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Katie Houser

Member since November 2015Contact Katie

Katie Houser is a marketing manager for iModerate, a leading qualitative research firm that pioneered the online one-on-one interview. She has deep experience and is a thought-leader in market research, customer insights, survey design and analytics.

Articles by Katie All articles by Katie

  • 4 Tips To Supersize Dads' In-Store Spend  in Engage:Men on 11/03/2015

    Historically, marketers have tried to explicitly tempt moms in-store, as the stereotype has long been that they control the purse strings and make most family purchases. But, with dads taking on more household responsibilities, they are increasingly becoming a higher-value marketing target. Y&R reports a whopping 80% of millennial dads claim primary or shared grocery shopping responsibility. Subsequently, many brands have stepped up their "dadvertising" and - instead of showing him as bumbling and clueless - are messaging to him as a competent parent who plays an active role in his children's lives.

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