Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "consumer"
- After concerns about inflation, people are most worried about Russia's war on Ukraine.
- More than a third of people said they have heard of the metaverse, but have never used it
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- A new report from NPD Group says U.S. sales of prestige beauty products from department stores gained 15% in the last year.
- Your customers engage with your brand and email program beyond just opens and clicks. SmileDirectClub's Director of CRM Lead Conversion, Scott Cohen, will discuss more robust ways to look at data and attribution within your email program. By the end, you'll be armed with the right questions to ask within your organization to get you and your program the credit you deserve.
- Thanks to a partnership with Conde Nast, more than 1.25 million viewers saw a cut-down of the Genesis G90 spot before viewing the livestream of the Vogue World fashion event. Genesis' Executive Director of Marketing, Wendy Orthman, discusses how the world of fashion is the perfect context to introduce consumers to the young automotive brand.
- What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated data like this lead to insights and tactics around identifying better value propositions that grow loyalty?
- With a name like JaM Cellars, you know they've got to love wine and music. Over the life of John Anthony Family Wines brand, from 1,000 to almost 1MM cases, music has become core to the JaM Cellars marketing ecosystem; including festivals, venues, digital shows, podcasting, and charitable giving. John Anthony Family of Wines' CMO, Sarah Montague, will share how the JaM Cellars marketing ecosystem leverages music to connect emotionally with consumers, keep them engaged and entertained, and drive value for the brand.
- Marigold has announced global survey results with the 2023 Consumer Trends Index -- and its new rebranding.
- Consumers and marketers differ when it comes to channels, message frequency and general priorities, Emarsys reports.
- Loyalty members with an emotional bond with a brand are much more likely to become frustrated when there are problems, Kobie Marketing reports.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
- As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a CPG company is in a channel agnostic future?
- New research from Deloitte finds that despite impressive resilience, 40% of consumers worldwide feel worse off financially.
- Consumer insights platform Zappi helps brands bring pre-launch consumer insights to their content creation.
- People see the biggest inflationary effects on many of the products and services they use most often, such as gasoline and food.
- Younger consumers are more likely to say they're canceling subscriptions to apps and streaming services because of rising prices.
- OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing - all through OOH.
- A preholiday ecommerce survey from the analyst firm Baird Equity Research suggests consumers are prioritizing values.
- Maru's main offering is called Hub, a scalable survey platform that allows marketers to analyze behavioral, transactional, and attitudinal data in the same interface.
- The new research fuses Dentsu's 400,000-respondent CCS panel with the attributes and behaviors of gamers in GWI's database of 2 billion internet users.
- TV content consumers seek not only ease of operations, but perhaps just a single TV source/access point. Can streamers really be everything to everyone? Probably not.
- Retail media retains its lead when it comes to search, discovery and purchases. Here's why Amazon, Google, and eBay have become the top three destinations to search for products in the U.S. and EMEA, according to a recent ChannelAdvisor study.
- Adtaxi's 2022 Economy Concerns Survey finds that 9 out of 10 Americans shop online at least once a month vs. 71% in 2017, and 60% of Americans shop online weekly -- up from 27% five years ago.
- As they make trade-offs, people are less impressed with national brands.
- Brand Keys' new ranking shows how the fading pandemic is reshaping the way consumers feel about favorite brands.
- Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their decision to engage with a brand's products and services.
- Commerce Signals, a TransUnion Company, released data on Friday analyzing how inflation affects discretionary and non-discretionary spending by consumers.
- An AMA-NY study released Wednesday finds the average corporate buyer is a millennial male with changing values, and women have surpassed men among younger B2B purchasers. In fact, women make up 53% of the under-30s group and most of the under-25. Most work in traditional female sectors like retail and fast-moving consumer goods.
- Ecommerce experienced price deflation for the first time in more than two years, but consumers spent less in July 2022 vs. June, according to the Adobe Digital Price Index, which identified deflation driven by electronics, apparel, and toys. Food costs remain high.
