What is it about clients that insist on the use of qualitative firms who also quantify their own work? Way back in the early days of pioneering qualitative research this was considered a big no no - you were letting the fox watch the hen house - if you did this no one would hire you. Now, clients want convenient one stop places to shop and don't care about this conflict of interest - let alone the burden to objectivity. Maybe this is just another reason why McKinsey & Company reports that despite solid balance sheets and healthy bottom lines consumer packaged goods executives worry where their growth will come from. How long can you stand the target wherever you want it, and then fire at point blank range? It's like predefining a new trend or psychographic/attitudinal/social marketing target audience, then telling everyone to go shoot at it. You artificially arrest the extent of your business. Hitting the bulls eye becomes a no brainer - with sales results that match. Do yourself a favor and learn all of the tricks you you can skip the mistakes.
What do Folgers, Pampers, Tylenol, Coca-Cola and many other products all have in common?
Me! I perform extreme product makeovers for global marketing leaders: the world's top C-suite and line management teams dealing in products and categories with flat, stagnant or declining sales, delisted or new products and line extensions.
When's the time to perform an EXTREME PRODUCT MAKEOVER? Whenever someone notices product or category sales are slipping.
Course graduates Folgers, Pampers and Tylenol became "billion dollar" (US sales) CPG product lines. (Single lines that sell $1+ billion not brands of many lines). Others followed. Our least successful grad, Baked Lays sold $310 million in 10 months. To date, no one else in the US $2.4 trillion consumer package good industry has launched a single more successful product (Source: IRI).
Are your product or category sales slipping?