Lindsey Noble

Circana's 2025 New Product Pacesetter report of 2024’s top new products dives deep into key insights that shape consumer behavior. Discover the trends, data, and strategies that can help your brand build lasting trust and drive sales: https://bit.ly/4jRAR6x

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Circana's 2025 New Product Pacesetter report of 2024’s top new products dives deep into key insights that shape consumer behavior. Discover the trends, data, and strategies that can help your brand build lasting trust and drive sales: https://bit.ly/4jRAR6x

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https://lnkd.in/ewfB4YDt Anyone concerned about fraud in market research should read this article by Tina Launey in the recent Quirk's Media. Fraudulent respondents are using AI in online qualitative research. The article lists several tips to combat this fraud. Another tip I will add, is to check the source of the sample. We at Rare Patient Voice recruit many patients in person at events such as disease conferences, so we know they are real patients.

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Kantar is proud to have co-hosted the recent discussion on the evolving relationship between #AI and marketing at ADWEEK House Austin during #SXSW. Our Chief Knowledge Officer J. Walker Smith revealed our research which shows that marketers rate their AI readiness at just 4.9/10—a clear industry gap. Walker highlighted a crucial shift: "We're marketing to AI." As consumers delegate decisions to AI assistants, brands must appeal to both humans and algorithms while maintaining authenticity. Yet despite this shift, the panel consensus was clear: AI should enhance rather than replace human creativity. While it's reshaping how creative teams operate, successful brands will use AI to complement emotional intelligence and strengthen their distinctive brand voice. Learn more about navigating marketing’s biggest transformation yet: https://lnkd.in/efPBZu8Z

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Survey open ends can be an extremely useful tool for researchers looking to gain a deeper understanding behind consumer motivations. To improve the quality of open-end responses, the experts in survey design best practices at Profiles by Kantar found that employing a word limit resulted in a more thoughtful response compared to the unrestricted group. Read more about how an empathetic survey method results in higher quality data in our latest report: https://lnkd.in/euf3UA2V #marketresearch #surveydesign #empatheticsurvey #researchdesign #openend

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🚀 EXPERIENCE MATTERS!!!! #TUESDAYTRENDS 🚀 Great job on last week’s poll question, sales experience beats other types of experience on overall performance! In order of importance: 💼   Sales Experience (Sales EXP) → 0.31 (the strongest positive impact) 📞   Business Experience (Bus EXP) → 0.26 (moderate positive impact) 🏢  Company Experience (Comp EXP) → 0.09 (a weaker correlation) 🔎 Interpretation Sales Experience is the clearest differentiator overall — more time spent actually selling drives better performance. Business Experience also helps, likely because it gives reps broader context and credibility. Company Experience shows a more nuanced story: -At low tenure, company experience doesn’t matter yet. -At high tenure, company experience does make collaboration, customer service, and relationship-building more impactful. ✅ Takeaway: If we were to rank the true drivers based on our assessment dataset: 1) Sales Experience → strongest positive link 2) Business Experience → meaningful but secondary 3) Company Experience → non-linear (not helpful at low tenure, but critical later on for collaboration and service skills) But wait, there’s more!!!!! Let's check out some moderating relationships! 🏢 Business Experience -High business experience individuals show a strong performance lift from formal presentation skills, integrity, and emotional intelligence. -Those with low business experience don’t get as much performance benefit from these skills — suggesting these are “later stage” differentiators once someone has a broader business context. -In short: the more experienced in business, the more soft skills and credibility traits (like integrity, EI) drive performance. 💼 Sales Experience -High sales experience makes technical selling skills far more predictive of performance: Adaptability (+0.31 correlation gap high vs low) Time management (+0.31) Financial acumen (+0.31) Objection handling & recommendations (+0.27–0.28) -These skills really start to “pay off” once reps have logged more sales time. 🏢 Company Experience This is the most striking set of differences: -Relationship building’s correlation with performance grows by 0.35 from low tenure to high tenure. -Customer service also increases strongly by 0.40. -Engaging others and collaboration are far more predictive at high company experience. Early-tenure folks may be focused on execution, but once they “know the org,” collaboration and customer connection skills become critical to performance. ✅ Takeaway: Business experience → soft skills shine Sales experience → selling mechanics drive performance Company experience → collaboration and customer service emerge as the differentiators #SalesLeadership #SalesPerformance #SalesEnablement #TalentAcquisition Tyson Group

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In many organizations, market research teams are expected to drive business impact while still being treated as a cost center. Yet, the reality is that more than two-thirds of research efforts are focused on client-driven, revenue-generating projects. Is it time to treat insights teams as value-driving business functions? Should they be seen as strategic revenue enablers?

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Over the past 20+ years as a market researcher, I���ve witnessed how technology has revolutionized our ability to uncover deep consumer and customer truths—but often qualitative research goes underappreciated. It’s not just about collecting quotes or video snippets; it’s about understanding the why behind behaviors. By leveraging qualitative couple with quantitative research delivers powerful, actionable insights that drive smarter business decisions. I wrote the recent blog article, "The Evolution of Qualitative Research in Market Research," which dives into how platforms like EthOS are reshaping the qualitative and hybrid research landscape. Real-time video capture, AI-driven moderation and analysis, and hybrid methodologies enable us to scale efforts while preserving and exploring depth. It’s a game-changer for businesses looking to move beyond surface-level data and unlock meaningful consumer and customer insights. https://lnkd.in/dev9A-wX #ovationmr #ethosapp #insights #qualitative #innovation #mrx #restech #marketresearch #AI

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Mind the Gap: Why Today’s Insights Pros Must Speak the C-Suite Language by Ed Keller is worth a read. It reminded me that as insights professionals, it’s not enough to provide data. To really be valued, we need to connect our work to business outcomes, speak the language of the C-suite, and tell stories that drive action. Sometimes we need a push in the right direction to focus on the skills that make us true partners in growth, not just data providers. Thanks to Ed Keller for the perspective, and to Greenbook for sharing this piece. https://lnkd.in/eJCmPNF9

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🍫 Hershey’s just bought LesserEvil - and no, it’s not because they were craving popcorn. 😊 This move is bigger than just another M&A headline. It signals a major shift in what “indulgence” means in today’s snack aisle. Why does this matter? Because clean-label, better-for-you snacking is the future. ➡️ And now, Big Candy wants in. Here’s what this deal tells us (source Mintel): 🌿 Consumers want snacks that do good and feel good. LesserEvil has built trust through transparency, mindfulness, and simplicity - something legacy brands can’t fake overnight. In fact, 46% of US consumers avoid artificial colorings, and 34% prioritize natural claims. 💬 Brand + Community = Modern Value. Hershey didn’t just buy products. They bought a mission, a vibe, and a loyal fanbase. And that’s smart - because 58% of US consumers pay attention to a brand’s mission or social purpose, and 62% say it matters that a brand stands for something they believe in. 🔍 The old playbook is done. It’s no longer enough to just taste good. Brands must mean something. 51% of US consumers want clearer food and drink labels, and 34% trust “zero” claims - proof that transparency is now a baseline expectation, not a bonus. So what can other brands learn? 💪 Your purpose is your power. Stand for something early, and stay consistent. 💡 Don't chase scale - chase soul. If you build a brand people love, the scale (and maybe the acquisition offers) will follow. 🚀 Innovation beats imitation. There's only one LesserEvil. The next breakout brand will look - and sound - very different. What do you think - smart move by Hershey’s or too little, too late? If you're a brand builder - how are you staying relevant in the age of clean-label snacking? Drop your take 👇 #CPG #SnackingTrends #BetterForYou #CleanLabel #BrandPurpose #FoodInnovation #ConsumerInsights

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