©2016 by Fully Baked Strategy & Insights.

FULLY BAKED STRATEGY & INSIGHTS

Fully Baked Strategy is a boutique firm specializing in connecting marketers to their consumers in the recreational and medical cannabis arena. We utilize our combined 50+ years in the CPG business to help clients discover the insights they need to grow into strong market players.


At Fully Baked Strategy we believe that in order to create a successful brand it is critical to understand consumers’ attitudes, usage and behavior of the category. Packaged Goods, Edibles, Vape Pens, Tinctures, Oils, Flower —no matter the format, they are all products that are somehow integrated into a consumer’s life. 

We help you tap into your consumers to help you grow your brand in this new marketing landscape.

 

WHAT WE LOVE TO DO

Build brands from the ground up

Help revamp brands to connect with a changing consumer and market

Discover insights at the root of why people do what they do and buy what they buy

New product development to address white space needs and fill product funnels

Product and Brand strategy development

Communications development

Packaging design & development

Concept & product testing

Lifestyle Mapping & Journey Mapping

 

WHAT ARE THE TYPES OF QUESTIONS WE GET ASKED?

WHO IS MY TARGET?

WHERE CAN I GET THE MOST GROWTH FOR MY BRAND?

HOW CAN WE MAKE AN EMOTIONAL CONNECTION WITH OUR CONSUMER?

IS OUR PRODUCT IDEA BETTER SUITED FOR RECREATIONAL OR MEDICAL?

CAN WE UNDERSTAND THE GATEKEEPER        [THE BUDTENDER] AND HOW THEY CAN HELP BE A BRAND ADVOCATE?

HOW AND WHERE CAN WE INNOVATE TO GROW?

CAN MY E-CIG BRAND LIVE IN CANNABIS WORLD?

WOULD THE CONSUMER BE OPEN TO MY CPG/GENERAL MARKET BRAND EXPANDING INTO CANNABIS-INFUSED PRODUCTS?

NOW THAT WE HAVE MORE COMPETITORS IN THE MARKETPLACE, 
IS OUR BRAND POSITIONING STRONG ENOUGH?

HOW DOES MY INNOVATION COMPARE TO THE MARKET LEADER? WHAT ARE THE POINT OF DIFFERENCES?

 

OUR CANNABIS PRACTICE…

  • Working with a topical pain reliever expanding into CBD

  • Developed a go-to-market strategy for a new cannabis grower to position as a craft

  • Explored women’s needs in CBD-treated feminine products & reactions to product ideas

  • Aided in the the development (branding, positioning and design) of a new e-cig vape juice and resolved the need it will fill in the marketplace

  • Determined if an e-cig and a vape pen can share the same brand name.  Clarified effect of naming on multiple targets

  • Explored consumers willingness for a mainstream brand to include cannabis-infused products / cannabis as an ingredient

 

RESEARCH METHODOLOGIES

Discover Our Expertise

Brainstorming

Qualitative & Quantitative Research

  • In person, on-line, mobile, in-store

  • Focus groups, Mini-groups, IDIs, Pairs etc.

  • Online boards, blogs, chat parties

  • Shop-A-Longs

  • Video ethnography

  • Target/market immersions and scavenger hunts

  • Surveys

Business Meeting

New Product Development

    Workshops: Platform, Concept/Product Development

  • Creative consumer co-creation

  • AI-aided platform development 

  • Concept writing and Concept writing training

  • Concept testing (qual and quant)

 

Robin Falkoff

  • Robin Falkoff lives by her motto “question everything!” and is on a perpetual quest to understand the unique ways consumers connect with brands, advertising and media in order to glean more thoughtful and action-oriented insights.  Robin brings a brand planning orientation and close to 20 years of experience working on the corporate, supplier and agency sides of the business both in the US and abroad. 

  • Robin entered the cannabis arena in 2013 with gusto when her family opened Dark Star Organics,  an organic farm in the Emerald Triangle specializing in medicinal cannabis. She recognized that as the industry grows there will be a strong need for branding, creating line extensions and understanding the consumer behavior in order   to help these businesses differentiate and establish themselves as the industry grows.

  • Similar to her entry into Silicon Valley businesses, Robin has developed innovative ways to work within evolving industries through the adaptation of her creative approaches and tools to help participants express their feelings and help clients grow their businesses. She has successfully leveraged this approach in consumer package goods with her company Ology Group (www. Ologygroup.com)  To date, she has begun to help cannabis clients understand the role recreational and medicinal cannabis plays in their lives, how to create a strong brand foundation, connect with consumers in meaningful ways, ideate new product areas, packaging and communication development. 

  • Prior to beginning Fully Baked Strategy Robin worked at a strategic consultancy and a number of ad agencies including JWT, Bozell and DDB as the VP, director of brand planning.  She has worked across a variety of categories such as food, beverages, confectionary, spirits, health/beauty, grocery, retail, tech, luxury goods, toys, electronics, food service, travel, pharma (RX/OTC), financial services, and technology.  

  • Robin lives in New York and has two sons (a farmer and industry consultant in California and an investment banker in New York.)  She is crazy about her eye glass collection and is often seen wearing a different pair of glasses each day of her project.

Alison Zelen

  • Alison has spent over 20 years developing her expertise in consumer insights, brand management, and competitive intelligence. For the past 10 years, she’s primarily focused on leading cpg client’s insight teams in knowledge planning, identifying new research methods, new product development processes and product/brand launches.

  • Developing new innovations that lead to successful brands is her passion, demonstrating this through the development of innovative research and consumer connection approaches.  Alison’s insights desire is to help marketers and researchers become smarter about their consumer and help them build their ‘consumer gut’!

  • Alison entered into cannabis research at the prompting of Robin – but has recently come to personally understand the medical benefits due to a family medical crisis, making her much more invested in the legal discussions occurring throughout the U.S. 

  • At Unilever, Alison was the North American Consumer and Market Insight Director working on the Global Deodorants team. Her favorite Unilever experiences include heading up the insights function to launch the successful global AXE male grooming brand into North America, and leading the Deodorant category team through 8 years of continuous growth on the Dove, Suave and Degree/Rexona brands. Alison and the AXE team won a Gold Effie and a Cannes award for AXE advertising.  She also won the 2007 American Marketing Association’s Explor Award for research utilizing AXE’s online community.

  • Before joining Unilever, Alison worked in Competitive Intelligence,  Consumer Insights, and Brand Management at Kraft Foods, on the Kraft Kitchens, Oscar Mayer, The Pizza Company, and Enhancers (Salad dressings, BBQ sauces) businesses. 

  • Alison is a RIVA Institute trained moderator and an expert in youth research. She has been a featured speaker for AMA and ESOMAR conferences and is quoted in articles and business publications including Advertising Age and the Harvard Business School Press.

  • Alison earned an MBA at the Kellogg School of Management at Northwestern University, where on occasion she teaches a class on qualitative research and new research techniques.  She’s a graduate of the Players Workshop of the Second City, is married with two (exhausting and silly) kids and an adorable goldendoodle named Tank. Alison and her family live in the Chicago suburbs.

 

CONTACT US

Get in touch with us to find out more of what we can do for your business.