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How Hormel Foods Successfully Applies Jobs-to-be-Done to Innovation

Posted on October 25, 2021 by Monika Rogers

Many of today’s successful teams are applying a Jobs-to-be-Done (JTBD) framework to redefine product categories and identify new opportunity areas for their brand. Among those success stories is Hormel Foods’ consumer insights team.

Maximizing the Success of New Products

Posted on October 11, 2021 by Monika Rogers

Launching a product or service that no one wants is like throwing a party that no one attends. The number one way to get some insurance on your innovation ideas? Invite your customer to the product development team by using online research communities. Injecting the voice of the consumer is essential to generating new ideas and validating them at the same time. And generating rapid, iterative insights throughout development is the fastest way to get there.

Putting Jobs-to-be-Done Theory into Practice

Posted on September 22, 2021 by Monika Rogers

Jobs-to-be-done is a framework for better understanding customer behavior. While conventional marketing focuses on market demographics or product attributes, Jobs Theory gets to the root cause of behavior to expose the functional, social and emotional dimensions that explain why customers make the choices they do. People don’t simply buy products or services – they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities.

Myths and Realities of Consumer Insights in 2021

Posted on August 31, 2021 by Monika Rogers

Between market disruptions, leadership changes, new strategic priorities and remote work, insights pros have not "gone back" to pre-pandemic life, nor have they arrived at a new “normal" yet. So how are successful teams navigating the constant change?

A Guide to Agile Insights for Consumer Product Teams

Posted on August 23, 2021 by Monika Rogers

Consumer insights pros understand that the world of innovation is becoming more agile. Agile research enables teams to build better products, experiences and brand communications in a quick and affordable way. Leading research solutions deliver major advantages over traditional marketing research approaches by leveraging online technology, qualitative engagement and AI-driven analysis to make research faster and more collaborative.

6 Mistakes That Prevent Accurate Market Research

Posted on August 09, 2021 by Monika Rogers

Accuracy is one of the top criteria that senior marketing professionals look for in market research. But what exactly is “accurate” market research, and how do you ensure it’s part of your efforts? Let's dig more deeply into what accurate research truly means, some key mistakes companies make, and how you can avoid them. 

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