What You Must Do To Break Through And (Re)Connect With Today’s CPG Consumer – FREE WEBINAR: June 19, 2019

What You Must Do To Break Through And (Re)Connect With Today’s CPG Consumer – FREE WEBINAR: June 19, 2019

Understanding and responding to the changing needs of consumers has always been at the core of what we do in the CPG industry.

But today’s always-on, always-connected, always-searching, getting smaller, never-stop world has created a new dynamic in consumer desire. They not only want more…they EXPECT more out of the CPG brands they choose. Real, lasting benefits. Personalized experiences. An authentic story. Full transparency. Sustainability. They want it all. And they want it all NOW (as in 2-hour delivery).

So how do we attract and (re)connect with consumers in this world of almost-constant disruption?

Join a panel of experts from Heart+Mind Strategies as they share their ideas for and experiences with creating meaningful, human connections with today’s CPG consumer. The panel will share their perspectives and case studies on…

  • Understanding how a consumer’s values – the emotional criteria people use to determine importance and give purpose to their decisions – play into the brand and experiences they ultimately choose as their own.
  • Today’s consumer is a responsible citizen of the world. So how does a brand’s or company’s reputation and behaviors factor into his or her brand choices?
  • How is decision-making impacted by emotions and high expectations along the Customer Decision-Making Journey in the CPG landscape?

You will come away from this webinar with concrete ideas for ways you can better connect with today’s in-charge CPG consumer.







Psychology Today Article – Personal Values Powerfully Shape our Perceptions

As we are entering the 2020 election cycle, Psychology Today article  (4/24/19) highlights the importance of our own personal values in shaping what we choose to pay attention to and how we interpret “facts:”


The author, Morgan Marietta, Ph.D. states:  “Our values not only shape what we see as better or worse, they shape what we see at all. This is because our values frame the core questions we repeatedly ask about the world. Those who care about oppression look for oppressors; those who care about security look for threats to it. In other words, we do not end up with the same answers because we do not begin with the same questions. A specific value is not merely a hope for what we would like to exist but also a method for how we decide on its existence.”

These findings apply not only to politics but to product, service and issue marketing as well.  Heart+Mind Strategies’ core approaches are rooted in uncovering and harnessing the deep and powerful values that motivate your customers, members or stakeholders.  We agree with this author that “The stronger the value commitment, the stronger the effect.”  Only a disciplined, clear approach, like the one our teams have used for several decades, can successfully uncover the values that motivate your important audiences.

Ask the Expert

Senior Consultant, Erin Norman, answers this question in the most recent issue of Quirk’s Marketing Research Review:

Q: When public debate seems to focus mainly on those who shout loudest, how can marketers be sure they’re hearing the voices of all consumers, not just the most vocal few?

Follow this link to find the Answer:


Heart+Mind Strategies’ Ambassador of Excellence Award to Dr. Carlos Elordi

Reston, Virginia, December 13 , 2018: Heart+Mind Strategies, a leading Insights + Strategy + Activation consultancy, has honored Dr. Carlos Elordi with the Dr. Jim Hoskins Ambassador of Excellence Award.

Dr. Elordi, who has been with the firm almost from its founding, is Director of Analytics and Applied Methodologies.  He focuses on advising the firm’s consultants on the best methods and analyses to answer clients’ critical business questions. Dr. Elordi plays a key role in delivering Heart+Mind Strategies’ promise of insights leading to activation, using a broad range of analytical tools that link attitudes, behaviors and business outcomes.

The award is given annually to an employee who embodies an uncompromising commitment to excellence and quality, hallmarks of the work of long-time company leader and mentor Jim Hoskins.

The recipient must:

  • Be committed to quality in all aspects of performance
  • Adhere to uncompromising standards
  • Hold us accountable to core principles and best practices
  • Seek innovative approaches that enhance the quality + efficiency of our activities
  • Employ critical honesty to all in pursuit of the best outcomes
  • Demonstrate methodological rigor and excellence

Dr. Dee Allsop, Co-CEO and Managing Partner said: “We can always count on Carlos to tell it like it is – even if it might hurt.  He embodies our company values of integrity, collaboration, innovation and creativity.”

About Heart+Mind Strategies:  We are an insights-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply strategic imperatives to achieve their specific goals. The complementary disciplines of Insights + Strategy + Activation are infused through the organization and our employees for the fulfillment of our mission and delivering customer informed opportunities.  Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com.

Heart+Mind Strategies Expands Internal Ownership, Announces New Partners

Reston, Virginia, December 5, 2018: Heart+Mind Strategies, a leading Insights+Strategy+Activation consultancy, has expanded its roster of Partners and Owners as part of its strategic plan to broaden employee ownership, leadership and management of the company for future growth.

Individuals who either acquired ownership shares or increased shares in the company include:

• Jennifer Airey
• Martina Benedict
• Beth Forbes
• Maury Giles
• Dr. Carlos Elordi
• Erin Norman
• Shireen Olsen
• Royal Smith
• Dr. Shawn Wade
• Mark Wirthlin

Maury Giles, Shireen Olsen, Royal Smith, and Dr. Shawn Wade are now Partners in Heart+Mind Strategies, where they will participate with the existing Partners to help guide the strategic direction of the company.

Mike Dabadie and Dr. Dee Allsop, co-CEO’s of Heart+ Mind Strategies, commented: “For the past eight years we’ve been consistently growing at 10% or better, so broadening our internal leadership has been an ongoing goal because we believe the opportunities for advancement and success of our people are directly tied to the continued success of the company now and into the future.”

Before being offered a partnership stake, employees must meet certain requirements and exemplify qualities central to the company’s culture including:

  • Commitment to bringing Heart+Mind Strategies’vision to life, taking personal responsibility for the company’s success.
  • Participation in the leadership of setting, implementing, meeting, and fulfilling the company’s vision, mission, and business strategy.
  • Provision of leadership to employees, mentoring them and guiding them to realize their full potential.
  • Powering the financial engine of the business, treating its resources as they were their own, taking action to ensure financial success, and working to deliver a return on investment for all stakeholders.
  • Behaving in a manner consistent with company values of integrity, collaboration, innovation, creativity, and entrepreneurism.  We are open, direct, respectful and honest in our communications, taking ownership and responsibility for our actions.
  • Guaranteeing that client work advances the principles and frameworks as established by our heritage and in the company’s mentor, Dr. Richard B. Wirthlin.
  • Acting toward others as we would want them to act toward us.

About Heart+Mind Strategies:  We are an insights-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply strategic imperatives to achieve their specific goals. The complementary disciplines of Insights + Strategy + Activation are infused through the organization and our employees for the fulfillment of our mission and delivering customer informed opportunities.  Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com.


Closing the Gap from Insights to Action: How Three Disciplines Work Together – and Why It Works!

Imagine you’re building a house and you want it to be both beautiful and a wonderful place to live that “works” for you and your family.  Your chances of reaching that dream are strongest if you hire an architect, builder and interior designer who all understand your vision and work together from day one.  1+1+1=25.

Insights will fuel break-through strategy and action when three tightly coordinated disciplines frame and solve business challenges.  Using an approach sharply focused on people and their needs, these three roles turn insights into robust client value, just like the architect, builder and designer who understand one another and share the client’s vision.

This webinar will show how an integrated, systems approach to framing, generating, and applying insights delivers compelling value, including:

  1. The three critical disciplines of:
    • Research/insights experts
    • Strategic planners/practitioners
    • Systems and industrial designers
  2. How these roles apply frameworks, synthesis, and design thinking principles to develop effective solutions
  3. Concrete case studies that clearly illustrate how these three critical functions work together for 1+1+1=25.

Presenters are Heart+Mind Strategies’ Maury Giles, Senior Vice President, Brand, System + Journey Solutions and Carol Gstalder, Senior Consultant, Values + Communications Strategy.  Both are industry veterans who are respected advisors and collaborative partners to global corporations, industry groups, and non-profits.  They speak frequently on effective branding, positioning and communications.

Erin Norman, Senior Solutions Consultant Interviewed about the results of our FirstView Post-Election poll

Erin Norman, interviewed on the Heritage Foundation’s “Daily Signal” podcast, discusses some of the surprising findings from Heart+Mind Strategies’ FirstView poll.  This poll was conducted immediately after the Nov. 6 elections.


Carol Gstalder, Former President, Harris Insights & Analytics Reputation Management, Joins Heart+Mind Strategies

Carol Gstalder Color HQ--3Reston, Virginia, October 11, 2018:  Heart+Mind Strategies, a leading research-based strategic consultancy, welcomes Carol Gstalder as Senior Solutions Consultant to its Values + Communications Strategy Team.

Carol is a 30-year research and consulting industry veteran.  She is a respected advisor and collaborative partner to global corporations, industry groups, and non-profits on issues and crisis management, corporate strategy, communications effectiveness, reputation management, talent engagement, and content creation for thought leadership programs.

“We have known Carol for many years and followed her great accomplishments in the research and consulting industry. So, it’s with great pride that we welcome her to Heart+Mind Strategies,” comments Dr. Dee Allsop, CEO and Managing Partner.

Prior to joining Heart+Mind Strategies, Carol was President, Reputation Management at Harris Insights & Analytics, where she inspired organizations to define their vision, implement strategies to build  equity and mitigate risk, driving long term measurable value.

Before this, Carol served as leader of Nielsen’s Consumer Insights North America Buy organization, overseeing the Harris Poll®, The Reputation Quotient®, The Global Corporate Sustainability Report and Nielsen’s custom insight solutions teams.  She was formerly Executive Vice President and Solutions Group Leader at Harris Interactive and Senior Vice President of Wirthlin Worldwide.

Carol’s expertise on public opinion is regularly quoted across global publications.   Recent speaking engagements include The Holmes Provoke Conference, CECP, Nielsen’s Sustainability Imperative, and The White House United State of Women Conference.

Carol will leverage Heart+Mind Strategies’ unique expertise in tackling complex business and strategic communications challenges for clients:

  • Solutions-oriented insights anchored in stakeholder centric principles – understanding the personally relevant human centered values and aspirations that drive decision making,
  • Holistically working across the areas of brand, reputation, marketing, communications, human capital and strategic planning to help clients grow their business,
  • Navigating the issue, policy, and initiative landscape to effectively develop communications strategy, messages, and actions that influence stakeholder behavior

Mark Wirthlin, President of Heart+Mind Strategies, said: “Carol brings with her a wealth of experience in building deep and lasting client relationships based on sound strategic guidance.  This is consistent with our company’s goal of partnering with clients to turn insights into effective action.”

About Heart+Mind Strategies:  We are a research-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply these insights to achieve their specific goals. Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com

Our New CXO Role: Designed to Grow Client Love

“Chief Experience Officer” (CXO) is a relatively new title in the corporate world.  As companies have wrestled with ways to be sure customers have a consistent positive experience, no matter what part of the firm they touch, the CXO role has emerged as the answer.

Beth ForbesBeth Forbes, a founding partner of Heart+Mind Strategies, is taking on the new CXO role at Heart+Mind.  Previously, Beth wore many hats, overseeing operations, finance, staff management and quality.   This broad background, along with her experience providing strategic counsel to clients, gives her a particularly appropriate set of skills for designing an end-to-end experience with the goal of delighting clients.   The unique twist in her new role is Beth is also focused on delighting employees and steadfastly believes employee delight is tightly linked to delighted clients.

“We’re a company that has a deep history in understanding human emotions.   And we’ve always functioned like a big family.  When it comes to delivering great work to a client, we can’t set that history aside and say we’re just going to use our heads and forget our hearts.  We have to ensure that associates working with our clients love what they do, care deeply about the client and believe that the client’s problem is their own, until it’s solved.”

To deliver that kind of deep commitment to clients requires a lot of support for each and every associate.

“First of all, we are a company of people who have a passion for understanding human motivation and apply that passion to solving client problems.  All of our clients need to persuade, motivate and move stakeholders to action.  We have a great research toolbox, but it’s the craftsmen wielding the tools who make the difference.  So, as a company we want to find likeminded people who share that passion and give them the support and tools to help them ply their craft as skillfully as possible.  It’s my job to make that happen.”

“Second, our staff is growing quickly.  Heck, we’ve grown by 40% in 2017!  Some folks are just starting out, others are in the later years of their career. However, all want to know their pathway in the company because we’re all better at meeting the needs of our clients if we feel like our own path is clear.  In my new role, I’ll be working closely with all our associates to help them define a clear path that capitalizes on their own strengths, interests, ambitions and abilities.

“Finally, it’s important that good people be recognized and rewarded for outstanding work and the kind of innovation our clients want, need and value.  As we’ve expanded our team in the past couple of years, we’ve brought on folks who bring exciting expertise from outside our world – –  from management consulting, ad agencies, PR firms. They bring deep knowledge of different industries.  We want to be sure that everyone in the company can benefit from each other’s diverse and sometimes divergent experience.  I will be working to be sure everyone at Heart+Mind Strategies and at our clients benefits from the collective expertise.  And that innovative ideas, whether home grown or from new colleagues, are recognized and rewarded.

Most importantly, though, Beth will be keeping an eye on all client interactions, measuring how close we come to our ultimate goal:  to “grow client love.”

Heart+Mind Strategies to Present at Worldwide Partners’ Global Agency Summit in Miami

Independent advertising agencies from around the globe gather to collaborate, inspire and discuss trends.

April 12, 2018 – Reston, VA –Worldwide Partners, Inc, (WPI), one of the world’s largest agency networks with more than 60 agency partners in 40 countries on five continents, is hosting a Global Summit in Miami April 15 through 17 for partners in their network. Heart+Mind Strategies, one of the network’s newest members, will be presenting on the topic of, “Persuade by Reason, Motive through Emotion – Winning the Battle for Hearts and Minds.”

“In an increasingly complex and competitive marketplace, brands must do more than communicate … they must connect, they must persuade and they must motivate,” says Mark Wirthlin, President of Heart+Mind Strategies. “The kind of insight and framework we’re talking about in Miami can make that possible,” says Wirthlin.

Worldwide Partners has brought together experts from around the globe to speak about topics important to the network, such as branding, data, media, ethnology, social media and creativity.

The theme of the Summit is “Art + Science,” signifying the intersection of creative talents, data and marketing now required to truly connect with consumers and drive business results. The Summit’s setting will echo this junction of creative and data, with events taking place at the world-renowned Miami Ad School and The Betsy South Beach hotel.

The quality of a consumer’s experiences is increasingly becoming the defining factor for how successful that brand is. It is predicted that by 2020, 85% of a customer’s relationship with a brand will lack any human interaction. If that proves true, dynamic and personalized digital interactions will be more important than ever. But it will take more than implementing more sophisticated marketing strategies to connect with consumers. It will require collaboration and alignment from marketers, creatives, media specialists and analysts to determine how creative organizations like agencies can respond to increasing demands from their clients’ marketing departments.

The Global Agency Summit is an opportunity for WPI’s partners from around the globe to gather and discuss this trend, as well as other important topics impacting their network and the constantly-evolving advertising industry as a whole. It allows them to collaborate face-to-face, learn from and empower each other and innovate to help guide their clients into a new era of advertising.

“Today’s agency leaders are navigating new and uncharted waters that represent tremendous opportunities for their organizations and for their clients,” says John Harris, President & CEO of Worldwide partners. “Consistent collaboration with peers and with industry leaders is a crucial step in building a formidable, long-term strategy for success.”

To learn more about Worldwide Partners, Inc, visit https://www.worldwidepartners.com/.

About Worldwide Partners, Inc.

Worldwide Partners, Inc. (WPI) is one of the largest networks of independent advertising and marketing communications agencies in the world, comprised of over 60 independent agencies located in 40 countries across Asia, Africa, Europe, Latin America, the Middle East and North America.

WPI serves as a hub that harnesses the creativity, local expertise and resources of the agencies within the partnership to solve problems for clients on a local, regional and international basis.  Global brands including Coke, Heineken, Caterpillar, Las Vegas Tourism, Dana and 3M gain access to best-in-class, entrepreneurially-driven agencies steeped in local knowledge in all markets where they engage WPI agencies. 

For more information about Worldwide Partners visit http://worldwidepartners.comor contact John Harris, President and CEO at john@worldwidepartners.com.