Rachel Martin

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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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/eHwHXQ83

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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/gqEKJByE

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Have you learned about CONJOINT ANALYSIS for use in surveys for optimizing product features and learning what's truly important to customers? Including assessing price sensitivity and willingness to pay? I've written an easy-to-understand article to get you started, introducing this gold standard research method. Plus, easy-to-use free software (free for trying out for studies involving n=50 or fewer respondents). Check the article out: https://lnkd.in/gP89XHsw Conjoint analysis shows survey respondents product concepts in competition with another, asking which one they would choose (or if they'd choose none). We carefully randomize the features and prices shown across the concepts, so we can assess which features (or prices) are driving people to purchase. After we collect the data, we can simulate 1000s or millions of potential market scenarios, testing a wide variety of optimization and pricing moves. Rather than A/B testing, it's like A-gazillion testing. All in one survey that typically involves between 300 and 1000 respondents. Enjoy! #mrx #quantux #uxdesign #conjointanalysis #sawtooth

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Second trend in our 'Elevating Wellness' report, where we examine emergent brand narratives in the cannabis industry to inspire the next generation of wellness. Get in touch if you want to explore what this means for your brand!

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How is your company utilizing syndicated research to sharpen its strategic edge? This type of research provides a broad-based understanding of how your brand and products are perceived across the farming community, offering critical insights that are otherwise difficult to capture. Syndicated research allows you to view your brand through the eyes of the end-user, the farmers, who provide genuine feedback on everything from product efficacy to market needs. This feedback is vital as it can give you insight into everything from product development to marketing strategies, ensuring that your offerings are not only scientifically advanced but also align with farmer expectations and needs. You then can compare these insights with data from competitors, allowing you to position your products more strategically, addressing gaps in the market and highlighting unique benefits that distinguish you from others. This market intelligence supports informed decision-making, helping to tailor communications and develop products that truly resonate with farmers, enhancing brand loyalty and trust. As the agricultural landscape evolves, so does the importance of staying closely connected to the grassroots level of farming. Leveraging syndicated research is more than a strategic advantage—it's a necessity for maintaining relevance and leadership in a fiercely competitive industry. #Agribusiness #SyndicatedResearch #StrategicPlanning #BrandPerception

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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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It's one of the most enduring beliefs in research and marketing - that competitive advantage hinges on peering deep into people's psyche Does it? Not without understanding the CULTURAL CONTEXT in which people operate In this three-part blog I’ll argue that: - brands can gain a competitive edge without peering into our psyche (Part 1) - psychology is getting more screen time than it deserves (Part 2) - ignoring culture is like skipping the seasoning in cooking (Part 3) Strap in and enjoy the ride 🙂 https://lnkd.in/gQjd2fe6 #semiotics #marketresearch #marketing #culturalinsight #marktonderzoek #marketingintelligence #insight #culture SemioCentral

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New research from EMARKETER shows that while digital ad spending in the CPG sector will slow down a bit in the next couple of years, it will still grow faster than other industries. Here are some of the insights that I found most interesting and how I think CPG brands can better allocate their marketing & media budgets to win in 2025.     • This year, CPG brands are set to spend nearly $50 billion on digital ads, making up 16.5% of the total digital ad market. • This is a 16.6% increase from last year, making it the third fastest-growing industry in digital ad spend.  • However, the growth pace will slow to 6.1% in 2025 and 5.8% in 2026. CPG advertisers prefer display ads and mobile platforms, with 57.9% of budgets going to display and 69.3% to mobile.  • Toiletries and cosmetics still dominate, but beverages are growing fast. • Nonalcoholic drinks are expected to see a 27.4% increase in digital ad spending this year, with alcoholic drinks close behind at 22.1%.   These shifts highlight the challenges that CPG faces.   Slower population growth, grocery consolidation, and changing consumer habits have ended decades of steady growth. The pandemic and inflation have added pressure, making the industry spend more to get less.   To stay ahead, CPG companies need to change faster, especially in advertising. Digital now accounts for 75% of all ad spend, but CPG advertising is only 50% digital.   How can in4mation insights help drive better decision-making?   Your marketing efforts don't exist in isolation. Each one needs specific expertise to adjust and improve strategy.   Consider your media and marketing mix. Many things affect Return on Advertising Spend (ROAS), like the effectiveness of different media channels, geographical factors, seasonal trends, and the complex metrics of retail media networks.   Strong analytical methods, like Marketing Mix Modeling (MMM), are key to evaluating and improving your media and marketing tactics. Advanced MMM firms with effective tools can help you get accurate and detailed results quickly.   If you’re tackling issues related to media spending, let’s talk.    Read the full article, “CPG Ad Spending To Moderate In 2025” in MediaPost:

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Want to learn more about what’s going on in podcasting? Check out this new blog! Also, at the end, find a link to watch the video replay of our webinar with Audacy, Inc.’s Reggie Shah 🎧🎙️

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For Marketers: This article could also have been titled "How Brands Got So Boring." Agencies have always dealt in cultural arbitrage, but to create true and lasting differentiation we need to start paying more attention to the divergent ideas and get off the short-cycle hype machine. https://lnkd.in/eXh8Juqw

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As we continue to think about sustainability one of the big themes we've been working with is "buying better." How do we help make everyday purchases more sustainable, so it's not just buying something that is recyclable, but trying to find something that has to be recycled less. This example is a bit extreme as most consumers will wince at a $500 hoodie, but can you sell a 25 year hoodie for 30% of the cost? https://lnkd.in/e2YwghTi https://lnkd.in/ePcbbF4D

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