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Welcome to BrandSpark’s Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, Shoppers Insights and innovation.

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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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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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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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