Getting to Know Your Consumers as Real People with Britta Schell

Real Food Brands Marketing Podcast

We use a lot of different terms to describe the groups of people who buy our products and love our brands (tribes, consumer groups, personas, end users...) but at the end of the day they are each real people and we want to get to know them as much as possible so we can create products that truly solve their problems and bring them joy. But how do you get the information you need to do this?

Today on the Real Food Brands Podcast, host and Food & Bev Brand Strategist Katie Mleziva has a conversation with Britta Schell, a research and insights consultant who helps brands unlock growth by gaining a deeper understanding of their users. In this episode, we talk about how to create a consumer-first mentality that keeps their needs at the heart of everything you do in your food business.

In This Episode:

• Why it’s important to be an advocate for your consumer.
• How documenting an ideal consumer profile(s) can help guide your business decisions.
• What to do if the people buying your products are not who you expected to buy.
• How research can reveal untapped potential for growth.
• Why it’s important to humanize your marketing research.
• The difference between primary and secondary research, and resources to find credible sources of research.
• The common pitfalls for brands conducting their own research.

Resources:

• Britta Schell Consulting
• Connect with Britta on LinkedIn
• Connect with Katie on LinkedIn
• Real Food Brands Brand Checkup Scorecard
• Real Food Brands Marketing Roundtable Facebook Group
• Real Food Brands website