SIVO’s Modern Ways of Working Mini Chat Series with Helen Kurtz, Chief Marketing Officer
Through the SIVO, Inc. “Modern Ways of Working” Mini Chat series, we spoke with a strategic consumer insights leader, Helen Kurtz, Chief Marketing Officer. In this conversation with Marilyn Weiss, Helen discusses her experience with SIVO’s On Demand Talent solution.
Beyond Data: A Case for Consumer Empathy
Market research is often designed to answer specific business questions, such as how a product compares to the competition or what new features consumers desire. While this information helps guide important business decisions, it does not really help brand teams to truly know their consumer target.
The Next Evolution is Here: ChatGPT and AI in Market Research
AI isn’t just a new tool; it’s a game-changer. It’s capable of automating repetitive tasks, processing and analyzing vast amounts of data, at speeds previously unimaginable. It is an exciting time to once again, adopt new ways or working that will advance our mission to understand people and deliver insights that drive business growth.
Best Practices for Developing Effective Brand Positioning
Brand positioning is a critical component of a successful marketing strategy. It defines how a brand is perceived in the minds of its consumer target, differentiating it from key competitors.
Identifying Opportunities with Attitude & Usage Studies
In the always-evolving landscape of consumer behavior, understanding the perceptions around how people feel about your brand, the reasons why they choose it and the context for how they use it can unlock future growth opportunities.
The Fundamentals of Customer Experience Journey Mapping
By Kerry Juhl Do you know how your customers feel about their experience with your brand? Do they love it, or does it leave them feeling frustrated? If your customers don’t love their experience with your products or services, your market share is likely at risk. According to a study from PWC, You cannot afford to […]
Growth Frameworks: A Path to Action & Growth
Our job as Insights Professionals is to not only identify relevant and unique consumer insights but also to apply the information in a way that influences decisions and drives action, resulting in growth. But ensuring that valuable insights are heard, internalized, and acted upon can be a challenge.
ChatGPT is a Soup-Starter, Not the Soup
With each advancement or new tool, there is the inevitable talk of our jobs going away because the latest advancement is expected to replace us. In many cases, with advancement in technology, there are shifts that do render obsolescence.
Great Insights Come From Great Surveys
Are you new to Market Research? Or do you know someone who is new to market research? Many of us came out of business school with no more than one market research class under our belts so that means we had to learn the art and science of market research while on the job.
Building Consumer Personas to Inspire Marketing Strategy
Consumer Personas are a great tool for bringing your consumer target to life for your organization, to inspire growth ideas, new brand experiences and product innovation. It is a representation of your target segment based on a combination of quantitative and qualitative data. It summarizes your consumers’ lifestyle, values, needs, challenges, and preferences, so that it can be easily shared and digested across the organization.
