IIeX NA | June 13 @ 4PM – The Power of Now: Targeting Emotions to Improve the User Experience

Seth DeAvila

Join Associate Research Director, Seth DeAvila at IIeX NA in Atlanta on June 13, 4:00-4:40PM: The powerful connection between “in the moment” experiences and emotion is often underestimated in marketing and product development. A positive or negative experience can influence purchasing behaviors and more importantly, brand loyalty. Learn how our proprietary technique, MindSight® Experiential Discovery uncovers raw “in the moment” emotions. MindSight® Experiential Discovery is a System 1 technique that is designed to detail the unconscious emotions that are generated in the while consumers are using a product, experiencing an event, or reflecting on the past. We will discuss the derivation of the technique, how it works and how it enhances knowledge of the user experience. Learn how we link rational and emotional thought to focus

Developing a Holistic Behavioral and Motivational View Of Shopping Occasions

CPG brands and retailers can both benefit from having a better understanding of shopper trip missions to drive powerful shopper marketing strategies. Increasingly there are opportunities to bring together multiple sources of consumer data to better understand the customer journey, the trip mission, the intended product use, and the consumers themselves that can inform programs to drive shoppers to the store – whether retail or online – and convert at shelf.

Mergers, Margins and Millennials, Oh My!

A Millennial Mindset-How the Unpredictable Demographic is Shaking Up the Food Industry

The Greatest Trends Impacting The Food Industry Today By Laurie Klein, VP of Client Services This week I had the opportunity to chair the Food Marketing Summit in Palm Springs, CA.  The event was filled with fabulous presentations from General Mills, KIND Snacks, Mondelez, Pinterest, Plum Organics, Twitter, Tyson and more.  In two short days, we covered a wide range of topics regarding the evolving Food and Beverage industry including the changing food values, the new consumer, digital media, e-commerce opportunities, and effective innovation strategies. To kick start the conference, I shared a high-level overview on seven of the hottest trends impacting the food industry. From there we spent two days exchanging ideas and exploring all these issues further: MERGERS & ACQUISITIONS Just a few short years ago, companies were splitting
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  • Building Your Brand

    Patricia Maschio

    From Copernicus Brazil: What to do in Times of Crisis

    As Featured in PropMark Magazine (Brazil) Cars piled in the yards of automakers, filled gondolas in empty shops, endless studies of price elasticity to try to gain some (even micro) margin on sales, higher churn rate history, in short, a sales cataclysm. And the impression is that their brand appears to be just one more? If this torment sounds familiar, it’s because – in fact – the crisis is present in your business, for your brand. During a crisis or recession it is natural that consumers adopt stricter priorities and start to spend less. When sales begin to fall, companies generally cut costs, reduce prices and postpone new investments. Marketing expenses in areas such as communication and research are often pruned across the board. But these cuts usually do not have good results. There are many measures that can and must be taken within that context. However, there is what

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    Millennial Dis AWXII

    The Millennial Disconnect at Advertising Week 2015

    With “Millennials” producing 16 million keywords searches annually, and thousands of articles already written on this seemingly obvious group, is there really anything left to know about the “selfie generation”? The answer at Carat’s special seminar during Advertising Week “The Millennial Disconnect,” was a resounding yes. Hosted by Doug Ray, Carat’s US CEO & Global President, Michelle Lynn, Carat’s EVP and Managing Director, and Alex Pettitt, Associate Head of Live and Social at John Brown Media, this thought provoking seminar looked at how marketers can avoid disconnect and win with Millennials. Here we bring you the key learnings from this session during Advertising Week – Day 2. THE MILLENNIAL DISCONNECT – IF YOU’RE NOT WINNING WITH MILLENNIALS, YOU’RE JUST NOT WINNING With more than 85 million people in the US counted as Millennials (those born roughly between 1980 and 1992), this age group is equivalent to the 15th most populated

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    ICYMI: Take-Aways from TMRE 2015

    It’s hard to go to a marketing conference these days where discussions about big data analytics and non-traditional research tools/techniques are not center-stage. TMRE 2015 was no exception.

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    ICYMI: Take-Aways from TMRE 2015

    It’s hard to go to a marketing conference these days where discussions about big data analytics and non-traditional research tools/techniques are not center-stage. TMRE 2015 was no exception.

  • Marketing Analytics

    Dentsu Aegis Network Acquires Forbes Consulting Group

    PRESS RELEASE DENTSU AEGIS NETWORK ACQUIRES FORBES CONSULTING GROUP To be Integrated Into Copernicus, Further Strengthening its Capabilities in Data and Consumer Insights Dentsu Aegis Network today announces the acquisition of Forbes Consulting Group, a leading full-service consumer insight firm headquartered in the US that provides deep insight into the emotional motivations that drive consumer behavior. The acquisition of Forbes Consulting Group will bring Forbes’ patented suite of applied neuroscience methods, MindSight® emotional assessment technologies, into the network’s portfolio of industry-leading consumer insights tools. Headquartered in Lexington, Massachusetts and founded in 1985 by David Forbes, PhD, the firm specializes in providing deep psychological insights into a brand’s current customers and its overall marketplace through both quantitative and qualitative research and analysis. Its patented MindSight® tool was first introduced in scholarly journals in 2011 and is now used by many major brands.  It uses groundbreaking non-cognitive techniques to identify the underlying and often subconscious