Shopper insights for foresights #IIeX 


Live note taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

I didn’t do anything wrong: The inventor’s dilemma by RIck West

  • In 1989, lots of people had nokia’s which were awesome phones at the time, bricks that never broke. In 2008, smartphones started to enter the market. Why did Nokia go from 55% share to 3%? They did nothing wrong so how did they lose?
  • We don’t want to be sitting here five years from now screaming that we’re relevant
  • But I invented this and we coined this phrase!
  • Today, no one swipes their credit card on a physical charge machine. We swipe in on a Square. No bank certified that charge marchine.  Inventors of the charge machine are now out of business.
  • Five years from now, you will not be doing the same business you’re doing now without major change

Completing the consumer journey with purchase analytics by Jared Schrieber and Bridget Gilbert

  • How do people purchase alcohol for attending an event
  • Data collected from a purchase panel, people take photos of every receipt they get from every purchase everywhere
  • Groups “The Socialite” and “The Rebel” – rebel spends 20% more
  • Trigger, ready to buy, and buy – three stages of the purchase
  • Journey for millenials is straightforward – invited to some event, think about the occasion, speak to someone, mental budget, added to list, talk to friends, check the fridge section, check for sales, compare prices, buy [darn it, I tried to avoid millenial talks!]
  • Millenials are always talking to someone at some point in the journey 
  • Key differentiator with rebels is they don’t speak to people, they have ghost influencers, more likely to say they bought someone else’s favorite type of alcohol, they are thinking about friends or family or whoever will be attending the event [or is this simply self justification of a larger purchase – “it’s not for me”]
  • Socialite – liquor store, express lane, after 5pm, shop in pairs, has a baby, lower income
  • Rebels – grocery store, stock up trip, before 5pm, shops alone, has a pet, higher income 

Brands and American mythology: Narrative identify, brand identity, and the construction of the American self by Jim White

  • We are all tellers of tales, give our lives meaning and coherence 
  • We don’t construct this identity in a vacuum, it’s within our culture, the mythology of our culture, we try to align our lives with the this we’re familiar with
  • We edit and reedit our identities
  • Brand strategists need to spend  more time listening to consumer stories
  • We rarely step back and listen to customers talk about themselves
  • Six languages of redemption – atonement, emancipation, upward mobility, recovery, enlightenment, development
  • We use brands to tell ourselves stories about who we are, to try and give ourselves some reality
  • Brands can be markers in our lives, can tap into that notion of our lives
  • Understand how personal myths draw from cultural myths
  • Ask people to tell stories about themselves not about your brand
  • Find the tensions they need to resolve, can my brand help smooth those contradictions, actualize th story they want to tell

Reimagining the traditional consumer panel by Bijal Shah

  • She’s a promotions company and they have millions of purchase records in their database, they are not a data company
  • Rely on panels but there is a sever lack of scale, not enough information about the entire population
  • We try multiple data sources but often can’t link sources
  • Partner with a DMP to make your data actionable like krux, lotame, Adobe
  • Find unique data source to enhance your data assets

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