PRACTICE OVERVIEW
Our Consumer Packaged Goods and Retail Practice works in close partnership with executive teams across a wide variety of consumer-centric companies in North America. Our primary emphasis is helping food, beverage, personal care and household products companies uncover new opportunities for growth via improved marketing and market insight-driven programs. We help both manufacturers who design and make these products and services, as well as the distributors and retailers that sell these offerings directly to consumers.
Our work spans a broad range of marketing and market research issues that are particular to this industry. For instance, we have helped companies take advantage of emerging category and consumer trends, by helping our clients develop new products and brands targeted at healthy eating and wellness during a time when managing down obesity has become a national obsession. We've also uncovered interesting insights into how the baby boom likes to shop, which has driven a host of new concepts across the retailing landscape.
Complementing our drive to capture big picture opportunities, we are equally well known for our work on the marketing front lines, helping companies maximize the return on nontraditional programs that range from creating high impact non-traditional advertising and reformulating packages so they "pop" on the shelf, through to using our alliance with online grocer Peapod to get a read on new products in two key test markets. To learn more about our specific areas of marketing and research expertise, please click on any of the following service line areas:
- Brand Equity and Health
- Market Definition and Targeting
- New Product Development and Evaluation
- Marketing ROI
- Brand Identity and Advertising Assessment
- Consumer Trends and Choices
- Tactical Marketing Programs
If you would like more information on the many tools we can apply to your problems, we encourage you to read about our Knowledge Approaches, which focus on our advanced analytics capabilities. At the same time, while our marketing and research expertise draws on hundreds of years of collective experience, we have also invested in creating proprietary information sources that help our clients assess the pulse of today's mobile, fast-moving consumers.
Here are just some of our distinctive resources:
- KnowledgePanel® – the only online Panel based on a probability based sample of the full U.S. population using a dualframe of RDD and Address-based samples
- National Shopper Lab, the largest database of loyalty card shopping behavior available for commercial research Peapod New Product Testing, to read new product vitality and consumer attitudes with limited product quantities
- MultiMedia Mentor®, which tracks how consumers spend time with five key media: television, radio, the Internet, newspapers, and magazines
- The Home Technology Monitor™, the definitive resource on consumers and home technology
FEATURED INSIGHTS
- Real-World Choices Your Targets Make at Point of Purchase: A Best-Practices Approach to Using Decision Tree-Based Research
Ellen Veccia - The Days of Integrated People-Centric Insights Are Here: Seeing Is Believing
Patricia Graham - Meeting the Challenge of Cell Phone-Only Households, Young Adults and Minorities: Introducing Address-Based Sampling to KnowledgePanel®
Charles DiSogra, J. Michael Dennis, and Patricia Graham - Comparison Study: Early Adopter Attitudes and Online Behavior in Probability and Non-Probability Web Panels
J. Michael Dennis, Larry Osborn, and Karen Semans - Making Quality Real: Bringing an Expert Perspective to Shopper Insights
Neal Heffernan - Marketing to Hispanics. Can You Afford Not to Research this Consumer Group?
Patricia Graham and Jannet Torres - River Samples: A Good Catch for Researchers?
Charles DiSogra - Driving Effective Drug Development and Targeting through a Consultative Research Approach
Interview with Tjun Wong - Making Quality Real: Adding Analytics to the Mix
Ellen Veccia and Wendy Wallner - Making Quality Real: Delivering an Accurate, Highly Service-oriented Approach to Online Research
Audrey Rosen - Discovering Untapped Value in Frequent Shopper Information
Pat Millea
ARTICLE LINK
- 6/5/08 Business Week article: Online Polls: How Good Are They?
Author Burt Helm points to a core issue in online research quality: "...the pools of respondents, though massive, rarely represent the larger population." In contrast, the article praises KN: "[Their] method offers the best of both worlds: the statistical rigor of phone polling and the flexibility of the Web."
FEATURED CASE STUDIES
KN WEBCASTS
|
