Welcome to the 2019 NEXT Conference Series. Recorded live in Chicago, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Anne Beall, CEO of Beall Research.

Find Anne Online:

LinkedIn

Website: http://beallrt.com


[00:02]

My guest today is Anne Beall, Beall Research.  She’s been on the show a couple of times. We are live today at the NEXT Conference in Chicago.  Anne, welcome to the show.

[00:10]    

Thanks so much for having me.  So nice to see you.  

[00:13]

Yeah, nice to see you too.  So, I’ve never been to the NEXT Conference.  I assume you have ‘cause it’s in Chicago.  

[00:16]

I haven’t either.  It’s fabulous, isn’t it?  

[00:18]

I actually really like it.  It’s a smaller show. They have another show, Converge, in L.A.  I really think you should attend, at least as an attendee. I don’t even know if they do exhibit floor.  Last year was the first year. Like this one, it has just a… It’s chock full of great brands. So, good attendees…   

[00:38]   

Great speakers.

[00:39]

Fantastic speakers!  Yeah, totally. And you’re speaking later on today.  

[00:42]      

I am.

[00:43]

Tell us what you’re talking about.

[00:44]

I am talking about the role of emotions in purchasing.  So, we’ve actually done some really exciting research on which emotions lead to purchasing, which emotions lead to re-purchasing, and which emotions lead to brands getting recommended or not.  

[01:00] 

The actionability of that.  So, understanding as a brand understands their consumer and what’s winning in the marketplace, it sounds like what you’re really offering is helping them connect the dots to the emotional outcome of that consumption or purchase or however you want to think about it. 

[01:18]

So, we are increasingly of the opinion that people don’t think their way through the marketplace; they feel their way through it.

[01:25]

Totally.  I do.

[01:26]

Yes, me too.  And the brands that we engage with are the brands that give us a positive emotional response.  And the brands we really engage with give us a really positive emotional response. Apple would be a good example of one.  

[01:37]  

And Coke for me is like…  I like Coke. Actually, I don’t like Coke.  This is funny. I buy Coke when I’m not feeling good.  It’s such a weird assumption behavior. 

[01:47]  

It makes you feel better though, doesn’t it?  Comforts you. And Coke is, actually, a good example.  That’s actually a brand we reference in my talk in terms of a brand that’s actually driven a lot of emotional connection with consumers.  And if they had access to my model, which I think they must have at some point done that… 

[02:06]

Hint, hint, those who are listening from Coke.

[02:08]  

They have used those principles that we’ve uncovered extremely effectively.  

[02:12]

Got it.  That’s really cool stuff.  

[02:14]

Yeah, it’s really great.

[02:16]   

You’re also exhibiting at…  Does Beall Research exhibit a lot?   

[02:20]

We, actually, have never exhibited.  This is our very first time. So we have brought the crew out.  We are, as you know, located in Chicago. So it’s a little bit easier to have my staff here and fabulous colleagues.  And we’re also showing our books that we have written. We have a new book called Reading the Hidden Communications around You, a guide to reading the non-verbal communications of your colleagues and customers.  Body language, so to speak, and other books. As you all know, we do publish a fair bit in the firm.   

[02:51]  

Awesome.  Yeah, you guys, about two a year is what I’m seeing as the average for a decade.  

[03:00]

Not quite that many, but.

[03:01]

Not quite?

[03:01]

…we’re glad that you think so.  

[03:03]

The last book was really interesting.  I read that. It actually changed my…  So, we have little kids, a two- and a three-year-old as well as a 12-year-old daughter and some older kids, you know, second family thing.  The Cinderella, what was the title?

[03:17]

Cinderella Didn’t Live Happily Ever After: The Hidden Messages in Fairy Tales.

[03:21]  

Right, and one of the interesting about that is how in fairy tales, women are oftentimes cast as the bad person, right, the enemy.  

[03:33]  

They’re cast as very helpless or, if they’re powerful, they’re often cast as quite evil.  So, men are cast as being powerful and good, whereas women who are powerful in fairy tales (aka witches and stepmothers) are generally evil.  In fact, there’s not one nice stepmother in a fairy tale at this point. And so, that’s kind of a sad thing for stepmothers who, as your lovely wife knows, it’s a stereotype that’s just not accurate.    

[03:57]

Yeah, that’s right, actually.  That’s a really good point. Anyway, I loved that book.  I was super informative for me.  

[04:04]

Yeah, there are little girls who occasionally call me.  It’s actually not a child’s book, but it does tend to be something that young women like.  And I’ve had a young reader as young as (I think she was 12-years-old) … She said, “This has totally changed how I think about fairy tales, and I don’t want to be Cinderella when I grow up.”  

[04:24]

I gave the book to another friend of mine, and he and his wife actually stopped literally (I’m not kidding.  This is a true story) … After they read it, they literally stopped reading fairy tales to their kids. 

[04:34]

Interesting.

[04:35]

Yeah, I thought that was kind of.. wow!  Oh, my gosh! I didn’t mean… I don’t know but anyway.  Definitely, it’s very actionable.

[04:43]

Yeah, it’s interesting.  I’m not against fairy tales per se, but I think we want to be thoughtful about what the messages are that they do communicate.  

[04:49]

Well, his wife is actually very cognizant of that already.  And so, as soon as she had this, it was like, “Oh, my gosh, we got to…”

[04:56]

Really think about it, yeah.

[04:57]

Yeah, be a little more proactive in how we’re managing the bedtime content, but anyway…  If somebody wants to get in contact with you to talk about (from Coke, specifically) to talk about the work that you’re doing in emotion..

[05:10]

Sure, they can contact through the website.  It’s BeallResearch. com. That’s 

B-E-A-L-LResearch (one word).com.  And I’m at Anne@Beall.com.  So, they’re welcome to get in touch.  And I’m always, by the way, happy to talk people about our work in emotions.  And, if you aren’t at this conference, I’d be happy to chat with you about some of what we found.

[05:34]

Yeah, fantastic.  I’m sure there are a lot of people will be beating down the door to that effect actually because it’s such an important…  There’s three different talks at the NEXT Conference about voice. And when you get into an invisible purchase journey, which in the next three years it’s about $80 billion is going to be in voice…  So, if you’re not connecting in an emotional level, you’re really in bad shape.    

[05:53]

I think so.

[05:54]

Especially if you’re in CPG.

[05:56]

Sure, because the reality is that we can make choices all the time; there are plenty of products that we can buy, and we are going to be drawn to the things that make us feel good and that make us feel good, particularly about ourselves. 

[06:07]

And there’s no interrupt opportunity, right?  So, I can go on Amazon right now, and Scotts paper towel can connect with me if I type in “paper towels,” but an invisible purchaser journey, they don’t have that opportunity.

[06:16]  

And why do you put Scotts in in the first place?  Did your mom use it? Do you have a sense that it’s very high quality?  And do you have a feeling from it when you look at packaging that makes you say, “Yeah, I’ll just buy this”?

[06:27]  
Super interesting.

[06:28]  

Yeah, it is. 

[06:29]

Alright, Anne, thanks for being on the show.

[06:30]

Thanks so much for having me.

[06:31]   

Thank you, NEXT Conference, for hosting us here.  Happy Market Research Podcast having the opportunity to speak with the speakers here is a big honor of mine.  And I hope you found a lot of value. As always, you can find Anne’s information in the show notes. And, if you liked this podcast, please take the time:  screen capture the episode, post it on your social media. Thank you so much for all the support. Have a great rest of your day.