consumer insights

The Bookends Generations

Marketers instinctively look for the unique characteristics of individual consumer groups/segments to be able to tailor an offering and the communications to resonate with their special needs/requirements.

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The Missing Consumers

by: Jonathan Salem Baskin

While the mainstream press, and most digital marketing firms, are convinced that social media are changing the consciousness and habits of humanity, I've chanced upon two studies that suggest otherwise:

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Clothes for the Older Women - as Bad 'On' as Off-line

by: Dick Stroud

There is an excellent article in the WSJ about the idiocy of why companies continue to ignore the spending potential of older women. If you have a WSJ subscription you read it here.

The focus of the article is about the way that the new online fashion sites continue to ape their off-line equivalents.

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Earth Day, Green Marketing, and the Polling of America, 2009

Here we go again. In the run-up to yet another Earth Day, here is my third annual take on the bounty of polling data on consumer environmental attitudes that seems to hit my in-box this time each year. (See here for the 2007 and 2008 installments.) This year is no different. I've counted more than a dozen different surveys, market segmentations, and opinion polls since Barack Obama became president. By my estimation, that's a record.

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Marketing In A Post-Consumer Era

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Less Guilt Sells More Chips

by: Roger Dooley

Selling salty chips to guys isn’t all that difficult. As the classic Lay’s commercial noted, “You can’t eat just one!” Give a guy a chip, and before you know it the bag is gone. For women, though, salty foods are the snack of choice just 14% of the time. They prefer sweet snacks (25%) and, amazingly, healthier fare like fruits and vegetables (61%). Disturbed that women might prefer carrot sticks to potato chips, Frito Lay decided to get inside women’s heads. Literally.

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The New Seasonality

by: Jonathan Salem Baskin

If you ever needed proof that the context of would-be purchasers' lives is a far more important quality than any attribute of brand that you might promote, just look at the emerging utility "paycheck cycle" for packaged goods marketers.

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Insight to Innovation

by: John Winsor

David Armano has a wonderful post on becoming a Digital Anthropologist.

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Fat and Happiness Are Social

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John Gerzma Stares Down the Recession

by: Scott Goodson

John Gerzma sent me this note today. He is author of The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid it. (thebrandbubble.com) He also heads up the strategy group of Y&R brands.

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