Roger

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So far Roger has created 70 blog entries.

4 types of benchmarking in market research – and when to use them

2020-08-24T20:40:56+01:00May 30th, 2020|Views|

Benchmarking is much more than just comparing your own performance to your competitors. In market research it is used in a variety of creative ways, in different study types. We all know the classical situation. When you look at your Net Promoter Score of let’s say 58% – and you ask: should I be

I think I found the perfect metaphor for starting a business.

2020-03-28T13:55:26+00:00February 3rd, 2020|Views|

Bear Grylls. The Island. Seen it? A bunch of ordinary people dropped onto a desert island with nothing but a day of water and a few machetes. Task 1: Start a fire. Without fire, they can't boil the water they find. So, they'll soon die of thirst. How to start a fire?  No matches, nothing.

The one thing AI will never be able to help us with

2020-03-28T13:56:02+00:00January 13th, 2020|Views|

AI is going to change our lives – it’s going to remove so much of the mundane analysis. What’s more, it’s going to be able to predict things that previously we’d have had to figure out for ourselves. Wonderful stuff, machine learning. But don’t be fooled. There is one question AI will never answer.  It

Is this the golden rule of shopper insights?

2020-03-13T10:01:22+00:00December 9th, 2019|Views|

I am generally loath to dumb down anything into oversimplified bullet points, but I am going to make an exception today because I think this matter is so important but so ignored - it needs a little bit of extra focus! Most shopper insights are driven by suppliers seeking to "influence" retailers. We all know

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

2020-03-13T10:03:04+00:00October 17th, 2019|Views|

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!

2019-10-17T09:49:42+01:00October 17th, 2019|Views|

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

If we marketers helped get the world into this mess, can we help fix it?

2020-03-13T10:07:31+00:00September 19th, 2019|Views|

I used to feel that at worst, being a professional marketer meant helping my employer or client succeed and thus provide jobs, and products people enjoyed. At best, I was ensuring the onward progress of our society for the good of all (more wealth = better lives across the planet).  In fact, data globally shows

Category Role. Time to update the old classics?

2020-03-13T10:09:49+00:00August 8th, 2019|Views|

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

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

2019-07-08T09:26:39+01:00June 19th, 2019|Views|

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