Pamela Forbus

Jonathan Mildenhall is co-founder of TwentyFirstCenturyBrand, a marketing consultancy firm. He is also the former CMO for AirBnB and was ranked 8th on the world’s most influential CMOs by Forbes 2017. In short, he knows a few things about marketing - and about listening to consumers to best serve their needs. The key word in his quote is "listen". If you spend more time talking at your consumers with messaging than you do listening to their wants, needs and preferences, you are missing the opportunity to truly engage and build repeat business. I am lucky. I am nosey for a living. I spend most of my time listening to consumers. The result: my clients learn more about how to best serve their consumers. If you are interested in making amazing things happen in your business, spend more time listening today. #marketing #listentowin #curiosityworks

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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I wasn't able to justify the trip over to Dallas for this conference, but as ever with Quirk's Media it looks like they put on a good show. This article details four main take-outs that you might be interested in, if you are leader in a market research and insight agency. And in the meantime, I will be at Quirks London on the 8th and 9th May...huzzah! If you are going, and need someone to chat to or stand alongside, as you manage your conference networking nerves, then let me know - I'd love to catch up! #mrx #insights #marketresearch #marketingresearch

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Did you know that 75% of Customer Journey Mapping efforts fall short due to common pitfalls? Dive into our latest e-book, '75% Of Customer Journey Mapping Is Simply Bad Research,' where we uncover the top five mistakes most organizations make. At Gold Research, we're committed to elevating the standard of journey mapping to deliver not just data, but real, actionable insights. Explore our e-book to enhance your strategies and ensure your customer journey mapping makes the impactful difference you aim for. https://lnkd.in/d4Bv5pUh #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience

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Thanks for the great article Dr. Tracy Tuten. A lot of the research Illuminas does on brand, especially in technology, focuses on whether customers and potential buyers see value in the brand extension. For companies with large portfolios of products and solutions, many of which were added through M&A, these new brands can create confusion for the buyer. Do these new brands, solutions, platforms or whatever we want to call them, actually make sense in the portfolio? How do they fit in with the existing products and solutions? With these brand extensions, or acquired brands, is there a fit with the overall value proposition of the parent brand? I've spent over twenty years in the field talking to tech buyers, for example, about brand extensions or acquired brands, and in many cases a majority of customers are only peripherally aware of the new brands. When presented with them, the key questions that come up time after time, are the same ones I just mentioned. Overall, the key questions center around relevance of the brand extension and why it makes sense in the portfolio, and ultimately why it should be considered for purchase. Many companies spend most of their time talking about the new brand extension and less time talking about how the brand adds additional value to the overall portfolio and to the parent brand. This leaves the buyer trying to figure out on their own whether they should even pay attention to the new brand. Certainly there is a strong element of brand dilution that occurs in many of these cases. These brand investments can also create confusion in the mind of the buyer. #branding #marketresearch #portfoliomarketing #marketingstrategy

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New Zogby Strategies Poll: Utilizing a wide-ranging list of people and organizations, we asked who represents your values?. Let’s get into the data and the top takeaways which are likely to surprise you.

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We help data, information and analytics clients identify opportunities, reduce risks, and get to outcomes faster. One of the questions we are asked often is “how are others using Outsell in ways I’m not.” https://lnkd.in/gG7s5MUv Send me a note if you are interested in discussing your key initiatives, how we can support them, and how we serve others in your role - most importantly to what benefit.  

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How Consumers Navigate Inflation Might Surprise You The McKinsey 2024 Consumer Insights report revealed that Americans plan to keep spending despite inflationary headwinds, although how they spend continues to evolve. NO INTENTION TO CURB SPENDING a.     Middle income households: squeezed but splurging b.    Older generations’ discretionary spending persists, especially for higher income HHs (30% of the U.S. Market). SO WHERE ARE THE COMPROMISES? a.     Eroding Brand Loyalty. Trading down on brands during the pandemic due to scarcity has been sticky, especially the move to private label, which >50% say offers equal or better quality. b.     Value > values. Price pressures tempering sustainability concerns. In this market, offering the right kind of value add to the most precise target is both more elusive yet more essential.   Source: https://lnkd.in/gM87uTgP

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RECORDED WEBINAR: Listen in as we explore #ESG. During this session we take stock of the progress being made and identify the challenges that lie ahead. From fringe and diverse consumer segments to climate change, this episode is a must-watch! https://lnkd.in/gWrzAEW9

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For decades CONSUMER CENTRICITY has been marketing’s holy grail This makes the suggestion that ‘consumer insight' is overvalued almost blasphemous Yet the belief that ordinary folk hold the key to marketing success is nearsighted. So-called 'consumer truths' do not just live inside our mind. We are locked into a wider cultural context that drives what we think, feel and do To truly understand people, we need to explore the CULTURAL LANDSCAPES they inhabit This is the final part of a 3 part blog; enjoy 🙂 BTW: it's not either/or - we need psychology AND cultural insight #semiotics #culturalinsight #marketresearch #marktonderzoek #insight #marketing #marketingintelligence SemioCentral https://lnkd.in/gM3a7atX

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Check out our latest #research

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Today, GRIT published their annual insights report. Three takeaways of note for insights leaders: 1/ Marketplaces are on the rise 📈 Marketplaces for talent, software, and technology are on the rise. Every insights leader I know has struggled at one time or another to find research talent, especially, moderators. At Studio, we are tackling this problem head on with our vetted talent marketplace of expert qual moderators across a range of focus areas. 2/ Communicating results is still hard 😬 Teams are opting for tools that make reporting insights easy. But across the ecosystem, data integration and time to insight is still a concern. There’s opportunity for consolidation, more cooperation across vendors, and new thinking on what qualitative storytelling looks like given buyer needs and realities. 3/ Sample quality is a priority 🕵️‍♀️ With rising fraud, more research leaders need to take steps to protect panel quality. Automation is a double edged sword, and we need to balance efficiency with effectiveness. While there’s lots of change to navigate right now, it’s also one of the most exciting times to be in market research. What was your main takeaway(s) from the GRIT report? #mrx

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If the holy grail of CI programs is achieving a position of competitive advantage, one of the largest disconnects we continue to see is in research methodologies that don't promote proper diversity by restricting participation to specific devices, which often represent only small portions of a brand's total clientele. We know that people who adopt different communication channels and platforms tend to behave differently, so integrated diversity in data collection is critical. While the authors did a good job highlighting the benefits of diversity within CI teams for ensuring broad perspectives, without that same diversity in your sample, driving true competitive advantage will be difficult.

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Let me share four powerful, single-word concepts that can radically improve your communication and power of persuasion as a leader. This guide, ideal for new executives and seasoned C-suite members alike, will help you craft messages that captivate and inspire, ensuring your visions and ideas resonate with your audience. By enhancing your leadership communication, you’ll move from simply sharing information to driving meaningful action and change.

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5 BIG THINGS I learned this week: (1) Submitting an application to be a presenter at a conference is way more involved than I thought it would be. (2) But it would be a showcase of thought leadership for KS&R. My submission is a novel approach to retail channel decisions, where we innovatively adapted MAXDIFF to create a Share of Trust model for both brand and asset value. Jim Kraus has developed an interactive workshop about buyer personas and the Buyer Persona Institute. And Ben Cortese wants to capitalize on our recent work in micro-modeling and pricing. While I know all of these options won't be on the conference agenda, I am so proud of the great work our team is doing -- the kind of work that leads to better, more dynamic decision making. Keep your fingers-crossed 🤞 (3) A spring trip to Athens is always an awesome time ☀ The Last Resort is our first night first restaurant, every time we go. (4) There's no greater gift you have to give than your time. Twice this week I was approached by people I didn't know very well, requesting a few minutes to talk. I hope that our time together helped as they each process some big decisions. (5) And lastly, super excited about next week. The KS&R crew are all coming to Syracuse for our second: Week of working together. Lots of fun activities planned, including Family Feud (KS&R style 😉) and a scavenger hunt. Can't wait to see everyone! Onward to another great week! Better understanding. Better decisions. That's KS&R.

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The big Omnichannel conundrum: TRUTH: Our shoppers don't understand this online and offline thing REALITY: We do a good job talking "Omni" but can't back that up with our data reporting CONSEQUENCE: We can't drive a true understanding of Omnichannel growth opportunities in our organisation and therefore we're therefore out Sound familiar? There are many reasons why you can't do it, but lots of why you should drive a true Omnichannel approach. Above all though, don't let the lack of a perfect scenario get in the way of making some progress. This is why I had the pleasure of talking with true leaders including Boris Rütten, Charlotte B., Neil Darragh and Todd Hassenfelt to understand the basic steps that you can take. Read Part 1 when we discuss how to set yourself up for success with relevant KPI's. And look out for part two, coming soon, when we tackle how leading brands are achieving this omnichannel goal.

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The tortilla and flatbread market might seem deflated due to inflation, but #Circana data reveals a different story. I had the opportunity to speak with Food Business News about what’s driving notable growth in tortilla sales, including consumer preference for healthier options and new innovations.   Read “Taking Flatbreads And Tortillas To The Next Level” to learn more: https://lnkd.in/gyc25pKC

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In 2023 the Ipsos #KnowledgePanel operations team focused relentlessly on the panel member experience, an approach we call Panel-Member First. We made significant changes in the tone and cadence of our messaging along with several other operational changes around incentives and onboarding education. The results? Our best completion rates and attrition rates since 2020. Here's a quick writeup explaining how our great team pulled this off. https://lnkd.in/eyWcdvtZ

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