Research

When was the last time you reconsidered your approach to consumer monitoring? Your usual methods of tracking consumer trends may work well under typical, everyday market conditions—but these are not everyday market conditions.

Many factors come into play when choosing a market research vendor. Some of the most common are methodological expertise, pricing, and, most importantly, data quality. However, when a multicultural research need comes up, rarely do corporate researchers vet their vendor’s multicultural expertise. So, should it be a prerequisite for getting the job? Absolutely, and here’s why.

When it comes to Latinos, there is no shortage of audio consumption among our community. As we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits a formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group.

The U.S. Census Bureau released estimates showing the nation’s 65-and-older population has grown rapidly since 2010, driven by the aging of Baby Boomers born between 1946 and 1964.

COVID-19 continues to take a drastic and broad impact on the global economy and touches everyone on the personal level, impacting their consumption and purchasing habits. On this webinar, we invite Stacie De Armas, Vice President, Strategic Initiatives & Consumer Engagement, Nielsen, as she shares their latest data and insights on patterns of Hispanic’s shopping and media consumption habits during this time.

Nielsen announced that its Local People Meter (LPM) market service and Set Meter measurement services in 19 of 31 U.S. Set Meter markets have been granted continued accreditation by the Media Rating Council (MRC).

When working women have children, they experience a permanent setback in their likelihood of working and a big but temporary drop in earnings.

In this third study of advertising Buyers, IAB focuses on Upfronts/NewFronts spend, plus the impact of COVID on total advertising spend for the 2nd half of the year.

Gen Z Deconstructed: The Shifting Tides of Race & Diversity is a continuation of our partnership with The University of Texas, Stan Richards School of Advertising and Public Relations. It focuses on how the Gen Z generation is fighting for equality and shifting society as we’ve known it – more significantly than any proceeding generation. Today we are already witnessing how this generation’s voice is finally helping force individuals to hear, listen, and understand the inequities of those who have been oppressed and deserve social justice.

The 2020 Edelman Trust Barometer Spring Update: Trust and the Covid-19 Pandemic shows a significant rise in Americans’ trust in both government and business. Since January, trust in government has risen nine points, and trust in business has risen six points.

Agencies and publishers will face a paradigm shift in the months to come as marketing priorities realign in light of the novel coronavirus (COVID-19) outbreak. Advertisers will demand their media partners, moving forward, drive value at the bottom of the purchase funnel.

A recent KPMG survey of 1,000 consumers in the U.S. revealed that consumer behavior and purchasing patterns are rapidly changing, and is impacting consumer and retail companies. As consumer-facing businesses adapt to the “new reality,” they face more challenges to innovate and reinvent their businesses to survive.

After 11 weeks of lockdown and quarantine in most of Europe and Asia, and as lockdown are starting to be relaxed in most markets, linear TV viewing levels are gradually returning to 2019 levels in many markets but we are still seeing the last two weeks up 4% to 10% vs 2019, despite the lack of sports and fresh content on TV.  In Canada, the US and the UK, viewing has fallen below 2019 by now. In the US in lockdown week 11, viewing was down -4% on Persons 2+ and -13% on adults 18-45.  The return of major sports competitions (European Soccer, NASCAR etc) may sustain consumption in June.

As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on their lives in real-time, especially among multicultural groups who have been hit disproportionately.

A study in contrasts: Republican and Democratic strengths and weaknesses in party identificationRepublicans hold wide advantages in party identification among several groups of voters, including white men without a college degree, people living in rural communities in the South and those who frequently attend religious services.  Democrats hold formidable advantages among a contrasting set of voters, such as black women, residents of urban communities in the Northeast and people with no religious affiliation.

As Millennials reach a new stage of life – the oldest among them will turn 39 this year – a clearer picture of how members of this generation are establishing their own families is coming into view. Previous research highlights not only the sheer size of the Millennial generation, which now surpasses Baby Boomers as the largest, but also its racial and ethnic diversity and high rates of educational attainment. This research also notes that Millennials have been slower than previous generations to establish their own households.

“You get a car! And you get a car, and you…!” When Oprah gifted 276 unsuspecting audience members a brand new fully loaded Pontiac G6, cheers erupted from the crowd. In a similar fashion, but with far less flair, when market researchers “gift” clients fully loaded sales pitches claiming “you, you, and you get representative research,” the deafening silence is even louder. You see, just as the cars Oprah gave away weren’t technically free (guests had to pay the taxes), more than likely, the marketing research you’re getting isn’t technically representative. And from the results of your last marketing campaign, you’re probably starting to figure that out.  By Mario Xavier Carrasco – Co-Founder & Principal at ThinkNow

COVID-19 has completely disrupted our sense of normalcy. Collectively, we’ve hung our hopes on our ability to create a “new normal” post-COVID with some semblance of life before the outbreak. But, life during this pandemic is not normal, nor will it be in the months ahead. From industries to schools and everything in between, routines have been fractured, lives altered, and jobs lost. As a market researcher working in an industry that thrives on consumer interaction, I can speak best to what I’ve seen while navigating this space and how I think the market research industry will respond to the looming uncertainties ahead.

Data science firm Civis Analytics today released new findings from its COVID-19 Impact Research, funded by the Bill & Melinda Gates Foundation. This ongoing survey research studies the social, economic, and educational impacts of COVID-19 in America. Since April 2, 2020, the team has run ongoing national surveys, with deep dives into Washington, Florida, Texas, and New York. The latest round of research highlights the disparity of the impact on communities of color and lower-income households.

The COVID-19 pandemic is likely to alter consumer behaviors permanently and cause lasting structural changes to the consumer goods and retail industries, according to findings of an Accenture survey of more than 3,000 consumers in 15 countries across five continents.