Terri Hall’s commitment to her clients is partnering with them to set strategic priorities and seeing this through to activation, evaluation and optimisation. Her rise in the market research industry has been fast tracked from a graduate to Client Service Director for Kantar TNS Australia in just six years. Today Terri leads a team focused in Brand and Communications research across multiple categories including FMCG (alcohol, non-alcoholic soft drinks, savoury and sweet snacking and simple meals), insurance, kitchen appliances, education, and financial services. She deploys formative methodologies and ran the company’s first touchpoint prioritisation ‘Connect’ study in Australia aligned with her focus of helping clients effectively navigate their touchpoint strategy to guide ROI.
Terri also has experience in Innovation and Product Development, working large-scale category studies informing and prioritising consumer demand spaces, market delivery, innovation territories and brand strategy. She also oversees a specialist team running fast, cost efficient concept and product testing. Terri has lived in Australia for 18 years, but remains strongly connected to her roots in New Zealand, with frequent trips to Queenstown for family (and the wine!). A keen long distance runner, she likes a challenge. This included NZ’s ‘Routeburn’ 35 kilometre trail run in 2017.
Co-Presenters: Helen Kerr
How do marketers make investment decisions with so many options to choose from? Marketers have largely accepted that their landscape is increasingly fragmented with a vast array of touchpoints to reach and hopefully influence consumers. The insights industry plays a vital role alongside behavioural data to shaping the right touchpoint strategy within this landscape. Without survey data, there are critical blind spots as to the impact touchpoints have on consumers’ minds and emotions. But is ‘in-the-moment’ research the key? To borrow Daniel Kahneman’s thinking, to really understand touchpoint impact, we must go beyond methodologies capturing responses of the ‘experiencing self’ to those from our ‘remembering selves’.
Our experiencing self deals with millions of experiences and our System 1 brains does an excellent job at filtering most of them. Distinguishing between relevant and irrelevant experiences is best done when relying on memories of experiences, and despite industry buzz around mobile ‘in-the-moment’ surveys; there’s evidence suggesting they may not be the right solution in this case.
Our in-field study for The Coca-Cola Company (TCCC) compares results from mobile in-situ response versus online survey response. Co-presenting with TCCC, we’ll reveal: