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Vivian Martin: Former VP, Consumer Insights at General Mills, 3 lessons from a 35-year career
How did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career.
In this episode we cover:
1. How personalization and origin stories can grow brands
2. Nature Valley's turnaround in the 1990s (inspired by consumer research)
3. The danger of creating plans that are too detailed (secret of "stumbling forward")
4. How to lead an international team despite cultural differences
See the full show notes:
https://diggingforinsights.com/18-2/
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By Stephen Griffiths
4.9
2323 ratings
How did foundational consumer research transform Nature Valley snack bars into the billion dollar brand it is today? In this episode, we hear from Vivian Martin, a retired VP of Consumer Insights from General Mills who shares her personal stories from her 35-year career.
In this episode we cover:
1. How personalization and origin stories can grow brands
2. Nature Valley's turnaround in the 1990s (inspired by consumer research)
3. The danger of creating plans that are too detailed (secret of "stumbling forward")
4. How to lead an international team despite cultural differences
See the full show notes:
https://diggingforinsights.com/18-2/