Live from #TMRE14: Under Armour - Serving Consumers from Day 1

Cassie Lopez, Senior Manager of Consumer Insights at Under Armour, discussed how her company evolved to serve consumer needs at TMRE 2014.

"Click Clack" means nothing to the average person but for anyone's who's ever played football, it's the last sound you here before you enter a stadium.

They started with the basics, focus groups, brand tracker, and implementation. They received some mixed reactions to their newly launched consumer insights team.

As a market researcher you have to market your research.

Create Relevance:

Consumer need
Idea
product
Message
Channel
Merchandise

Keys to Success:

Build a network: ambassadors, determine "areas of influence," align projects with key needs
No big reveals: don't spring negative findings on people
Treat suppliers like teammates: establish culture fit
Know your audience: compel them to respond immediately
Prioritize: align the strategic leaders

Create a rolling resource for ad hoc requests...but be discriminating

ABOUT THE AUTHOR

Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.