Spotify
Apple PodcastsIdentifying the consumer
Researching who the audience is rather than relying on assumptions.
Road2Retail podcast
A very informative visit with The Connell Group’s Patty Klingbiel.
Patty Klingbiel, president of The Connell Group, explains how consumer research can help an emerging CPG brand prepare for retail. She covers identifying the target audience, understanding the brand’s role in its category and testing product concepts before committing to expansion and advertising.
Guest
Patty KlingbielPresidentThe Connell Group
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Watch on YouTubeAbout this episode
Patty Klingbiel of The Connell Group discusses the research emerging CPG brands need before investing in retail expansion. She starts with a distinction that affects every later decision: knowing who the consumer actually is, rather than assuming the intended audience is the one buying the product.
Patty then looks at how a brand fits into its category and the evidence a retailer needs to believe it can help that category grow. The interview covers baseline research on the brand, category and consumer, along with ways to write and test product concepts. Those tests can reveal which benefits and positioning matter to consumers before a brand commits more money.
Topics covered
The brand’s category role
Understanding where a product fits and why it could grow the category.
Research before expansion
Baseline work to complete before committing to retail and advertising costs.
Testing product concepts
Evaluating positioning and benefits with consumers before deciding how to communicate.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.