Shopper Marketing - October 2017 - 68

WHO'S WHO IN SHOPPER INSIGHTS

ing to consume the product, all consumers
are shoppers.

need to be storytellers and not just reporters of data.

Any areas where they do diverge?
MEYER-HANOVER: Who you consider to
be your "client" is the one area that is different. For consumer insights it's your internal colleagues (marketing, R&D, packaging,
etc.); for shopper insights it is the sales force
and then ultimately the retailer partners.
Consumer insights improve the consumer
experience and how they use the product,
while shopper insights are used to improve
the shopper experience with the help of retail partners.

What are the key skills required to excel in
consumer insights?
MEYER-HANOVER: A desire to understand
people, what they want and need, as well
as how/where they buy and use your product. A willingness to tell your internal clients
and management when a tested item needs
to be changed or improved prior to launch.
Also, to be the voice of the consumer inside
the building, and an ability to look at data to
identify trends and classify groups of people
by preferences or behaviors.

Is there a trend impacting your team's
work?
MEYER-HANOVER: The growth in consumers purchasing vitamins, minerals and supplement items online.

Please share a professional challenge.
MEYER-HANOVER: Every day we deal with
challenges, and over my career I have learned
to face each one head on and deal with it at
that moment.

What do you see as a challenge facing the
insights discipline?
MEYER-HANOVER: Finding the people with
the right talent to fill the roles.

Anything you've discovered from those
times?
MEYER-HANOVER: As I drive home I revisit
the situation to determine what I learned and
how I can handle the situation next time.

Please explain.
MEYER-HANOVER: Doing the research is
the easy part. It is finding the person who
can take the data and turn it into a recommendation for the business and is able to
tell a story about the needs of the consumer
so management has a clear picture of what
needs to be done next. Researchers today

68

y SHOPPER MARKETING OCTOBER 2017

What's on the horizon for the insights
discipline?
MEYER-HANOVER: I like to believe that the
sky is the limit. Everyone in the company
wants to understand the needs of the consumer but needs to balance that with delivering the needs of the company.



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
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