The unique approach a charcoal brand used to fire up tasty claims

By Bill Salokar on May 07, 2019

Launching a premium product means convincing consumers to trade up, without driving them to the competition.

This is the exact challenge faced by the Global Insights Manager at a best-selling charcoal brand as she prepared to launch two new premium products.

The brand offers various charcoal products and sauces which have been synonymous with American BBQs for decades. As consumer grilling tastes have evolved, the brand recognized there were unmet needs among the most enthusiastic grilling aficionados. The result was the development of new premium products. However, this innovation posed its own set of marketing challenges. The original product remained popular; the brand couldn’t risk putting claims on the premium packaging that would negatively impact its baseline product.

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How Kellogg's built a global insights platform for claims tests

By Mike Mabey on April 17, 2019

From a single corn flake to a global presence, Kellogg’s has been fueling better days for more than a century. Today, the food-manufacturing giant markets 24 brands, in 180 countries. The sheer size of Kellogg’s, coupled with today’s changing insights environment, created a daunting challenge for the company’s global insights team last year.

How could they decrease turnaround times for claims research, standardize approaches for comparability of results, while extracting better insights and decreasing costs all at the same time?

At Quirks Event Chicago, Kellogg’s Category Strategy and Global Brand Insight Lead, Sebastian Schuliaquer, revealed how he tackled this dilemma and, in turn, is improving future claims generation and testing, thanks to SKIM’s global Insights Ecosystem platform. Remy Denton, Director of Research, shared

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How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

By Nicole Gardere on March 15, 2019

What you missed from Quirks Brooklyn 'BYOB (Build your online brand)' session

“How many of you have purchased alcohol online? What about groceries?” This is how Lisa Caro, Director of Insights & Analytics for Emerging Opportunities, Constellation Brands, kicked off her remarks to a room full of insights professionals at The Quirk’s Event in Brooklyn. The responses to those two questions reflect the challenges and opportunities that alcohol brands face in eCommerce.

In the ‘BYOB: Build Your Online Brand” session, Lisa, along with my eCommerce colleagues, Mike Mabey and Elizabeth Kadrich, shared how we helped Constellation Brands in its eCommerce journey.

Since mobile accounts for the majority of online alcohol purchases, Constellation Brands wanted to help these consumers find exactly what they were looking for more easily, while also helping retailers advance the alcohol category online.

Since I was lucky enough to have a front row seat for their session (no samples!), I’m sharing how this

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Why it's time to optimize your approach to brand trackers

By Giacomo Sartori on February 20, 2019

Explore a driver analysis solution for analyzing stated and unstated factors

Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.

Unfortunately, current research methods used to measure brand health don’t uncover what causes perceptions to change. Only by unlocking these specific insights can you truly understand what drives value in your market. Armed with the brand drivers, you can focus on the marketing strategies needed to optimize your brand perception.

We recommend brand driver analysis to gain these important insights. Here are some of the reasons

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(Infographic) Voice Tech Trends in US, UK and Germany

By Cori Guilbault on November 15, 2018

With the increased adoption of voice technology, smart speakers and digital assistants, there’s no denying that Alexa, Siri and Google Home are changing consumer behavior. However, to what extent? Are consumers simply curious about these devices? Are their purchase decisions being guided by AI?  Will purchase trials shift to new shopping habits? 

As decision behavior experts, we set out to examine these questions by conducting research on consumer attitudes and adoption of voice technology in the U.S., U.K. and Germany (the markets the technology manufacturers have focused on). This infographic previews some of the research highlights.

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Top Takeaways from SKIMspiration Europe 2018

By Mini Kalivianakis on June 29, 2018

Robots, tech trends and market research innovations take center stage in Rotterdam

Summer in the Netherlands not only blooms tulips, but also inspiration for marketing and market research executives at our annual SKIMspiration event. On June 21st, we opened our headquarter doors to clients and industry peers from leading companies across the Benelux region, such as Unilever, Roche, IKEA, and Aegon. Attendees, ranging from brand marketing and shopper insights managers to net revenue management and healthcare professionals, all joined us to learn how to Drive Digital Success. 

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