Data

When is just “good”, good enough in market research?

By |2020-03-11T09:21:32+00:00March 11th, 2020|Views and insights|

In market research, we are a dedicated bunch. Passionate about insights, hot on methodologies. Keen to make a real business impact. But we're human too. We like to try cool new things. We want to be a hero to our organization. We want to do something different from those that went before… Put these things

The power of “autopilot” – how do shoppers really cope with grocery shopping?

By |2019-10-17T10:28:52+00:00October 17th, 2019|Views and insights|

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

We’re all about getting “so what” from data but we can’t get AI to do much to help us!

By |2019-10-17T09:46:20+00:00October 17th, 2019|Views and insights|

The world is full of AI conferences, AI suppliers, AI blogs, books, consultants. AI everywhere. Makes me feel we are missing out. That our business may be falling behind, maybe even facing extinction, our business is about making sense of data and getting answers to help better business decisions. At face value, we should be

Category Role. Time to update the old classics?

By |2019-08-08T16:22:00+00:00August 8th, 2019|Views and insights|

Remember Step 2 of the Eight Step Process anyone? Define the Role of the Category. Well, how did that work out for you? It was an important consideration. Pointless to propose strategies that were a mismatch for what a retailer sought to achieve “top-down” with that category. In a limited space environment, tough choices need

80/20: Today’s Insights Reality

By |2019-07-23T16:16:28+00:00July 23rd, 2019|Views and insights|

Back in the day, most larger CPG firms had massive human resources, and budgets for data to match. There was the capability to strive for the optimum within insights and data solutions. Things have changed. CPG is under pressure as never before, as growth slows and retail competition heats up. Companies react by slimming down

Data Meetings. They usually don’t work well – but what’s the alternative?

By |2019-07-23T16:17:06+00:00June 19th, 2019|Views and insights|

Data is the currency of modern business. Getting the right conclusions and taking action driven by data is critical to personal and collective success. But I reckon the canary has just keeled over in the coal mine. I have probably sat through or presented at over hundreds, maybe even a thousand data presentations in my

The Five Guys story – simple learnings for shopper marketers

By |2019-07-08T09:25:59+00:00March 6th, 2019|Views and insights|

It's an amazing story. The startup of a single tiny side street burger bar that became a $3 billion international company. I listened to the story told by Jerry Murrell, the founder, about the cornerstone of their success. Deceptively simple – they gave customers the best possible product. Early on he allowed his sons (who

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

By |2019-01-23T15:00:47+00:00January 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.