Last year, I started volunteering for a non-profit called GENaustin. It’s a great organization that supports girls in making good choices as they navigate through adolescence. One of the activities that GENaustin sponsors is Career Week, an open forum between professional women and middle school girls.

I’ve signed up to speak and I’ve been thinking about what I might cover in my 15 minutes. I love the work we do at On Your Mark and I will talk about that but I also want to share my thoughts on communication because I think it’s so important in career success. Three points I’ll hit on are:

1. Listening is important but so is talking.
There’s a great blog post by Whitney Johnson about how business women sometimes hesitate to speak up to share their experience or own their expertise. When women listen more than we talk, we don’t contribute as much of our own value to the discussion. I love her summary – When we listen, we acknowledge others’ experience and expertise. When we talk, we acknowledge our own. Success depends on learning to do both.

I will encourage the girls to find something they’re interested in, learn all they can about it then challenge themselves to find ways to share what they know.

2. When you talk, do it well and with confidence.
As part of my work, I present findings and recommendations all the time, often to large groups. I’m comfortable with that so my focus is on the message, not my own performance. My advice to the girls will be to think about ways they can speak with more confidence and strength. Just putting themselves in the situation where they speak in front of people – like a speech class or theater group – is good practice. It’s an investment that’s sure to pay off, whether they want to become a scientist, teacher, financial genius or even a market researcher.

3. Ask yourself first, and then seek the input of others.
Many women seem to figure out what they think about a certain subject or problem by talking it through with other people. I identify with this because when I’m faced with a question or a decision, my first impulse is to pull people in to talk about it. I’ve learned that, for me, I have a stronger voice in the conversation when I pause, take a minute to really consider what I think and what’s most important to me and then seek others’ opinions.

I’m excited to meet these girls and talk about my career. But I’m equally excited to explore their strengths today and the paths they might take tomorrow.

In recent years there has been conversation around Super Bowl ads and their disregard for female audiences. Regardless of how sexist, crude, awesome, or ridiculous you think Super Bowl spots are, one thing is certain. Women are making up a larger portion of viewership for the NFL, and some advertisers are paying more attention to this growing audience.

While previewing the ads online (yes, you can do that now!), I was pleased to see one that was clearly targeted towards women. However, at the end of Dannon’s 30 second spot, my pleasure turned to disappointment. I had no laugh, not even an “I’m giggling in my head” reaction. The basic formula for the ad was to show a sexy man and sprinkle in some slapstick comedy. Though it was intended for women, this spot didn’t seem to actually consider women and how our sense of humor works.

To get their message across, advertisers shouldn’t just create an ad that shows a woman. They need to create one that speaks to her in her own language. Humor that appeals to a woman lets her laugh in an inclusive way. For her it’s about connecting through shared experiences and being able to say, “Oh! That happens to me too!” This weekend I’m hoping to see other female-targeted commercials that do a better job of connecting to women.

Tell us what you think. Does this spot get your sense of humor?

Each year for the past several years, advertising agency JWT has released a report on 100 trends to watch in the coming year. Many of these trends are fueled by new technologies (or new applications of current technologies) that alter the way we shop or do business. To get my 2012 started, I was curious to know what JWT had on their radar. What trends should I be watching for, what types of experiences will consumers want, and how will this all impact how we shop? After reading through the list, I started to realize that some trends on the list existed solely to balance out the effects of other trends. Seems odd, right? Allow me to explain.

One of JWT’s trends for 2012 is “Objectifying Objects,” meaning as our worlds become more digital, we will start to value and hang on to the old tangibles. (Think of those who just can’t trade paperbacks for an eReader. They say, “There’s just something so satisfying in turning a page.”) As technology pushes us further into the future of consumer goods, many of us start to feel as if some part of the experience has gone missing. Another example of a counter-trend is “Reengineering Randomness.” What is this trend you ask? According to JWT, we are narrowing ourselves into a smaller range of content, interactions, and experiences because technology has allowed us to customize our worlds. Companies like Ticketmaster and KLM Royal Dutch Airlines are exploring the possibilities of using social media to allow for “Social Seating.” In the not so distant future, KLM may allow plane passengers to select their seats based on other passengers’ social media profiles. Because we have control over so many of our interactions, we now need ways to randomize our lives again. As a reaction, a company called Airtime is “reengineering randomness” by offering users the thrill of connecting via real-time video chat with complete strangers. In 2012 we will seek ways to allow for randomness, new perspectives, and new discovery beyond what we’ve selected for ourselves.

Why are we allowing trends to propel us in one direction, then, developing ways to undo the affects? One thing we can take from this is the importance of understanding the emotional role certain experiences play in consumers’ lives. While everyone can benefit from the conveniences of technology, this doesn’t mean consumers want everything to be streamlined all the time. We shouldn’t forget that consumers seek connection by nature. Consider the times when your customers are best served by automation or customization, but don’t discount the times when they want to preserve a feeling from their past. Finding the right opportunities to provide conveniences without completely losing organic, human experiences might mean the best possible scenario for your consumers.

We should all listen to five-year-old Riley and think about her gender questions. I’m curious as to what she would say about LEGO’s launch of a girl themed line, which has recently been in the news. Many parents are outraged at the new line, called “Friends,” because it continues to reinforce specific gender roles. Here’s my take on it.

First off, kudos to LEGO on the new feminine-focused line of bricks. They know who buys their products most often and are attempting to extend their consumer base. I’m sure they did plenty of research to know what would sell best for their target audience, and the LEGO team is confident it will be a hit. Any product launch is a success (until it’s not) and any press is good press, right?

Wrong.

For those of you who haven’t looked into the Friends LEGO line, here is a breakdown: the brick sets are based on five characters, each of which has their own environment. Emma owns a beauty shop, Andrea owns a café, Stephanie owns an outdoor bakery, etc. The fact that none of the characters are police officers or pirates or construction workers is offensive in its own right. They DID throw in a treehouse and a convertible, but there is no equivalent to the classic male-dominated LEGO sets. Besides the obvious gender role undertones, what makes LEGO think that all little girls want to play with pink and purple blocks in beauty shop sets? Like Riley says, there are little girls who prefer other colors and other roles while playing.

My suggestion for LEGO, you ask? Take a hint from your boy-dominated licensed sets and create equally hip ones for girls featuring strong feminine characters. Add some female ninjas to the “Ninjago” line or a Wonder Woman character to the “Super Heroes” line. For every Star Wars or Prince of Persia line, create a line based on “Mulan” or Disney’s new feature film “Brave.”

Like Riley notes in her now famous Youtube video (3.5 million views), there are plenty of gender specific toys on the market. When will we get to the point where there is more of a middle ground? Instead of making LEGO sets specifically for boys or girls, why not put more gender neutral toys on the market? Riley is right, you know. Some boys want to play with princesses and some girls want to play with superheroes.

For the majority of American adults, brand loyalty is no longer a permanent or predictable thing. The well-informed now choose a company or product based on what best serves them as consumers. With reviews and ratings available at the fingertips of any smartphone, tablet, or computer owner (which is just about everyone), people put more weight in what their peers have to say about a company and its products and services, rather than how the brand is marketed through media outlets and in stores. Ratings can often be brutally honest and it’s precisely this level of honesty that is ultimately most valuable and influential to the consumer when making a purchasing decision.

The end of 2011 saw major backlash from consumers on issues ranging from their DVD subscriptions with the Netflix fiasco, to the political protesting of corporations with Occupy Wall Street. People proved that they do not like being kept in the dark, and demand is growing for companies to step up to the plate with a fair and transparent business model. Even if mistakes are made, consumers tend to be forgiving if you explain the faux pas and apologize.

In 2012, an expectation has also been set for “mano-y-mano” service, where customers are treated with respect and communicated with directly because not treating them well has become an even greater risk than in the past. From crowdsourcing, social media, and the uncovering of corporate scandal, consumers understand that they hold power because they have a variety of tools with which to disclose false representations and poor treatment. Bank of America felt the wrath of its customers last September when blogs and social media platforms lit up with angry comments regarding their new debit card usage fees, causing a plummet in its stock value and the bank to cancel the new fee one month later. So if companies fail to provide both courtesy and transparency, customers will use this power by not only taking their dollar to a competitor, but by spreading the word to others about their bad experience.

Businesses now have to continually prove why they deserve a customer’s dollar. Loyalty is neither automatic nor consistent, and you have to treat your customer as an equal to avoid a bad reputation. What will set companies apart in 2012 is their upfront honesty about how they’re doing business and why.

In a recent blog post, Stephanie shed light on an NRF survey about how consumers will be spending more on non-gift items for themselves and their households this year compared to 2010. One question that kept us wondering was what exactly women are buying for themselves as they work to check off everyone on their holiday list. To get to the bottom of this question, we turned to our FHI panel  to have women weigh in. What we found were some interesting details that further illustrate Stephanie’s prediction that women will be gifting themselves with clothing, home goods, or other semi-necessities.

Of our members polled, 70% of women plan to make purchases this year on items that are just for them, and of this group, most will be looking for seasonal clothing and shoes. What surprised us most was the amount of women who said they’re hoping to buy “nicer” wardrobe pieces, specifically a new holiday outfit/dress or a new pair of boots. Typically, these are infrequent purchases for most women, and the holidays seem like a perfect time to not only justify, but maximize, these purchases.

Women often view these nicer, more expensive, clothing pieces as wardrobe investments. So, when they buy these items, they want to make sure it is something they will love wearing and will last more than one season. For example, retailers roll out the latest fall and winter boots early in the year, often before fall arrives. Since the cold weather does not come until a bit later, many women won’t feel the need to buy boots right away and decide to take more time planning the purchase – shopping around, seeing what’s available, and looking for a good deal. Furthermore, having managed a tight budget throughout the year, the holidays seem to create a mentality of, “Now is the time when I deserve it.” Couple that with the flood of seasonal deals, and many start asking themselves, “Why not buy those new boots I’ve been eyeing since September?” Some women may further maximize their spending by taking advantage of discounts on more luxurious items, like designer leather boots or cashmere sweaters, to get the most bang for their buck.

While the holidays may be a time to splurge on one’s self, I believe that women’s spending does not come without solid reasoning and good planning. As Stephanie mentioned, we can sometimes live without buying new clothes and other semi-necessities until we know we are getting the best deal. With promotions on everything from winter coats to handbags, now is an opportune time for women to get the most out of their wardrobe investments.

I attended the Spark & Hustle Small Business Boot Camp earlier this month as part of the Texas Conference for Women. The day was focused on small business owners, and those who wanted to be, and there were some great speakers. Samantha Ettus’ discussion  about personal branding in particular has really stayed with me. What hit home was we can all do more to control how the world sees us by paying close attention to the story we’re telling about ourselves.

This is equally true in our business and personal lives. Knowing our strengths and framing our story to best showcase those strengths goes a long way in managing our overall impression. Sounds simple, right? Not necessarily new or groundbreaking. But so few do it. Think about it – can you name anyone in your own circle who actually does this well? Women seem to have an especially hard time “curating their story” as Ettus calls it. Because we are connectors, we often focus more on the other person and feel uncomfortable or inauthentic if we’re touting our own strengths. Authenticity is also often translated as being totally honest and many women feel less than honest if they edit their story to focus only on the high points. Also, to be successful in communicating our “brand,” we have to believe wholeheartedly in the best version of our story. And summoning that kind of confidence can be a stumbling block for some.

My business partner, Brenda, and I went through this “storytelling” experience recently where we needed to come up with the best version of the On Your Mark story. We created a series of videos about the business – what we do, our experience and why our clients work with us. It was fun to take some time to assess and communicate our strengths, talk about what we’ve done and basically, tell our story in a confident and positive way.

Women business owners need to be bold, to stake claim to their expertise and stand strong while communicating everything they have to offer.  No one is going to do this as well as you, so think about your greatest moments and how you can craft them into your story. Say it out loud to yourself. Run it by friends or trusted colleagues. Get comfortable with telling your story in a new way. And then come back and tell us how it went.

Tomorrow is Thanksgiving, which, for most Americans, means lots and lots of food! And since we at On Your Mark happen to know a thing or two about food from our cpg research, we thought we’d share a few interesting 2011 meal trends for Turkey Day:

• More people will be buying prepared food from grocery stores, caterers, and restaurants than in previous years.
• Many Americans don’t want to bother cooking at all, and approximately 14 million people will be eating out for Thanksgiving dinner.
• While it used to only be found in southern states, fried turkey is now the second most popular way to prepare the Thanksgiving staple (the first being roasted turkey).

And if you’re not in a turkey-and-pie-induced food coma by the end of the day, don’t forget Black Friday is starting even earlier this year. Many stores, including retail giants Target, Walmart, and Best Buy, will be offering their super deals beginning at midnight.

Happy Thanksgiving from all of us at On Your Mark!

It’s that time of year again – the holiday shopping season. Many big name retailers have announced plans to top last year’s deals both in-store and online in an effort to meet the high expectations of budget-conscious consumers. But because Americans have become even more leery of the state of the US economy, there has been speculation around how much tighter they’ll keep the purse strings on their holiday spending.

Last month, researchers released the 2011 projections for holiday trends, and the numbers aren’t exactly blowing last year’s spending and sales figures out of the water. The most intriguing prediction is that, while shoppers will be spending a slightly lower total amount on gifts, they will be spending significantly more on non-gift items for themselves and their families. The survey from which these results were generated did not ask questions about what non-gift items they will buy, or why they are spending more on themselves this time of year, so I’ve made a few predictions of my own.  I believe shoppers are purchasing other items for themselves and their families during the holiday season because they are waiting to buy certain items until the end of the year when they can get the best sales and lowest prices. With this new trend, demand is put on hold until this enormous promotional period.

My prediction stems from one consumer priority: budget management. Consumers have gotten better and stricter about maintaining tight budgets, which has affected the way they shop. I believe shoppers are waiting until the end of the year to make non-gift purchases because they want to take advantage of what they expect to be the best deals of year. Waiting until the end of the year to buy requires discipline, patience, and planning. After three years of this recession, American consumers are now skilled enough at budgeting and bargain hunting that they can and will wait to make these extra purchases until the holiday shopping season.

But what exactly are they buying? In order to wait months for the purchase, the items can’t be immediate necessities. And based on the survey, the amount of money each shopper is spending on non-gift items is approximately $130.43, so we can assume they’re not buying a new car. My educated guess is that shoppers are making purchases on clothing, home goods, and other semi-necessities. These are the things we can live without buying or replacing until we know we are getting the absolute best deal.  For such goods, consumers are finally willing to spend during the big end-of-year and holiday sales; and after holding off and saving, shoppers feel they deserve these extras.

The 2011 holidays are sure to be filled with plenty of gift-giving, but this season will also see a surge in extra purchases to make the shopper feel a little extra retail love. In the coming years, it will be interesting to observe if and how such promotions-driven spending will affect the retail marketplace during the rest of the year as well as future holiday seasons.

If you’re involved in consumer research, it’s likely that you have experienced some sort of mishap while conducting studies in the field. Last month’s Saturday Night Live episode with Melissa McCarthy included a parody of a focus group that hilariously illustrated a marketing research nightmare. In this skit, the focus group moderator, Roger, leads a trio of taste testers to get feedback for Hidden Valley Ranch’s new line of flavors. Linda, a particularly eager participant, derails the group by making contrived comments (and insisting that Roger “write that down”) and antagonizing a fellow participant, telling her, “We all hate you.”

While this is an extreme example of how a focus group can go wrong, it serves as a reminder for how important the participant screening process is. Market researchers know that a big part of what makes a study successful is having the right participants for the right discussion. And as Linda demonstrated, poor screening can greatly impact the quality of feedback. At On Your Mark, we try to include extra steps before focus groups to help find the right people, and as a result, our participants are typically engaged, articulate, and honest. Here are a few ways we do this:

•    Homework assignments – For many studies, we ask participants to complete some kind of task prior to attending their group. This gives us a chance to review their attitudes, shopping habits, preferences, as well as overall demeanor, ahead of time to ensure requirements are met.
•    Phone interviews – When projects demand high level of articulation, we like to include a phone interview as part of the screening process. Before meeting face-to-face, this gives us a good feel for someone’s energy level, thoughtfulness, and commitment.
•    Screener Questions – A well-designed screener, including a few relevant open-ended questions, can give researchers a better picture than solely multiple choice questions.

If the SNL moderator had implemented a couple of these approaches, it could have made him aware of Linda’s artificial feedback while there was still time to find a replacement. Conducting consumer research in the field is unpredictable, but some pre-planning helps avoid a disastrous outcome before the focus group starts.