David Sevitt

I was reviewing insights from the Gartner 2024 CMO Spend Survey last week, and the latest data and forecasts don't surprise me. Three consistent trends from Canadian marketing leaders are emerging: - Budgets are tight. - They’re being asked to do more with less. - They lack resources—whether talent, technology, data or a combination—to do what they know is the right thing to do. In my recent blog post, I delve into the top challenges for marketing leaders in Canada and propose solutions. One key aspect is the untapped potential of the six-digit postal code as a driver of omnichannel media efficiency and a privacy-compliant identifier. Canadian marketers often face solutions tailored to the U.S. market, which may not effectively translate to Canada. Explore my latest post to learn more. #OmnichannelMarketing #MarketingInsights #SmartMarketing #DataDrivenMarketing #MarketIntelligence #Gartner

5

Thoughts on, and learnings from, today's PharmaBrands "The Age of AI" conference in Toronto produced by Propeller Events: the great, the good, the grave, and the gains (stuff I learned or reinforced my thoughts 🤔). 🏆 Great ... ✅ Venue ... The Globe and Mail event space, service, views, locale: 💯 ✅ Agenda ... good pacing, on time, variety of content, informative. ⏱ ✅ Networking ... ample time to connect and converse. 😉 ✅ Speakers ... most stayed vs usual pontificate then extricate. 🙏 🥈 Good ... ➡ Pharma & agencies authentic ... still figuring out #genai use cases. 👏 ➡ Demistifying AI ... powerful, but a general purpose technology. 😌 ➡ Apps ... insight into some that I had not heard of. 🛠 ⚱ Grave ... 🛑 Panels ... violent agreement, little value-add. Do a debate instead. ⚖ 🛑 Moderators ... challenge speaker assertions, like #agi is nigh, ah no ⁉ 😡 Google, Klick, EY, and Unity Health Toronto mentioned #patients, but not a word from #pharma speakers (and the fact they are marketers, DTCA restrictions etc is not an excuse). 😢 💡 Gains ... 1️⃣ Commoditization of #ai puts premium on differentiation as the "age of average" is free. 2️⃣ People, process, then tech is still the triage of sustainable tech adoption. 3️⃣ Enabling the "environment" is critical for #aiinhealthcare to work. 4️⃣ Humility and experience of Dr. Muhammad Mamdani in seeing #ai as a collaborative tool for #patientcare ... the best speaker of the day, mic drop. 5️⃣ Palpable curiousity and commitment of all to continue this journey. Bravo to Neil Follett, Jonathan Gwillim and your team for a day well invested. I look forward to future events and your imminent #podcast. Thank you, merci y gracias.

2

Did you know, VC firms that actively engage in marketing are 3x more likely to attract top-tier LPs [SonicBoom]. With over 230 active VC firms in Canada alone, leveraging marketing to build on visibility and amplify credibility is essential in a competitive market. Here are four VC firms I think shine in content and marketing strategies: - First Round Capital's The Review newsletter offers valuable insights to founders and LPs, setting them apart in the industry with 100k subscribers. - Version One Ventures excels in valuable content on their blog and sparks meaningful discussions on LinkedIn. It’s a perfect example of how great content drives real engagement with a target audience. - Inovia Conversations by Inovia Capital  focuses on sharing tactical advice and firsthand experiences, solidifying their positioning as 'company builders with an operator-led mindset'. - Pangaea Ventures, a Kollectively client, recently launched their new website that not only looks great but also aligns their brand messaging with their positioning as a leader in the #hardtech space. To enhance your fund's growth, ensure these 4 marketing musts are on your checklist: - Crystal clear value proposition - Investment in Thought Leadership - Strong Brand Presence - Regular Engagement in industry conversations Amidst the hustle of due diligence and fundraising, remember not to sideline marketing—it's a critical factor in expanding your fund's reach. #VentureCapital #MarketingStrategy #ThoughtLeadership #BrandPresence

8

Are you a CPG Brand or Retailer??? Check this out.....Field Agent in the news.... Field Agent Canada Shelfgram #cpg #storevisits #storecheck #insights #retailvisibility #priceaudits #onshelfavailability #data

1

As I stated in my Canadian Research Insights Council (CRIC) panel discussion, Canadians are near the top of the 32 country list when it comes to “Products and Services using Artificial Intelligence make me nervous”... at 63%. That number is 34% in China and in Italy it barely tops 40%. Our industry, and our clients' brands need to continue to proceed cautiously as the integrate #GenAI into their client/customer facing endeavours. https://lnkd.in/g4SKSESy Ipsos in Canada

31

1 Comment

As Canada and Ontario gear up for elections in 2025, Abacus Data is ramping up to meet the growing demand for strategic insights and data-driven support for clients who want to shape the conversation and influence outcomes. What makes us different? Independence. In-house research firms won’t challenge their GR or creative teams. We aren’t wed to any specific strategy or approach. Whether it’s honing your #advocacy #strategy, reaching key voter segments, or preparing for post-election shifts, our team is equipped to help you stay ahead. Here’s how we can support your #goals: Deep Audience #Insight: We help you understand your target audiences, uncovering unmet needs and refining how to frame and communicate issues to make the strongest impact. #Policy Testing & Advocacy: Test your policy ideas with precision and connect with key political audiences to amplify the ideas you care about, helping you gain traction and make a difference. #Election and Post-Election Strategies: We are working with some of the country’s largest organizations to refocus and reposition their GR and election strategies so they are driven by data. Compelling Content Creation: We create visually impactful and engaging content that brings your story to life, ensuring your message resonates with diverse audiences across platforms. Independent Briefings: Rely on our senior team’s trusted, non-partisan expertise to brief your board, senior team, members, or key stakeholders with actionable insights. Advanced #MRP Methodology: Through our state-of-the-art Abacus Data MRP (Multilevel Regression with Poststratification) methodology, we provide a detailed look into how voters feel about key issues across every federal and provincial riding. Imagine delivering every MP or MPP a profile of how their constituents feel about your issues. Engaged Community Outreach: Leverage our network of over 50,000 politically engaged Canadians, distributing your content through our weekly newsletter and a mix of organic and paid social campaigns to maximize reach. In-Depth Analysis & Podcast Feature: Join David Coletto on his podcast inFocus with David Coletto, where he’ll focus on insights and trends on the road to the federal election. Targeted Post-Election Briefings: Following the elections, we’ll produce insightful content and analysis to brief new ministers and their teams, helping you maintain momentum and set the agenda. #Qualitative Testing: From focus groups to creative testing, we ensure your campaign messaging hits the mark and resonates with the voters who matter most. Abacus Data is fiercely independent and non-partisan, always ahead of the curve in identifying trends before they shift policy or direction. As Canada’s most sought-after polling firm, we’re ready to help you make a measurable impact in 2025. Trust the best team in the business — Team Abacus Data Eddie Sheppard Yvonne Langen Oksana Kishchuk Ihor Korbabicz Richard Jenkins

6

Build Something That Stands Tall Through Time When the CN Tower was built, it was more than just a radio tower. It was a statement. A beacon of innovation that transformed a practical necessity into a symbol of Toronto’s identity. What if we built our companies and brands with the same vision? Not just to solve today’s problems like ‘give me MORE PROTEIN’ … but to become timeless icons. To take what’s functional and turn it into something that is timeless. To inspire pride and identity. All of the world class brands do this. Just like the CN Tower wasn’t merely a structure but a revitalization for a city, our businesses can be more than products or services—they can redefine what it means to stand tall through time. So my question going into the weekend for all of us is … How will you build your legacy? #cultureFIRSTleadership 🎥 … running & exploring Toronto this morning. 👇🏼

4

Time for a change? #Canada abstract of the latest #ipsos Global Advisor report (Nov 2024): #healthcare remains the top issue for Canadians and has grown in importance. #inflation remains a key concern but is softening (-15pts YoY) while more Canadians are expressing concern over #immigration (+15pts). 7 in 10 Canadians now say the country is heading in the wrong direction (+5pts YoY) and describe the current economic situation as bad (+2pts YoY).

21

1 Comment

Understanding the journey a shopper takes, from the initial trigger to the final purchase, is essential for tailoring marketing efforts and maximizing impact. Our research at Gold Research Inc. identifies five key stages in the Retail Path to Purchase: 1. Pre-Store Experience: Most shopping triggers come from the need for replacement or product effectiveness. Friend and family recommendations often guide pre-store research more than online searches. 2. To Store: Convenience drives store choice. Most customers add needed items to their shopping list and make their purchase in-store. 3. In-Store Navigation: Shoppers spend time reading labels and considering their choices. The "grab-n-go" routine is less common than thought. 4. In-Store Selection: Brand loyalty decreases in-store, with 70% of shoppers switching brands based on product functionality and packaging. 5. Post-Store Experience: After purchase, ease of use, durability, and product performance matter most. Shoppers are less likely to leave reviews or give feedback compared to online purchases. By understanding these stages, businesses can focus on key moments to influence shopper behavior and improve the customer journey. Gold Research Inc. specializes in journey mapping, path-to-purchase research, and in-store interviews. Let us help you enhance your retail strategy. Learn more at https://lnkd.in/dAtagSgb #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience

1

The first step to successful customer surveys is understanding the importance of the attributes you're measuring. At Gold Research Inc., we stress the necessity of not just measuring performance but recognizing which attributes truly matter to your customers. Misplaced focus can divert resources and skew results, potentially misguiding your business strategy. Remember, it's about aligning your survey efforts with customer priorities. Have you ever seen efforts wasted on improvements that didn't resonate with customers? We'll help you avoid common pitfalls and ensure your surveys lead to actionable insights. Learn more below: https://lnkd.in/dhi8XzFT #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience

2

Yesterday at Canadian Research Insights Council (CRIC) National Conference, Ipsos in Canada's Kelly Becker did a stellar job of bringing concrete examples of how GenAi is revolutionizing the Innovation process. From generating #UnmetNeeds through to product ideation, product selection, concept writing and testing, GenAI is resulting in better performing concepts, faster. (And, she gave a masterclass in effective presentation skills) #GenAi, #InnoExplorer, #Ipsos, #Innovation

89

7 Comments

North American retailers and manufacturers in #Electronics #Home #Technology #DIY have been underserved and suffered from a lack of rich, deep analytics and insights. As Lydia Irving shared at #C360, my team is changing the game and disrupting the status quo by solving retailer business problems that were previously unsolvable by leveraging NielsenIQ broad capabilities, consulting services, and solutions. #GameChangers Christopher Korte Scott Hegstrom Rochak Vyas #NIQandGfK #TheFullView #MovingMeasurementForward #NIQ #GFK #nielseniq #retailanalytics #retailinsights #cpg #cpgindustry #retail #groceryretail #convenience #beverageindustry #quickcommerce #collaboration #future #business #manufacturing #collaboration #connectedcollaboration #media #investments #onlineadvertising #sales #retail #growth #grocery #retailing #technology #sustainability #techanddurables #generalmerch #computing #electronics #devices #IoT #PrivateLabel #ownedBrands #telco #AI #GenAI #AskArthur

29

Successfully navigating your brand in today’s fast-evolving marketplace is essential. That’s why Leger developed the Brand Momentum solution. People inherently compare brands when making choices, and knowing how to effectively position your brand against competitors is where Brand Momentum delivers real value. Register now for the Brand Momentum webinar tomorrow!

1

Just wrapped up our quarterly visit to the Google Toronto office, here are some key takeaways as we look ahead to Q4 🫡 - 2024 is all about the timeline: Consumers are making tougher choices - Value-seeking consumers: The past year has trained consumers to prioritize value - Condensed holiday season: With 5 fewer shopping days post-Cyber Monday, shoppers will face a more compressed timeline - Holiday success hinges on December: The majority of holiday shopping and spending will happen in December, making it more critical than ever to nail those end-of-year strategies - Increased Pre-Cyber Spending: There’s been a +6pp year-over-year increase in holiday purchases made during the six weeks before Cyber. Average daily spending pre-Cyber has also jumped significantly, from $164 in 2019 to $254 in 2023 Always a pleasure to sit down with Anmol Mirpuri to discuss Q4 strategies and a big thank you to the team at Google for their continued partnership and support 🚀

75

2 Comments

Understanding the journey a shopper takes, from the initial trigger to the final purchase, is essential for tailoring marketing efforts and maximizing impact. Our research at Gold Research Inc. identifies five key stages in the Retail Path to Purchase: 1. Pre-Store Experience: Most shopping triggers come from the need for replacement or product effectiveness. Friend and family recommendations often guide pre-store research more than online searches. 2. To Store: Convenience drives store choice. Most customers add needed items to their shopping list and make their purchase in-store. 3. In-Store Navigation: Shoppers spend time reading labels and considering their choices. The "grab-n-go" routine is less common than thought. 4. In-Store Selection: Brand loyalty decreases in-store, with 70% of shoppers switching brands based on product functionality and packaging. 5. Post-Store Experience: After purchase, ease of use, durability, and product performance matter most. Shoppers are less likely to leave reviews or give feedback compared to online purchases. By understanding these stages, businesses can focus on key moments to influence shopper behavior and improve the customer journey. Gold Research Inc. specializes in journey mapping, path-to-purchase research, and in-store interviews. Let us help you enhance your retail strategy. Learn more at https://lnkd.in/gZyE3nDi #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience

1

🚀 It's inspiring to see Canadian shoppers uniting and leveraging social media to raise awareness and drive change. Did the Loblaw boycott impact Loblaw Companies Limited's results? It doesn't matter. 👀 What’s important is that Loblaw noticed and potentially took action in one way or another. Did they lower prices? Probably not. However, the CEO had a 1:1 meeting with the initiator of the boycott, and interestingly, Loblaw agreed to sign the Code of Grocery Conduct amidst the movement. 💚 When we come together and use our voices as consumers, we can influence change! Keep it up, fellow shoppers! Huge shoutout to the initiator of this boycott - Emily Johnson 👏 https://lnkd.in/gwiwBuHu https://lnkd.in/gtmQMTKp #voiceoftheconsumer #LoblawsBoycott #ConsumerInsights #RetailTrends #MarketResearch #shoppers #canadianretail #influence

8

How Eye Tracking Saved a Major Canadian CPG's Packaging Design A few years back, I had the opportunity to work with a leading Canadian CPG company that was about to launch a new package design in a category in which they held a major shelf presence. Their new design had gone through multiple iterations and countless focus groups, and they were confident it was a winner. They engaged us to verify their design using our eye-tracking methodology. We orchestrated a true-to-life shopping scenario in our warehouse, replicating store sections with actual products. Over a span of two weeks, we had 300 participants navigate these sections—half exposed to the original packaging, and the other half to the new design. The results were crystal clear: the new package design, despite all the focus group approval, was getting completely lost on the shelf. Sales would have likely plummeted had it gone to market. Armed with these insights, the company postponed the launch and re-designed the package, this time with a clear understanding of how it would perform in a real retail environment. The new design performed very well and was the one they decided to launch (despite all the 'success' the other design had). Experiences like this have reinforced a critical lesson: investing in eye tracking is investing in the success of your product on the shelf. It’s not just about what looks good on paper—it’s about what gets noticed in the real world. It's also the reason I continue to work with eye tracking today. #PackagingDesign #EyeTracking #CPG #ConsumerInsights #RetailStrategy #GrowWithRich

26

1 Comment