『Customer Insights and the Power of Context』のカバーアート

Customer Insights and the Power of Context

Customer Insights and the Power of Context

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*Help us shape the future of Ponderings from the Perch by taking our short, 13-question listener survey. We want to learn more about where you listen, how you listen, and what kinds of conversations you want more from the show. Click here to take the survey.* Your product score does not tell you what your consumer actually experiences. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Keren Novack, President of Curion, to pull apart what it actually means to be product-obsessed, and why the brands that think they have the data to prove product success are often the ones most caught off guard when consumers walk away. Product testing has always lived in a controlled environment for good reason, but controlled environments strip out the very conditions that determine whether a consumer comes back. Context is not a soft variable. It is THE variable, and the market research industry has been slow to reckon with what that costs brands in repeat purchase, in category position, and in their ability to read trends versus movements before it’s too late. "The only expert on your product is the consumer," Novack explains. "You've got to get the product in consumers' homes. You've got to get them interacting with it in context, in a way that is familiar and comfortable to the consumer." The macro pressures bearing down on consumer brands right now aren’t arriving one at a time. From shifting eating behaviors to private label brands that no longer feel like private label, they compound. A brand without a grip on real-world customer insights doesn’t just miss a trend. It misses the moment a trend becomes a movement, and those two things don’t feel the same until it is already too late to respond. Music written and performed by Leighton Cordell. Sponsors: Ever feel like your marketing plan is just... meh? You've got the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The results are, well, no results. Curious how you can effectively evaluate your marketing efforts? Want clarity on your next best strategic move? Take our Marketing Assessment Quiz and in just minutes, discover exactly where you stand – and where you could be going. Click here and take the quiz today and don’t leave success to chance. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!
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