Getting to Know Your Consumers as Real People with Britta Schell
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We use a lot of different terms to describe the groups of people who buy our products and love our brands (tribes, consumer groups, personas, end users...) but at the end of the day they are each real people and we want to get to know them as much as possible so we can create products that truly solve their problems and bring them joy.\\xa0 But how do you get the information you need to do this?
Today on the Real Food Brands Podcast, host and Food & Bev Brand Strategist Katie Mleziva has a conversation with Britta Schell, a research and insights consultant who helps brands unlock growth by gaining a deeper understanding of their users. In this episode, we talk about how to create a consumer-first mentality that keeps their needs at the heart of everything you do in your food business.
In This Episode:\\xa0
- Why it\\u2019s important to be an advocate for your consumer.
- How documenting an ideal consumer profile(s) can help guide your business decisions.
- What to do if the people buying your products are not who you expected to buy.
- How research can reveal untapped potential for growth.
- Why it\\u2019s important to humanize your marketing research.
- The difference between primary and secondary research, and resources to find credible sources of research.\\xa0
- The common pitfalls for brands conducting their own research.
Resources:\\xa0
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