Marketing Research Community
Topic: Tracking Consumer Behavior Patterns with Data
Facilitator: Steven Shinkle, Category Manager, Nestle Waters
As Category Manager for the Kroger Team at Nestle Waters, Steven’s main focus is shopper behavior in the beverage landscape. Consumers are changing their typical beverage choice for a beverage experience. To be successful in trends that are changing quicker every year, we have to ingrain ourselves in consumer data that helps us see the trends. Products today have to be developed not for taste, but for an experience and taste.
Steven’s experience started with a degree in Economics, that was highly focused on data models and statistics. Driving into consumer behavior with data, become an instant match for his career. Having the ability to track consumer behavior patterns with data has always been one of his strengths since entering the CPG Industry. In Cincinnati, we are spoiled being able to leverage Kroger’s 84.51 Shopper Card data, which allows us to see not only what a household is buying, but what else they are buying. How many times do they buy the same products? What else do they purchase in that same basket? We can even look into the demographics of those shoppers – What is the household income? Do they have children living at home? What stage of their life are they in?
All of these come in to play when you need to make a specific brand successful in a beverage landscape that has a 100 other items in it.
About this Community: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
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