BLOG ARCHIVE: ALL POSTS FOR March 2021

Kimberly-Clark Partners with aytm to Conduct Advanced Research at Lightning Speed

Posted by Tiffany Mullin, VP of Marketing

At Greenbook’s recent Insights That Work event, Kandice Coltrain, Vice President of Global Sales here at aytm, sat down with Andy Basehoar, Senior Statistician at CPG leader, Kimberly-Clark. Andy is part of the Research & Engineering team, which does quite a bit of product testing, including physical testing, bench tests, sensory tests, clinical tests, consumer testing, and more. His group currently supports the consumer tissue group.

Let’s dive into the discussion to learn how Kimberly-Clark uses aytm to power agile insights.

The Ins and Outs of Product Cannibalization

Posted by Tiffany Mullin, VP of Marketing

Around 30,000 new consumer products are launched each year, according to Harvard Business School professor Clayton Christensen.

Brands are under constant pressure to demonstrate sales growth, increase profits, and acquire new customers. As a result, your innovation team likely has a lot of new product ideas percolating. But with so many products already on the shelf, there’s bound to be some overlap or cannibalization that takes away from existing products in your line.

Let’s cover precisely what product cannibalization is and how you can either use it to your advantage or cut it off at the pass.

Insights That Work

Posted on March 16 2021 by Tiffany Mullin, VP of Marketing

How the Product and Consumer Sciences Team at Kimberly-Clark Conducts Advanced Research at Lightning Speed

CPG heavyweight Kimberly-Clark is a big believer in giving consumers options via choice-based methodologies. Regularly conducting experiments using Conjoint, MaxDiff, and TURF analysis, the team needed a robust research solution with the ability to handle rigorous data collection and analysis.

How Pharmavite & Voya Financial Use aytm to Get More Research Done With Less

Posted by Tiffany Mullin, VP of Marketing

During the recent Quirk’s Virtual Global event, Kandice Coltrain, aytm’s Vice President of Global Sales sat down with Keri Hughes, Market Research Manager, Consumer Insights and Research at Voya Financial, and Deborah A. Mendez Campos Reales, Shopper and Consumer Insights Manager at Pharmavite to discuss how they made the leap to agile market research.

Gain Marketing Insight into Consumer Preferences with Conjoint Analysis

Posted by Tiffany Mullin, VP of Marketing

Your company charged you with trying to decide what feature(s) to highlight in your upcoming campaign.

But with so many products in the market across every industry, consumers need to quickly understand your product’s value, making your job as a marketer even harder.

You could create a survey and throw in a rank order question. But that often leaves you with more questions than answers. 🤔

So, how do you go about quickly quantifying your market’s preferences?

💡 Give Choice-Based Conjoint a try.