Articles Posted in Marketing & Innovation


Unfreezing Consumers to Heat Up New Product Sales!

Companies have long assumed that if they build a better mousetrap and effectively communicate the benefits, consumers will come. Most companies’ efforts, therefore, are centered on the development and optimization of new products and/or services. Developing a superior product, however, is only half the picture. For a new product/service to be adopted, consumers have to…

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Ulta vs. Sephora, a Shopper Loyalty Battle Royal

Choosing where to shop for makeup is a very personal decision. Here in Chicago there are a lot of options, but in my mind there are two main competitors: Ulta and Sephora. When I first moved to Chicago seven years ago, Ulta dominated the market, and I suppose that makes sense given it is a…

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Health & Wellness Going to the Dogs

I’m as confused as the next person about what I should be eating and drinking. Is red meat good for me, or not? Will coffee and beer make me die young, or give me super powers (I’m really, really hoping for the latter, as I’ve been training hard)? It seems like every day there’s another…

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Those Crafty (Beer) Millennials!

Millennials seem to be changing everything these days. Their spending power alone gives them the right to dictate what succeeds or bombs miserably in today’s marketplace. Take the craft beer category for example – it has exploded due to millennials revolting against traditional beer brands in favor of unique flavor profiles, local brew options, seasonal…

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I’m One of Them: Speaking As a Millennial

I suppose I’d be considered a text book example. I’m into yoga – more for the exercise than the spirituality. I love Kombucha for its health claims and the fact that it’s the closest thing to drinking vinegar that is socially acceptable. I care about the quality of and ingredients in the food I eat,…

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Your innovation is awesome! Too bad no one will find it online…

You’ve just launched an incredible innovation in salty snacks. It has all the benefits of popcorn, but can be eaten like a chip. It tastes great, and is reasonably healthy. This product looks poised to disrupt the chip aisle, and make millions. But it won’t, because no one will find it. This might be the…

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Social Media Crowdsourcing Changes the Face of Product Influencers

With nearly 70% of consumers gathering information online to influence their purchases, and nearly two-thirds engaging in social media daily, the word-of-mouth dynamic is shifting, and influencers of consumer product adoption are not who they used to be. Social media crowdsourcing has changed this dynamic; where once we had passionate mavens and social influencers pushing…

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If Mad Men Happened Today: Market Research Solving Yesterday’s Questions

Mad Men has been a favorite show of mine for a while. While I can say I loved the compelling characters and the nuanced writing, often the fun came in the workplace drama. The pitches were enthralling, the challenges and frustrations familiar, and the successes inspiring. The show spanned the years 1960 to 1970, really…

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Brand Strategy Made Simple: 4 Questions and a Few Alphabet Models

Of the “4Ss” driving Ipsos’ new “Game Changers” strategy (Security, Substance, Speed, and Simplicity), I have a particular passion for Simplicity.  And if there’s one area of consumer research that can really benefit from being simpler, it’s the one I head up for Ipsos in the US:  MarketQuest, which focuses on foundational market understanding and…

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#LillyforTarget: A Lesson in Balancing Brand Image and Brand Relationships

There I was in my local Target on a Sunday afternoon, enjoying a browse sans husband and baby, when I overheard the following: Customer: “Do you have any of the Lilly Pulitzer stuff left?” Store clerk: “It sold out in like 10 minutes” I’m not very familiar with Lilly Pulitzer, in fact my introduction to…

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