FMCG

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

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

10 things that annoy me in data discussions

By | 2019-01-17T13:28:02+00:00 January 17th, 2019|Views and insights|

I spend my life in data. I love it. Give me a fact versus a guess any day of the week. I know I may be in a minority in that regard, but I think marketing should be a balanced synthesis of science and art. As a musician, I know and love art. Art is most

Three take outs from the “Shopper Brain” Conference, Amsterdam

By | 2018-11-27T14:52:23+00:00 November 27th, 2018|Views and insights|

The recent “Shopper Brain” Conference in Amsterdam saw the gathering of “neuro marketers” from around the world. Essentially these are the people in our Industry that are trying to uncover and then exploit the way consumers/shoppers brains respond to stimuli, rather than just focussing on the reactions of human beings’ 10% of conscious thinking. My first learning

Shopper Insights shouldn’t be controlled only by the big guys

By | 2018-11-14T11:10:20+00:00 November 14th, 2018|Views and insights|

Insights are the new currency in Packaged Goods. As the squeeze on space, the proliferation of promotions and the advance of omnichannel make selling tougher and tougher; one resource will help you meet your goals. Insight has become the currency of the conversation with your buyer. It's about bringing a superior understanding of the shopper.

What exactly is Shopper Research for?

By | 2018-10-23T10:42:51+00:00 October 23rd, 2018|Views and insights|

Sometimes I think we in market research can get far too excited about our lovely data and the fascinating things it can tell you but don’t spend nearly enough time walking in our clients’ shoes thinking about improving sales. For sure, there can be a lengthy pathway between any data and the business outcome. And

What is AI and what does it mean for market research?

By | 2018-09-14T09:35:52+00:00 September 14th, 2018|Views and insights|

I was at the “StockTech” conference in Stockholm this week, and lots of the talk was about AI. Input from lots of gaming companies, Google, startups, and many other people in jeans and sneakers. Wasn’t my usual habitat but exciting to see just what’s around the corner in many business sectors.  I thought I would

Do we really talk the same language as our customers?

By | 2018-08-01T16:35:21+00:00 August 1st, 2018|Views and insights|

The first requirement in any relationship is to communicate. I was talking to a friend who runs a group for new migrants coming into their community. Most don’t speak English at all, often not one word. She made it abundantly clear to me how hard it is to form a relationship if you can’t talk

Infographic: Is online driving even greater shopper promotional buying?

By | 2018-07-19T10:17:50+00:00 July 19th, 2018|Views and insights|

For the first time, the unique Shopper Intelligence database can produce a robust and thorough comparison of how shoppers approach an online shopping “trip” compared to a physical store. This data (see infographic) compares ‘000s of traditional supermarket visits with Amazon and Walmart.com purchase occasions. We can look at this category by category, retailer by