Leslie is an Ole Miss graduate who went on to a phenomenal career in market research and consumer perceptions.
She started with Procter & Gamble in Cincinnati, and then worked for New Product Insights in Kansas City before starting her own company in Maryland.
She’s helped position and launch so many products over the years: Pampers. Pringles. Duncan Donuts coffee. Dairy Queen Blizzard. Quaker Granola Bars. And the brands on her resume are incredible: Hallmark. Purina. Coke. Kraft. Johnson & Johnson. Sara Lee. General Foods. Nestle. Max Factor. Ragu. Del Monte. Arm & Hammer. Kimberly Clark. The list is endless.
In the early 1980s when I was in college and just reading about the Tylenol poisonings, she was working with McNeil Consumer Healthcare (the brand’s owner at the time) to develop new tamper resistant packaging and to position the new caplets which replaced the capsules.
We both love research and knowing what customers think, and hit it off well. She talked to a variety of classes, helped my classes with a focus group project, met students, shared ideas and more.
One of the many things that jumped out though is a theme that’s near and dear to me: That in marketing, it’s the little things – the tiniest of details – that can make or break a customer relationship and set the tone for a brand.
Leslie talked about Pringles. When she was testing the product, it was assumed customers would pour the chips into a bowl or on a napkin before eating. No one anticipated they’d stick their hand into the container to get the chips. So P&G redesigned the packaging to remove the sharp edges around the opening of the tube so people wouldn’t cut themselves when they reached inside.
Pampers was an interesting challenge. At the time, many women were appalled at the idea of wrapping their babies in plastic – most said good mothers would never do such a thing. Understanding this nuance, Pampers wasn’t positioned as a convenience. Instead, it was marketed as being good for the baby because it wicked moisture away from the skin, meaning less chance of diaper rash. This messaging did the trick and sales took off.
In the early days of granola bars, there was only kind: dry and crunchy. They crumbled easily and were a mess to eat. Understanding this, Quaker realized the appeal of a bar that held together when eaten. Thus, the success of a soft “chewy” product that became a hit.
Call me crazy, but I love this stuff, and it was fun to spend time with someone else who loves it too! I look forward to Leslie’s next visit.