Research
From Insights to Impact: How Market Research Shapes Brand Value
Market research equips brands with the tools to understand their target audience and, ultimately, shape a more effective brand strategy. Through qualitative research, such as focus groups, marketers gain deep insights into customer motivations, preferences and behaviors. Quantitative research, like surveys completed by online panels, provides data points on demographics, consumer attitudes and market trends.
US consumer spending cuts are now hitting some essential goods and services and much-valued experiences
As inflation continues to pressure consumers, they expect to spend less this summer on personal care products, considered an essential, and restaurants, travel and entertainment, according to the 2024 KPMG Consumer Pulse Survey, summer edition.
State of the Consumer 2024: What’s now and what’s next
If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past. And young consumers in Asia and the Middle East are more likely than those in Western markets to switch to higher-priced brands.
Inclusive-focused media investment opportunities for ad buyers [REPORT]
Gracenote released a new report quantifying the visibility of different racial, ethnic, gender and disability groups among primary cast in new 2024 TV programming on major streaming platforms and linear channels. Tapping Gracenote Inclusion Analytics data, the report sheds light on opportunities for media buyers to invest in shows that authentically represent diverse characters and narratives to complement diverse-owned media ad buys.
25TH EDITION OF HMC HISPANIC MARKET GUIDE: A comprehensive Playbook to help Marketers STOP Latino Coating & Reach Hispanic Market with Authenticity [DOWNLOAD GUIDE For Free]
On the heels of launching its #STOPLATINOCOATING campaign, the Hispanic Marketing Council (HMC) has released its highly anticipated 2024 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with U.S. Latinos, currently positioned as the fifth largest global economy. This year marks the 25th edition of the market guide, which has served as a valuable resource for the industry and a vehicle for helping brands tap into the Hispanic opportunity.
The Power of La Radio! [REPORT]
Nielsen’s Tony Hereau and Cumulus Media’s Pierre Bouvard reveal never-before-seen sales stories on the power of Spanish radio.
Advertising Cultivates Brand Trust Leading to Purchase Intent [REPORT]
When brand trust increases by just one point, the average consumer purchase intent increases by 33%, with Reliability, Respect, Ethical Business Practices, Authenticity, and Relatability top drivers of brand trust.
Cultural Issues and the 2024 Election [REPORT]
The 2024 presidential campaign is taking place amid intense debates over such topics as immigration, growing racial and ethnic diversity in the United States, the changing American family, crime and reproductive issues.
Most Black Americans Believe Racial Conspiracy Theories About U.S. Institutions [REPORT]
While many Black Americans view themselves as at least somewhat successful and are optimistic about their financial future, they are also critical of U.S. institutions. Most say several systems in the United States need significant changes to ensure Black people are treated fairly.
Fixing the Ad Agency Model
Rachel Barek, CEO and co-founder of creative agency Said Differently, says advertising agencies have failed to evolve. "Companies have innovated in terms of the types of work that they do," she says. "But no agency was purpose-built from the ground up for all the needs of a modern CMO."
Cut Through The Fragmented TV Streaming Landscape [REPORT]
MAGNA Media Trials and Roku released new research that explored how brands and viewers can find their way in the increasingly fragmented TV viewing landscape. The report called “From ‘Power On’ to ‘Power Off’ Understanding the Streaming TV Experience” shed light on viewers’ mood, motivations, pain points, and journey to content, as well as what this new landscape means for advertisers.
The State of the American Middle Class [REPORT]
The share of Americans who are in the middle class is smaller than it used to be. In 1971, 61% of Americans lived in middle-class households. By 2023, the share had fallen to 51%, according to a new Pew Research Center analysis of government data.
Amid Compound Volatility, Americans Optimistic About Their Own Personal Finances, But Less Optimistic About U.S. Economy’s Growth Prospects [REPORT]
Americans are more optimistic about their personal financial situations than the growth prospects of the U.S. economy over the next year, while exhibiting various degrees of enthusiasm, comfort and skepticism in the forces shaping the consumer experience, according to a new study released by KPMG LLP (KPMG), the U.S. audit, tax and advisory firm.
HumanKind Study–Exposing Reality of Today’s Consumer Climate
Leo Burnett Chicago released the findings of the U.S. HumanKind Study, which draws on extensive primary market research to dive deep into the main issues shaping the nation. Developed in partnership with research company Maru/Blue, the study offers a panoramic view of the challenges facing Americans today and outlines opportunities for brands to address issues spanning mental health, finance, social media and other divisive topics.
New Estimates Show Population Recovered for Large Cities and Grew in Small Places on Outskirts of Urban Areas in 2023
While the nation’s fastest-growing cities continue to be in Sun Belt states, new population estimates show that some of the top gainers are now on the outskirts of metropolitan areas or in rural areas.
Falling Population of Foreign-Born in Puerto Rico Mirrors Island’s Drop in Total Population
Puerto Rico’s foreign-born population slipped below 100,000 in 2018-2022 from a decade earlier, according to the most recent American Community Survey (ACS) five-year estimates. The island’s foreign-born population declined by roughly 15,000, from 104,497 in 2008-2012 to 89,461 a decade later.
A look at how CTV reach and viewership trends shift across generations
Advanced audiences, also referred to as audience segments, is industry shorthand for groups of people that marketers put together for ad targeting purposes, using demographics, interests, media habits, shopping behavior and many other attributes curated from internal and external records.
A Majority of Latinas Feel Pressure To Support Their Families or To Succeed at Work [REPORT]
More than half of Latinas say they often feel pressure to provide for their loved ones at home or succeed in their jobs, mirroring the life stressors experienced by women across the United States today.
Half of Latinas Say Hispanic Women’s Situation Has Improved in the Past Decade and Expect More Gains [REPORT]
Half of Latinas say the situation of Hispanic women in the United States is better now than it was 10 years ago, and a similar share say the situation will improve in the next 10 years.
Teens and Video Games Today [REPORT]
There are long-standing debates about the impact of video games on youth. Some credit them for helping young people form friendships and teaching them about teamwork and problem-solving. Others say video games expose teenagers to violent content, negatively impact their sleep and can even lead to addiction.
