Gwyneth Paltrow's Reader Survey

The notion of consumer research informing a brand is nothing new. In fact, the hope is always that good research will reveal some untapped need or desire that can lead to a great creative idea or a product innovation that will capture the collective consumer imagination. So it shouldn’t come as any surprise that even Gwyneth Paltrow is looking for some brand insight. Her recent diversification from actress and fashion icon, to songstress, culinary guru, and travel expert has left her brand a little stretched. The latest Goop missive contained an extensive reader survey… And my unhealthy Gwyneth fascination aside, it was interesting to see that even the most personal of brands, your own, can sometimes be in need of some necessary retooling. “Does my website need a redesign?” “When am I most interesting: when I’m talking about fashion, travel or food?” And finally, “Who finds me most fascinating: twenty-somethings, thirty-somethings, or dare I ask forty- and fifty-somethings?” If there is an insight to be unearthed here – it may be twofold. Firstly, every brand no matter how small, needs to know what they are selling and to whom. Only then can you craft a message that is meaningful and relevant. And secondly, and perhaps more importantly, all of us need to re-examine more closely the brand and message we project every once and a while. Do we really know how others see us? I’m just saying…

peter g