『How In-market Testing Delivers Richer Consumer Insights』のカバーアート

How In-market Testing Delivers Richer Consumer Insights

How In-market Testing Delivers Richer Consumer Insights

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Consumers are not liars. They are simply unreliable narrators of their own lives, and the entire consumer research industry is built on the gap between those two things. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Rachel Buss, Vice President of Strategic Insights at Curion. With more than 15 years in consumer research, Buss works at the intersection of controlled testing and real-world product performance, helping restaurant and foodservice brands close what the industry calls the say-do gap. Her work connects customer insights to the kinds of decisions brands must make when a product leaves the lab and lands in the hands of a distracted, hungry, or completely unpredictable consumer. There is a specific kind of organizational pain that arrives when data confirms what leadership did not want to hear. Trend analysis points in one direction, the C-suite points in another, and the person holding the research sits in the middle, trying to explain why consumer behavior did not cooperate with the strategy. The tension between what a product does in a controlled setting and what it does in the real world is not a research problem. It is a product lifecycle problem that most brands address far too late, if at all. "People still are looking for faster, cheaper, not necessarily better," Buss explains. "Just faster and cheaper." The promise of synthetic data and AI-assisted research adds a new, complicated layer to an already complex problem. Data-driven marketing decisions depend on the integrity of the data itself, and as the line between human response and generated response blurs, the demand for proof of human experience does not shrink. It grows. For anyone who has ever relied on focus groups, ethnographies, or in-context research to make a call on what comes next, this episode asks a question that does not yet have a clean answer. If you want to go deeper into Buss's in-market approach, Curion’s on-demand webinar, Moments that Matter, and their whitepaper on consumer product research are worth your time. Music written and performed by Leighton Cordell. Sponsors: Ever feel like your company is sitting on a goldmine of opportunities, but they keep slipping away? Most companies already have their next big win hiding in their database. Little Bird Marketing's Revenue Sprint is a proven system that works backward from your revenue goals to create a focused plan for building a sales pipeline and predictable growth. No massive budget required—just strategic execution that delivers measurable results. Ready to turn missed opportunities into new wins? Click here and build a predictable pipeline for sustainable growth. Tired of generic marketing firms that don't get market research? Say hello to Little Bird Marketing, the revenue generation company of choice for the market research industry. Our "peeps" understand market research inside and out. We know your buyers, craft meaningful messages that move them to buy, understand the competitive landscape and where you fit in the market. We get the industry - from qual/quant to emerging technologies. Why settle for getting the job done when you can soar with marketing that drives real revenue? Click here to get started.
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