InsightsNEWS – The Shopping “Gap”—and How to Innovate for It
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There’s a gap between how consumers want to shop and how they ACTUALLY shop. Target these gaps for product innovation!
InsightsNEWS: OCT 2022
Targeting the “Gap”
This month we continue our conversation about targeting the aspirational gap, the gap that exists between how shoppers want to shop and how they actually shop. This gap offers a space for product innovation, and we talk about how to innovate in this space on October 26th: Sign up for our webinar and the CPG Matters conference to learn more. Listen to our CEO’s October greeting below and read on:
Innovation to Reach the Aspirational Shopper
In a recent study, we looked at the gap between aspirational buys, and actual (situational) buys in food and beverage by asking consumers what they’d do differently between shopping in an “ideal world” versus how they actually shop today. Learn about how to study this gap between aspirations and reality, and how to apply your market research insights to innovate the right way.
WEBINAR: Going Beyond Clean Label— Targeting the Aspirational Gap
Wednesday, October 26, 2 PM ET
with Dave Lundahl, CEO & Founder, & Greg Stucky, CRO
Digging deeper into survey data on aspirational vs actual purchase behavior, we uncovered patterns that indentify distinct consumer segments, includig a spectrum of “Clean Label” consumers. They have shifted habits in recent years in response to market, pandemic, and inflationary conditions. Join us to learn how to target your brand to the different motivations in these consumer groups.
Clean Label consumers have shifted behaviors influenced by the pandemic, inflationary and environmental conditions. At this CPG Matters virtual conference, we will share recent research to characterize these groups’ specific motivations and opportunities for targeting. Join our CEO Dave Lundahl to learn how these consumer segments provide brands with opportunities for targeting product and brand messaging to increase trial and loyalty, and to support corporate sustainability goals.
This month we invite you to catch up on our series about targeting the aspirational gap.
Webinar Part One: The Aspirational Shopper
This month’s webinar, listed above, builds on the information we shared last month in our “How the gap sparks innovation” webinar. As consumers increasingly demand products that support their personal values, brands face the challenge of being selected over less ideal options. View last month’s webinar to learn more about the gap, and what we are learning about targeting.
With: Brian Briskey, Senior Director of Strategic Consulting
Product Leaders team up to solve the biggest threat to product innovation - VUCA!
VUCA is creating more noise, that leads to insufficient data, which distracts attention, ruins focus, and frustrates efforts to sift through weak signals of consumer demand.
VUCA is creating more dynamism, that negates or outdates models, which leads to poor conclusions, weakens decision making, and damages confidence needed for strategic alignment across the organization.
Hear innovation experts in your industry articulate the symptoms of VUCA which you must immediately recognize to know if you have it truly bad (and can't afford to make any more excuses), followed by two novel approaches they discovered to help overcome those challenges - starting with a practical first step you can do immediately.
Join us to assess your situation and follow along as we walkthrough the steps to resolve VUCA!
70% of brand extensions fail to survive their first two years on the market. This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.
What cues tell you it's a genuine Nutella, Reese’s or Pringles brand?
Asensory brand fingerprintis a clear definition of the implicit benefits and associated sensory cues which make consumers intuitively “know” that a product is an authentic branded product. The sensory cues associated with the brand become its signature and are the foundation of all products in a line. This core sensory profile is critical to build into all line extensions for the brand to gain implicit recognition. Clearly articulating the sensorial fingerprint within the product strategy assures alignment with the brand strategy.
You will learn:
Learn what best communicates the sensory-brand fingerprint within your team.
See how a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
Learn how to best fix gaps between sensory cues, design, messaging and communications, design, imagery, and packaging.
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