Creating Success Through In-Market Testing

with Neal Heffernan and Susan Stacey

In the midst of today’s disruptions, FMCG brands, marketers, and retailers need to Think Ahead. In this episode, we sit down with GfK's Susan Stacey and Neal Heffernan who help us understand how to optimize brand innovations for long-term success. Tune in for an in-depth look at the dos and don'ts of effective testing.

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This episode features

Neal Heffernan

Neal Heffernan
EVP, GfK Sales Effectiveness North America

With over 25 years of experience in the CPG and retail industry, Neal leads the GfK Sales Effectiveness team here in North America. He oversees the design, execution and analysis of marketing ROI studies utilizing retailer loyalty card data and in-market controlled store tests for manufacturers and retailers. As an expert across advanced research methodologies, Neal is a frequent speaker at industry conferences and has been the subject matter expert in news articles including the New York Times.

Susan Stacey_Square

Susan Stacey
SVP, Consulting, Shopper & Retail Strategy

Susan Stacey is an accomplished Consumer & Shopper Insights professional with over 30 years’ experience in the Consumer Packaged Goods industry.   As a senior vice president of GfK’s Retail & Consumer team, Sue  leverages her extensive experience with syndicated, consumer & shopper data to identify the right solutions to meet client needs and provide actionable insights. Prior to joining GfK in 2015, Sue held management positions with other insights organizations including Spire and IRI.

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Whitepaper: Design FMCG products for real-world success

In a new GfK eBook, GfK's Neal Heffernan (EVP, Sales Effectiveness) offers eight tested steps manufacturers can take to give their new SKUs the best chance of real-world success. Drawing on decades of retail testing experience, Heffernan takes an in-depth look at the dos and don'ts of effective testing. 

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This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.