Elisabeth MischelMember since February 2015Contact Elisabeth
- VP Instantly, Inc.
- LinkedIn: https://www.linkedin.com/profile/view?id=107579389&trk=nav_responsive_tab_profile
- Twitter: @ESMischel
- New York New York
- 10036 USA
Elisabeth Mischel joined Instantly as vice president for the insights platform, bringing with her more than 15 years of client development experience at blue chip and venture-backed firms. Prior to Instantly, Mischel served as senior vice president for business development at Nielsen Catalina Solutions (NCS), a joint venture between The Nielsen Company and Catalina Marketing. While there, she worked with large consumer packaged goods brands, including Coca-Cola, Kellogg’s, Kraft and Unilever. Elisabeth joined The Nielsen Company through its acquisition of IAG Research, where she drove industry adoption of emerging ad effectiveness data that helped lead to the company’s eventual sale.
Articles by Elisabeth All articles by Elisabeth
- Integrating Market Research Into Your Product Development Process in
Marketing: CPG on
CPG companies produce an estimated 20,000 new products each year to keep up with increasing consumer demands. Growth requires a constant stream of new ideas, product updates and whole new category innovations. Without input from the market, it's nearly impossible to ideate, test, and manufacture winning products at the speed that's needed to stay competitive in the cutthroat retail environment. As a result, CPG companies need to turn to market research to better understand, incorporate and meet the interests of consumers to help them make smart decisions about the product development process. Here are a few ways you can incorporate market research into your product development efforts.
- How Mobile Devices Are Changing Shopping and What CPG Marketers Can Learn From It in
Marketing: CPG on
When I was the brand manager overseeing Hellmann's Mustard, one strategy for growing the business was identifying emerging trends that could translate to new products. In 1999, the major trend was grainy or honey mustard varieties. Back then, trend-spotting meant that I was reliant on a nice salesperson to buy a package of mustard, snap a picture, develop the film, and send it to me. Today, the expectation is to get information much faster than waiting for pictures in the mail.