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WHY UNDERSTANDING SHOPPER MINDSET IS CRITICAL TO SHOPPER MARKETING SUCCESS

Sep 20, 2016 by BrandSpark

BrandSpark dives deep into the psyche of shoppers to gain a deeper understanding of their mindset and how it impacts shopping behaviour. A BrandSpark study of over 130 consumer packaged goods categories among shoppers across Canada and the United States reveals that a person’s mindset shifts as they move from one category to the next within the in-store environment.  This body of work will equip brand marketers and shopper marketers with critical insights to better align their marketing activity with the mindset of their target shopper.  Aligning a products communication to how a shopper thinks about a particular product category will improve marketing efficacy.   Download document




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Canada’s most trusted consumer packaged goods (CPG) brands announced: 20,000 Canadians vote for their most trusted brands in national survey

May 15, 2017 by BrandSpark

Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies trusted brands named in 115 Categories   TORONTO, ONTARIO (May 11, 2017) – Leading market research firm BrandSpark International today announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. The results were tabulated from the annual BrandSpark Canadian Shopper Study where more than 20,000 consumers determined Canada’s most trusted Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies brands. “We live in a time where decades of brand trust can instantly be destroyed in 140 characters or less. Consumer trust is critical for brand survival,” said Robert Levy, President and CEO of BrandSpark International. What builds brand trust? “Canada’s top CPG brands, the ones that dominate in their categories, have built consumer trust by offering a positive and consistent product experience. They frequently build on this trust with meaningful innovation while maintaining a perception of strong value,” said Levy. “These brands also offer a product experience that appeals to a vast majority of consumers in their category.” A recognized brand remains a crucial way for shoppers to identify products and set expectations about quality and value. […]




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BEST NEW PRODUCT AWARDS ANNOUNCES 2017 WINNERS AS VOTED BY AMERICAN CONSUMERS

May 15, 2017 by BrandSpark

Companion American Shopper Study of 10,000 Consumers Reveals Almost Half of American Shoppers are Less Brand Loyal and Also Keenly Interested in Deals Fueling NEW YORK, NY (April 26, 2017) – Leading independent market research firm BrandSpark International has just announced the winners of the 2017 Best New Product Awards (www.BestNewProductAwards.com), the leading consumer-voted CPG awards program in North America. The Best New Product Awards (BNPAs) cover four major consumer product categories: Food & Beverage, Beauty & Personal Care, Household and Kids. This year’s 31 winning products are: Best New Product Awards 2017: LIST OF WINNERS BY CATEGORY BEAUTY & PERSONAL CARE Category Winning Product Conditioner Pantene Expert Intense Hydration Conditioner Facial Mask L’Oréal Paris Pure Clay Mask Lip Color Burt’s Bees Lipstick Shampoo Pantene Expert Intense Hydration Shampoo Men’s Body Wash Old Spice Hardest Working Collection Body Wash Dirt Men’s Deodorant/Antiperspirant Old Spice Hardest Working Collection Invisible Solid Odor Blocker Lasting Legend Mascara/Primer L’Oréal Paris Voluminous Primer Women’s Deodorant/Antiperspirant Secret Fresh Antiperspirant and Deodorant Invisible Solid, Cool Waterlily FOOD & BEVERAGE Bread ALDI Specially Selected Brioche Buns Coconut Water ALDI Nature’s Nectar Coconut Water Cooking Oil/Spray Thrive® Culinary Algae Oil Eggs ALDI SimplyNature Organic Cage Free Brown Eggs Flavored […]




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Winners of BrandSpark International’s 2017 Best New Product Awards announced from a survey of 20,000 Canadians

May 15, 2017 by BrandSpark

Toronto (March 20, 2017) – Today BrandSpark International announced the results of their fourteenth annual Best New Product Awards (BNPA) where more than 20,000 Canadians voted on the latest and greatest new health and beauty, food and beverage and household products in 50 different categories. BrandSpark also surveyed Canadians about their shopping habits for everyday consumer packaged goods (CPG) products. A complete list of BNPA winners follows. More information about the Best New Product Awards can be found at www.BestNewProductAwards.biz. “Over the past fourteen years, Canadian shoppers have informed us via the BrandSpark Canadian Shopper Study that the Best New Product Awards has become the most credible and influential CPG awards program,” said Robert Levy president of BrandSpark International and founder of the BNPAs. “With thousands of new products launched into the marketplace every year and many new ways to buy products including e-commerce sites, consumers are looking for ways to identify which products are really the best and deserving of their dollars.” Peer reviews are the new word of mouth helping Canadians make better purchase decisions “Our data informs us that one of the biggest growing consumer trends is peer reviews,” added Levy, “and 80 per cent of Canadians […]




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E-Commerce: Helping Canadians Get Better at Shopping

Mar 29, 2017 by BrandSpark

Canadians shopping habits are constantly evolving with more shoppers turning to online platforms than ever before. However, that does not mean that bricks and mortar is going extinct anytime soon. When it comes to in-store and online purchases it just keeps getting better and better for shoppers. Online shopping is giving consumers new opportunities to shop and save better in-store.  5 in 10 Canadians will browse online and then shop in-store. Consumers are educating themselves: they’re comparing prices, checking for promotions, determining what products to buy and where to buy them. The E-commerce channels are exciting and revolutionary. When browsing in your regular bricks and mortar store, not much changes. In contrast, there is always something new when visiting Amazon.ca or other E-commerce platforms. New features and benefits are simplifying the shopping experience for consumers. For Canadians, 8 in 10 want to save money and feel proud when they do so. The online world is now helping the shopper get better at saving money, while also allowing them to have more fun during the path-to-purchase process. Canadian shoppers are doing much more online purchasing, with 68% using Amazon to shop online. The top 5 most commonly bought items include: 1.) […]




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2016 American Marketers Survey

Sep 21, 2016 by BrandSpark

The results are in for the 1st Annual NYAMA BrandSpark American Marketers Survey.  Conducted in April and May 2016, the survey captured the views of 661 marketers across the United States, representing a range of major industries.  Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions, and ROI perceptions Download document




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BrandSpark International Announces Canada’s Most Trusted Retailers as Voted by 7,500+ Canadians in a National Shopper Study

Apr 11, 2016 by BrandSpark

  BrandSpark International Announces Canada’s Most Trusted Retailers as Voted by 7,500+ Canadians in a National Shopper Study Canadian shoppers most trusted retail brands named across 16 categories and by region TORONTO, ONTARIO (April 11, 2016) – Leading market research firm BrandSpark International today announced the 2016 BrandSpark Most Trusted Awards winners for Retailers across Canada. The results were based on the annual BrandSpark Canadian Shopper Study. “Whether shopping for food, health and beauty products, toys, car parts, clothing, household items, or other goods, shoppers want to walk into stores they trust to deliver great value, strong selection, and quality goods. Now shoppers can find out which retailers were voted most trusted by other shoppers in a national survey,” said Robert Levy, President and CEO of BrandSpark International. “The annual BrandSpark Most Trusted Awards honours the retail and product brands that Canadians trust most, those they would recommend to friends and neighbours.”




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BrandSpark International surveys 8,500 Canadians about their favourite restaurants and new menu items

Feb 26, 2016 by BrandSpark

Where do Canadians like to eat when on the run? What are their favourite new restaurant menu items? BrandSpark International surveys 8,500 Canadians about their favourite restaurants and new menu items Toronto (February 24, 2016) – Where do Canadians like to eat and how are their dining habits shaping the country? Marketing research firm BrandSpark International conducted a national survey of more than 8,500 Canadians about which quick service restaurants (QSRs) they frequent and how their dining habits are shaping the country and restaurant menus. The results were announced today in the second annual BrandSpark Best Restaurant Awards that identify Canadians’ favourite QSRs. Highlights include: The changing face of McDonald’s (with more people recognizing them for best tasting coffee than burgers); the continued battle for coffee and specialty coffee supremacy; and Subway taking the lead on healthy menu items overall. In addition to the Best Restaurant Awards, the company also announced the winners of the companion Best New Menu Items Awards. The changing face of McDonald’s – today known for coffee versus burgers McDonald’s either won or tied in 14 of the 28 categories in the 2015 Best Restaurant Awards, including winning best QSR for breakfast, lunch, dinner, and drive-thru […]




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4 Ways to Get Shoppers Interested (and Sharing)

Dec 03, 2015 by BrandSpark

By Jay Sheldon To break through to people as they shop for groceries and other everyday products, retailers and brands must think outside the box – or underneath the tent. All photos have been submitted by real Shopper Army members on various missions!   After we asked members of our Shopper Army to share what they are noticing on their shopping trips, they sent a flood of photos to us! And from those hundreds of pictures, a pattern emerged of ways that retailers were effectively engaging shoppers. These methods basically broke down into four approaches:   1) Offering an engaging atmosphere: retailers and brands offered a break from the ordinary shopping atmosphere with merchandising extras that ranged from putting up tents to arranging produce in an eye-pleasing arc instead of a straight line.   All photos have been submitted by real Shopper Army members   2) Helping shoppers achieve their aspirations: shoppers notice and appreciate retailers’ efforts to help them become their better selves. Whether consumers want to eat healthier, become a better cook, or practice more effective parenting, many of their decisions while shopping reflect who they are – and who they want to be. Savvy retailers and brands use their […]




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Launch Pad Issue 2 – Intro

Dec 03, 2015 by BrandSpark

By Robert Levy Engagement is imperative with CPG   In this edition of BrandSpark’s Launch Pad, we are drawing upon our decade of tracking consumer reaction and attitudes towards new products.  What we have known for many years is that consumers don’t pay nearly as much attention to the new products brands are launching as marketers and their accountants would like (see Phil’s article in Launch Pad 1 for more about this).  Where engagement is low, is it possible to improve the situation and ROI? The answer is yes – as you will find out if you read Kevin and Jay’s great articles.  Kevin talks about the “Beauty of Uselessness” drawing on the very successful approach we have adopted in our new Shopper Army community engagement platform.  Jay tapped into our Shopper Army community and they helped us understand what the 4 key factors are in drawing attention in the store – the final chance for marketers to get shoppers to notice and buy.  As well, Mark goes back into the ongoing dialogue with our Shopper Army members with the Shopper Army Chatbox where we connect consumers directly to the brands. Enjoy. We hope you find your time with Launch Pad […]




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The Beauty of Uselessness

Dec 03, 2015 by BrandSpark

By Kevin Lee Design & Brand Communications Specialist   Brands such as Shopper Army and Google have reaped great rewards from practicing uselessness to gain engagement. But execution remains the key to success.   If you’re a marketer trying to expand your brand experience and engage your target audience, you already know that you need to strategize and revitalize. And with Web 2.0, the possibilities are endless! But here’s a crazy idea: What if following an instinct to over-intellectualize serves more to make your brand run-of-the-mill than unique? What if the overbearing goal of boosting your return on investment is actually the very thing hurting ROI? Consider an approach that we at Shopper Army HQ call “the beauty of uselessness.” That is, sometimes the most trivial details, which may seem like a waste of time, can run unexpected marketing marathons for your brand in a powerful mélange of content and engagement. At Shopper Army, we make a point of integrating small details into our processes to help immerse members in our missions and to craft a complete brand experience. We come up with superfluous mission names like “Operation: I Don’t Think We’re Ready for this Jelly.” We send little toy soldiers out […]




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Kim’s Corner: Top 5 New Products from the list of 2016 Best New Product Awards USA entries

Oct 09, 2015 by BrandSpark

Kim Diamond and the Shopper Army   From Yoplait Plenti to Bounty with Dawn, these five 2016 Best New Product Awards are innovations that are attracting attention.  Best New Product Awards (BNPA) for the USA are back and better than ever in their 8th year! They identify uniquely innovative products that stand as the best of the best in the highly competitive CPG market. As the BNPA’s senior program director, I get to work alongside the incredibly talented marketers behind these new products. I also get to peek at which products are gaining traction during the nomination process. And now, so do you! I’ll be sharing some of the entries from among the BNPA nominees, focusing on products with interesting innovations. We thought it would be fun to see what Shopper Army members had to say by asking them for their honest opinions, both pro and con. And in two days, we received more than 200 takes on the five new products I selected for the first Kim’s Corner. I also will share some of their responses.  In the end, the winners will be decided in our large annual survey of shoppers who actually have tried the products. I will […]




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Welcome to the Shopper Army Chatbox

Oct 09, 2015 by BrandSpark

Mark Saffran Research & Operations Specialist, Shopper Army We here at Shopper Army HQ are constantly striving to connect brands and consumers in new and exciting ways. From turning dreary one-sided focus groups into dynamic Rendezvous Missions, we believe that both parties can gain a deeper insight into the other through engaging in a direct dialogue. That’s why we’ve created CHATBOX. Every time we speak we’ll be bringing you responses from real Shopper Army members across North America to your questions, as well as bringing to you the burning questions that consumers have on their minds.     Now it’s your turn! Want to reply to one of these questions? Please click here to respond directly to the Shopper Army with your thoughts. Of course, CHATBOX is a two way street and you can ask your very own questions. Ask your question in the survey and we’ll include the shoppers’ responses in the next CHATBOX.




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Even Great New Products Need Time To Find Their Market (USA)

Oct 09, 2015 by BrandSpark

  Philip Scrutton Director, Consumer Insight   Products may come out of the chute as Best New Product Award winners, but their second and third years can be when marketers turn these hit innovations into long-term strong contributors to the top and bottom lines. As innovation becomes increasingly important to achieving meaningful product and brand differentiation, and to maintaining price margins in the face of intense competition, the product life cycle is moving faster than ever. While brands are successfully introducing many consumer-resonant innovations (such as the 2015 Best New Product Awards [BNPA] winners), it is more difficult to find the resources to continue to give them the marketing support they need as they head into their second and third years of existence. Yet all but the biggest blockbuster products head into their second year with a majority of category shoppers who simply aren’t aware of the product yet. At just this approximate point in their cycle, the average BNPA finalist saw just 34 percent of its’ category shoppers aware of the product. This means that even a strong set of innovative products – most of them hand-picked by brands or the BNPA team as those with a good shot […]




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Launching the Launch Pad!

Sep 23, 2015 by BrandSpark

Welcome to the first issue of BrandSpark’s Launch Pad e-newsletter.  At BrandSpark, we help CPG brands develop, launch and support new products.  In Launch Pad, we will draw upon the experts in our BrandSpark Custom research division, our Best New Product Awards, our BrandSpark Most Trusted Awards Programs, our new highly engaged Shopper Community platform – Shopper Army – and, of course, our industry-leading annual BrandSpark Canadian Shopper Study. In the inaugural issue of Launch Pad, we focus on new products — highlighting some innovative entries in the 2016 Best New Product Awards program, as well as  why it is so hard for brands to launch new products successfully. We also introduce our Chatbox interactive-engagement platform with members from our new Shopper Army, giving you specific insights into the ways your customers think and also letting you interact directly with them.




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Kim’s Corner: Top 5 New Products from the list of 2016 Best New Product Awards entries

Sep 23, 2015 by BrandSpark

Kim Diamond Senior Director, Best New Product Awards From Reese Snacksters to Cracker Barrel Special Reserve Cheese, these five 2016 Best New Product Awards are innovations that are attracting attention. Best New Product Awards (BNPA) for Canada are back and better than ever in their 13th year! They identify uniquely innovative products that stand as the best of the best in the highly competitive CPG market. As the BNPA’s senior program director, I get to work alongside the incredibly talented marketers behind these new products. I also get to peek at which products are gaining traction during the nomination process. And now, so do you! Each time in “Kim’s Corner,” I’ll be sharing some of the entries from among the BNPA nominees, focusing on products with interesting innovations. We thought it would be fun to see what Shopper Army members had to say by asking them for their honest opinions, both pro and con. And in two days, we received more than 200 takes on the five new products I selected for the first Kim’s Corner.  I also will share some of their responses.   We asked the Shopper Army to give us both the Pros and Cons… just to keep […]




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Welcome to the Shopper Army Chatbox

Sep 23, 2015 by BrandSpark

Mark Saffran Research & Operations Specialist, Shopper Army   We here at Shopper Army HQ are constantly striving to connect brands and consumers in new and exciting ways. From turning dreary one-sided focus groups into dynamic Rendezvous Missions, we believe that both parties can gain a deeper insight into the other through engaging in a direct dialogue. That’s why we’ve created CHATBOX. Every time we speak we’ll be bringing you responses from real Shopper Army members across Canada to your questions, as well as bringing to you the burning questions that consumers have on their minds.   Now it’s your turn! Want to reply to one of these questions? Please click here to respond directly to the Shopper Army with your thoughts. Of course, CHATBOX is a two way street and you can ask your very own questions. Ask your question in the survey and we’ll include the shoppers’ responses in the next CHATBOX.




Read More
 

Even Great New Products Need Time To Find Their Market

Sep 23, 2015 by BrandSpark

Philip Scrutton Director, Consumer Insight Products may come out of the chute as BNPA winners, but their second and third years can be when marketers turn these hit innovations into long-term strong contributors to the top and bottom lines.   As innovation becomes increasingly important to achieving meaningful product and brand differentiation, and to maintaining price margins in the face of intense competition, the product life cycle is moving faster than ever. While brands are successfully introducing many consumer-resonant innovations (such as the 2015 Best New Product Awards [BNPA] winners), it is more difficult to find the resources to continue to give them the marketing support they need as they head into their second and third years of existence. Yet all but the biggest blockbuster products head into their second year with a majority of category shoppers who simply aren’t aware of the product yet. At just this approximate point in their cycle, the average BNPA finalist saw just 37 percent of its category shoppers aware of the product. This means that even a strong set of innovative products – most of them hand-picked by brands or the BNPA team as those with a good shot at earning a real-purchaser-based […]




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P&G Leverages Shoppers’ Opinions for New Product Launch

Jun 01, 2015 by BrandSpark

When Procter & Gamble was testing one the biggest extensions in several years of its major dental-care brand, Crest Pro-Health [HD] two-step toothpaste system, the launch had an army to back it up. Not just the usual army of P&G sales reps and ad agencies, but also a “shopper army”: an engaged online audience of thousands of consumers who eagerly had taken the trouble to tell the company what they thought of the concept, to try the actual product in their own mouths, to share their perceptions and reactions via social media and other digital means, and then to follow up by displaying continuing interest after Crest Pro-Health [HD] was introduced in February.




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Asian Shoppers Get Digital Along the Path to Purchase

Dec 03, 2014 by Mark Baltazar

Are you looking to connect with Chinese, other East Asian, and South Asian shoppers in Canada? These fast growing segments of the population have piqued the interest of marketers, who are looking for ways to connect with them. While the role of digital media continues to increase in the lives of Canadians overall, it has an even larger role to play in connecting with Asian Canadians.




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Infographic: Flyer Readership in Ontario

Nov 20, 2014 by BrandSpark

A BrandSpark International & Metroland Media study indicates that, despite many marketers feeling pressure to move to digital advertising and online flyer options, many consumers still look to print for information about shopping, even among younger demographics




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Where do Canadians like to eat? BrandSpark International surveys 6,000 Canadians about their favourite restaurants and new menu items

Oct 03, 2014 by BrandSpark

Where do Canadians like to eat and how are their dining habits shaping the country? BrandSpark International conducted a national survey of more than 6,000 Canadians about which quick service restaurants (QSRs) and which full service restaurants (FSRs) they frequent and how their dining habits are shaping the country and restaurant menus. The results were announced today in the first ever BrandSpark Best Restaurant Awards that identify Canadians’ favourite quick and full service restaurants. Highlights include an intensifying coffee war, Canadians seeking healthy food items that don’t sacrifice taste, and an increased demand for high quality ingredients. In addition to the Best Restaurant Awards, the company also announced the winners of the companion Best New Menu Items Awards.




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BrandSpark International + Magazines Canada Win 2014 Gold FIPP Research Award

Jul 07, 2014 by BrandSpark

BrandSpark International is no stranger to awards in excellence; the company has been handing out awards for innovation globally for more than ten years. Today, the marketing research and insights company has been recognized for its efforts by the worldwide magazine media association with a 2014 Gold FIPP Research Award for its ‘Media Connections Study’ conducted with Magazines Canada linking magazine and other media to the consumer “Path-to-Purchase.”




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2014 Mobile Personas

Jul 02, 2014 by BrandSpark

BrandSpark has recently launched its popular Mobile Personas Study for the US market. Mobile Personas is the most comprehensive study of its kind informing mobile strategy. Now available in Canada, the US and China.




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Uncovering the 4 Critical Needs of Canadian Shoppers Part 3: Health

Apr 16, 2014 by Robert Levy

Health is a major concern for many Canadian consumers. 7 in 10 shoppers surveyed in the 2014 BrandSpark Canadian Shopper Study admitted that they were concerned about their personal health, while nearly 8 in 10 were concerned about the health of their families. Despite such high levels of concern, there are significant gaps between what Canadians think they should do to improve their health and what they actually do.




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How Dads Shop Differently than Moms – and Why it Matters

Mar 28, 2014 by Denis Hancock

Women, and more specifically moms, have long been the core target for most CPG marketers – and for good reason given the sheer size, buying power, and influence of the segment. But over the last few years there has been a notable trend of men, and particularly dads, taking a more active role in shopping for the family. We expect this trend to continue, and for dads to become an increasingly important segment for marketers to understand – particularly given how little attention has been paid to them in the past. To that end, BrandSpark conducted a detailed analysis of the BrandSpark Canadian Shopper Study to get insights into how dads shop differently than moms.




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7 Principles of Persuasive Packaging

Mar 03, 2014 by Mark Baltazar

In a recent BrandSpark International study, we found that only one third of consumers knew exactly which brands they were going to buy on their next visit to the grocery . A product’s packaging is the last opportunity a marketer has to convince the shopper that their product is superior and worth buying compared to the many options stocked right beside it. Packaging can make a difference in whether a shopper considers your product, buys it and even whether they are willing to pay a premium for it.




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Press Release: BrandSpark announces the launch of the first annual Best New Menu Item Awards

Feb 27, 2014 by BrandSpark

TORONTO, Feb. 27, 2014 /CNW/ – Which new quick service menu items do Canadians think are the best? Market research firm BrandSpark International wants to know. BrandSpark, the research company behind the Best New Product Awards (BNPAs), Canada’s most credible awards program, brings their research expertise to the quick service restaurant (QSR) industry with the launch of its national restaurant awards program – the Best New Menu Item Awards (BNMI Awards).




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Uncovering the 4 Critical Needs of Canadian Shoppers Part 2: Innovation

Jan 31, 2014 by Robert Levy

Canadians are interested in trying new products and respond enthusiastically to innovation. In fact, this is a global reality: 7 in 10 shoppers surveyed in the 2013 BrandSpark Global Shopper Study agreed that they like to try new products. Shoppers’ interest in new products has been a consistent theme ever since we started conducting the BrandSpark Shopper Studies over 10 years ago. This is not surprising given the consumer notion that “new” really means “better”: 59% believe that research & development lead to better products[1]. It makes sense then that Canadian shoppers are on the hunt for new products that can improve their lives.




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Press Release: More than 95,000 Canadians reveal their most trusted consumer packaged goods brands for 2014

Jan 23, 2014 by BrandSpark

BrandSpark International announced Canada’s Most Trusted Brands 2014 for consumer packaged goods (CPG) determined by a poll of more than 95,000 Canadians. “Brand trust is important when deciding what to buy. Our study shows more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product,” said Robert Levy, President and CEO of BrandSpark International. Canadians named their Most Trusted Brand in sixty CPG categories.




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Press Release: The shopping habits of more than 100,000 Canadians are revealed with BrandSpark’s annual Canadian Shopper Study

Jan 15, 2014 by BrandSpark

January 14, 2014 (Toronto, ON) – The BrandSpark Canadian Shopper Study is Canada’s most comprehensive source of insights about Canadians’ shopping habits for everyday food and beverage, health and beauty, household and kids products that Canadians regularly purchase. Now in its eleventh year, the study surveys Canadians about their everyday purchasing decisions and their attitudes towards such topics as food and nutrition, health, media habits, the economy, the environment, and new technology. More than 100,000 Canadian shoppers participated in the 2014 study.




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The 6 Dimensions of a Marketing ROI Culture

Dec 16, 2013 by Mark Baltazar

BrandSpark’s 2013 Canadian Marketers Survey revealed that improving Marketing ROI is the #1 priority for marketers – a result which has been consistent for eight years running. What makes this such a challenge for many organizations is that improving Marketing ROI isn’t a process to be implemented, but rather a culture to be adopted. And while every culture will have its own unique characteristics, organizations that successfully implement a Marketing ROI culture typically share the following 6 traits.




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Uncovering the 4 Critical Needs of Canadian Shoppers

Dec 16, 2013 by Robert Levy

In today’s competitive CPG landscape, understanding what drives consumers’ purchasing decisions is crucial for both product manufacturers and retailers alike. In this series of posts, we’ll explore the attitudes of Canadians shopping for their everyday Food, Beauty and Household products (CPG Shoppers) and compare these attitudes to the shopping behaviour of consumers around the world.

Over the last 10 years, 4 themes have consistently appeared as key drivers of shopper behaviour for consumer packaged goods. 4 critical motivators drive shopping behaviour:Value, Innovation, Health and Convenience.




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BrandSpark International is Blogging!

Dec 16, 2013 by BrandSpark

Welcome to BrandSpark’s blog Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, marketing ROI and innovation. It is a reflection of our thinking, our insights and how we view the world of brands, consumers and shoppers. Some of our posts will be strictly of our opinions developed from our experiences working with leading brands. In other posts we will share our insights based on research we have conducted. We hope you enjoy and benefit from our Insights & Ideas.




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