Navigating Shopper Promiscuity Challenges in Today's Market with Devora Rogers
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How does real human interaction reveal opportunities in marketing?
Nothing reveals opportunities and challenges in the way that talking to humans does. It just doesn't. We feel that brands have to put in the work and ultimately get answers from real people dealing with real challenges that either your company can or cannot solve.
What makes 'Right About Now' a top business podcast?
This is Right About Now with Ryan Alford, a Radcast Network production. We are the number one business show on the planet with over 1 million downloads a month. taking the BS out of business for over six years and over 400 episodes. You ready to start snapping next and cashing checks? Well, it starts right about now.
Hey guys, what's up? Welcome to Right About Now. We're always talking about what you need to know now in business, even life sometimes. I'll give you some life advice, but I'm probably more the marketing and business guy. And that's why I like to bring the best the brightest and some of the smartest people in the industry on the show and sometimes we venture back into like the things that i always was kind of had my hands in in the agency world less today with the podcast network but definitely you know keeping a pulse of what's happening in marketing and research and what brands are thinking about and ultimately you know i gotta go to the source that's why we got we've got the research poet We have the Chief Strategy Officer of Alter Agents. It is Devorah. What's up, Devorah?
Hey, how's it going, Ryan? Good to be with you.
Yes, appreciate you coming on. I don't always get to get my nerdy marketing hat on, but I kind of want to get it on today. Let's do it. In the beautiful LA Santa Monica area, correct? Yeah. Yeah. What is it? Is Alter is Alter agents. I mean, is it is it look, feel, act like an ad agency? I know you're not involved in the marketing campaigns, but in many ways, is my mind in the right place?
How does Alter Agents differ from traditional ad agencies?
Yeah, we're a we're a full service research shop. So research shops tend to be a little bit different than ad agencies.
Yeah.
Our offices aren't as cool. We got rid of our office during the pandemic, which has been great. We're fully remote and the team loves it. And it's given us access to amazing talent all over the U.S. But yeah, we have a little I came from that agency world. So we have a little ad agency in us. You know, we give off one day a month just because I feel like that's an ad agency thing.
Yeah, exactly. It also brings me flashbacks of focus groups in New York sitting there talking to people about Test Man and Can You Hear Me Now, which was one of the first campaigns I worked on back in the day for Verizon. If you worked in New York and you didn't work on Verizon at some point, then you just didn't cut your teeth right. But are focus groups still a thing?
Are focus groups still relevant in market research?
I'm going to give you the German answer, which is jein. Yes and no. Look, if you enjoy traveling and going and having shitty food in a back room while people talk about things for days on end, then you might do focus groups. And some people still do that. But honestly, we have moved to virtual focus groups because you get better respondents. Yeah. Um, you know, people just don't want to leave their houses right now. So it's like, if we do a focus group in LA, getting people on time in, you know, at four o'clock in the afternoon, traffic's bad. It's just really hard. Um, so we do them, but I would say judiciously and more and more, we're moving to something we call mobile ethnographies. They've also been called selfnographies, which is really freaking cool.
Yeah. We the agency research, we always go with the best names of shit. It's like it just sounds important, but it is important. And that's why I was so thrilled, you know, when your people reached out and it's. For our audience, it's important for people to kind of know what the sentiment of today is. What's motivating shoppers and consumers? How does one learn what's doing those things? What are the techniques today? What should we list? And sometimes when I have brilliant people like you on the show, it's like, almost what you don't do and what you don't listen to sometimes, because I feel like the inputs can be so confusing now because the channels are at, that's the thing that just blows my mind with you doing what you do.
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Chapters
8 chapters
1
How does real human interaction reveal opportunities in marketing?
0:00–0:20
2
What makes 'Right About Now' a top business podcast?
0:20–2:03
3
How does Alter Agents differ from traditional ad agencies?
2:03–3:00
4
Are focus groups still relevant in market research?
3:00–6:53
5
What is 'shopper promiscuity' and how does it affect brand loyalty?
6:53–9:35
6
How do brands balance performance marketing with brand building?
9:35–12:01
7
Why is familiarity crucial in building brand loyalty?
12:01–16:26
8
How are consumer preferences shifting in traditional categories like milk?
16:26–44:39
Speakers
3 identifiedMore from Right About Now - Legendary Business Advice
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