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Market research is a vital tool for businesses looking to grow and thrive in today's competitive marketplace. It involves gathering, analyzing, and interpreting information about your target market, competitors, and industry trends. By doing so, market research can provide valuable insights that can help guide business decisions and strategies. In this blog, we will explore eight practical ways in which market research can help grow your business. 1. Provides Competitive Advantage In a highly competitive business landscape, having a competitive advantage is crucial for success. Market research allows you to gather intelligence about your competitors, including their products and services, pricing strategies, and marketing tactics. By understanding what sets your competitors apart, you can identify opportunities to differentiate your own business and stand out in the marketplace. 2. Identifies Opportunities in the Marketplace Market research helps businesses identify new opportunities in the marketplace. By gathering information about consumer needs, preferences, and behaviors, you can uncover unmet needs or gaps in the market that your business can fill. This can lead to developing new products or services or expanding into new markets. 3. Tests for Success Before launching a new product or service, testing its potential for success is essential. Market research allows you to gather feedback from your target audience and make adjustments before investing significant time and resources. This can help minimize the risk of failure and increase return on investment. 4. Provides a Better Understanding of Your Customers Understanding your customers is key to developing effective marketing strategies and building strong relationships with them. Market research can provide valuable insights into your target audience's demographics, buying habits, and preferences, allowing you to tailor your products and services to meet their needs effectively. Bonus Tip: Use Market Research to Improve Customer Satisfaction Customer satisfaction is a crucial aspect of business success. By using market research, businesses can gather feedback on customer experience and identify areas for improvement. This can lead to increased customer loyalty and retention, ultimately contributing to long-term business growth. 5. Develop Relevant Products and Services Market research helps businesses develop products and services relevant to their target market. By gathering feedback and understanding consumer needs, businesses can create offerings that address specific pain points or fulfill desires. This increases the likelihood of success and helps build customer loyalty. 6. Spots Emerging Trends Businesses can stay ahead of emerging trends in their industry with market research. By monitoring market data and consumer behavior, businesses can identify emerging trends and adjust their strategies accordingly. This allows for early adoption of new technologies or shifts in consumer preferences, giving businesses a competitive edge. 7. Helps in Minimizing Risk Any business decision carries some level of risk. Market research helps minimize this risk by providing valuable insights into potential challenges and opportunities. By understanding the market and consumer behavior, businesses can make more informed decisions that reduce the likelihood of failure. Bonus Tip: Use Market Research to Stay Ahead of Industry Disruptions In today's fast-changing business landscape, market disruptions can happen at any time. By regularly conducting market research, businesses can stay informed about industry trends and potential disruptions, allowing them to adapt and pivot quickly. This can help businesses maintain a competitive edge and avoid being caught off guard by unexpected changes in the market. 8. Helps in Evaluating Business Success Finally, market research plays a crucial role in evaluating the success of business strategies and initiatives. By tracking key performance indicators such as sales, customer satisfaction, and brand awareness, businesses can measure the impact of their market research efforts. This allows for continual improvement and refinement of strategies, leading to long-term business growth. Bonus Tip: Leverage Market Research for Effective Marketing Strategies Market research allows businesses to understand their target audience's needs and preferences, making it an essential tool for developing effective marketing strategies. By tailoring messages and channels to reach the right audience, businesses can increase their chances of success and stand out in a crowded marketplace. Conclusion In today's fast-paced and competitive business landscape, market research is essential for businesses looking to grow and succeed. By providing insights into competitors, opportunities, customers, trends, and risks, market research can guide businesses in making informed decisions that lead to business growth. If you're looking to take your business to the next level, consider incorporating market research into your strategies and decision-making processes. Seek the assistance of experienced market research professionals, like Driven to Succeed, LLC. We hope these tips have provided valuable insights into how market research can help your business grow. If you need our help, please let us know. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

In the next few years, the world of marketing and advertising is set to undergo some major changes. The rise of technology, shifting consumer behaviors, and increased focus on ethical practices are all factors that will shape the future of this industry. In this blog post, we will dive into seven predictions for marketing and advertising in 2024. Rise of AI-Powered Marketing Artificial intelligence (AI) has already made a significant impact on the marketing world, and this trend is only set to continue. In 2024, we can expect to see more companies harnessing the power of AI for their marketing efforts. This includes using AI-powered tools for data analysis, personalization, and targeted advertising. AI will also play a bigger role in content creation. With the ability to generate personalized and optimized content at scale, AI will revolutionize the way brands communicate with their audiences. First-Party Data Becomes the New Standard As consumers become more aware of data privacy concerns, there has been a shift towards first-party data collection. First-party data refers to information collected directly from customers, such as their purchase behavior and preferences. In 2024, we can expect this trend to reach its peak. With stricter data privacy regulations in place and consumer trust becoming increasingly important, brands will rely heavily on first-party data to understand and target their audiences. Video Marketing Dominance Video marketing has been on the rise for years now, but by 2024, it will dominate the marketing landscape. With the rise of streaming platforms and short-form video content on social media, video has become the preferred medium for delivering brand messages. Brands will need to invest in high-quality video production and distribution strategies to stay relevant in this competitive space. Additionally, we can expect to see more interactive and immersive video experiences, such as virtual and augmented reality. Social Commerce Boom Social media platforms are becoming more than just a place to connect with friends. In recent years, social commerce has taken off – the ability to make purchases directly on social media platforms. With the rise of influencer marketing and shoppable posts, brands can reach their target audiences seamlessly through their favorite social media channels. This trend will only continue to grow, making social commerce a key component of any successful marketing strategy in 2024. Increased Focus on Brand Purpose and Social Responsibility Consumers today are more socially conscious than ever before. They expect brands to not only provide quality products and services but also make a positive impact on society. In 2024, we can expect to see a greater emphasis on brand purpose and social responsibility. Brands that align with their customers' values and take meaningful action toward societal issues will gain the trust and loyalty of consumers. Privacy Centric Marketing Privacy has become a hot topic in recent years, with data breaches and privacy scandals making headlines. As a result, consumers are becoming more cautious about sharing their personal information online. In 2024, privacy will continue to be a key concern for consumers. Brands will need to adopt a privacy-centric approach to their marketing efforts, ensuring that they are transparent about data collection and use. Continued Shift Towards Streaming and CTV Traditional TV advertising is on the decline, with streaming services and connected TV (CTV) becoming more popular among consumers. In 2024, this trend will continue, with more people cutting the cord and opting for streaming options. Brands will need to adapt their advertising strategies accordingly, focusing on digital ad placements rather than traditional TV commercials. This shift also presents new opportunities for targeted advertising and personalized messaging. Conclusion The world of marketing and advertising is constantly evolving, and these predictions give us a glimpse into what lies ahead in 2024. As marketers, it is important to stay on top of these trends and adapt our strategies to stay ahead of the curve. The future is exciting, and we can't wait to see how these predictions unfold in the years to come. Let's not forget, however, that these are just predictions and the marketing landscape can change in an instant. As we enter this new era of technology and consumer behavior, marketers need to stay agile and always be ready to pivot their strategies. Employing the services of a professional market research agency, like Driven to Succeed, LLC, can help. Reach out to us with any questions. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

In the era of personalized marketing, businesses are constantly seeking strategies that can help them reach their target audience more effectively. One powerful strategy is customer segmentation. This post will explore the concept of customer segmentation and its role in crafting targeted marketing messages. What is Customer Segmentation and Why is it Important? Customer segmentation is a marketing strategy that involves dividing a company's customer base into groups that share similar characteristics. These characteristics could be demographics, purchasing habits, interests, or behaviors. The importance of customer segmentation cannot be overstated. It allows businesses to understand their customers better, tailor their marketing efforts and products to meet specific needs, and ultimately, improve customer satisfaction and loyalty. By understanding who their customers are and what they want, businesses can deliver more relevant, personalized, and effective marketing messages. Different Types of Segmentation Strategies There are several types of customer segmentation strategies that businesses can use: Demographic Segmentation: This involves grouping customers based on demographic factors like age, gender, income, education level, and marital status. For example, a luxury car brand might target high-income individuals over 40. Geographic Segmentation: This involves grouping customers based on their location, such as city, state, country, or region. A clothing retailer, for instance, might target warmer clothing to customers in colder regions. Psychographic Segmentation: This involves grouping customers based on their lifestyle, personality, values, and attitudes. A travel agency might target adventure-loving individuals for their adventure tour packages. Behavioral Segmentation: This involves grouping customers based on their behavior, such as their purchasing habits, product usage, and brand interactions. A software company might target frequent users with special offers to upgrade their software. Crafting Targeted Messages for Each Segment Once you've meticulously segmented your customer base, the next subsequent step is to devise personalized marketing messages tailored to each unique segment. This involves curating content that strikes a chord with the specific desires, needs, and inclinations of each identified group. For example, let's consider a segment comprising young professionals who are always on the go. The marketing messages for this category might emphasize the convenience and time-saving aspects of your product - perhaps it's a meal prep service that delivers healthy, ready-to-eat meals, reducing the time spent on grocery shopping and cooking. On the flip side, for a segment of retirees who are conscious about getting the most value out of their purchases, your marketing messages could underline how your product offers excellent value for money. Perhaps it's a subscription service that provides unlimited access to a variety of entertainment options, making it a cost-effective choice compared to purchasing individual books, movies, or music. The precision of your customer segmentation has a direct bearing on the potency of your marketing endeavors and the efficiency of your marketing and media spend. A misjudgment in identifying your target audience could lead to squandering resources on marketing initiatives that fail to resonate with your customers. This can result in a subpar return on investment and potentially alienate potential customers. In contrast, accurately pinpointing your target audience ensures that your marketing messages are on target, leading to heightened engagement, improved conversion rates, elevated levels of customer satisfaction, and increased return on investment. It's here that market research and creative agencies can be invaluable. Inspired by insightful market research, creatives bring experience and expertise in crafting targeted messages. They possess a deep understanding of customer behavior and market trends, enabling them to tailor messages that not only attract but also retain customers, increase engagement, and drive loyalty. This proficiency can be particularly beneficial in dynamic markets, where customer preferences change rapidly, and staying relevant is key. By partnering with professionals, you can ensure that your marketing messages always hit home, maximizing the impact of your campaigns and boosting your business growth. Examples of Successful Customer Segmentation & Targeting Strategies Several companies have successfully leveraged customer segmentation to craft targeted marketing messages. For instance, Netflix uses behavioral segmentation to recommend shows and movies based on a user's viewing history. Similarly, Amazon uses both demographic and behavioral segmentation to recommend products based on a user's browsing and purchasing history. In conclusion, customer segmentation is an essential strategy for any business looking to craft targeted marketing messages. It enables businesses to understand their customers better, tailor their marketing efforts, and ultimately, drive business growth. Ready to target your marketing messages for your customers? Visit our Sales & Marketing Message Consulting page to learn more about our services. Contact us today to get started on your journey to more effective marketing. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com. Answers to your Customer Segmentation questions Q: What is customer segmentation and why is it important in marketing? A: Customer segmentation is the practice of dividing a company's customers into groups that reflect similarity among customers in each group. These segments can be based on various factors like demographic characteristics (age, gender, income), geographic location, buying habits, interests, and more. For instance, a fitness apparel brand might segment its customers into groups like young professionals, college athletes, or older adults. The importance of customer segmentation in marketing cannot be overstated. By understanding these segments, businesses can tailor their messaging and offers to meet the specific needs and preferences of each group. For example, the fitness apparel brand could target its "college athletes" segment with ads for high-performance clothing around the start of the school sports season. This targeted approach often leads to higher engagement, better conversion rates, and increased customer loyalty. Q: How does customer segmentation improve advertising campaigns? A: Advertising campaigns significantly benefit from customer segmentation. By creating visuals and messages that resonate with specific customer groups, businesses can increase the relevance of their ads, leading to higher engagement and better campaign performance. For instance, a car manufacturer might use different imagery and messaging for ads targeting "family-oriented buyers" (emphasizing safety features and space) versus "environmentally conscious buyers" (highlighting fuel efficiency and eco-friendly manufacturing processes). Q. Why should I hire a professional to help my business develop targeted marketing messages? A. Hiring a professional firm, like Driven to Succeed, LLC, to help craft targeted marketing messages for your customers is beneficial because they bring expertise in customer segmentation, a crucial component in personalized marketing. They understand how to analyze your customer base and divide it into distinct groups based on various factors such as demographics, buying habits, and preferences. This allows them to create tailored messages that resonate with each group, enhancing engagement and conversion rates. Furthermore, professionals have the experience and tools to monitor and adjust strategies based on market trends and customer feedback, ensuring that your marketing efforts remain effective and relevant. By investing in professional help, you can maximize the impact of your marketing campaigns and foster stronger relationships with your customers. Q: Can customer segmentation impact other areas of business besides marketing? A: Customer segmentation impacts areas of a business beyond marketing as well. In sales, understanding customer segments can help teams develop personalized strategies to close deals. In product development, insights from customer segments can guide the creation of products or features that address specific customer needs. For example, a software company might develop different product features based on whether their customer segment is "small businesses" versus "large corporations". In customer service, teams can tailor their support approach based on the expectations and preferences of different customer groups. For instance, a younger, tech-savvy segment might prefer self-service options and chat support, while an older segment might appreciate more phone support and step-by-step guidance.

In a dynamic marketplace with increasing cost pressures, market research is the compass that guides strategic decision-making. It provides crucial insights into customer behaviors, industry trends, and competitive landscapes. However, conducting thorough market research can be a costly endeavor, often straining the budgets of businesses. This blog explores effective strategies for maximizing your research budget and saving on market research costs. Understanding Market Research Costs There are several stages of market research, including: Research Design: This involves creating a research plan, formulating research questions, and deciding on the research methodology. Data Collection: This is the process of gathering information from various sources, which could range from online surveys to in-person interviews or focus groups. The cost of data collection includes technology platform use, respondent recruiting, and incentives. Data Analysis: This stage involves processing the collected data to extract meaningful insights. At Driven to Succeed, we believe it’s important to correlate the research insights to the business objectives. We leverage first-hand experience leading global iconic brands to provide actionable recommendations. Report Writing and Presentation: The final stage involves presenting the findings in a comprehensible format. Data is exciting for a few and overwhelming for most. Therefore, storytelling is a critical component of a skilled market research firm. When key stakeholders understand and embrace the findings and recommendations, it leads to faster decision making that accelerates business outcomes. There are numerous research methods to choose from. Primary research methods, such as interviews and focus groups, can be expensive due to the logistical and manpower costs involved. On the other hand, research methods like online data mining or online surveys can be more cost-effective but may provide fewer specific insights. We often say that data analysis tells the “what,” and qualitative research uncovers the “why.” Strategies to Maximize Your Market Research Budget Despite the potential high costs, there are several strategies to save on market research expenses: Leverage free or low-cost online tools: Numerous online tools offer robust capabilities for data collection and analysis at little to no cost. Google Forms, SurveyMonkey, and social media analytics tools are just a few examples. These tools can be appropriate for post-event surveys, customer satisfaction surveys, and simple questions that don’t require complex analysis. Utilize existing internal data: Before embarking on new research, consider the wealth of data you already possess. Customer databases, sales records, and website analytics can all provide valuable insights at no additional cost. Be cautious in case the data is outdated. Focus on key research questions: A clear focus can help avoid the unnecessary expense of broad, unfocused research. By honing in on specific research questions, you can ensure your research efforts yield the most bang for your buck. Choose cost-effective research methods: Depending on your research questions, less expensive methods like online surveys might be just as effective as more costly approaches like focus groups. Collaborate with universities or research institutions: These entities often conduct their own research and may be willing to share their findings at a reduced cost, or even for free. The Role of Technology in Cost-Effective Market Research The advent of technology has fundamentally transformed the landscape of market research, introducing a variety of tools and software that have the potential to dramatically curtail expenses. In the realm of data collection and analysis, automated systems have been instrumental in streamlining processes, thus reducing the need for extensive manual labor. Take, for example, analytics software powered by Artificial Intelligence (AI). These sophisticated platforms are capable of processing vast amounts of data at an incredible speed, with a level of accuracy that surpasses human capabilities. This not only saves a considerable amount of time but also significantly reduces the financial resources typically allocated for such tasks. Moreover, these technologies allow businesses to delve deeper into their data, uncovering insights that might have been overlooked in manual analysis. This can lead to more informed decision-making, ultimately contributing to improved business performance and profitability. In essence, technology serves as a catalyst for cost-effective market research, enabling businesses to maximize their research budget without compromising on the quality or depth of insights gathered. Case Studies: Successful Cost-Saving Market Research Strategies Many businesses have adopted innovative cost-saving market research strategies, demonstrating that valuable insights can be gleaned without exhausting your budget. Let's delve into two such case studies - a Fortune 500 company and a small business - that have successfully applied some of the strategies discussed in this blog. Case Study 1: Fortune 500 Company Leverages Existing Data A Fortune 500 company, recognizing the potential of its existing data, decided to leverage this resource to gain significant market insights. The company had vast amounts of customer transaction data, which held a wealth of information about purchasing patterns. Rather than outsourcing data collection or investing in new research, the company chose to analyze this internal data. It sifted through the sales records, identifying trends and patterns that painted a clear picture of its customers' behaviors and preferences. This approach saved the company substantial external data collection costs, in exchange for time invested by employees. Moreover, by using real-time data from its customers, the company was able to make informed decisions backed by concrete evidence. Such an approach aligns with the insights shared by GEP, a company that provides AI-powered software, strategy, and managed service solutions, on understanding the value and impact of market research (source). Case Study 2: Small Business Harnesses Free Online Tools Our second case study involves a small business that effectively used free online tools for data analysis, significantly reducing its research budget. Recognizing the cost-saving potential of these tools, the business turned to platforms like Google Analytics and social media analytics tools for data collection and analysis. These tools allowed the business to collect large amounts of data at no additional cost. They could monitor website traffic, track customer behavior, and gauge social media engagement. This data was then analyzed to provide valuable insights into their customer base and market position. The application of these online tools reflects the advice of VisionEdge Marketing and Tenato about leveraging secondary research and social media to stretch your research dollars (source 1, source 2). By harnessing the power of free online tools and existing data, both these companies were able to conduct comprehensive market research without straining their budgets. These case studies demonstrate that with strategic planning and resourceful thinking, businesses can maximize their research budgets and still gain the valuable insights needed to drive their success. The Balance between Cost and Quality in Market Research While it's important to save costs, it's equally crucial to ensure the quality of research is not compromised. This balance can be achieved by ensuring your data sources are reliable, your research methods are suitable for your research questions, and your data analysis is thorough and accurate. Engaging the services of an experienced market research firm, such as Driven to Succeed LLC, can be highly beneficial. Such agencies bring to the table a wealth of knowledge and experience in the field of market research. They have a thorough understanding of various research methodologies and can guide you toward the ones that best align with your specific research questions. This not only enhances the quality of your research but also prevents wasteful expenditure on ineffective methods. Conclusion In conclusion, while market research can be a significant investment, it doesn't have to break the bank. By understanding the components of market research, leveraging technology, harnessing existing data, focusing your research efforts, and choosing cost-effective methods, you can maximize your research budget and still gain the valuable insights you need. We encourage you to implement these cost-saving measures in your own market research activities. Remember, effective market research is not merely a function of a hefty budget, but of strategic planning and smart execution. And when in doubt, reach out to us for assistance! *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

Most businesses practice an old – even archaic – form of brainstorming. They put a cohesive team in a room and wait for great ideas to appear. This is not close to enough because they haven’t tapped into the secret sauce. What is it? The human capacity for collective brilliance. It needs a few things to flourish, and that’s my topic today. Add them and you’ll be amazed at the increased effectiveness of your ideation sessions. 1. DIVERSITY Invite a variety of people to the session. A few members of your team are OK, but consider adding sales, scientists, media folks, and even a creative person completely outside the usual cast of characters. Agency partners are great, as well. And best of all, ask a few consumers along for the ride. 2. STIMULATION To tap into inherent brilliance, we need to stimulate the brain to think outside the usual boundaries. I use our proprietary Better Ideaz™ creativity tools. They allow the brain to do what it’s really good at - connecting things. The tools ask for connections to watermelons, balloons, monster trucks, hinges, diapers, marathons … any number of stimuli. That’s nourishing food for collective brilliance. 3. DYADS I find the best ideation comes from people working in pairs. When five or six dyads are talking at the same time, there’s a creative buzz in the room that makes brainstorming more effective. Change the composition of the pairs frequently to keep the process fresh. A dyad working with a creativity tool is magic. 4. RECORDING We always use Graphic Recorders to take down the ideas. They are skilled professionals who work on wall-sized pieces of paper to make the ideas come to life. How? By combining words and pictures, colors, and icons. The notes are eye candy that automatically taps into the creative brilliance inherent in your team. 5. HOT DOTING It’s important to identify the high-potential ideas while allowing participants to remain in their right brain [the creative side]. After recording 20-25 ideas, I give participants a strip of dots and invite them up to the idea wall. They vote for their favorites without any criteria other than they like it. Placing multiple dots indicates ideas they really like. Then we repeat the process a few more times. After a half-day session, most teams generate 60-100 new ideas, and about a dozen they really love. 6. FUN! Brainstorming is meant to be fun. (If you are looking for a fun game to boost your group's energy, check out this.) Start first thing in the morning before work tasks take over. Dress casually, eat sugar, laugh, be outrageous. Fun enhances our capacity for collective brilliance … which is the Secret Sauce. If you are ready to learn more about mastering effective brainstorming techniques, check out these three books I highly recommend. They helped me launch my career as a market researcher and brainstorming facilitator. Hiring a professional agency, like Driven to Succeed, to help facilitate is a smart way to ensure you'll get the very most from your company's next brainstorming session. Contact us and we'll help you get started. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

Many years ago, I had a string of qualitative market research assignments from Clorox that resulted in several new products that proved successful at the shelf. One of the assistant brand managers on the team asked me a life-changing question. “Kaylie, you have cool ways of helping respondents be more creative. Can you do the same for me and my brand team?” The answer that would be given by any sharp marketing entrepreneur was “Yes, of course I can.” I had been part of ideation sessions before, even though I didn’t find them particularly inspiring. And now I had to figure out really quickly how to do more creative brainstorming for a major client. OMG, how do I do that? I went to a large Barnes & Noble bookstore (this was long before Amazon) and went to the business section. I was fortunate enough to find three books that helped launch my career as a market researcher and brainstorming facilitator. I still gratefully acknowledge how much they taught me and helped me jump-start a successful career. Although these books may seem dated today, you might want to read them or check out later works from the same brilliant men. JUMP START YOUR BRAIN by Doug Hall Jump Start Your Brain by Doug Hall was the first one I read. Doug Hall is a down-to-earth ideation genius who started out at Procter & Gamble, later creating his own firm specializing in brainstorming. He talks about the process, offering many important tips on improving the practice. He also writes about some tools that help participants be more creative. Later on, Doug created a facility – the Eureka! Ranch – where clients go to do their best work. I’m grateful Doug gave me permission to use one of his best tools – Don’t Sell Me – which you can read about in a past blog I wrote. THINKERTOYS by Michael Michalko This book was next. ThinkerToys opened me up to the idea that the brain needed stimuli to do more creative thinking. Michael Michalko calls them toys, whereas I call them Tools. The book details creativity tools facilitators can use, and I started there. Soon I came to realize I have a natural talent for designing new Tools that serve the same purpose. And while I now use my own proprietary Tools, I relied on Mickalko’s material for the first few sessions I led. God bless him for giving me the confidence to move forward. 6 THINKING HATS by Edward de Bono 6 Thinking Hats was the third book I discovered, written by the dean of creative thinking, Edward de Bono. His work let me see the importance of the many different skills it takes to create and fully develop ideas. I used to rely on the Six Hats in theory early on in my practice till the far-reaching strategy became second nature. His theories have morphed into the popular new model, Super Powers. Read more about that in this recent blog. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

One of the fatal flaws in old-fashioned brainstorming is a lack of diversity among the participants. It’s easy to simply invite your whole team to the session. Here’s the issue: employees are hired for their expertise and then trained to think along similar lines. They fit into an org chart with tight boundaries and are rewarded for staying within the lines of authority. These practices help the organization run smoothly. The result: a group of people who basically clone each other. And clones usually don’t create breakthrough ideas. I want to devote this blog to practical ways of solving the diversity problem. Of course, you’ll want to recruit outside your team to include employees from peripheral departments. In addition, there are at least three other types of people you should consider inviting to spice up the session. Trained Brains I learned this from one of my “book mentors,” Doug Hall. Trained Brains are people who are: (1) naturally gifted at generating ideas and (2) outgoing enough to mix well with all kinds of people. I have had the pleasure of working with an amazing Trained Brain for 25 years. At Driven to Succeed, we have several Trained Brains who bring fresh perspectives to brainstorming sessions. One is Greg, who is a fountain of creativity, and whose natural enthusiasm and positive nature help other participants do their best work. Early in the session, I often turn to the Trained Brain’s dyad to start reporting ideas because our team models how to do it clearly and succinctly. Naïve Brains This is a great addition because these folks open up all kinds of new opportunities. Naïve Brains don’t know anything special about the category you are working in (they simply have the same general knowledge as the public at large). My very first session was on charcoal and the Naïve Brain came up with the best idea of the day. Another time, I was hired to ideate on shower gel. My very smart client, Fabienne, brought on several chefs who opened up brand-new flavor options (food to soap: brilliant). Another example: I led an ideation on Irish Spring that included a tour guide of the Emerald Isle. Super Consumers The third possible component to consider is what I call Super Consumers. They participate in the category and are more creative than average. I always invite pairs of friends so the two feel more comfortable. Of course, we can recruit them and pay them well – usually $200-300 each – for attending. I treat Super Consumers exactly like every other person at the session. I start out pairing them together in the first dyad, but then mix the consumers up with other attendees. When doing a large-scale brainstorming session, these three additions will add the needed spice and variety to stretch the boundaries of possibility. If your company is ready to do some large-scale brainstorming, consider an experienced market research company, like Driven to Succeed, LLC, to facilitate a session. We'll help you stretch the boundaries of possibility and guide you toward a more effective approach. Contact us now to schedule a meeting and add some spice to your next brainstorming session. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

I met a friend of a friend at a coffee shop last week and was introduced as The Brainstorming Queen (a title I really love a lot). Turns out he has been in the corporate world for years, and he said: “Of the things I’ve done at work, brainstorming is my all-time favorite.” This is a comment I hear a lot, and I started thinking about what makes ideation so enjoyable. As I mulled it over, I think ideation at a meta-level is a combination of three things: science, freedom, and magic. Let me explain. Science We’ve learned so much about creativity, group dynamics, and particularly neuroscience since brainstorming was invented in the 1950s. There have been studies to understand creativity, and we now know the factor that is most predictive of possessing talent. It’s simply the belief that you are creative. This finding underscores one of my core beliefs: everyone is a creative genius buried under loads of barriers produced by education and societal norms. The human brain is meaning-driven. As it takes in new information, the brain attempts to match it with prior understanding. This means the brain is really good at Binding patterns and making connections. Better Ideaz™ Brainstorming works simply because it gives the brain what it craves – unexpected stimulation that automatically triggers creativity. Freedom Most of us spend our work life in organizations requiring order, control, and predictability. We mostly stay inside the box, excel at our job descriptions, and choose to be team players to get ahead. Playing it safe might be a smart strategy most of the time, but not when it comes to innovation. Better Ideaz provides a safe space where participants can say aloud whatever their minds want to express. During brainstorming, we are not interested in the “Can we do it now?” question. As Thomas Edison said, the best way to end up with good ideas is to create lots of them. That requires freedom to be chaotic, messy, and uncertain. Magic This quality is a bit harder to pin down, but I have seen it numerous times during brainstorming sessions. There is fun and laughter, permission and openness, growing confidence and expansion. When I’m at the head of the table, I can literally feel an increased energy and belief in the individual and team’s latent creative ability. Remember...the best predictor of creative ability is the belief you have it. When people see their brilliant output drawn on the wall and the hot dot votes pointing the way to genius ideas, magic is the best word to express the joy in the room. Driven to Succeed, LLC is here to help facilitate your next brainstorming session. We'll uncover the unique strengths within your team and guide you toward a more effective approach. Contact us now to schedule a meeting and make your next brainstorming session nothing short of epic. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

I was once doing a two-day intensive, teaching Better Ideaz™, our version of brainstorming that is a combination of structured spontaneity + proprietary Tools + real-time graphic recording, to a global advertising agency that included attendees from around the world. When I passed out the Super Powers Self-Evaluation, it turned out that 14 of the 18 participants had the same superpower: they were all people-centered. So the whole group had fun and got along really well, but the ideas they generated were not particularly varied. I’m not talking here about the personal superpower that expresses one’s inner nature. We all have one, and it’s often difficult to determine your own because the characteristic comes so easily that it may not seem all that interesting or useful. Even though I’ve been talking about personal superpowers for years, I couldn’t name mine until a chance conversation at a retreat in Mexico. A woman I hardly knew said my superpower was cheerleader. She nailed it! Not the pom-pom girl in a short skirt, but the enthusiastic supporter and booster of other people as they stretch and grow. I’m talking about superpowers at work. Every team needs a variety of powers, and the best teams have every one of the following represented. Here’s the list of work-related superpowers: COMMON SENSE: practical and sensible, feet planted firmly in the real world, able to provide a dose of reality when needed, invaluable check on blue sky ideas, good throughout the process. INTUITION: learns/knows at a gut level, strong confidence in trusting themselves, provides the counterbalance to overthinking with the brain, and needs a strong voice to express themselves. BOLDNESS: challenges [and often challenging, too], pushes the envelope on what’s possible, sees beyond what can be done today, peers into the future of the unseen, always courageous. OPTIMISM: stays positive, glass is half-full, supports and boosts others when the energy flags, sees the best in the ideas even when they may appear silly at first, never flagging joy and delight. ENTREPRENEURSHIP: seizes the opportunity at hand, wants to move quickly into bringing ideas into reality, wants to own and lead the idea forward, the great captain of the skunk works. PEOPLE CENTERED: gets along with others, empathizes with the needs and wants of the end-user, great advocate for higher-level benefits, and soothes any tension or conflict in the group. SWISS ARMY KNIFE: broad and versatile, jack-of-all-trades who combines all the attributes in one person, hands-on, great at creating all the pieces it takes to bring an idea into reality. PROBLEM-SOLVING: ingenious solutions to the issue at hand, cuts to the chase, sees a way through all the roadblocks, like a handyman, naturally discovers the best way forward THRIFT: value from limited resources, looks at the costs involved in design and implementation, wants to ensure the fiscal viability of the project, and watches the bottom line. DETAIL LOVING: keeps the pieces on track, may have trouble with far-out brainstorming but great close-in, vital for implementation, finds important steps others may overlook. Identifying your team's superpowers is not just about maximizing productivity—it's about fostering a well-balanced team where everyone feels valued, heard, and engaged. When everyone plays to their strengths, brainstorming sessions become epic think tanks of ideas that drive your business forward. But you don't have to do this alone. Driven to Succeed, LLC is here to help you uncover the unique strengths within your team and guide you toward a more effective brainstorming approach. Contact us now to schedule a meeting and make your next brainstorming session nothing short of epic. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

Better Ideaz™ is our proprietary system of brainstorming, and it works every time. Remember when V8 was a tomato-based vegetable juice? Our creativity Tool with sparks of flavors led to the idea of adding carrot juice, sweet potato, and honey, the sub-brand now known as Campbell's V8 Fusion. At Kellogg's, the phrase “bag lunch” sparked an idea of better-for-you snack bars for Kashi. This even works for strategies and services. Fifth Third’s Corporate Responsibility team produced over 300 ideas to support sustainability and community development. I want to summarize in today’s blog the Top 10 reasons the whole shebang has been so successful. Here goes … 1. Three-Person Leadership Teams For upfront design, there is the Captain, the Liaison, and the Facilitator. For the session itself, the team is the Facilitator, the Trained Brain, and the Visual Recorder. The three-team concept spreads roles and responsibilities so each team member always feels supported. 2. The Container The Facilitator creates an imaginary enclosed space called the Container where participants feel safe to create. The Container is a space that encourages fun, laughter, and exploration. Additionally, the Facilitator also puts their positive energy into the session and receives it back, starting a continuous loop of positivity. 3. Setting Expectations The Facilitator immediately sets high expectations about the quantity and quality of ideas that will be produced during the session. In my experience, people always rise to the level of expectations set for them. 4. The Rules The Facilitator begins the session with the Four Rules of Brainstorming so everyone is clear about the process. 5. The Tools Up-to-date ideation provides tools that stimulate latent creativity. Our creativity Tools stimulate the brain and allow it to do what it’s really good at - finding new and interesting connections. 6. Dyads We work in ever-changing dyads so people are always talking with new partners. The energy in the room pops when 5-7 dyads are working simultaneously. The increased noise level creates a positive buzz the brain enjoys, and participants know they are part of a creative whole. 7. The Table We set the table in a somewhat messy way, with a number of colorful tools already laid out. Each dyad has a pile of 11” x 17” pieces of paper and colorful pens to write with. This lets people know from the outset that something different is going on. (By the way, we facilitate virtual sessions, too, which are just as energizing and engaging as our in-person sessions.) 8. Hot Dot Voting Periodically during the session, we ask participants to vote for their favorite ideas. We’re not looking for evaluation, just a quick preference. The process is colorful and people begin to see “winners” emerging from the creative output. Then, it’s right back to more ideation. 9. Idea Evaluation The session ends with participants rating the top ideas on four criteria: usually like it, doable, fits brand, and unique. The voting provides a path forward for the winners. 10. Team Cohesion There’s an extra benefit of group brainstorming. People feel they are part of a highly creative group who have been successful at ideation and can be so in the future. And there you have it - a glimpse at our proprietary system of brainstorming, Better Ideaz™. If your company's brainstorming sessions crave structure and the spontaneity that produces extraordinary ideas, I recommend seeking the help of an experienced market research firm, like Driven to Succeed, LLC, to help with your next brainstorming session. Contact us and we will help you begin to get those great ideas flowing. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

At Imaginologie, a division of Driven to Succeed, LLC, we start every brainstorming session by sharing with the group our Four Rules of Brainstorming. Our hope is that they are framing what we are going to do together in a fun and easy-to-understand way, as well as providing a few boundaries to keep the ideation moving forward as the day progresses. Below are the words I use when explaining the Four Rules of Brainstorming to our clients. RULE 1: NO JUDGING Most of us know not to be critical of others’ ideas. We’re much more likely to judge our own ideas, afraid to say them out loud in case they sound silly or dumb. Every great idea is laughable at first because it’s new. Be brave and share what comes into your head. RULE 2: BRIDGING Ideas rarely have one parent. It’s usually a collaboration. One person may start off an idea, and then a second person says "what if we do it this way...?" and a third person adds "...and we could also include…". And so it goes on. RULE 3: QUANTITY, NOT QUALITY This rule often disturbs business folks. For our session, we want LOTS of ideas, hundreds of ideas. We’ll sort through them later, looking for ones that make the cut. Quantity of ideas was a rule of thumb for Thomas Edison, and he was a master of brainstorming. RULE 4: MISTAKE-FREE ZONE For the next few hours, there is nothing you can do that is wrong. We welcome your work role and responsibilities to the table. I also invite the whole of you to join in, including your interests, hobbies, and life experiences. Relax, have fun, and enjoy yourself. If your company's brainstorming sessions crave structure and the spontaneity that produces extraordinary ideas, I recommend seeking the help of an experienced market research firm, like Driven to Succeed, LLC, to help with your next brainstorming session. Contact us and we will help you begin to get those great ideas flowing. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.

I’m often asked how to keep order in a brainstorming session. The premise of the question is almost always based on a concern that the boss will dominate or the most outspoken people will hog the floor. That has never once been my experience in all the years I’ve been doing this work. Better Ideaz™ manages the concern in a simple way. We work in dyads, or pairs of people, that are ever-changing. That way, participants with more authority or who are more dominant can only influence one pairing at a time. And likely their dyad partner will be part of a more balanced group the next time the dyads change composition. My experience is that sessions can get out of control because people are having such a good time and their output is so creative. That’s a good problem to have. Laughter and delight are wonderful side benefits of ideating together. The only reason you want to keep order is so that the session can proceed smoothly with the goal of creating brilliant ideas. I’ve come up with a hierarchy of steps in maintaining order. 1. The most common problem is reporting ideas so fast that the Recorder has difficulty keeping up. A simple request to slow down a bit usually is all that’s needed. 2. Other times you get a soft-talker, which makes recording particularly difficult. I find asking a soft-talker to change their habit is not likely to be successful. So I like to repeat the idea in a louder voice to help the Recorder. 3. Next up is general talking that gets in the way when the whole team needs to be paying attention. This is particularly true when you are explaining how to use one of our proprietary creativity tools. I usually call for order in a voice that’s loud enough to get through the cacophony. 4. If that doesn’t work, I resort to a loud piercing whistle. I was lucky enough to learn loud whistling in a bowling alley at age 13. I’ve tried to teach many people the skill with no success at all. So if you can’t whistle, find a bell or chime that’s really piercing. And don’t worry too much if folks are startled by the sound; that’s the whole point. 5. On occasion I have to take one final step to gain enough order that the session can proceed. I call her my Third Grade Teacher persona. She sounds a bit strict (even harsh), and she certainly expects instant obedience to her instructions. She ALWAYS restores order. “Too bad for those who don’t pay attention” is the implication behind the Third Grade Teacher. Of course, you want to rely on her only if nothing else works. Have you found other ways to “ladder up” to maintain order? I’d love to hear from you. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at https://www.DriventoSucceedLLC.com.