by Dave Wendland Johnny Carson would often say, “I did not know that,” when confronted with some unusual information or when he felt at a loss for words. This, however, is not an excuse any CPG product manager or respectful sales director should ever get away with. Yet I hear it quite often during meetings … Read More
market research
Thorough planning is a must for product launches
By Megan Moyer “By failing to prepare, you are preparing to fail.”― Benjamin Franklin When you are launching or re-launching a product, it is so important to plan, and plan thoroughly. A necessary stage in planning will include pouring over data and research to make sure what you are developing, positioning, and manufacturing is a … Read More
Do you know what your customers really want?
by Megan Moyer The product development process is complex and there are plenty of risks along the way. We’ve always advocated for research to be a part of this cycle to mitigate those risks and ensure you’re going to market with a product that is meeting a need and/or filling a gap. Do you know … Read More
Baby boomer women are a unique set of shoppers
by Jenny Kosek Baby boomer women aged 50+ own more than three fourths of our nation’s financial wealth. These women are the healthiest, wealthiest, and most active generation of women in history. They are an incredibly important market in the HBW/CPG space, contributing to 93% of all OTC sales. And they seem to love independents. Our … Read More
Market research = insurance against bad decisions
by Amy Kasza Advertising legend David Ogilvy once shared this gem to remind marketers of their responsibility to base their decisions on sound research: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Yet the “new normal” of retail and consumer goods economics that shocked us all in early 2009 … Read More
Remember the Souper Combo?
by Jenny Kosek Remember Campbell’s® Souper Combos? In the late ‘80s, these microwaveable meals offered the classic combination of a bowl of Campbell’s soup and a toasty sandwich or companion food, in one easy-to-microwave tray. Seems like a sensible line extension, right? But you likely won’t remember Campbell’s Souper Combos because they were a tremendous flop. The … Read More
What does your target market value?
Posted by Megan Moyer When you are deciding on a price point for your product you have to consider a number of factors. The perceived value of your product could be one of the most important ones; however, that insight isn’t always clear-cut and easily available. Value is a very personal thing. What you value and … Read More
How is your brand holding up?
by Megan Moyer At what point in its lifecycle is your product? Introduction, growth, maturity, or decline? If you’re in maturity or decline, it may be time to conduct a brandformation – an assessment of consumer perception of your brand. Once you’ve reached the maturity stage, that’s the time to explore how consumers view the brand … Read More