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The Startup CPG Podcast

#143 Qualitative Consumer Insights: Sara Schor, Schor Insights & Strategy

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 21 May 2024

⏱️ 61 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

This episode was sponsored by Hummingbirds. Go to hummingbirds.com/startupCPG
This episode was sponsored by Cin7. Go to cin7.com/startupcpg
This episode was sponsored by Grassroots Marketing. Schedule a call at https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call)


Join Daniel Scharff in this episode of Startup CPG Podcast as he delves into the intricacies of consumer research methodologies with Sara Schor, principal of Schor Insights & Strategy, a specialized boutique agency focused on consumer insights and brand strategy. From qualitative to quantitative approaches, they explore the art of crafting effective discussion guides and surveys to extract actionable insights. Sara shares riveting anecdotes, showcasing the profound impact of small yet powerful insights.


Discover how understanding consumer behavior drives strategic brand development. Learn from Sara’s flexible collaboration approach, tailored to diverse budget constraints, and her unwavering focus on meaningful outcomes over rigid structures.

Don’t miss this invaluable tips on leveraging qualitative research techniques to reshape brand identities and unlock growth opportunities.


Tune in now!


Listen in as Sara shares about:


  • Qualitative Research vs Quantitative Research
  • Choosing the Right Methodology
  • Sample Size and Statistical Significance
  • Qualitative Research Design and Objective Setting
  • Different Qualitative Methodologies
  • Challenges of Focus Groups
  • Cost-effective Recruitment
  • Aided vs. Unaided Questions
  • Consumer Insights and Brand Strategy
  • Cost and Collaboration


Episode Links:

Schor Insights & Strategy’s Website

Sara’s LinkedIn
Sara’s Email: sara@schorinsights.com

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.



Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)


Cin7 Links:

Hummingbirds Links:

Grassroots Links: 


Transcript

Click on a timestamp to play from that location

0:00.0

Imagine this. You get accepted into a new regional chain. Hooray! Now, the race to drive velocity begins, but awareness plays are so expensive, demos, displays, coupon programs, the list goes on.

0:14.0

But what if there was a way to connect with millennial women, some of the most important shoppers out there, to actually go into the store, buy your product,

0:21.6

and then post about it to their trusted friends and neighbors.

0:24.6

Well, now there is. Meet Hummingbirds, the new platform that connects your brands with real shoppers in a specific city.

0:31.6

Hummingbirds lets you set up your campaign, match with the local birds who are interested,

0:36.6

and then track the social

0:38.0

impact of the campaign. It's such a cool concept to hear about a product from someone from my own

0:43.3

community that I know and trust rather than some big-time influencer who might not even be relevant

0:48.4

in certain zip codes. To learn more, check out hummingbirds.com backslash startup CPG,

0:55.4

and you can even register for a chance to win a free custom-managed program.

1:00.3

Terms and conditions apply.

1:02.0

Please visit the website for details.

1:03.9

Good luck.

1:19.6

Thank you. I love getting those that can have a real meaningful impact on decisions made for brands.

1:25.6

It is always amazing to hear the voice of the customer,

1:29.0

especially as a founder, you know, folks who create something from scratch, they have a vision,

1:34.1

they have an idea. Oftentimes, it's this amazing thing and they get quite far just based on

1:39.7

their own gut instinct. And that's where I might be able to help out or the work. Getting insight

1:45.9

is really where you can tap into those broader perspectives that will help you grow your brand and

1:50.7

scale. Hello, my dear CPGers. Today's topic nerds out into one of my favorite areas of

1:58.4

CPG, which is consumer insights. Not everybody knows you don't

2:02.1

need to be a billion-dollar brand to do great research. There are plenty of ways to do it that are

...

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