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I love to build things…building a new product, building brand equity, building a new capability, or developing a new employee. I use the technical expertise I’ve demonstrated in over 20 years of CPG insights experience and 4 years at a major research supplier, combined with my creativity and desire to improve things, to always ask the question “What If…”. Areas of expertise include –• Innovation - led insights for the development and launch of over 60 new products in my career at Hershey, totaling more than $2 billion in first year sales.• Driving growth on established brands.• Wide variety of quantitative and qualitative methods, both traditional and new.• Leading research in the US and internationally.
Peapod Digital Labs, An Ahold-Delhaize Company
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Consumer Insights LeadPeapod Digital Labs, An Ahold-Delhaize Company Jul 2018 - PresentCarlisle, Pennsylvania, United States• Lead the Consumer Insights Team supporting The GIANT Company.• Hire, develop and manage research analysts and interns.• Developed and rolled out a dashboard giving Store Managers real-time access to Customer Experience Tracking data and customer comments.• Lead research to drive OmniChannel growth.
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Senior Research Manager - Us Commercial InsightsThe Hershey Company Oct 2015 - Feb 2022Hershey, Pennsylvania• Lead insights for Reese’s, Kit Kat, Seasons and Portfolio Strategy. • Manage Research Manager and Interns.• Own the budget for the US Commercial Insights team.• Supported Emerging Growth Platforms (eCom, Hispanic, Occasions Marketing).Key Quantitative Methods - Include Concept Testing, Concept/Product Testing, Segmentation, New Product Forecasting, Controlled Store tests, Package Testing / Eye Tracking, Product Optimization / Response Surface, Discrete Choice, Conjoint, Copy Testing, Attitude & Usage, Brand Health / Equity Tracking, Mobile Diary, Web Community, Brand Switching / SOV, Implicit Association, Facial Coding / Biometrics, POS / Store Data, Panel DataKey Qualitative Methods - Include Focus groups, IDIs, Dyads/Triads, Ideation, Ethnography, Shop-Alongs, Online / Digital Qualitative -
Senior Research Manager, Sweets & Refreshment SbuThe Hershey Company Feb 2011 - Sep 2015Hershey, Pennsylvania• Global Innovation for the Sweets & Refreshment Strategic Business Unit. Markets included the U.S., China, India, Canada, Mexico and Brazil.• US Equity Insights for Jolly Rancher, Twizzlers, Lancaster, Ice Breakers, BreathSavers.• Led a team of 3 Research Managers.
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Senior Research Manager, Us Innovation - ChocolateThe Hershey Company Jan 2009 - Jan 2011Hershey, Pennsylvania• Insights for Chocolate Innovation• Insights for Packaging Innovation• Managed Interns
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Research Manager, Us Innovation - Snacks And S&RThe Hershey Company Feb 2006 - Dec 2008Hershey, Pennsylvania• Insights for Snacks (Cookies, Brownies, Snack Bars, etc.) Innovation• Insights for Sweets & Refreshment Innovation
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Associate Research Manager, Consumer InsightsThe Hershey Company Jan 2004 - Jan 2006Hershey, Pennsylvania• Insights for Chocolate Innovation and Established Brands
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Staff Research Analyst, Consumer InsightsThe Hershey Company Jan 2000 - Dec 2003Hershey, Pennsylvania• Insights for Refreshment Innovation and Established Brands• Insights for Chocolate Innovation and Established Brands• Insights for Sweets Innovation and Established Brands
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Lead Research Analyst, Consumer InsightsThe Hershey Company Feb 1997 - Dec 1999Hershey, Pennsylvania• Insights for Grocery Products (Pasta, Baking, Syrup/Toppings, Beverages, etc.) Innovation and Established Brands• Insights for Chocolate Innovation and Established Brand
Michael Button Skills
Michael Button Education Details
Frequently Asked Questions about Michael Button
What company does Michael Button work for?
Michael Button works for Peapod Digital Labs, An Ahold-Delhaize Company
What is Michael Button's role at the current company?
Michael Button's current role is Consumer Insights Lead at PDL supporting The GIANT Company.
What is Michael Button's email address?
Michael Button's email address is mb****@****any.com
What is Michael Button's direct phone number?
Michael Button's direct phone number is +5511488*****
What schools did Michael Button attend?
Michael Button attended University Of Iowa.
What skills is Michael Button known for?
Michael Button has skills like Advertising Research, Shopper Marketing, Brand Equity, Consumer Insight, Customer Insight, Market Research, Marketing Strategy, Consumer Products, Competitive Analysis, Segmentation, Marketing Research, Consumer Behaviour.
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Michael Button
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Michael Button
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