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*This episode of Ponderings from the Perch is brought to you by curioninsights.com. When your brand needs answers and not opinions, you need the smart team at Curion.*
Most B2B brand teams don't have a market research insights problem; they have a wrong-question problem.
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney sits down with Christopher Brace, founder and CEO of Story Legacy, a qualitative research partner built around uncovering the emotional territory behind customer insights that get extracted from surveys, focus groups, and research panels but rarely explain why anyone actually buys.
A brand can run a flawless market research insights process and still spend years quietly sliding toward the same shelf as everyone else. Industry data already places a significant share of grocery categories within two signs of stagnation, and that share is only projected to grow. By the time it does, the difference between a trusted name and whatever's cheapest that day will have already disappeared.
"A brand sliding into stagnation doesn't happen overnight," Brace explains. "But what does happen is one unfixed business challenge after another."
A wrong assumption about why people buy can quietly drain a budget for years before anyone catches it. It just resurfaces on someone's desk next fiscal year, dressed up in different language, waiting to be mistaken for a new problem.
Music written and performed by Leighton Cordell.
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