New Insights on Viewers’ Content Discovery and Engagement
A major study on viewers’ journey through different touchpoints, their viewing decisions and engagement after they watch, reveals new insights.
consumer behavior
LGBTQ Social Media Use
A study by the GLAAD Media Institute found that “LGBTQ audiences are nearly two times more likely to be heavy social media users and significantly more likely to have used a streaming service in the previous seven days…” Read more »
- Targets & Segments
- Article
How Do Consumers Respond to Gender-based Pricing?
Markets are growing increasingly transparent. While one of the easiest ways to segment customers is by gender, pricing differences based on this factor are becoming more apparent and harder to justify. Women perceive such pricing discrimination for comparable product as unfair. This reduces purchase intent and their liking of and appreciation for the brand, while men tend to rationalize such differences as justified by product attributes (e.g., dry cleaning a “blouse” versus a “dress shirt”).
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- Targets & Segments
- Article
Here is When Promotions Work for High-Involvement Products
Promotions should be crafted toward the shopper’s mindset to be most effective and enhance the shopping experience. For routine purchases of low-involvement product categories, shoppers are often in a “deliberative mindset,” and so they respond well to general promotions. Brands in high involvement categories, however, must engage shoppers in an “implemental mindset.” To be effective, promotions must be equally focused and specific.
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- Targets & Segments
- Article
Brands Should Communicate Positive Reviews to Customers Post-Purchase
Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.
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- Past Event Highlights
- Article
Today’s Shopping Landscape: Strategies for the Changing Consumer Journey
At ARF SHOPPER 2023, which took place in Chicago and virtually on March 9, the industry’s leading marketers and retailers came together to explore the latest research-based consumer insights, and how they are using this data to understand today’s shoppers, build innovative experiences and brand loyalty. Attendees learned about consumer behavioral shifts, how retail media networks are gaining traction in digital marketing strategies, and the latest shopping trends.
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- Targets & Segments
- Article
How Speech VS. Text Disclosure Affects Privacy Expectations
Even though consumers “opt-in” to sharing their personal data at the initial point of disclosure, they continue to maintain certain expectations on how their data will be used. According to this study, this is especially true when such data is shared online through voice rather than text. To meet these concerns, managers should adapt data capture, storage and use policies to meet evolving concerns.
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- Audience & Media Measurement
- Article
Covid-19 Impact by Category: An Age-Period-Cohort Analysis
Lockdowns and other widespread Covid-19 disruptions caused significant changes in buyer behaviors. For instance, it was a major catalyst in shifting buying behavior from in-store to online. With the pandemic receding, how can we know which trends may persist and for which categories, and which might drop off? Since all consumers were affected, no untreated experiment control group exists. However, one strategy could prove fruitful, age-period-cohort (APC) analyses. APCs offer an alternative way to analyze changes in consumer behavior before and after the pandemic.
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- Creative & Branded Content
- Article
Different Design Elements Boost Effectiveness Depending on the Type of Ad
How can the use of colors and design elements improve the effectiveness of ads? New research provides a different blueprint for graphic designers, depending on whether the ad is functional or experiential.
Member Only AccessKey Drivers of Cord-Cutting
MRI-Simmons’ “Cord Evolution Study” has been tracking cord-cutting for eight years. This year’s iteration summarized key findings in “5 reasons why many consumers have cut their TV cord.”