From The Lens Of The Consumer

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“Successful youth and family marketing efforts must be grounded in a deep understanding of the needs, motivations, and interests of today’s kids and parents.”

- Brady Darvin, Vice President of Consumer Insights

Strottman’s Core Beliefs

 

Strottman believes that successful family marketing must be grounded in a deep understanding of the needs and motivations of the family target, with special focus on the needs and motivations of the family “gatekeeper” (i.e., Mom).  With that in mind, our Consumer Insights department conducts a mix of both primary qualitative (i.e., talking to consumers directly) and quantitative (survey) research with both moms and kids as part of the development process of any premium program.  Both are supplemented by comprehensive  secondary research from a wide variety of public and syndicated data sources.  Our unique methods maximize data quality while minimizing both time and costs.

 

Talking to kids and their parents not only helps us make our clients smarter about their customers, but also directly inspires and influences what we design and manufacture.  From gauging moms’ reactions to a potential licensing partner to making sure kids intuitively understand how the premiums and toys we make operate, we translate our insights into tangible results for our clients.

 

Strottman’s clients frequently depend on us to provide both project-specific and ongoing analysis of consumer and industry trends.  The basis for such secondary data analysis consists of Strottman’s investment in a varied arsenal of the most trusted sources of both public and syndicated data, including LexisNexis, Nielsen, and Mintel, among others.

 

But the real power of our agency’s trend analysis capabilities comes from our talent. Strottman’s Vice President of Consumer Insights is known by our clients as a veritable walking encyclopedia when it comes to current news and trends that are relevant to our clients’ businesses.  Not only does he provide regular updates to our clients about their competitors, industry health, and legislative issues, but he has been invited to speak in numerous public forums by organizations ranging from the Federal Trade Commission to the Institute of Medicine, to Kellogg’s own Nutrition Symposium.  His consumer and trend analyses have also been published in trade magazines including Kidscreen and Confectioner (see below references). 

 

Our Thought Leadership

Our published and publicly-recognized work demonstrates that no matter what industry our clients are in, Strottman goes far beyond the normal agency’s role in understanding the issues that matter most to them.

  • Invited as an expert speaker on childhood obesity before the Federal Trade Commission, the National Academies of Science, and the World Health Organization.
  • Only agency representative appointed to California Governor Arnold Schwarzenegger’s “Get Healthy California” task force, working directly with the California Secretary of Health & Human Services on anti-obesity programs.
  • Invited expert speaker to the National Confectioner’s Association Conference, 2006 and 2007, to speak on the topic of how marketers can help promote physical activity in kids.
  • Led the messaging development group for the Ad Council’s “Coalition for Healthy Children.”

Articles published and lectures presented:

To discuss any of these articles, please contact Ron Coughlin at coughlin@strottman.com
or call 949.623.7937.