Brand Packaging

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Younger, on-the-go Millennials and Gen-Zers are snacking more and relying on convenience channels to buy all kinds of snacks when they’re hungry.

Crowdsourcing has replaced focus groups, an executive recently declared in a New York Times article titled “Crowdsourcing to Get Ideas, and Perhaps Save Money.” The executive happens to have a vested interest in proclaiming the death of the focus group. His company, UberTesting, offers access to consumers who are willing to be recorded remotely as they try out products and navigate through websites. However, he has a point.

Weight Watchers wanted its new product—the market’s first all-natural water enhancer—to truly stand out in the $1 billion water flavoring category.

Capturing product and consumer information is easy, but the challenge lies in analyzing it for insights.

All marketers recognize the importance of winning at the “First Moment of Truth” and influencing purchase decisions at the shelf. And to drive success (across brands, categories and retail channels), it is valuable to begin with a consistent thought process rooted in an understanding of how people actually shop.