Episode # 106. Today's guest on the Road 2 Retail podcast is Charles Miller - President & CEO of Persuadable Research. Charles takes us through the types of foundational research an emerging brand should execute in order to give themselves the greatest chance at success. Please subscribe to the Road 2 Retail podcast at Apple podcasts, Spotify or our YouTube channel. Plus- give us a follow on LinkedIn. Learn more at www.road2retail.com. Topics covered with Charles today include: - The differences in the two types of people that start an emerging brand and their approaches: CPG veterans and pure entrepreneurs - The importance of a 'habits & practices' study so that emerging brands can understand the category they are entering and where they fit- Bringing the right research to the table when pitching a retailer is critical: is your pricing logical, is your communication strategy clear, and will you drive incremental category performance?- Once again, we hear from another expert the importance of your brand packaging: is it working hard for you?- A/B testing can tell a brand which executions within their marketing programs are working better, but research is still needed to understand the consumer and shape communication strategy- A reference to The Cure, Yeti, and the Miami Dolphins? What a combo! Enjoy the show! Please subscribe to the Road 2 Retail podcast on Apple podcasts, Spotify or our YouTube channel. You can also follow us on LinkedIn. Please share the show with a colleague and leave us a review. Learn more at www.road2retail.com.