Leslie Rodrigues

Gain a better understanding of checkout!

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You get a new appreciation for package design and shelf placement when you have a toddler. Shopping with mine sounds like this: 🚫"I don't want green milk, I want the *blue* milk fallen over." (The disruptive one stands out, naturally.) 🚫 "I don't like *that* butter (Kerrygold, his *favorite*), I want the *blue* butter (one he's never had)" 🚫 "I don't like those crackers, I want *those* ones (they had a picture of a tomato on the front)" Turns out, even the youngest consumers are highly attuned to what makes a brand distinctive (in this case, the colour blue...did I mention he wanted the blue bagels as well!). One of the lovely things about watching a little person develop is seeing them grasp colors/shapes, describe the world, and communicate desires. At Ipsos UK, we know a lot about the power of distinctive brand assets – especially colour. Our "Be Distinctive Everywhere" report found that only 4% of color assets tested achieved "Gold" status for true distinctiveness – a big opportunity for brands to stand out! Solidarity to all the parents navigating the aisles this week! You got this. 💪 #PesterPower #ToddlerLife #BeDistinctiveEverywhere (NB. Photo was obviously from a more calm trip to the shops 😅)

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Last month for a Pride appetizer - I shared YouGov's 2024 LGBTQ+ Brand Rankings Report that highlights favored national brands among the community, and for a Pride dessert (or maybe aperitif?) YouGov has published an original piece of my own!   Within the LGBTQ+ community, there is a subset that really values authenticity above all else in communication from brands. I found some surprising results when looking at what brands are doing well with that particular community in our audience intelligence platform, Profiles.   It's a quick snack of a read, but have a look to see what I found! https://lnkd.in/gBMhGY8J #YouGov #pride #marketresearch

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Check out some of my thoughts on pet parents and their drive for premium pet food in Marketplace by APM's recent publication! 🐾 As innovation within the premium space continues, important questions remain over the threat of private label and the true choices available to pet parents when it comes to trade downs.

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Fascinating discussion - in the comments - of the future of #marketresearch - types of projects that will be outsourced and done in-house; and how market research agencies are evolving. Thanks, Kevin Karty for getting the ball rolling. #ux #cx #qualitative #quantitative

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Circana's 12th Annual Growth Leader Rankings for the CPG industry in 2023 are out! Key Highlights: - CPG industry growth in 2023 was marked by persistent high price inflation and volume declines, echoing the trends from 2022. Despite this, dollar sales grew by 4.2%, driven by a 6.1% increase in price/mix, while overall volume dropped by 1.7%. Towards the end of the year, the pace of price/mix growth slowed down, and volumes began to recover. - Successful companies focused on strong volumes, leveraging strategies such as integrated consumer engagement, continuous innovation, premium and value offerings, and the adoption of AI for operational efficiency. - While major CPGs maintained their dominance, companies in the $500 million to $1 billion range gained market share. Smaller companies, however, contributed less to overall growth, indicating a shift from the pandemic-induced surge of recent years. Notably, PRIME Hydration exemplified growth among smaller manufacturers by targeting specific audiences and utilizing effective market channels.

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I remember shopping for groceries with my mother back in the '70s and seeing bread in white packaging with big black letters that just said "Bread". Nothing else on the package - no imagery of any kind. That was private label back then - not much of a threat to the Pepperidge Farms and Arnold breads on the shelf. We have come a long way from those days. This article talks about the rise of private label as prices have gone up. Will private label surpass branded products? It already has in some areas, but as long as branded manufacturers continue to innovate and add value to their products, we, the consumers, will benefit from that competitive marketplace. Discover why store brands are outpacing national ones and where the biggest opportunities lie: https://lnkd.in/geSDxNhs

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I am incredibly proud to share that our client at the American Psychological Association released their 2024 Work in America survey. According to the survey Emily Morton and I at The Harris Poll conducted on their behalf, younger workers today face significant challenges in the workplace, from feelings of loneliness to a lack of appreciation for their ideas. 🔍 Some Key Findings: - Nearly half (45%) of workers aged 18-25 feel lonely at work, compared to only 14% of those 65+. - 48% of younger workers (18-25) feel their ideas are undervalued by older colleagues, vs. 16% for those 65+. - Younger workers are more likely to feel tense or stressed (48% aged 18-25) compared to older workers (17% aged 65+). I also had the opportunity to learn something new while conducting this study: the idea, and definition, of psychological safety - which truthfully may be something I have taken for granted in many of my workplaces over my career. Reach out to me to start a conversation about this fascinating data! Read the full report here: https://lnkd.in/e8V_GxNa

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Check this out - read how brands like BelliWelli and Olipop are shaking up the market with clever packaging, bold marketing, and buzzworthy wellness claims. https://lnkd.in/ehx5Q3aX

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Etsy is now requiring sellers to list their products as “made by a seller,” “designed by a seller,” “sourced by a seller,” or “handpicked by a seller” to clarify a seller’s role in the #creativeprocess. As the debate around “made by AI” vs. “made by a human” engulfs the #creativeindustry, I’ve been wondering about how we could better handle nuance and transparency. #BigTech is already labelling (and sometimes mislabelling) AI art as made by AI, but what of #art that’s ideated by a human and executed by AI? Or what about art that is made by a #human, and then amplified by AI? Surely we shouldn’t just attribute that entirely to a machine. The specificity of Etsy’s new labelling system feels like something that the #techindustry might want to adopt. As AI floods industries, tierifing and specifying its involvement in creativity could go a long way in helping people navigate a rapidly shifting world.

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There’s a growing focus on living healthier, and many consumers are reevaluating what’s good for them, their future, and their bodies. When it comes to cleaner eating: *67% of consumers tried to consume more protein in 2023, according to IFIC. *Plant-based consumption is also on the rise—the vegan diet is up 9% in dollar sales vs. a year ago, as new and emerging animal alternatives claim a share of the market. *30% of consumers seek low sugar when buying food and beverage, up 3 pts from a year ago. Sugar alternatives are also increasing in popularity—think stevia, agave, and monk fruit.

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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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Fast Facts About Me: I am #OpenToWork and looking for a full-time on a culture-first team as a Customer Success Manager, Media Measurement / Data Insights or Product Marketing Team who wants to #HelpOneAnother:  ✅ Consistently achieved 90% annual renewal rates for a $10-15M portfolio by building trusted relationships with M&E, CPG, brands, and agencies.  ✅ Strategically grew accounts through targeted upsells, delivering measurable value and long-term impact.  ✅ Expertly transformed at-risk accounts into multi-year agreements, leveraging data-driven insights and personalized service.  ✅ Demonstrated expertise in client business goals, successfully elevating contracts to multi-year agreements by positioning as a collaborative partner.   ✅ Led end-to-end project management for Brand Lifts, A/B Creative Testing, Thought Leadership studies, survey design, persona development, and content analysis, ensuring high-impact outcomes.

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In a new survey conducted by The Harris Poll and covered by Newsweek, we explore how pet ownership is impacting the financial well-being of Gen Z and Millennials, highlighting the surprising ways these groups are entering debt to care for their furry friends. 💸 𝗕𝗶𝗴 𝗦𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝗔𝗰𝗿𝗼𝘀𝘀 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀: Gen Z spends an average of $6,103 annually on pets, followed by Millennials at $5,150. Gen X and Boomers spend $3,878 and $2,454, respectively, showcasing the growing importance of pets in household budgets. 📊 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗦𝘁𝗿𝗮𝗶𝗻: 34% of Millennials and 29% of Gen Z admit pet-related costs have caused financial challenges, with many even taking on debt—highlighting the need to balance emotional priorities with financial realities. 💡 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗶𝗻𝗴 𝗣𝗲𝘁𝘀 𝗢𝘃𝗲𝗿 𝗣𝗲𝗼𝗽𝗹𝗲: 82% of pet owners see their pets as children, and 43% say they’d choose pets over having kids, reflecting a major evolution in how younger generations define family and fulfillment. ❤️ 𝗗𝗲𝗺𝗮𝗻𝗱 𝗳𝗼𝗿 𝗣𝗲𝘁-𝗙𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝗦𝗽𝗮𝗰𝗲𝘀: 80% of respondents want more pet-friendly establishments, 58% believe workplaces should welcome pets, and nearly half advocate for pet-related benefits, signaling a broader call for inclusivity and change in cultural norms. 🚀 𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝗔𝗵𝗲𝗮𝗱: The rising influence of pets in shaping lifestyles, workspaces, and public spaces is redefining societal trends. As pets become integral to how we live and interact, opportunities to rethink urban planning, workplace culture, and even social connections abound. Imagine a future where cities evolve to accommodate the “pet-first” mindset, where communities are built around pet-friendly values, and where relationships—human and furry—shape decisions about where and how we live. This isn’t just a financial trend—it’s a cultural shift, one that will challenge businesses, urban designers, and even policymakers to adapt. The pet economy isn’t just growing; it’s becoming a cornerstone of how we imagine the future of connection, care, and community. ➡️ Read the full story here: https://lnkd.in/eGk8s_D9 ➡️ See the press release here: https://lnkd.in/evHpRZk3 ➡️ See the full data here: https://lnkd.in/evbjczKj

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