| Market Researcher |
| What’s your industry? | I work for a CPG brand. |
| What’s your job? | I am responsible for Market Research for a leading beverage manufacturer. We’ve been expanding our product line to include healthy tea drinks. |
| What are some of your challenges with identifying and reaching your target? | We are not the first so we’ve elected to do some work to learn more about the health- conscious consumer. We’re investing in a Segmentation project in which we’ve tied media data to behavioral panels in order to gain a unique understanding of this target. We’ve also built out a Shopper Management framework which is the basis for our retailer strategy. |
| How do you equip yourself to keep on top of things today? | To complete the plan we needed some extensive insights into sales performance. We now monitor sales and promotional activity across all channels — brick-and- mortar as well as online — using a Marketplace Consumption Measurement program we’ve put in place. Our regional sales, promotions and Assortment levels are managed daily, and course-correction recommendations are received weekly. |
| What’s in plan this year for your digital strategy? | We are also working to get as much out of our budget as possible. More importantly, the clarity we now have about how to optimize our Media Mix is welcome learning, given all the new and emerging media options and metrics. |
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