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Apple PodcastsUnderstanding a category
Charles discusses habits and practices research and a brand's place in its market.
Road2Retail podcast
Interview with Charles Miller — President & CEO of Persuadable Research
Charles Miller explains the foundational research emerging brands need to understand a category and its consumers. He discusses habits and practices studies, packaging and evidence for a retailer pitch, while distinguishing the role of A/B testing from broader research into consumer needs.
Guest
Charles MillerPresident and CEOPersuadable Research
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Watch on YouTubeAbout this episode
Charles Miller, President and CEO of Persuadable Research, discusses how emerging brands can establish a clearer understanding of the category they are entering. He considers differences between founders with CPG experience and entrepreneurs arriving from elsewhere. A habits and practices study is one way of learning where a product may fit.
The conversation also covers the research that supports a retail presentation, including pricing, communication and the potential to add category sales. Packaging is another subject. Charles distinguishes testing different marketing executions from research that helps explain the consumer and shape a communication strategy. The episode also includes references to The Cure, Yeti and the Miami Dolphins.
Topics covered
Evidence for retailers
The conversation covers research on pricing, communication and potential category contribution.
Packaging research
The episode considers how packaging communicates the brand to consumers.
Beyond A/B testing
Charles distinguishes execution testing from broader consumer and strategy research.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.