[Video] Consumer Insights Expert Suann Griffin: Finding the Critical 20% That Drives Brand Success

The Executive Imperative: Why Consumer Truth Matters More Than Ever

In today's fragmented economic landscape, executives at major brands face unprecedented challenges. Persistent inflation, regionalized markets due to trade barriers, and rapid shifts in consumer spending patterns have created an environment where even small missteps can significantly impact quarterly results. Recent trends show that brands making decisions without direct consumer insights are substantially more likely to miss their growth targets.

As Suann Griffin, a veteran insights leader who has guided major brands including Serta, Beautyrest, and Shell Oil explains: "It's really easy in a company to start listening to yourself talk... I know what they want. I know how to make it. I know how to get my sales."

This internal echo chamber is precisely what today's executives can't afford. With diminishing ROI on traditional marketing channels and increasingly fragmented consumer loyalty, the gap between what executives think customers want and what customers actually need has never been more costly.

Watch the full interview with Suann Griffin:

The 80/20 Rule of Consumer Insights for Executive Decision-Making

Griffin reveals a principle that has become even more critical in today's volatile market: "My goal as an insights leader is that I know about 80% of what you're going to tell me... It's that 20% that is absolutely magical."

For C-suite executives navigating today's economic landscape, this principle has powerful implications:

• The 80% validates existing strategic initiatives

• The crucial 20% unlocks competitive advantage when markets are shifting rapidly

• Uncovering this 20% requires methodologies that traditional research often misses

As regional economic policies continue to reshape consumer markets, this 20% represents the difference between capturing new market segments and losing ground to more nimble competitors.

Observation Trumps Questions: Spotting Consumer "Hacks" in Real Time

Some of the most valuable insights come not from asking consumers what they want, but from observing what they actually do - a methodology that's particularly crucial as consumer behaviors adapt to economic pressures. Griffin shares compelling examples:

"One example for an automotive company years ago was consumers were hacking, they were wiring their phones into their car so that they could play Spotify or that they could stream music. That was something that was innovative at the time because cars didn't have cellular or Wi-Fi capabilities."

This observation of consumer "hacks" - ways people modify products to meet their needs - has led to breakthrough innovations across industries:

• Automotive companies integrated streaming capabilities after seeing customer modifications

• Sleep companies developed AI-enabled smart mattresses based on sleep behavior patterns

• Magnesium-infused teas emerged after researchers noticed consumers taking supplements for better sleep

In today's economy, where consumers are finding creative ways to stretch budgets and maximize value, these behavioral observations provide executives with insights that traditional surveys simply can't capture.

When Consumer Insights Prevent Major Mistakes in a High-Stakes Market

In today's high-stakes environment, where marketing missteps can be amplified across fragmented media channels, consumer insights provide essential guardrails. Griffin recounts a powerful example:

"We were launching a new national advertising campaign. Flights were booked for the weekend to go start production. We tested it with consumers. It was very polarizing... We ended up killing the campaign because we couldn't risk alienating our target consumers."

This last-minute pivot, while disruptive, saved the brand from alienating key consumer segments - a luxury many companies can't afford in today's competitive landscape when customer acquisition costs continue to rise. For executives facing quarterly performance pressure, these preventative insights are invaluable.

Strategic Segmentation for Regionalized Markets

As trade policies have increasingly regionalized markets, understanding distinct consumer segments has become essential for major brands. Griffin explains:

"Even in something like the mattress space, there are consumers who just want something cheap... There's consumers who are very technically oriented... There's luxury consumers who really want to believe they've got the best of the best."

This segmentation approach allows companies to create targeted offerings for specific regions and demographics - particularly crucial for brands operating across multiple channels and price points in today's fragmented marketplace:

• Differentiating between value-conscious consumers in high-inflation regions

• Targeting technical enthusiasts in innovation hubs

• Creating premium experiences for luxury segments that remain resilient to economic pressures

Griffin's example about Mexi Cokes - special Mexican Coca-Cola bottles with cane sugar sold in specific locations - highlights how even global brands can create targeted distribution strategies for niche segments, a strategy that's becoming essential as regional preferences intensify.

Finding the Unexpected Through In-Depth Research in Rapidly Changing Markets

Some of the most surprising insights come from stepping out of the boardroom and into consumers' environments - critical in today's rapidly evolving marketplace. Griffin shares a memorable example:

"The first research project I ever did in person was an in-home ethnography... for a faucet company, and I actually got to watch people shower in their bathing suits. I was horrified to learn that some people shampoo facing into the water."

This type of direct observation reveals unexpected behaviors that consumers themselves may not think to mention in a survey - creating opportunities for product improvements that competitors miss, even in mature categories.

For executives facing today's challenges, these unexpected insights often reveal opportunities for operational efficiency, supply chain optimization, or product positioning that can create immediate impact on quarterly results.

The Executive Advantage: How Consumer Truth Drives Strategic Success

For C-suite executives at major brands, the insights Griffin shares aren't just interesting - they're crucial in today's economic environment:

1. Break out of the executive bubble - Ensure decisions are based on consumer truth, not internal assumptions that may no longer apply in today's changed landscape

2. Identify the critical 20% - Focus resources on uncovering insights that competitors miss, especially as consumer behaviors adapt to economic pressures

3. Observe real behavior - Look beyond what consumers say to what they actually do, particularly as spending patterns shift in response to inflation and regional policies

4. Understand distinct segments - Recognize that different consumer groups have fundamentally different needs, amplified by increasingly regionalized markets

How Brox.AI Delivers These Insights in Real Time for Executive Decision-Making

Traditional consumer research requires weeks or months - time today's executives simply don't have as market conditions shift weekly. Brox.AI transforms this process by giving executives immediate access to millions of authentic consumer voices.

Our platform enables you to:

• Ask any consumer question and get immediate, data-backed answers

• Identify emerging trends before your competitors

• Test concepts without lengthy research cycles

• Discover the critical 20% that drives innovation

As Griffin's examples demonstrate, timely consumer insights aren't just helpful - they're essential for avoiding costly mistakes and identifying breakthrough opportunities in today's challenging business environment.

Ready to uncover the crucial 20% of consumer insights for your business? Request a Brox.AI demo today.

About Suann Griffin: Suann is a veteran consumer insights leader who has guided major brands including Serta, Beautyrest, and Shell Oil in leveraging consumer insights for commercial success. Her experience spans industries from automotive to sleep solutions, with a focus on translating consumer needs into actionable business strategies.