Colin Homer Gillespie

Unlock the power of Marketing Technology with the latest insights from the Cella Intelligence Report! 📊 Discover how top organizations leverage Martech to drive efficiency, enhance creativity and achieve measurable business impact. Stay ahead of the curve with key trends, benchmarks and best practices tailored for creative and marketing operations. ✨ Get your free copy today and elevate your marketing strategy with data-driven insights! https://bit.ly/3WP09ds #Martech #Cella #RandstadDigital

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Private Label appeal is ubiquitous. We have new data that confirms it.

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Did you know that in the U.S., adults ages 18 and older contributed over $1.5 billion in toy sales in the first quarter alone, surpassing all other age groups? The teen and adult market is a significant contributor to the growth of the toy industry. Circana introduces the new State of the Toy Consumer report to help you delve into this expanding market segment. Reach out for more details! #ToyMarketTrends #Kidults #Toys

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Its not just brands that lose buyers, the average category loses 1 in 3 buyers year-on-year. Not surprisingly, as with brands, the level of leakiness is closely related to the purchasing frequency of the category: In frequently purchased categories (more than ten occasions in a year) 1 in 7 buyers does not rebuy in the next year, whereas in infrequently purchased categories (less than five occasions in a year) just more than half of the buyers return. Read the full article from 👉 https://lnkd.in/eUJCNkFB Worldpanel by Kantar #consumerbehavior

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Consumers appreciate sustainable products, yet price, innovation, and trends often take priority over eco-friendly desires. How can retailers stay true to their initiatives when the desire for the consumer is there, but not front and center? Check out some recommendations from Circana below!

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I've also been conducting B2B surveys for many years and am not surprised by the pain points real respondents have shared. Too often, clients push back when you tell them that they can't just keep adding questions and length becomes an issue. However, I have worked with some folks who appreciate the dilemma we face. One potential solution is to split samples for some questions (especially the long grids) with half the sample getting one half of the list and half getting the other. This tends to have less impact on the analysis than one would think. Also, avoiding a lot of personally identifying information should be a no brainer and often adds little value to the analysis.

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Exciting news! For the General Merchandise sector, Circana now offers access to: 1. a full-service custom research team 2. an array of custom, advanced survey capabilities Here’s a quick survey tip: Mastering various survey methods from the outset of the product lifecycle is key for accurately capturing the voice of your consumer. Kickstart your strategy with: 🔍 Brand Health Tracking 📊 Attitude & Usage 👥 Customer Segmentations 🛒 Shopper Journey Analysis (includes Path-to-Purchase, New Trier Satisfaction & more) Before launch, run your product concept and in-market messaging by your target audience with: ✔ Concept Screening & Evaluation ✔ Marketing Messaging Testing DM me to learn more or get in touch with us here: https://lnkd.in/eybkZFba

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📊 This week's The Harris Poll highlights a key trend: "82% of Consumers Want a Brand’s Values to Align with Their Own". 📊 The evolving behavior during the consumer purchase journey reveals that simply offering discounts, having your products on the shelf, or a brand website is no longer sufficient. Consumers today are increasingly interested in knowing more about your corporate values (e.g. sustainability practices). During client conversations, we often advise our clients to define what their brand stands for, articulate the philosophies their business is built upon, and transparently share what's happening behind the scenes. We also find that this is an effective way to engage and convert younger audiences. 👍 Read more: https://lnkd.in/eDXTsdG8

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Peter Drucker (1909-2005) was one of the most widely known and influential thinkers on management. He is still quoted often and his work continues to be used by managers worldwide. Just because you make it, does not mean consumers will appear. The first step is to understand WHY consumers need it. #consumerinsights #targeting #curiosityworks

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Obesity drugs, private-label foods and shifting social patterns are disrupting America’s food landscape. What the Future:Food lays out how stakeholders from food makers to packaging companies to appliance makers can thrive in these changes. https://lnkd.in/eex2J2nU

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Thrilled to see my article featured by ESOMAR Research World! 🌟 In "Discovering Human Truths: Moving Beyond Consumer Insights," I explore the industry's shift towards understanding people as complete human beings, not just consumers. This deeper connection is essential for creating meaningful customer experiences. I invite you to read the article and share your thoughts on how we can further this approach in our work. Let's engage in this important dialogue! #CustomerExperience #HumanTruths #Authenticity #Innovation #MarketResearch #ResearchWorld #ESOMAR

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Traditional U.S. retail milestones, like the back-to-school shopping season, are being reshaped by changing consumer behavior. According to new retail data from Circana, consumers continue to prioritize essential items and value when shopping for their back-to-school needs.

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Adults want to learn, they don't want to be taught. Right? Well if you want to learn about the disconnect between what companies think is happening in their customer experience and what is really happening read this article! I like it for a number of reasons: 1. It states the problem 2. It provides a solution 3. It has short case studies of where it worked! So, learn from others and be sure to read about Trader Joe's and others who improved the customer experience.

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Unreliable data leads to unreliable results, like overvaluing and undervaluing marketing ROIs by 300% or more. Love to see this piece on the real-world limitations of MTA!

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