RED Talks

Episode 10. Segmentation - segmenting your market for targeted understanding

Ciara Clarke, Director, RED C Ireland and Richard Barton, MD, RED C UK, discuss the benefits and best approaches to segmenting your market to enable targeted understanding and priorities to drive growth.

Episode 9 - Living through a pandemic

Aoife Marron and Emer O'Carroll, Qualitative Directors at RED C, talk about about learning from living through a pandemic, and the lasting impact of consumer behaviour and outlook.

Episode 8: The Long Tail - Focusing on the long tail for growth

Jane Dunleavy, Associate Director talks to RED C CEO Richard Colwell, about the theory and practice of targeting the long tail for brand growth. Focusing on why and how brands should target the long tail of light, lapsed and non-users, rather than the already heavy buyers. 

Episode 7: Sustainability - The Consumer Viewpoint

Derek Bell, Project Manager, RED C Ireland talks to RED C UK Associate Director, Iona Murphy, about the all the recent tracking we have conducted among consumers in both markets on Sustainability, and what consumer attitudes towards it and behaviour around sustainability, mean for brands trying to make sense of this space.  

Episode 6: Online Acceleration - Insight to help brands navigate the accelerated consumer move online

Emer O'Carroll, Director talks to RED C Ireland Deputy Managing Director, Carol Fanagan, about the the accelerated shift online during the Covid 19 crisis, and what this means for brands.  Discussing leanings we have uncovered from the consumers online experiences, and how brands can better navigate the demands from a more the online consumer.

Episode 5 - Building Brand Salience - The benefts of investigating and measuring Category Entry Points

Jane Dunleavy, Associate Director talks to RED C Ireland Director, Ciara Reilly, about the theory behind building brand salience or mental availability by understanding and measuring Category Entry Points (CEP’s) as defined by the Ehrenburg Bass Institute.   The benefit being that if we can grow the “Mental Availability” of our brand in/at key purchase moments, occasions and locations, that really matter; then we can unlock more growth for the brand.

Episode 4 - Understanding Humans - How behavioural economics helps us to decode human decisions and choices

Aoife Marron, Qualitative Director talks to RED C Ireland Director, Jimmy Larsen, about the importance of understanding how human beings really behave, applying behavioural economics and using this in market research, helps to better inform marketeers correctly on how best to influence decisions and choices.

Episode 3: The Customer Journey - Planning new customer journeys in light of Covid 19

Emer O'Carroll, Qualitative Director talks to RED C Ireland Managing Director, Sinead Mooney, about the impact of Covid-19 on the customer journey, and how important it is not to get it wrong for more emotionally reactive customers.

Episode 2: Families @ Home - How families have coped during lockdown

Throughout the Covid 19 lockdown process RED C has been running an online community, talking to families in the UK, France and Italy, looking through the eyes of kids and an their parents at how they are coping.  In this short podcast Charlotte Butterworth, UK MD, explains the human impact of Covid 19 and the changes in behaviour that families are making, which will be valuable for brands to understand. 

Episode 1: Brand & Advertising - Why you shouldn't go dark during Covid 19

A discussion with RED C, CEO, Richard Colwell, about what we know about consumer reaction to adverting during Covid 19.  Should brands stop spending, or is now the right time to be advertising if at all possible?  What type of advertising is appropriate, and how are consumers reacting to it.