In this episode of Brand Fast-Trackers, we return to our shopper marketing series with Chris Brace and discuss shopper insights and why they are critical to marketers. Chris shares why insights and generalizations are often confused and gives a simple reason for why companies struggle with insights:
“If you can’t measure it, you can’t manage it.”
What struck me the most was what can happen when insights are embraced and utilized. The old marketing goal was to break through the clutter, but with insights, marketers are able to do the reverse and allow the consumer/shopper to break into your message. Simple, but so powerful.
Chris goes on to further describe the differences between consumer insights and shopper insights. My key take away was how much a relatively simple concept can transform your marketing. This is a very rich episode, and one I will reference for some time to come. I look forward to continuing to share this series with you.
To hear the rest of the interview, tune in below or hop on over to iTunes.