Targeted Marketing for Moms: Takeaways from CPG Companies

CPG moms

Moms are always on the run. We take a closer look at how CPG companies are capturing their attention.
Image source Flickr user Chris Smith/Out of Chicago


The purchasing power of moms is undeniable. A recent study indicates that modern day mothers in the United States spend an estimated $2.1 trillion on household goods annually, and they’re responsible for up to 85% of purchasing decisions. For CPG companies, marketing to this important customer segment is critical for business success. Mothers tend to be active purchasers of food, beauty and household products, making them an especially critical customer base. Here are some of the ways major brands are launching targeted marketing efforts to connect with moms and some of the most helpful takeaways for businesses.

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Where Do You Fall? Why Brand Positioning Research Is a Great Investment

Disney's Brand Positioning

Disney’s brand is crystal clear in all they do, from the smallest frames of a movie to the complete composition of a theme park.
Image source: Flickr user Tedeytan


The Walt Disney Company is a fantastic example of a company that understands its positioning and then builds on that to offer a world-class customer experience. Consider what comes to mind when you think of Disney: worlds created to delight children, light-hearted fun, and innovation in park ride design. From their films to their theme parks, Disney has a crystal clear core positioning and uses that for its product development and service execution. But what if your company’s mission and positioning isn’t so straightforward? A market research initiative can help you quickly determine your positioning, and articulate those points in a way that resonates with your core audience.

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5 Products That Were Too Far Off Brand

brand extension failures

Sometimes products are so strange and off-brand that consumers don’t know what to do with them.
Image source: Flickr user Editor B

When Colgate launched its line of frozen dinners in the early 1980s, consumers were left scratching their heads. Ultimately, the frozen entrees ended up being a brand extension failure of epic proportions. For businesses launching new products, there’s something to be said for sticking to what they’re good at. While brand extensions aren’t necessarily a bad idea – some are quite successful – there are some inherent risks that come along with creating a product that falls outside of your core competencies. Brand trust and awareness is based on a consistent experience of quality and a kind of inherent focus in your product development experience that helps customers make sense of what you’re offering. Here are five examples of products that were too far off brand to catch on with customers, and a closer look at what they can teach us about successful brand extension strategies.

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Why Brand Awareness Isn’t Enough: Other Factors to Measure

brand awareness

When companies can’t afford big moves to raise brand awareness, research can help them be strategic in their marketing.
Image source: Flickr user Creative809 

One of the most common discussion points for market researchers when they’re discussing brands is awareness. Do customers know that your products exist? How do they fit in vis-à-vis the broader competitive landscape? Whose name comes to mind first, yours or a competitor’s? Answering these questions can give you important insights into whether you need to be investing more heavily in general brand promotion activities and what other brands you need to watch in the marketplace. But your brand research shouldn’t end with brand awareness questions. If you’re developing a market research study geared at gauging your brand’s health, here’s a closer look at several of the factors you should pay attention to. Continue reading

Quantitative and Qualitative Insights from Concept Testing


concept testing

Which is better for your concept testing — open-ended or multiple choice questions?
Image source Flickr user Eleaf


Concept testing gives brand managers and product development professionals insight into how the market will receive their product. In order to be truly helpful, however, concept tests have to gather data from a wide range of sources. At the end of the day, companies make the go or no go decisions based on this information. A multifaceted view of prospective customers’ perspectives is important to understand everything from whether a purchase intent exists to whether a product has a reasonable degree of brand continuity with your existing portfolio. Well-developed concept tests use both quantitative and qualitative insights to build a picture of how a particular product will perform. Continue reading

Product Update: Earn Instant Bragging Rights With Ranking

by Daniel Ross, SVP of Technology & Product

Whether or not we like to admit it, we come from a long line of rankers and raters. From Ms. Universe to the Westminster Dog Show, a good blue ribbon goes along way. Introducing’s own version – along with a mobile experience in a class of its own. This new question format makes it easier for you to compare tag lines, logos, brand messaging and product design to name a few – and makes the experience more engaging for respondents.

Feature highlights include:

Image Ranking

You want to find out: What logo your customers prefer

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Text Ranking

You want to find out: What brand slogan to run

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Ranking reports read like matrix-style questions showing counts and percentage of users that ranked an item in a certain position.

Preview below:

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Take image ranking for a spin in our sample survey (also available on your mobile device).

64% Think Armstrong’s Still Hiding Something

With the Lance Armstrong controversy continuing to make headlines this week, we decided to engage the on-demand audience to see how they felt about Lance Armstrong’s recent admission of blood doping and using banned substances. This is the first of two posts, which focuses on the reaction to Oprah’s interview with Lance Armstrong.

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Use Your Survey Demographics to Tell Your Customers’ Story

The typical approach to demographics is pretty boring: name, gender, age, income, city, marital status. While all of these are important to understanding who makes up your target customer base, basic demographics are just that – basic. The real insights from market research come when you’ve had the chance to really dig into the story that the demographics tell and uncover how these people behave and what drives them. Here are three ways to do this. Continue reading

Innovation Through Pre-Launch Product Testing

Pre-launch product testing helps companies make smart strategic decisions and avoid the expensive errors that occur when you make big investments not based on customer demand.

The controlled environmental surfaces (CES) market is critical to the food processing industry. Laminate materials used in the construction of industrial kitchens, food manufacturing and storage facilities need to be treated with an antibacterial agent to meet food safety requirements. Corus is a UK-based company that makes such laminate materials, but was not previously involved in the value-added antibacterial treatment. This meant that it was missing out on premium pricing opportunities by having the manufacturer of the end product take care of that. Continue reading