As a food or beverage entrepreneur, you could spend dozens of hours combing over sales data or enlist a marketing firm as a way to gain some insight into what consumers think of your brand. But why not just ask them directly?
In this video, Neil Kimberley, the vice president of strategy and business development for Essentia Water, advocates spending time at retailers of your product and talking to customers about how they view your brand and what ways you can improve. It’s a relatively easy and inexpensive way to keep your finger on the pulse of consumer behavior.
Watch the short segment to hear details on what entrepreneurs should bring with them on these visits, and for much more on brand-building strategies, check out Kimberley’s interview with BevNET FBU in its entirety (subscription required).