Posts in category "Consumer Insights"

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?
How Adult Children Influence their Parents’ Growing Technology Demand With the holiday season upon us, new technology is high on everyone’s wish list. For example, I previously explored “Why iPad is #1 on Kids’ Wishlists.” According to eBates.com 2014 survey, teens want tech gear, with 6 out of 10 wishlist items focusing on technology. Meanwhile,... Read more »

Young Adults and Sages: Aspirational Customer Segment Names Get Respect

Young Adults and Sages: Aspirational Customer Segment Names Get Respect
Names are an important starting point to frame how we think about brands and customer segments in both B2B and B2C.  In the case of customer segments, names can also impact whether we are respectful of them and value them or not. It is well understood that company brand names are critical. I recently wrote... Read more »

Is Your Brand Targeting Millennial Mom ‘Drifters’ or ‘Planners?’

Is Your Brand Targeting Millennial Mom ‘Drifters’ or ‘Planners?’
Millennial Moms are the focus of many brand marketers, and for good reason.  With the average age of First Time Mom in the US now at 25, the critical first-time mom group is primarily Millennials. While there are differences in age by ethnic background and income level, the fact remains that most first time moms... Read more »
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Mini Market Strategy: The Era of the Skinny Sandwich

Mini Market Strategy: The Era of the Skinny Sandwich
Sandwiches are experiencing a renaissance in American consumer appreciation. Food Business News reports that 2014 has been one of the best years since the recession for bread sales, and Irene Chang Britt, president of Pepperidge Farm, Inc., attributes this growth to, “the growing popularity of sandwich behavior.” She continues, “In all cases, people are looking... Read more »

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms
Stay-at-Home Moms are a Growing Group The recent news about stay-at-home moms is that they are a growing group, with 29% of moms with kids less than 18 are staying at home, according to a Pew Research Center trends report. This 29% represents an increase from 1999, when 23% of moms stayed at home and... Read more »

Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?

Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?
The practice of private labeling gets little respect with most traditional marketing professionals. But this market is on the rise and here to stay, as consumers become more comfortable with private label products and retailers are more motivated to build store brands. I spoke recently with Todd Phillips, Vice President of Marketing of Lance Private... Read more »
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Great Expectations Among Millennial Renters Highlight High-Touch Trend

Great Expectations Among Millennial Renters Highlight High-Touch Trend
Millennials are growing up, getting jobs and achieving that hallmark of maturity, moving out on their own. But property managers note that these renters are not as independent as you might think—and they are much more demanding than previous generations. I spoke with the owner and manager of a residential property management firm serving the... Read more »

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.
Teens Prefer Connecting with Parents During Casual Snack-Time, Opening New Marketing Opportunities The most important priority for mom is her relationship with her child, yet the reality is time spent together diminishes in the teen years.  The family dinner in particular comes under pressure with teen’s schedules: extracurriculars, jobs, and long days at school.  All... Read more »

Can You Feel It? The Market Strategy of Texture Segmentation

Can You Feel It? The Market Strategy of Texture Segmentation
Segmenting with Texture is a Growing Market Strategy Element In the food and beverage market, strategy is becoming increasingly focused on texture. “Over one-quarter (27%) of the best-selling new U.S. foods and beverages launched in 2012 carried a texture claim,” according to the Institute of Food Technologists’ 2013 New Product Pacesetters Report. The common preference... Read more »
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Make it About Mom: Positioning Your Brand for Moms of Babies

Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Tylenol has a recent marketing campaign that does a brilliant job of... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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