Marketing to Mums - the Podcast
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Kids Influencing Mums Decisions
In this episode Michelle Poris discusses key insights from the Brand Love 2018 Study and shares key implications this holds for marketers. Their study highlights significant changes in marketing to families and highlights the growing influence of children in family decision making.
In this episode we explore:
Resources discussed in the show:
Michelle poris, ph.d.
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About The Guest
Michelle Poris is a vice president of at Smarty Pants, a leading youth and family research and consulting firm. As the company’s “quant savant,” Michelle leads research for industry giants like Target, PepsiCo, Viacom, Kellogg’s, Crayola, Aetna, and many others.
Michelle is a gifted and meticulous research practitioner and educator. She speaks at industry events, universities, and even the White House, shedding light on contemporary families and helping marketers grow their brands.
With a doctorate in Developmental Psychology from the University of Michigan and a bachelor’s from Cornell, as well as 20+ years of market research experience, Michelle is an expert on the behaviours and trends of kids and mums, and how to apply them to business-building strategies.
Michelle began her career at the Families and Work Institute, where she studied parents’ work-personal life balance. She has also served as a research director at Yankelovich and The Family Room.
Her proudest accomplishment is being a mum to two sons, ages 14 and 9. Thanks to them, you can usually find her at the hockey rink in her hometown of Stamford, CT.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
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