Prodege is looking forward to returning to the CMA|SIMA Annual Conference later this month. This year, we’re especially looking forward to what’s sure to be an enlightening conversation with one of our partners, Dollar Shave Club. In our session: How Dollar Shave Club Accelerates D2C Innovation in a Brick & Mortar World,  Andrea Scheuerman, Prodege’s VP, Data Analytics, Victoria Stevens, Prodege’s Director, Client Solutions, and Alec Schaefer, Senior Manager, Consumer Insights, Dollar Shave Club will discuss the crucial part innovation and messaging research play in establishing and sustaining a unique position within the CPG market.

Ahead of this conversation, we spoke with Dollar Shave Club’s Alec Schaefer to learn more about his passion for working in the market research industry and experience partnering with Prodege. 

As Senior Manager of Consumer Insights, Alec guides product innovation, communications strategy, and brand positioning via insights projects that ensure the consumer is at the center of business decision-making and strategy. Prior to this role, Alec worked in insights at The Walt Disney Company, within the consumer products and licensing businesses, using research to uncover whitespace product opportunities, underpenetrated audiences, and create consumer-first go-to-market strategies. 

Alec’s passion for research stems from his interest in uncovering human motivations. He expands: “At its core, research is about understanding people, on a human level – why they do what they do, how they feel when they do certain things, and, from a business perspective, how a brand or product can play a meaningful role in their lives. Furthermore, what research reminds me to do on a daily basis is to practice empathy. While we all practice empathy daily, I love that it’s a crucial part of my work and that, the more I empathize with the people I’m talking to or surveying, the better insights I am able to deliver. The most successful and impactful research I’ve done has helped decision-makers put themselves in the shoes of the consumers and build strategy from that standpoint.”

Alec Schaefer

Since he began partnering with Prodege, Alec has been impressed with the expertise, flexibility, and attentiveness of the team. “I’ve been working with Prodege for about half a year, but, in a very short amount of time, the work we’ve partnered on has been so impactful. While I’ve partnered with many agencies, I was pleasantly surprised by Prodege’s agility, thoughtfulness in the research/implications, and willingness to adapt to my business’ needs. I’ve often found agencies are good at one or two of those areas but rarely all three. Moreover, I’ve truly felt that the Prodege team shares my passion for understanding people, practicing empathy, and delivering deep human insight!”

If you’ll be at the CMA|SIMA Annual Conference, please introduce yourself to the Prodege team at Booth #218 and check out this session at 11:40am on February 28th in Suwannee 1-3.

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Rachel Kaye

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