home and/or they could happily use or consume one. Clearly, not

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