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Apple PodcastsUnderstanding the consumer
Research tools for learning who buys a brand and why.
Road2Retail podcast
Big Chalk’s Rick Miller talks to the Road2Retail audience about research tools
Rick Miller of BigChalk discusses the research CPG brands can use to understand consumers, support a retail pitch and evaluate promotional spending. He also explains the firm’s Tradeoff Consumer research and how marketing mix models can help teams make better spending decisions.
Guest
Rick MillerHead of Sales & Marketing EffectivenessBig Chalk
Watch the interview
Watch on YouTubeAbout this episode
Rick Miller, Head of Sales & Marketing Effectiveness at BigChalk, walks through research tools that help brands understand their consumers and their place in a category. The interview considers the evidence retailers want when deciding whether to add a product, as well as the decisions consumers are making in BigChalk’s Tradeoff Consumer research.
Rick also discusses marketing mix models and the work of measuring promotional spending. The focus is on using that information to decide where future funds should go, rather than treating research as a report to file away. He connects that understanding with the need to explain spending decisions and their expected impact to investors.
Topics covered
Evidence for retail buyers
Data that supports a brand’s case for inclusion in an assortment.
The Tradeoff Consumer
BigChalk’s research into the choices shoppers make about spending.
Marketing mix models
Measuring promotional impact to guide future budget decisions.
Investor confidence
Explaining the reasoning behind how a brand uses its funds.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.