Jacqueline Ireland – Chief Executive, Colmar Brunton Auckland
Jacqueline comes from a marketing background and has worked at Colmar Brunton for the past 16 years. Having engaged across the spectrum of New Zealand SME and corporate life she has a wealth of experience using research to drive effective, practical business and marketing strategy. She has a broad understanding of consumers across many markets and sectors, how they behave and what motivates them. Jacqueline consults to clients in the airlines, telecommunications, banking, utilities, manufacturing and service sectors.
Jacqueline has led Colmar Brunton’s Better Business, Better World research over the last five years. This insightful consumer study is NZ’s largest and most definitive longitudinal survey of consumer attitudes and behaviour.
The question: Are consumers really seeking out more sustainable products and services?
As well as helping us understand where sustainability sits in relation to other economic and social issues consumers are concerned about, Jacqueline drilled down to identify how particular themes and issues affect consumer attitudes and behaviours at a category specific level.
With the consumer ‘credit – debit’ mentality on sustainable purchasing, that’s valuable information because behaviour in one category is often ‘traded off’ against with that in another.
Jacqueline shared with us the very latest findings from the 2013 report. She explained how consumer trends are tracking, and what that means for businesses looking to develop and build a competitive advantage in the marketplace.