Rachel Martin’s Post

Hi, I’m Rachel and I’ve never been inside a Costco. I know, I’m missing out. Truth be told, I’ve always lived far away from one or just haven’t had room to buy in bulk. It’s amazing how a store I’ve never set foot in can create FOMO. I thought this was an interesting read on the Costco in-store experience and how they create brand loyalty. Trader Joe’s is my Costco. It’s that store I go in needing one thing, but walk out with more than I can carry. While TJ’s is not on the same level, it has created a similar experience. Secret sauce? RESEARCH! Costco tests products on a smaller scale before launching nationwide. They evaluate the emotional and functional benefits behind a product before going big or going back to the manufacturer for product improvements. Brands often think they need to evaluate a product with a large sample, but really it is often those smaller scale face to face consumer interactions that allow you to pivot product positioning before bringing it to the larger audience. I’d love to help you evaluate your product positioning so we can get it to a place that creates serious FOMO. Let's connect! https://lnkd.in/euygicbj

I know this speech isn't about qualitative research, but it's about human beings and how human beings can thrive. As a voice of the consumer expert, my goal is to make each consumer feel comfortable to thrive in an interview. This ability to thrive in an interview allows them to share more and thus uncover more insights. Humor is one way I do this. Of course humor is applied tastefully, but it's important to work it in to get to the heart of the consumer.

Sephora Kids -- Educational or Detrimental?  My 6 year old daughter was recently at a sleepover and they did face masks. Am I worried? No. It’s in the spirit of play and exploration. Not anti-aging. This #SephoraKids topic on TikTok raises some controversies so I’d be interested to hear your thoughts. In my years of consumer research, I’ve talked with women in their late 30s early 40s who wish they had gotten into skincare earlier and now it feels like they’re ‘playing catch-up’ and trying to figure out how they can improve their skin. I’ve talked with women in the same age range who are thankful that they ‘listened to their mom’ about the importance of a good skincare routine. Based on my research, and my own personal opinion, there’s value in adopting a good skincare routine in your earlier years, but it’s all in the positioning. Should we be persuading teenagers to use retinols? No. Should they learn about retinols and, more importantly, the value of good skin hydration? Yes. Should they learn the value of taking care of their skin for the future, but what products are right for their skin at this developmental stage? Yes. Exploring skincare at a young age is not a bad thing as long as it’s in the spirit of exploration and self care vs. ‘make me look younger’. Dove, as always, sent a wonderful message in their TikTok campaign. Share what you think in the comments.

The fragrance category is fascinating. It's one of those cosmetic products that people either 'can't live without', or 'I'll go into anaphylactic shock' if I step foot in a room with a strong fragrance. But there's a reason why companies like Bath & Body Works or Mane have been around for so long and new fragrance brands continue to pop up. Fragrance is not only rooted in nostalgia, but it allows consumers to express themselves. There are so many nuances to a single fragrance, too. One day your go-to perfume may smell one way, and like something completely different, the next. We continue to evolve and we seek those fragrances that evolve with us. Fragrance will continue to play an important role in consumer lives and I'm here to uncover those insights. I'm here to go deep with consumers to understand the emotional and functional benefits they want out of the scents they choose. #fragrances #nostalgia #qualitativeinsights

💯! I don't think this is just about the younger generations. It's all generations. The common sentiment is 'I want to hear what my friends think.' or 'I want to hear from experts.' I've noticed a trend in my consumer interviews where I'll ask, 'Where do you go to learn about new products?' The common response is 'It's not an influencer.' I think there's an overall icky feel even saying that word. I don't think influencers even like calling themselves influencers anymore!

As an investor, what strategy would you choose? Let's say your potential investment is a health food brand that recently captured the market with its new positioning. How would you approach the due diligence process? Option 1. I’ll rely mostly on numeric metrics. Place a greater focus on reviewing financial statements to assess the company's financial health, profitability, liquidity, and analyze the cost structure and expense patterns to understand the drivers of profitability and identify any irregularities. Option 2. The brand has achieved massive success among customers and experts, so there is no need to conduct deeper due diligence on the company as the brand's success speaks for itself. I’ll rely on my gut feeling and take a risk! Option 3. Conduct comprehensive due diligence on several levels, including financial, legal, operational, and market due diligence. I believe that qualitative data is as important as numerical metrics, even when evaluating a brand with a good reputation. I’ll rely on numeric metrics as well as consumer perceptions to identify potential red flags. I always recommend that investors go for Option Three. Why? When you explore beyond the numbers on the financial statements and understand the brand’s target market, customer life stage, relationships with the category, buying behavior, as well as the competitive landscape you can identify not only the functional motivators to purchase, but also the less obvious emotional drivers that wouldn't be reflected in financial reports. While trending brands may enjoy strong reputations and market recognition, they can still face challenges due to changing market dynamics, consumer preferences, or competitive pressures. When you opt for a comprehensive deeper due diligence, you remain informed about the brand's ability to adapt to evolving trends.

I was listening to an interesting interview on Skinny Confidential with Charles Duhigg about Communication and how to connect with people. There was an interesting point in the discussion which felt very relevant to the world of qualitative research. Charles says [and I’m paraphrasing because I don’t remember EXACTLY what he said], ‘You don’t remember specifically what was said, but you remember the feeling during a conversation.’ In qualitative you don’t rely on single data points, but rather as a collective and the emotional sentiment that is shared about a product or category. If I do research for you, you won’t find numbers in the report but you will have a deep understanding of your consumer and how they feel about you and the category you play in. Understand the emotional sentiment and how powerfully people feel one way or another, and then validate it with the numbers. #marketresearch #qualitativeresearch Sharing podcast in case anyone is interested: The Keys to Effective Communication https://lnkd.in/g5UhpK-a

Did you know that 85% of your insights can come from just 10 consumers?  It's a fact that never fails to surprise clients during research briefings. As a consumer insights strategist, I've witnessed firsthand the profound impact a small group of engaged consumers can have on shaping product development, marketing strategies, and overall business success. So, how can you maximize the value of these insights?  - Identify key segments to recruit (is it current users, lapsed customers or competitors’ audience that holds the key insights for your brand?) - Formulate the right questions - Focus on meaningful engagement and active listening to consumers’ feedback If you want to explore how we can leverage the power of 10 for your brand, let’s connect!

Dove has done it right from the very beginning. Always speaking to real people and their real needs vs. some ideal.