By Kelly Pellico There are a few things in life—like gum or glue—that are guaranteed to stick. Everything else takes a bit more planning. Making your segmentation stick? That may require a lot of planning. The benefits of segmenting your market for more effective targeting have been proven—less wasted spend and maximized sales. That’s…
By Kelly Pellico In a Forbes article on 2024 marketing trends, one sentence really stood out to me: “Modern consumers want more than endorsements; they crave genuine and authentic relationships with influencers.” The notion that people crave authenticity, even within their influencer relationships, isn’t a surprise. But it does beg the…
Left to right: Ivayana Liggins, Gabrielle Rosser, Robyn Rouse By Ivayana Liggins I had a mentor for a long time when I was younger, and throughout middle school and high school I had a variety of mentors that supported me academically and professionally. These mentors shaped my journey and I was left with deep gratitude…
Vital Findings is excited to welcome Iwan Thomis as Chief Strategy Officer. He joins Jason Kramer, Chief Research Officer, and Amanda Hirsch, President, to lead the next chapter of Vital Findings’ growth. Iwan was most recently a Partner at Material+ where he led relationships across technology and fintech brands. Prior to that, he was Chief…
By Kelly Pellico One of the things Vital Findings is best known for is our design. Data is complex. Stakeholders are time-strapped. The importance of visualizing each and every insight in simple and highly engaging ways can’t be understated. As one client recently remarked, “The beautiful reports help with socialization and attention spans, which…
By Kelly Pellico One of the most important elements of any partnership is enjoying who you’re partnered with. Of partnering with Vital Findings, a client recently said this of the team: “Not only are they crazy smart, great at what they do, a true partner and extension of our team, they are also great…
By Kelly Pellico One of the most important elements of any partnership is enjoying who you’re partnered with. In that spirit, I’d like to introduce you to a few of my amazingly bright and talented colleagues. First up? Please meet Brian Thompson, who leads our tech and entertainment verticals. Brian is incredibly smart but…
By Kelly Pellico Breaking your market into groups of people with similar core needs and interests leads to more effective targeting, less wasted spend and maximized sales. That’s why segmentation studies are so critical, and why most companies have done one. But how long do you hold on to your segmentation before it’s time…
By Guest Writer Asking the right questions of the right people. That’s the heart of research. For some studies, like market-sizing, a general audience is critical to the work. But in much of what we do at Vital Findings, niche audiences are required to effectively answer the business question at hand. People with diabetes,…
By Kelly Pellico In our last blog on the importance of simplicity, we touched on the complexity of today’s working culture; endless cycles of back-to-back meetings and exhaustion from our reliance on digital screens. According to research from Microsoft, our work calendars are out of hand. It’s reported that the heaviest Teams users spend…