What’s Your Consumer IQ?

Leading Buyer Conversations

• Focus primarily on distribution and promotional activity
• Leverage reviews, quotes and metrics from D2C, google searches and brand.com web traffic to derive buyer size and interest

Optimizing Marketing

• Have limited data about your consumer targets
• Have no or limited view into ROI

Crafting Winning Innovations

• Innovate primarily with internal ideas

Developing Insights

• Primarily rely on sales data (POS) and basic customer feedback
• Using readily available sources eComm/D2C, reviews, search trends, brand.com analytics
• Adhoc or informal insights process

Beating Competition

• Assessing basic competitive performance based on dollars, units and price

Leading Buyer Conversations

• Share core consumer insights, like household penetration and shopper conversion
• Demonstrate how you attract a buyer aligned to the retailer’s target buyer
• Using data to inform which retail accounts to target
• Present alignment w/ category trends or gaps

Optimizing Marketing

• Have begun to identify consumer segments with a basic understanding of what drives their purchasing decisions
• Run ‘one-size fits all’ campaigns
• Assess marketing effectiveness at a high level

Crafting Winning Innovations

• Incorporate consumer feedback into product development but may struggle to identify unmet needs

Developing Insights

• Supplement sales data with some consumer insights data on your category or brand, but struggle to integrate these different data sources effectively or consistently

Beating Competition

• Assess competitors at a category level
• Build commercial GTM plans based on category size/growth, competitors and price/promo landscape
• Know where you are beating competition with consumer purchase KPIs like buy rate, loyalty and total basket ring

Leading Buyer Conversations

• Showcase the incremental impact, at a channel level, a brand has on category buyers
• Develop retailer-specific strategies based on consumer behavior analysis, including buyer conversion and leakage patterns

Optimizing Marketing

• Maintain detailed shopper profiles that incorporate demographics, purchase behavior patterns, and retailer preferences.
• Can identify high-value consumer segments
• Pinpoint where buyers tradeoff and develop strategies to defend/attack

Crafting Winning Innovations

• Validate concepts based on consumer needs
• Use consumer data to inform targeting and positioning
• Evaluate trial and repeat purchases of new launches

Developing Insights

• Regularly assess consumer and sales performance insights across insights, sales and marketing
• Consistent weekly or monthly insights routine using POS, eComm and Consumer Panel sources
• Brand health trending – understands the level of buyer churn and loyalty
• Understands which competitors most overlap with their consumer base

Beating Competition

• Assess competitors at a microcategory level, using attributes to subsegment and cross traditional category boundaries
• Use Product Switching analyses to understand which competitors you trade off with and how consumers move between your brand and competitors

Leading Buyer Conversations

• Showcase the incremental impact, at a retailer level, a brand has on category buyers
• Develop retailer-specific strategies based on consumer behavior analysis, including leakage patterns and retailer loyalty metrics
• Securing better shelf results - more facings, move to mainline Set, win secondary placement/display

Optimizing Marketing

• Integrating consumer segmentations like SPINS NaturaLink into marketing strategy and execution
• Aware of how competitors are targeting and reacting with strategies to mitigate impact on their brand

Crafting Winning Innovations

• Spotting consumer preference, label and ingredient trends in other categories
• Effectively and regularly building new product concepts using consumer panel, consumer survey and/or POS data

Developing Insights

• Driving brand strategy from insights
• Consistent weekly or monthly insights routine using POS, eComm and Consumer Panel sources
• Expert(s) creating reporting and action plans by key account

Beating Competition

• Developing attack/defend strategies based on competitive tradeoff from Product Switching analyses
• Able to identify incrementality across competitors

Leading Buyer Conversations

• Sought after as a thought leader for the category
• Impacting shelving assortment decisions with fact-based consumer insights
• Develop consumer insights to inform their own strategies and merchandising decisions

Optimizing Marketing

• Developed sophisticated micro-segments based on purchase behavior, lifestyle indicators, and brand interactions
• Create retailer-specific marketing
• Refine messaging based on switching behavior
• Triangulating advanced Marketing Mix analyses, conversion metrics with on-the-ground views from POS and consumer panel

Crafting Winning Innovations

• Maintain a continuous consumer insights engine that identifies emerging needs and preferences, allowing you to develop innovations that create new category growth
• Keen understanding of category decision-making and the presence of white-space opportunities for innovation

Developing Insights

• Comprehensive Annual Brand Review of performance across key performance indicators—panel data, purchase behavior, loyalty data, and consumer surveys—creating a holistic snapshot view of your brand’s consumer
• Developing advanced analytics to understand consumer decision making and preferences e.g., Consumer Decision Trees
• Robust weekly insights routine using POS, eComm and Consumer Panel sources. Expert(s) creating action plans

Beating Competition

• Conducting competitive deep-dives to identify what worked for best-in-class brands, either within your category or across total store