What's hiding in consumer blind spots that brands need to uncover?
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and President and Head of Client Consulting at Nailbiter, Gram Bowsher, about capturing authentic consumer behavior through their proprietary in-the-moment video methodology, videometrics. They dive into how Nailbiter's approach provides deeper customer insights than traditional survey methods while removing recall bias that often plagues market research.
Shopping habits continue to change. Ever wonder how brands stay competitive despite these changes? They discuss how brands face challenges in understanding shopper behavior across multiple touchpoints—from pre-shop research to in-store decisions to online price comparisons. Nailbiter's methodology allows brands to quantify consumer behavior at scale through human coding of video data, offering both the statistical validity of large sample sizes and the rich context of seeing consumers make purchase decisions in real-time. This combination of quantitative data with qualitative depth helps brands address issues from new product launches to packaging problems to retail optimization. "Traditional survey methodologies put a lot of burden on the person answering the questions," Bowsher explains. "We [want] to find a better way to open up that black box that [exists] in the industry."
McKinney and Bowsher also talk about the powerful insights revealed when brands see beyond demographics to understand the complexity of human shopping behavior. While age, gender, and income might influence purchase criteria, shopping behaviors and attention patterns are remarkably consistent across demographic groups. Nailbiter's market sizing capabilities help brands understand what's happening in the aisle and why certain products succeed while others struggle. It’s the difference that translates into a competitive advantage.
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