Elevating Brand Strategies with Consumer Insights 

Overall takeaways from the track follow, but click the below links to dive into each session:

1. The Future of NPD: Why Social Prediction is a Game-Changer for Glanbia Performance Nutrition (GPN): Nikolas Pearmine, Chief Strategy Officer at Black Swan Data & Shiho Ng, Senior Manager, Insights & Analytics at Glanbia Performance Nutrition
2. How AI & Digital Transformation are Redefining Consumer Behavior: Katy Emerson, EVP, Customer Success & Mary Lois Smith, Senior Director, Market Research & Mary Lois Smith, Senior Director, Market Research, Suzy
3. Tracking Mental Availability & Advantages with Organic Valley: Gianna Saladino, Senior Solutions Consultant, quantilope &Tripp Hughes, Senior Director of Consumer Strategy & Insights, Organic Valley
4. Mind Over Market: Coca-Cola’s Psychological Edge in Consumer Behavior: Hunter Thurman, President, Alpha-Diver & Clodagh Forde, Senior Director Human Insights, The Coca-Cola Company
5. Amplifying Brand Power: How Sound Captures Attention and Drives Lasting Impact: Aaron Reid, Founder & CEO, Sentient Decision Science & Lauren McGuire, President, Made Music Studio
6. Trends: How Drivers of Change Can Be Sources of Stability: Kristen Griffith, Insights Director, Dynamic Deployment & Consumer Learning Center, The Clorox Company

Key Takeaways 

• Go Beyond the Surface: Traditional market research often falls short. By delving deeper into consumer psychology, understanding subconscious motivations, and leveraging advanced technologies like AI and automated behavioral science, brands can gain invaluable insights. 

• Embrace the Human Element: While AI offers powerful tools, the human element remains crucial. Authentic connections, personalized experiences, and a deep understanding of cultural nuances are vital for building lasting brand relationships. 

• Focus on Actionable Insights: The ultimate goal is to translate research findings into actionable strategies that drive business growth. This includes developing innovative products, creating engaging marketing campaigns, and optimizing the customer experience. 

The Age of the “AI Shopper” 

Imagine a world where AI-powered shopping assistants curate your entire wardrobe, anticipate your needs, and even place orders on your behalf. This isn’t science fiction; it’s the reality that many consumers are moving towards. 

At TMRE 2024, experts discussed the rise of social commerce, the “TikTokification” of shopping, and the increasing influence of AI on consumer behavior. Platforms like TikTok and Instagram have seamlessly integrated shopping experiences into entertainment, blurring the lines between browsing and buying. 

This shift presents both challenges and opportunities for brands. While AI can personalize recommendations and streamline the shopping process, it’s crucial to remember the human element. Levi’s learned this firsthand when their AI-powered online shopping experience fell flat with consumers who craved authenticity and the human touch. 

Unveiling the Power of Sound 

Beyond visuals and messaging, sound plays a crucial role in shaping brand perception and driving consumer engagement. 

The conference explored how brands like Cinnamon Toast Crunch and Rockstar Energy Drink are leveraging sonic logos and in-app audio to create memorable and emotionally resonant experiences. By analyzing consumer responses to sound using advanced technologies, brands can gain valuable insights into how specific sounds impact attention, memory, and brand preference. 

This focus on the emotional impact of sound goes beyond aesthetics. It’s about understanding how specific sounds can evoke desired emotions, build brand associations, and ultimately drive consumer behavior. 

Diving Deep into the Consumer Mind 

Coca-Cola showcased how they are leveraging psychological insights to understand consumer behavior beyond traditional market research. By delving deeper into the “why” behind consumer choices, they are uncovering hidden motivations and barriers that influence purchasing decisions. 

For example, in India, research revealed that “time pressure” was a significant barrier for Sprite consumption. This insight led to a re-evaluation of distribution strategies and a focus on improving accessibility. By understanding these nuanced factors, Coca-Cola is able to tailor their marketing efforts and build stronger, more meaningful connections with consumers. 

The Future of Market Research 

TMRE 2024 emphasized the need for a new approach to market research, one that embraces the power of AI while maintaining a focus on the human element. By understanding the evolving consumer landscape, leveraging innovative research methodologies, and translating insights into actionable strategies, brands can navigate the complexities of the modern market and build lasting success. 

As the world continues to evolve, so too must our understanding of consumer behavior. By embracing these insights and adapting our strategies accordingly, we can create a future where brands and consumers thrive together. 

10 KEY ACTIONABLE TAKEAWAYS

1. Go Beyond Surface-Level Research:
   • Action: Implement a qualitative research study focusing on in-depth interviews or focus groups to explore the subconscious motivations of your target audience related to your product or service.
2. Embrace the Human Element Alongside AI:
   • Action: Conduct customer journey mapping sessions with real customers to identify pain points and opportunities for human interaction within your AI-driven processes.
3. Focus on Actionable Insights:
   • Action: After conducting research, dedicate a specific meeting with your team to brainstorm and prioritize at least three concrete actions based on the findings. Assign owners and deadlines for each action.
4. Understand the “AI Shopper”:
   • Action: Analyze your website and app analytics to understand how customers interact with AI-powered features (if any) and identify areas for improvement in personalization.
5. Consider the “TikTokification” of Shopping:
   • Action: Experiment with short-form video content on platforms like TikTok or Instagram Reels, showcasing your product in an engaging and entertaining way, and include a clear call to action to purchase.
6. Leverage the Power of Sound:
   • Action: Conduct A/B testing with different sonic logos or in-app audio to measure their impact on brand recall and emotional response.
7. Dive Deep into the Consumer Mind (like Coca-Cola):
   • Action: Choose one specific barrier to purchase identified in your past research (or conduct new research to find one) and dedicate a team to brainstorm solutions to address that barrier.
8. Embrace a New Approach to Market Research:
   • Action: Allocate a portion of your research budget to explore emerging methodologies like behavioral science or AI-driven analytics.
9. Understand the Evolving Consumer Landscape:
   • Action: Subscribe to industry publications and attend webinars or conferences related to consumer trends and market research to stay up-to-date.
10. Translate Insights into Strategies:
    • Action: Develop a clear process for sharing research findings across departments and ensuring they are incorporated into marketing plans, product development, and customer experience initiatives.