On this week's episode, we talked to Michael Keplinger about a topic we don't normally get to explore - consumer packaged goods. Which is crazy, because after our conversation, it's hard to imagine an industry that's more about understanding customers, inside and out. 🟠About Michael Keplinger Michael Keplinger is a partner at SmashBrand, an agile brand strategy agency for consumer packaged goods that specializes in a complete approach to market research, product design, and testing. After earning a degree and early career in computer engineering, Michael’s entrepreneurial drive took hold and he soon found himself developing market strategies for his own consumer product business and he quickly found a talent for connecting seemingly unrelated dots to discover room for innovation and opportunity. At SmashBrand, Michael makes ample use of his philosophy regarding consumer products, that the key to success is about seeing everything from the eyes of the consumer and anticipating how they will react to a product or message. Michael currently leads SmashBrand’s research team to develop strategies for clients and to optimize various aspects of branding and packaging through testing. This best-foot forward approach to optimizing from a consumer perspective is likely the single biggest impact on marketing any brand can do, and over the past decade, he has developed an agile methodology and proven platform for consumer testing and integrated it directly into SmashBrand’s entire process. Just imagine where a consumer product could go if you already knew it would work! 🟠Connect with Michael Keplinger Follow Michael Keplinger on LinkedIn: www.linkedin.com/in/michaelkeplinger/ Follow Smashbrand on LinkedIn: www.linkedin.com/company/smashbrand/ Follow Smashbrand on Twitter @smashbrand Check out Smashbrand’s product design on their website: www.smashbrand.com 🟠Would you like to read the full interview? Access the transcript on our blog at : https://voicesofcx.com/finding-the-why-behind-the-buy-in-consumer-packaged-goods-michael-keplinger/?utm_source=soundcloud&utm_medium=description 🟠Connect with the Voices of CX Follow Worthix on LinkedIn www.linkedin.com/company/worthix And Follow Worthix on Twitter: @worthix Follow Mary Drumond on LinkedIn www.linkedin.com/in/marydrumond/ And Follow Mary Drumond on Twitter: @drumondmary 🟠About Voices of CX Podcast The Voices of CX Podcast is a podcast that covers all things business strategies, customer decision insight, empathetic leadership practices, and tips for sustainable profitability. With a little bit of geeking out on behavioral science, A.I. and other innovation sprinkled in here and there. The guests span multiple industries, but all of them have years of experience to bring to the table. 📩Got something to say about CX or want to be featured on the show? Let us know! Email the Producer ([email protected]).

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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