The Market Strategist Blog
Growth-Driven Market Research Analysis, Insights, and Trends
It has never been easier to be a lifelong learner than it is today. Free, 24/7 access is available to classes on a wide variety of subjects through MOOCs (massive open online classes). For example, for learners who need to brush up…
I recently caught up with Nancy Shea who shared her expertise on “Leading for Innovation” at the Innovation Leaders Forum in Boston on April 3, 2014. Shea brings over fifteen years of transformational leadership experience, including traditional consumer products with…
At Pennovations in Chicago, Bernhard Kappe of Pathfinder Software and the Chicago Lean Startup Circle spoke about the importance of getting customer and market input into the business plan. As you can see, the visual he used to illustrate a plan’s first contact with customers neatly…
When a firm has a product capable of being marketed to the food industry as a whole, developing a segmentation strategy is the only way to succeed. This year, a global food supplier asked us to work with them to…
Segmenting for Scent-Lovers Reaches 40% of Consumers When Procter & Gamble first launched Febreze as an odor-eliminating product, it failed. In The Power of Habit, Charles Duhigg relates the story of how Febreze came back. Consumer psychologists learned that consumers didn’t…
B2B companies typically look at straightforward approaches to segmenting their prospects and customers, such as size of the customer, spending levels in the business, and the customer’s industry. For existing customers, further segmentation might include spending by product type, profitability…
In developing a B2B strategy, it is often helpful and useful to understand the trends, unmet needs and segments of your B2B customer’s customer. Sharing these insights with your B2B customer will position your firm as an industry thought leader…
Ingredion Signals Its Strategic Commitment with Its Name On February 14th, Ingredion Incorporated CEO and Chairman Ilene Gordon addressed the Executive Club of Chicago and shared the story of how she has driven transformational growth for the company. Ingredion is a leading global ingredient…
It’s well known that B2C companies expend considerable effort on branding and naming, both for new products and for the company overall. In my experience, however, B2B companies often consider branding and naming as relatively unimportant and fail to consider…
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