Insomnia Insights

Each month, we like to take a moment to spotlight one of the various partners we work with at Integral who we feel not only does fantastic work, but does it in a way worthy of appreciation. While our Integral approach is reliant on the expertise and character resident within the company, it also leans heavily on the ‘ecosystem’ of other service providers with whom we collaborate, assemble our teams and deliver our work. For October, we are turning the Integral Partner Spotlight on Insomnia Insights and its one-of-a-kind founder, Arwen Kimmell. We’ve known and worked with Arwen for over a decade and, quite simply, nobody understands the Purpose-Driven, Natural & Organic and Wellness consumer in food and beverage better. Arwen has spent a career building an appreciation of this community, and maybe even a lifetime, having grown up in the aisles of one of the country’s early natural food co-ops in Fort Wayne, Indiana. From there, she’s built an amazing foundation of knowledge and skills in understanding humans and their needs and motivations. Ranging from a PhD in Anthropology, to years with food and beverage consumer research pioneer Hartman Group, to a variety of consumer and brand-facing roles across some of the biggest and most cause-driven businesses in the industry, Arwen has seen this consumer through multiple lenses and kept pace as its attitudes, preferences and even values have evolved over the years. But Arwen’s true superpower is her ability to wield this knowledge and skillset in ways that are so welcoming and accessible to others. Whether contributing on a project call or leading an ideation session, she has an innate ability to bring others ‘in’, fostering open and constructive dialogue, even on challenging topics. And the results speak for themselves – client after client who not only praises the experience, but who forges lasting bonds with Arwen that carry on after the project (or even their tenure at the client) is done. Which in turn gives Arwen an incredible network of ardent supporters who are always willing to step up and help her out on future efforts. She has channeled all of this goodness into Insomnia Insights, a boutique consultancy focused on providing strategic insights for food and beverage companies to support brand development, innovation and overall growth. And whether it’s segmentation, equity foundations, brand comms, trends or facilitation, we’ve yet to find something at which she doesn’t excel, and we simply love working with her. Not surprisingly, our clients and other partners do too. If you have a need for fractional or project-based insights support, or even coaching and training in the space, then you need to reach out to Insomnia. We can assure you that you’ll be glad you did (we always are)! #ambitiousinnovation #foodandbeverageinnovation #insights

A lot of you have probably heard my "You are not normal" Lecture ?? If you need a reminder, you can see it here on video! This was one of my favorite parts of my conversation with Food Marketing Mindset - You can't please everyone and the "average" is unlikely to resonate with anyone you really want to connect with. Know your consumer. Talk to people who aren't insiders and don't love you. Have a point of view and be consistent. Reach out if I can help!

Unlocking Insights for Emerging Brands: The Power of Data Mining and Interpretation through Insomnia Insights and Dr. Arwen Kimmell might be a great way to explore Fractional Insights: Our hosts Holden Rouse and Doug Resh dive further into utilizing outside services which could include: Data Mining: Marketers leverage data analysis to make informed decisions about which tactics will be most effective. They bring insights into emerging tactics and technologies, ensuring that strategies remain innovative and competitive. Interpreting Data: Tailoring messages for different channels is essential. By understanding consumer behavior, preferences, and trends, emerging brands can create targeted campaigns that resonate with their audience. Benefits for Emerging Brands: Innovation:?Data-driven insights fuel creativity. Brands can spot emerging trends, adapt quickly, and stay ahead of the curve. Personalization:?Understand your audience deeply. Use data to tailor experiences, products, and messaging. Cost Efficiency:?Fractional insights allow agile adjustments without heavy investments. Smart resource allocation! Remember:?Insights are your compass. Navigate the competitive landscape with data-driven confidence! #DataDrivenInsights #EmergingBrands #MarketingStrategy https://lnkd.in/gmnKFT3H

Just because you can doesn't mean you should applies to so many aspects of research, insights and building a brand! Thanks Food Marketing Mindset for giving me a chance to talk about so many fun topics!

Empathy-Driven Insights: Nurturing Brands Dr. Arwen Kimmell drops some knowledge to Holden Rouse and Doug Resh regarding consumer insights and empathy needed for emerging brands learning to drive growth. In the dynamic world of consumer packaged goods (CPG), understanding your audience isn’t just about data—it’s about?empathy. Emerging Brands: As an emerging brand, you’re like a sapling reaching for the sun. Your insights journey begins with listening—truly listening—to your early adopters. Understand their pain points, aspirations, and daily struggles. Tip:?Host intimate focus groups, engage on social media, and walk in your customers’ shoes. Remember: Empathy isn't a buzzword; it's the heartbeat of successful brands! #CPGInsights #BrandEmpathy #ConsumerUnderstanding https://lnkd.in/gWJFUD7F

I had a great time talking to Doug Resh and Holden Rouse on their podcast! Check it out and follow Food Marketing Mindset for marketing insights of all kinds!

I went into a mall today. The old enclosed kind my friends and I spent our pre-driving teen years in, unsupervised, whenever we could get a parent to drive us and drop us off. I couldn’t tell you the last time I was in a mall. I can tell you the last time I thought about a mall was a few weeks ago when the mall from my youth was in the news for an active shooter event. There were a lot of signs of decline. An empty parking lot riddled with potholes. Vacant storefronts filled with abandoned mannequins. Empty hallways missing the chatter of teenagers. On my way out after visiting my retail destination I stopped in the ladies room and was struck by this vending machine. The dissonance of buying Starburst in a bathroom aside - this execution of this necessary service seemed emblematic of how out of touch the mall is with consumer needs and behavior. I wish I had the data to say “when life just can’t wait” how many more women would be able to produce their own tampon, pad, ibuprofen or even a starburst than 4 quarters? #consumerinsights #retail #consumerbehavior #insights

Thank you for an awesome first 6 months!!