Friday, October 16, 2015

This Week In Market Research: 10/12/15 - 10/16/15

We’ve all been there. Staring at the clock in shock and wondering how it’s already 3:00pm in the afternoon when the rest of the day you’re in meetings. This week Fast Company wrote an interesting piece on Google’s Head of Marketing, Loraine Twohill, and how she handles taking on 20 meetings a day. In Loraine’s advice, you need a “Go-To Motivator.” “’I get out of the building and go for a walk and look at the trees. Time to think is the scarcest resource in life. I use my drive to and from work to think, but it’s never quite enough. For me, going for a walk and being in fresh air is almost a form of meditation.’” Twohill also suggests that rather than just using email as a way to communicate, coworkers should interact through talking face-to-face. Along with this point, Twohill suggests that it is important to start the day off by prioritizing tasks. In Twohill’s opinion, “’you get older and wiser and realize you can’t do it all. You can’t even begin to do it all. You have to be realistic.’" One of her last and final points, is that it is important for an employee to have a decompression method. Whether it’s attending a class at SoulCylce or walking through a park, everyone needs to have something to wind them down and get them ready for a productive next day. The full list of tips is worth checking out if you’re like everyone else and struggle with managing meetings and workload.


This week, Fast Company wrote an article describing the process that the brand of Filson has been undergoing in order to tell their story. “Since 1897, the company has been outfitting the more rugged types of the Pacific Northwest, starting with gold miners, then forestry workers, and on to outdoorsmen of all stripes, including hunters, fishers, sports shooters and travelers. Over the last decade, the brand’s territory has expanded to just about anywhere a guy can grow a beard…” Until recently, the Filson brand has gotten by utilizing very little marketing and rather relying more on word of mouth. Now, the company has hired Alex Carleton (Rogues Gallery, LL Bean Signature) as their new Creative Director along with Gray Madden (associated with Burberry Watches) being their new president. “The plan is to use the legacy of the brand’s long, storied history to chart its future.” The full article then goes into what key components will be used to make this campaign reach its full potential. I highly recommend looking over this article, if not to look into a unique brand design strategy, then to glean how this brand has reached such a wide consumer base without much marketing in the past.


MarketWatch released an article this week that identifies The Hershey Company as it expands and continues leadership in convenience for consumers and highlights Hershey’s efforts to identify consumer trends. “Hershey’s ability to synthesize numerous data sources to give the company a full picture of important trends for its brands, category and the full retail environment, has made it a trusted category advisor. These insights enable Hershey to plan the most effective floor sets and product mix to help C-stores increase their sales velocity.” This year, Hershey will showcase its “market-leading” products at the National Association of Convenience Stores (NACS) Show. The company is expected to share its major priorities and reveal how consumer insights help to enable the company as a whole to have the most effective products. According to the article, “Hershey’s insights-driven performance has allowed the company to build its core business to include a broader range of delicious snacks that are incremental to our core growth.” It’s very refreshing to read about companies like Hershey’s who put their consumer insights at the forefront of their marketing and business strategy. After all, consumer insights holds the key to the growth of any business.


Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com

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