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Copy Testing: A Powerful Diagnostic to Inform Marketing Mix Results

Do you remember the Pepsi challenge? The Pepsi Challenge was a marketing promotion campaign started by Pepsi in 1975 that pitted Pepsi and Coke against each other. In a blinded taste test, consumers were asked to pick the cola that tasted the best. The real glory came when the...

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Shedding Light on Digital Campaigns In Progress

The click is dead. While it was an important measure in the earliest days of the commercial Web, it has become meaningless, if not a negatively correlated data point. During the past year we’ve had multiple opportunities to present on the subject of how online ads are mo...

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Marketing Smartly in Emerging Markets

In the last decade, emerging markets have become critical to global retail and consumer goods companies seeking low-cost sources of goods and high-growth sources of revenue. Companies around the world are drawn to the business opportunities these markets present, especially th...

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Enhanced Testing III: In-store and Advertising and Marketing

The volatile economy has left many consumers in a lurch, and as such, the CPG landscape remains mired in uncertainty. To navigate these murky waters, CPG retailers and manufacturers need sound product testing methods to assess opportunities, determine appropriate expenditures,...

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Is TV Advertising Still Worthwhile?

Have you wondered whether TV advertising is still worthwhile in this world where households have so many options and so many distractions? As a consumer, I love my DVR, but as a researcher, it is another complication in an already fragmented and complex marketing environment. ...

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The End of Grocery Shopping as We Know It?

It’s happened to all of us – you finish off the last of the peanut butter at breakfast and make a mental note to buy more next time you’re at the store. But on your next grocery run, that peanut butter slips your mind and you only realize you’ve forgott...

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Q1 2014 MarketPulse™ Survey Results: Significant Jump in Consumer Confidence

After several consecutive quarters of cloudy skies and a particularly ominous end to 2013, IRI’s Q1 2014 MarketPulse™ finds all age groups, especially millennials, reporting a sunnier outlook. Consumers reported feeling that they do not need to make as many sacrifi...

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How Can I Improve My Targeted Marketing?

As we’ve noted in this space before, polling done in a recent webinar with more than 100 industry executives has been very revealing about their view of their business, current focus and action to address the impact of high value shoppers on their brands or banners. Howe...

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Enhanced Testing Part II: Evaluating Innovation

Part I of this three part series focused largely on the concept of “measure twice, cut once,” pertaining to the potential success of new products in the CPG market. Market contraction and SKU rationalization stemming from the Great Recession have led to a decr...

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Spirited Analytics

The great English poet and romantic Lord Byron, usually the composer of flamboyant verse and intricate alliteration, when faced with the eternal question that comes before us all, chose to answer it with analytic simplicity: “What’s drinking? A mere pause from thin...

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Food and Beverage Price Inflation: Spotting Emerging Trends

Today’s CPG retailers and manufacturers have several variables to contend with in order to drive sales and meet company goals. As retailers, manufacturers and consumers do not exist in a vacuum, maintaining and gaining market share relies on implementing mechanisms to ac...

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How Do You Target High Value Shoppers?

We’ve been talking about the priorities and focus of CPG and retail industry executives using polling answers collected in a recent webinar. The answers to our questions illustrate the disconnect between the current market landscape and the focus of industry executives. ...

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What is Your Number One Priority?

In my previous blog post, I noted that during a recent webinar we surveyed more than 100 CPG and retail industry executives.  Nine out of 10 respondents indicated that sales were moderately or highly concentrated in their category or business unit.  What’s...

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How much will you pay for beer during the Super Bowl?

My colleague, Dr. Ira Haimowitz, recently weighed in on the importance of pricing and promoting products correctly for major events, such as how much more beer is worth to a consumer during the Super Bowl than during the rest of the year.

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Old Adages Teach Lessons When It Comes to Testing

“Measure twice, cut once,” is a saying we hear every day that points to the need for carefully evaluating an opportunity or initiative before diving in.

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