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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How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 25, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

In Asia, the introduction of a sugar tax aimed at improving public health has added extra tension, affecting FMCG brands - from raw materials to the point of sale. For instance, in the Philippines, the sugar tax now mandates a tax of PHP10/ USD 20 cents per liter of sugar-sweetened beverages such as juices and soft drinks. The rate will increase by 4% each year, with other countries, including Thailand, Vietnam and Malaysia, phasing in a similar tax over the next five years.

So how do you set prices in different countries when market changes like inflation and regulatory developments hit?

Taking the guesswork out of your pricing strategy is the first step to protecting your revenue. How well

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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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How online leader funda’s subscription pricing will help steady revenue stream

By Wessel Roose on December 17, 2018

Using a subscription pricing model to lay stable foundations

Funda is the top online real estate platform in the Netherlands and one of the largest in Europe. It’s been described as the “Amazon of houses” in its homeland, because it’s said that almost every house that’s sold in the country will have been advertised on its platform first.

The online leader generates revenue by charging realtors to promote residential and commercial inventory on its platform. When there are more homes than buyers, properties are advertised longer and funda sees revenue soar. However, when the market is booming, properties sell quickly, listings come and go on the platform, and revenues dip.

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