Global Insights Manager on Pampers, introducing Premium Line (new price strategy). U.S. Insights Manager on Bar Soap, introducing body washes to the U.S. market (new category). Acquisition of Baby Fresh wipes brand.
Insights Manager on WOW! Olestra-based snack chips (controversial product).
Senior Group Manager of Insights for Frito-Lay’s $8 Billion Portfolio of snacks.
Director of Marketplace Insights Group.
Director of Consumer Strategy and Insights.
Principal, InsightFarm Inc.
Consumer Strategist and Market Researcher
For leaders in Consumer Packaged Goods, Automotive, Apparel, Footwear, Pet Care, Baby Care, Food & Beverage, Restaurant, Insurance, Consumer Electronics, Medical, Media, Paper, Communications and Fitness Industries.
Featured in USA Today, Good Morning America, Fox News, BrandWeek, Advertising Age, Reuters, Fortune Magazine, PBS, CBS, Adam Carolla’s CarCast, and ABC Radio.
MBA, University of South Carolina 1992
BS Industrial Design, University of the Arts Philadelphia, 1984
A shoe manufacturer is interested in development consumer-driven innovation and marketing plans. InsightFarm conducted Global Segmentation and Equity Research resulting in clear targets, improved communication and opportunity space for innovation based on market structure and competitor positioning/performance versus their own brand.
A pet care company planned a screen of more than 100 concepts. Written by many individuals within the company, there was little consistency in structure or quality across concepts. InsightFarm rewrote and edited all concepts to provide consistency with the four-part concept structure and logical congruence. InsightFarm also created flavors and flavor language to enhance appeal.
A baby care products company needed input on early prototype products. InsightFarm created observational usability research which resulted in Design Parameters for product refinement and launch.
A surgical equipment manufacturer is interested in improving the impact of its Market Research function organizationally. InsightFarm combined Executive Interviews, evaluation of research processes/output and staff worksessions to craft a ‘marketing plan’ for the research function.
A beverage manufacturer is interested in evaluating the potential of a new line of beverages. InsightFarm developed an initial consumer framework for innovation, vetted M&A target brands, and measured the potential of newly developed versus acquired products and brands. InsightFarm also tested all products during finalization phases and developed a marketplace learning plan to measure success after introduction.
A consumer electronics company is interested in “leap frogging” the competition with consumer-driven innovation in the “family communications space.” InsightFarm led online workshops with consumer to identify innovation platforms, then conducted an ideation with the client R&D team leading to ten solid consumer concepts. InsightFarm then finalized these concepts with consumer-ready descriptions/illustrations for CEO presentation.
A major food manufacturer is interested in developing a new line of products outside its area of expertise. They have abundant data on consumer preferences and trends, but have not applied it to this new innovation area. InsightFarm mined existing data, identified near-term opportunities, outlined gaps in learning and recommended research to fill those gaps. InsightFarm was then commissioned to fulfill research requirements on an ongoing basis. The client has successfully introduced the new line into the Natural Grocery aisle.
A paper company needed multicultural insights to inform updated communications regarding consumer product lines. InsightFarm moderated qualitative in English among Hispanic and African American consumers and then integrated a Spanish-speaking moderator partner with whom we have collaborated many times. This holistic approach helped bring Spanish language and cultural nuances into strategic decision-making. A highly collaborative and inclusive result affected key decisions for this brand.
A beverage company seeks to add discipline to its strategic planning process. InsightFarm interviewed key stakeholders and developed an approach; then facilitated a workshop to complete plans for four business divisions within 8 weeks. InsightFarm also integrated syndicating learnings previously not used by the client. Results were met with enthusiasm by senior leadership.
A paper manufacturer is developing a new line of cups and lids for coffee shops. InsightFarm evaluated the product lines by moderating and reporting qualitative research among coffee shop customers and owners and identified new opportunities for selling system innovation. Client has successfully introduced optimized product line and selling system.
In Your Purse: Archaeology of the American Handbag chronicles the first-ever ‘dig’ into the physical and psychological depths of the only physical object that connects the home, where needs are created, and the store, where purchases are made that fill those needs – a woman’s purse. It is at once a financial center, a medicine cabinet, a pharmacy, a cosmetic counter, a communications hub, a safe deposit box, and a stash for keepsakes of irreplaceable sentimental value.
Wearing latex gloves, Kelley Styring picks through the interior of a Chevrolet Malibu like a CSI technician searching for clues… Consumer strategist, savvy researcher and fearless innovator Kelley Styring has stalked shoppers in grocery stores, watched people shower, peeked inside purses and questioned gum chewers via Twitter, all in the name of science.
A one-day, highly interactive workshop that helps business teams cultivate Consumer Insight and challenge their thinking about the consumer to stimulate Business Growth. Includes sections on Insight that Motivates, Insight with Impact, and Insight & the Power of Imagination. The focus is identifying insight and provoking action within your organization.
Custom workshops are developed based on the principle of Focused Divergence. InsightFarm helps teams identify business opportunity platforms and then generate hundreds of potential ideas. A process to select the strongest ideas and create concepts is also offered.
This is a one-day, highly customized workshop based on fundamentals of Organizational Behavior. Learn the bases of power for your team within the broader organization. Learn how to leverage this with productive communication approaches and effective techniques for positive influence. Learn to avoid toxic politics and guide teams to solution-building. Also offered as a team “intervention” if needed.
A one-day, highly interactive workshop where teams learn how to write Consumer Concepts – the written form of an idea that can be tested and qualified for market. InsightFarm has written thousands of concepts for some of the largest corporations. Now we bring that skill to your teams. They will learn: How to differentiate a “good concept” from a “great concept,” the four types of concepts that can be written, the four-part structure of a concept and how to build congruence and logic, and how to romance language to enhance consumer appeal. Includes actual concept writing and critique experiences with “real time” coaching.
InsightFarm collects standardized information on capabilities from hundreds of market research vendors. Client companies engage InsightFarm to collect these capabilities from vendor-related sales calls throughout the year and then select 6 to present at a summit meeting, once or twice each year. This program frees capacity for your team by shifting the burden to return calls/emails to InsightFarm and builds a custom conference just for you – meeting with vendors providing relevant and impactful information in a single day session.
“The Value of Being There,” by Kelley Styring, Quirk’s Marketing Research Review, December 2014 Read Article
“Getting your point across,” by Robert Bain, Research, March 22, 2010
“60 Second Soapbox – Kelley Styring,” by Robert Bain, Research, February 2009
“A Bakery on the Rise,” by Patricia B. Gray, FORTUNE Small Business, March 24, 2008
“The Consumer-Centric Marketer as Guru of Exponential Growth: Kelley Styring,” by David Stanton, KNOW™, Spring/Summer 2006
Next Gen Market Research Disruptive Innovation Awards 2015
Next Gen Market Research Disruptive Innovation Awards 2011
Next Gen Market Research Disruptive Innovation Awards 2010
“Can you go without a purse? Or does your world rest on a shoulder strap?” by Angela Hill, San Jose Mercury News Read Article
Anita Renfroe Breaks Down What Your Purse Says About You,” Good Morning America, ABC News, March 10, 2008
“What’s in your Handbag?” by Robert Bain, Research, September 28, 2007
“Steal This Bag…and Look Inside: A Hundred Women Show Marketers What Floats Their Totes – and What Doesn’t,” by Jack Neff, Advertising Age, May 7, 2007
“Caught in Her Clutch,” by Becky Ebenkamp, Brandweek, May 7, 2007
“Marketers could clean up by clearing up women’s purses,” by Jessica Bylander, Medill Reports, May 3, 2007
“The Power of the Purse,” by Matthew Boyle, FORTUNE, April 26, 2007
“Extreme Learning for Everyday Design: Lessons from the One-Handed World,” by Kelley Styring, INNOVATION Quarterly of the Industrial Design Society of America, Summer 2012, pp. 48-52
“Study of arm amputees identifies why packages need to be easier to open – for everyone,” by Lisa McTigue Pierce, Packaging Design, February 27, 2012
“One-Handed World’ research reveals keys to user friendly packaging,” by Bob Sperber, Packaging World, December 3, 2012
“Texting-While-Driving? How About Coffee-Brewing, Baking!” by Alan Farnham, Good Morning America, ABC News, April 2, 2012
“Alabama-made Honda Pilot steers author to examine car culture,” by Dawn Kent Azok, The Birmingham News, December 18, 2010
“Cup holders all full but not with drinks: Consultant says autos need to be redesigned to fit users’ lives,” by Robert J. Hawkins, The San Diego Union-Tribune, November 30, 2010
“Searching for insight – under the passenger seat,” by Robert Bain, Research, September 24, 2008
“Tell me, what is this really yucky thing under your car’s seat?” by Bob Hill, The Oregonian, July 12, 2008
“Is there junk in your trunk right now?” by Chris Woodyard, USA Today, July 2, 2008