Episode # 72. A very informative visit with The Connell Group's Patty Klingbiel.

On today's show we spend time with Patty Klingbiel - The President at the market research firm - The Connell Group.  Patty and the team at The Connell Group have been helping consumer packaged goods (CPG) brands of all sizes, and at all stages of their lifecycle, plot a growth path forward successfully for many years.  On today's show some of the topics we cover in depth include:     1) The need for absolute clarity in who your target audience is- not who you think they are (or hope they are!)- but knowing who they are.   2) The importance of understanding where your brand fits into the category you participate in and why the retailer should believe you can help grow their category.   3) The baseline research an emerging brand should execute to understand their brand, their category, and their consumer prior to embarking on the expense of retail expansion and A&P commitment.   4) She also covers how to write and test product concepts with consumers so that you understand the potential positionings and product benefits that the consumer will spark to.  Hint: it is often not what you initially think!   To hear views on these points and others, please give the episode a listen.  Your odds of success may very well improve!   Enjoy the show!  Please subscribe to the Road 2 Retail podcast on Apple podcasts, Spotify or our YouTube channel.  You can also follow us on LinkedIn.  Please share the show with a colleague and leave us a review.