Sophie Cox

[From information to INSIGHTS] I am helping a client digest the information they have on hand and turning that into insights. Which is to feed the next step of first-hand research. There is a lot of information to read and think about including reports, market data, and small research/meeting learnings. Through this experience, I emphasize better how dizzy the brand team feels in front of the info giant mountain. It is very valuable to grasp the capability of turning INFO > INSIGHTS > STRATEGY. You are welcome to share your experience & thoughts about this ;-) #Insights #Strategy

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🔕 Some questions are not meant to be asked directly. For example, you can't ask your customer, "Are you considering leaving my brand?" ↩ There is an art of asking, questioning, and developing a set of questions in a questionnaire for market research purposes. Join Eimira Ratna Choesin and me in a deep dive into questionnaire development. ❄ It is the 2nd Part of Market Research Foundation, a She Loves Data Global Signature Program. https://bit.ly/3TErgF0

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We had an incredible 2 days training to immerse ourselves into understanding The Blueprint for Brand Growth - know how businesses can build profitable, strong and sustainable brands using Kantar’s Growth Driver and the three Growth Accelerators. #Kantar #BlueprintForBrandGrowth #Marketing #KantarSingapore

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Sometimes you just get a feeling that what you're seeing in the flesh doesn't feel right. That was exactly what was going on in my head when I saw this Vitamins display in a Pak n Save. The overwhelming notion you get with this image is price and promotion. And undoubtedly this might be an isolated occurrence, i.e. maybe it doesn't happen that frequently. But as I've alluded to before on other posts - is this what the shopper actually wants and is it likely to have the intended impact? What do Friday Facts have to say? 1) Price is nowhere near as important as other factors in Vitamins in PNS. The category ranks 108th out of 118th categories in importance of price, even offers (i.e. promotions) only ranks 89th out of 118. Premium (57th), Sustainability (15th) and Range (45th) are far more important to shoppers. 2) Shoppers don't know the price they pay in Vitamins in PNS. Vitamins ranks 96th out of 118 categories on this. So a price ticket is only an awareness trigger at best, the price itself is far less of a trigger. 3) Pre store comms are less about price and more about product characteristics. A giant A0 poster on the outside of a PNS in Vitamins with a hot price is unlikely relative to other categories to influence a shopper to do something (rank 75th out of 118). 4) And the most revealing aspect of shopper mindset for me - Vitamins is the 9th highest category where shoppers plan on a specific brand and is the 6th highest category in a PNS where shoppers will walk away if they cant find their first choice. This category is brand led, not price led. As with all things, you have to weight up whether the investment you make in the category will pay off. So my advice in this category - do the minimum on promos, both in terms of depth and frequency as your shopper doesn't really think in those terms. They have a brand they want to buy, not the cheapest thing on offer. Shopper Intelligence ANZ #shopperinsights #shopper #shoppermarketing #price #promotion #category #categorymanagement #categoryinsights #fmcg #retail #grocery

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📊Dive into the data with Nielsen's 2024 Annual Marketing Report! Discover why 67% of APAC marketers evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together. Interested in learning more? DM me and let’s talk about how to elevate your campaigns.

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The Ipsos Essentials May highlights are here! Based on our May Essentials report, we learnt that shopping activities have increased across most categories compared to this time last year. Younger generations are more likely to be shopping across non-essential categories, but it is harder to get older consumers to open their wallets. #ipsos #consumertrends https://lnkd.in/gmuZBZmt

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Cultural gender insights - An intersting reflection on the cultural shift in feminism across Asia Pac, a deep desire amongst young people for a more inclusive feminist movement that is driven by collective participation and a future where one gender doesn’t lead another, 55% of youth surveyed believing the 'future is genderless'. Feminism took a big step forward this year as a result of the Barbie effect. Instead of fighting to prove women can be equal to men, women are embracing hyper-femininity, subverting stereotypes in boldly creative and playfully rebellious ways. Brands can further the gender conversation by tapping into the universal appeal of creativity, humanity and joy. Exploring the soft power of feminism could be a worthy starting point to drive change and create sustained impact. #culturaltrends #hyper-feminity #boldlycreative #trends

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Sharing our latest findings from the Vodus 2024 Malaysian consumer sentiment whitepaper! 🛍️✨ Explore how consumers compare prices across channels, their willingness to pay for quality, and their openness to new products. Key insights include: 42% of Malaysians always compare prices. 23% prioritize quality, while 44% occasionally do. Younger consumers and social media users are highly receptive to new products. Unlock these essential insights for navigating today's retail landscape. Read more here: https://lnkd.in/eYTcxg4D #MarketResearch #ConsumerTrends #RetailInsights #MalaysiaEconomy

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Does behavior follow attitudes or vice versa? What is the right combination of survey led and social/search KPIs? Hear from the experts #kantar#blueprintforbrandgrowth

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To create a robust sustainability strategy, brands need to understand which Sustainable Development Goals (SDGs) are closely linked to their specific sectors. Our #SustainabilitySectorIndex study has mapped sustainability concerns across 38 sectors, considering both overall importance for businesses and sector-specific relevance. In this framework, the 'Shields' represent critical aspects strongly associated with each sector. Without these Shields, a brand fails to meet fundamental consumer expectations. Once these Shields are in place, brands can explore additional opportunities to establish leadership and differentiation. We refer to these additional opportunities as 'Swords,' positioned at the top right of the map. If you’re interested in learning more about the Swords and Shields relevant to your sector, feel free to connect with our experts Tamara Ojeaga or Astrid Ricketts. You can also explore our free report overview on the Sustainability Sector Index here 👉 https://lnkd.in/e8kcEW78 #Sustainability #BrandAction #CorporateStrategy

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🔐Unlock the secrets to maximizing ROI in a fragmented media world with 's Nielsens 2024 Annual Marketing Report! Find out why 80% of APAC marketers prioritize performance marketing over brand-building initiatives and how it may impact your strategy. Message me to learn more about our solutions. #nielsen #marketingreport #performancemarketing

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Losing survey respondent interest early on can have serious consequences, impacting the quality of responses. One of the worst things a market researcher can do is bore a survey taker, potentially leading to false conclusions. To keep them engaged, consider these tips: - Inform them of the number of questions upfront - Maintain a format that is straightforward but not overly simplistic (avoid true/false & yes/no) - Share the results with them; everyone appreciates seeing their POV! Remember, if you offer an incentive, clearly tell them! Keeping respondents engaged is key to obtaining valuable insights. #MarketResearch #SurveyTips

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As the marketing landscape continues to be more complicated, how can brands stand out amidst the chaos? Join us on June 11 to find out more.

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Happy to share part 2 of the rewards data we published a few days ago. This time we focus on: 💎 From cashback to interest-free installments, to extended warranty and free delivery – which #rewards do consumers in #Singapore find most attractive? ⭐ Do the rewards that shoppers find most attractive depend on the products and services they are buying, or are the most appreciated customer rewards consistent across all #retail categories? We have that data across 17 retail categories! Reach out if you have any questions! 💡

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Recent question: What is the most important role in market research? Me: Communication is BY FAR the most important role in market research. Communicate process. Communicate timeline. Communicate deliverables. Communicate "next steps" It keeps going.

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In Decision Lab's Q4 2023 research into the Vietnamese Connected Consumer, a fascinating shift was discovered: the popularity of key e-commerce platforms like Lazada or Shopee is waning, while social media channels such as TikTok and Facebook are gaining momentum, particularly among the younger demographic. This evolving consumer behaviour underscores the importance for brands to nurture strong customer connections and adapt strategies accordingly. In one of our recent client projects here at Convosphere, we worked with a major player in the Asian e-commerce sector to explore the influence of their social media marketing efforts. Our goal was to uncover the content that genuinely struck a chord with consumers in various countries and identify the most effective platforms for engaging with them. Curious to know what we found out? Click through to the case study: https://lnkd.in/gvdq3uTu hashtag #Ecommerce hashtag #SocialMediaMarketing hashtag #ConsumerBehavior hashtag #DigitalMarketing hashtag #MarketResearch hashtag #VietnameseMarket hashtag #ECommerceTrends hashtag #SocialMediaTrends hashtag #BrandStrategy hashtag #MarketingInsights hashtag #DecisionLab hashtag #AsianMarket hashtag #TikTok hashtag #Facebook hashtag #Lazada hashtag #Shopee hashtag #ConsumerInsights hashtag #B2BMarketing hashtag #OnlineShopping hashtag #BusinessStrategy hashtag #SocialListening hashtag #SocialIntelligence

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📈 A steadfast performance: Asia ends 2023 with #FMCG growth of 3.5% West and South Asia emerged as the primary catalysts of the region’s growth, both exhibiting double digit increases in value sales, while other territories within Asia are steadily finding their footing. As for category performance, the beverages sector is currently the main driver of this growth, while personal care is recovering from its setback in 2022. Worldpanel by Kantar's #Asia Pulse offers a deep dive into the ever-evolving Asia-Pacific markets. Download the report here 👉 https://lnkd.in/eNM85NVs

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141 creative agencies are gunning for a place in WOG. Having spent my entire career in Singapore with network agencies, this is always a constant topic. 1. It doesn't make money 2. It is propaganda 3. It is not creative The fact is that in Singapore, a lot can be done to improve how we communicate policies, engagement, recruitment, and whatever else needs to be done to improve the lives of Singaporeans and those living here. The government will always need our expertise to distil policy into effective communications. We make money by operating and working with the right government clients, just as we review our other commercial clients. You have the power to still say,"No." It is not seen as propaganda but how we give ourselves a greater sense of purpose. It has to mean more. Creativity is a journey and a balance of what needs to be achieved and be accountable for. Why 141 and not just 10? Well, we all know that part of WOG's function is to provide another source of revenue for agencies of all sizes, granted that we all start at different stages and circumstances. My advice is to do the work, be part of WOG, and give yourself a chance to produce work that matters.

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For the average Top 10 brand, 68% of buyers will not buy the brand in year next year. The terms “new” and “lost” adopt a year-to-year perspective as new buyers may have bought the brand in years before the last and lost buyers may well return again in subsequent years. In less frequently purchased categories leakiness is considerably higher than in frequently purchased ones. Great data and reminder of one of the growth fundamentals from Europanel 👉 https://lnkd.in/e2Ya-V7s Worldpanel by Kantar #consumerbehavior #brand #fmcg

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