Blog articles about Consumer Packaged Goods

How Nestlé is shaking up the coffee shelf with Starbucks

How Nestlé is shaking up the coffee shelf with Starbucks

By Joey Ophof on November 20, 2019

Exploring a virtual shelf approach to launching a premium brand

In 2018, Nestlé signed a $7.2 billion deal to market, sell and distribute Starbucks’ packaged products outside of the company’s cafes, providing Starbucks at home. With high brand recognition, Starbucks would clearly make an impact at the coffee shelf. However, one of Nestlé’s European insights team saw an opportunity to rethink the crowded grocery store shelf to drive even more growth – for Nestlé and its customers.

Albert van Meeteren, Nestlé’s Head of Consumer and Shopper Insights and Analytics, wanted to see how they could best launch Starbucks in a “new and innovative” way in Dutch supermarkets by focusing on in-store execution.

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Ready for the next stage of pricing research?

Ready for the next stage of pricing research?

By Stefan Ammerlaan on November 8, 2019

Exploring a data-fusion approach for holistic pricing decisions

Whether you’re introducing a new SKU or reacting to a market change, managing your pricing strategy can often feel like a complicated balancing act. You know solid revenue decisions should be grounded in sound data, but that input often comes from a variety of sources and stakeholders.

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The unique approach a charcoal brand used to fire up tasty product claims

The unique approach a charcoal brand used to fire up tasty product claims

By Bill Salokar on May 7, 2019

Launching a premium product means convincing consumers to trade up, without driving them to the competition.

This is the exact challenge faced by the Global Insights Manager at a best-selling charcoal brand as she prepared to launch two new premium products.

The brand offers various charcoal products and sauces which have been synonymous with American BBQs for decades. As consumer grilling tastes have evolved, the brand recognized there were unmet needs among the most enthusiastic grilling aficionados.

The result was the development of new premium products. However, this innovation posed its own set of marketing challenges. The original product remained popular; the brand couldn’t risk putting claims on the premium packaging that would negatively impact its baseline product.

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How Kellogg’s built a global insights platform for claims tests

How Kellogg’s built a global insights platform for claims tests

By Mike Mabey on April 17, 2019

From a single corn flake to a global presence, Kellogg’s has been fueling better days for more than a century. Today, the food-manufacturing giant markets 24 brands, in 180 countries. The sheer size of Kellogg’s, coupled with today’s changing insights environment, created a daunting challenge for the company’s global insights team last year.

How could they decrease turnaround times for claims research, standardize approaches for comparability of results, while extracting better insights and decreasing costs all at the same time?

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How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

By Mike Mabey on March 15, 2019

What you missed from Quirks Brooklyn ‘BYOB (Build your online brand)’ session

“How many of you have purchased alcohol online? What about groceries?” This is how Lisa Caro, Director of Insights & Analytics for Emerging Opportunities, Constellation Brands, kicked off her remarks to a room full of insights professionals at The Quirk’s Event in Brooklyn. The responses to those two questions reflect the challenges and opportunities that alcohol brands face in eCommerce.

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How pricing research is helping FMCG brands fight inflation in developing countries

How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 26, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

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Why it’s time to optimize your approach to brand trackers

Why it’s time to optimize your approach to brand trackers

By Giacomo Sartori on February 20, 2019

Explore a driver analysis solution for analyzing stated and unstated factors

Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.

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How online leader funda’s subscription pricing will help steady revenue stream

How online leader funda’s subscription pricing will help steady revenue stream

By Robin de Rooij on December 17, 2018

Using a subscription pricing model to lay stable foundations

Funda is the top online real estate platform in the Netherlands and one of the largest in Europe. It’s been described as the “Amazon of houses” in its homeland, because it’s said that almost every house that’s sold in the country will have been advertised on its platform first.

The online leader generates revenue by charging realtors to promote residential and commercial inventory on its platform. When there are more homes than buyers, properties are advertised longer and funda sees revenue soar. However, when the market is booming, properties sell quickly, listings come and go on the platform, and revenues dip.

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(Infographic) Voice Tech Trends in US, UK and Germany

(Infographic) Voice Tech Trends in US, UK and Germany

By Cori Guilbault on November 15, 2018

With the increased adoption of voice technology, smart speakers and digital assistants, there’s no denying that Alexa, Siri and Google Home are changing consumer behavior. However, to what extent? Are consumers simply curious about these devices? Are their purchase decisions being guided by AI?  Will purchase trials shift to new shopping habits? 

As decision behavior experts, we set out to examine these questions by conducting research on consumer attitudes and adoption of voice technology in the U.S., U.K. and Germany (the markets the technology manufacturers have focused on). This infographic previews some of the research highlights.

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e-Commerce experts share advice for brands adapting to AI

e-Commerce experts share advice for brands adapting to AI

By Julia Görnandt on October 2, 2018

Key takeaways on voice and digital assistants from ESOMAR Congress 2018

Artificial Intelligence, voice and digital assistants were all the buzz at ESOMAR Congress 2018. The promise is that when these technologies come together in digital personal assistants, they’ll make our lives easier, remove our “choice stress” and will become our trusted advisors. Sign me up! But, how will voice technology affect consumer behavior and how will brands tackle this new decision environment?

Our recent voice trends research included qualitative interviews with digital and eCommerce experts on this very topic. At ESOMAR, some of these respondents participated in our “Brands on Fire – How to adapt to the new market reality of AI platforms” panel. Danone, Wehkamp, Beiersdorf, Ericsson and SKIM had a lively discussion on the digital implications of AI for brands, marketers and insight professionals. I, along with Yasemin Ozdemir, had the honor to moderate the panel. Here’s what you missed and need to know.

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