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Marketers Need a New Dimension in Consumer Targeting

As people changed routines during the COVID-19 pandemic, their consumption needs and purchasing patterns varied significantly. Additionally, demographics, generational influences and life displacements are increasingly shaping new consumer appetites.

Marketers need to add a dimension to consumer modeling to account for these ongoing, pronounced shifts and engage precise audiences with more personalized content and offers. This session will present key research-based findings and recommendations for how marketers can change the course of communications and show how the essential role of snacks and sweets differs by life stage; how marketers can successfully adapt communications to people in new situations; and where and when marketers can engage these audiences to support purchase.

June 25, 2021 | 11:30 am 12:10 pm

Peter Picard has more than 25 years in consumer research, account management and strategic planning at top global communications agencies. Prior to Blue Chip, Peter served as executive vice president, senior methodologist at TRU, the premier youth research and insights firm in the U.S. He has hands-on experience with many candy and snack brands including Blue Bunny ice cream, Bomb Pop, Pirate’s Booty, Haribo, M&M Mars, Wrigley, Nature Valley, Pepperidge Farm and Keebler. At Blue Chip, Peter leads the agency’s strategic planning and research practice. He has led key agency research initiatives, most recently monitoring consumer behavior shifts due to the pandemic.

Sonja Evans brings more than a decade of experience in brand management, strategic development, consumer insights and storytelling to Blue Chip’s clients. Sonja leads business intelligence for Blue Chip, keeping the agency and clients on the leading edge of marketing, retail and consumer trends. She leads the agency’s thought leadership efforts including white papers, presentations at national industry conferences, webinars and more.