marketing

Home Baking shopping trend: capture it by Premium and Innovation

2020-08-28T21:32:53+01:00August 28th, 2020|Category Management, Shopper Behaviour, Insights|

Home Baking - a new trend with need for innovation As the rise in cooking at home continues due to the current global pandemic, home baking has seen huge increases in demand as consumers look to solve availability issues by taking a DIY approach.This should be viewed as a big opportunity for the Home Baking category,

Why isn’t sales history alone sufficient to understand shoppers?

2020-08-21T18:33:55+01:00June 11th, 2020|Views|

If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that

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

What’s the shopping mission type we rarely focus on?

2020-08-24T20:26:45+01:00February 21st, 2020|Views|

I hear more and more often about the need for shopper marketers and category managers to think about shopping missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopping mission is a kind of the shopping equivalent. Of course, at the macro level,

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 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

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