shopper insight

Concurrent Track Panel Discussions: DIVERSITY IN ADVERTISING

• Posted: June 16, 2023

The ARF’s Jay Mattlin brought together the presenters from Day Two’s Diversity in Advertising track to expand on the common themes and findings from their individual studies. The panel agreed that, in communicating to diverse audiences, mere representational casting or presence in ads and content was not enough. Creative that resonates with multicultural audiences needs to incorporate elements of empowerment, appear in representative programs, and show underrepresented groups in positive, non-stereotypical ways. The following are edited highlights from the panel discussion.

Research on Marketing & LGBTQ+

• Posted: June 15, 2023

As many companies join in Pride celebrations this month (and some deal with backlash), we review the growing amount of research available to inform marketers on how to best market to and in support of LGBTQ+. We recommend these studies, all conducted in 2022 or 2023:

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Latest Trends in the Future of Impulse, Frictionless and Experiential Retail

• Posted: June 5, 2023

In this fireside chat, Rohan Karankal (Mondelēz International) and Jessica Wohl (Ad Age) discussed the dramatic changes and disruptions in grocery shopping over the last few years as well as the opportunities in experiential retail, especially in driving impulse purchases. Mondelēz has an ecosystem of communities, which encourages sharing best practices around experiences through thought leaders both internal and external. Rohan shared examples from Mondelēz’s “Elevated Shopper Experiences,” which delivers curated design and experiential solutions in stores. They are currently evaluating a measurement framework which measures the impact of these experiences on both sales lift and brand perceptions for both the brands and retailers.

The Future of Shopping: Where, How and Why People Will Buy Things

• Posted: June 5, 2023

Elizabeth Harris and Melvin Melendez of Arc Worldwide covered how people are going to buy things in the future. The process will become seamlessly interwoven into experiences driven by technologies such as AI, VR and electric vehicles. They started with a quote from their parent company Publicis Groupe’s founder, Rishad Tobaccowala, “The future does not fit into the containers of the past.” The presenters then gave a number of examples of recent and future approaches which are highly personalized, immersive experiences that engage and entertain while solving problems.

Panel Discussion: Perspectives on the Rise of Retail Media

• Posted: June 5, 2023

This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.

The Rise of Retail Media: Latest Trends, Opportunities and Challenges for Retailers and Brands

• Posted: June 2, 2023

In providing an overview of retail media’s latest trends, opportunities and challenges for retailers and brands, Michael Ellgass (Circana) shared results from analyses of over 100 CPG studies that looked at channel performance in retail media networks and the halo impact outside those networks. Finding that the total incremental sales impact is often larger than what the retail media can see in their own outlets and that most shoppers are influenced by a variety of channels, Michael presented the nuanced data that supported a combined approach for maximum impact.

Live InContext Retail Media Testing

• Posted: June 2, 2023

Jeff (Ephraim) Bander from Eye Square explained that measuring shopper behavior and decisions in context (in the online ecommerce environment in which the shopping actually takes place) is more meaningful than only surveying consumers about their online shopping behavior. Collecting in context data about the online actions of the shopper provides detailed path-to-purchase metrics, such as attention, interest and purchase behavior. Participants are not aware of what is being tested in the live environment. Additional explicit data is collected via survey.

The Rise of the Confident Shopper

• Posted: June 2, 2023

Vita Molis and Cassie Taylor of TikTok offered insights from four different studies conducted in the past six months: #TikTokMadeMeBuyIt, an ecommerce study, their Entertaining Ads study and one called Creators Drive Commerce. #TikTokMadeMeBuyIt was conducted in the U.S. and Canada, where over 1,000 respondents in each market filled out a 20-minute online questionnaire. They also had qualitative triads covering six categories.

The Modern Grocery Run

• Posted: June 2, 2023

Julianne Hudson of VMYL&R uncovered the results of two rounds of interviews examining the rocket ship of growth that took place in online grocery shopping beginning at the advent of COVID-19. The trend continues presently. The interviews took place eleven months apart, one in 2022 with around 2,000 respondents with a follow-up in January this year with approximately the same number, a sample totaling 4,200. Each respondent had shopped for groceries online in at least some capacity. The study helped show what online grocery shopping expectations are and what does and does not translate from the in-store to the online shopping experience.

Inflation & The Multicultural Shopper

• Posted: June 2, 2023

Dana Sparber of NBCUniversal unveiled the results of an online survey investigating inflation and the multicultural shopper. It was conducted using a Numerator panel in Q4 of 2022. Among the 7,000 surveyed were a mix of Asian, black and Hispanic shoppers, all adults +18, half men and half women. These consumers had all bought items in the categories of grocery, health and wellness, beauty, household products, non-alcoholic beverages and electronics. The study not only looked at online shopping but in-store and bodega sales—an important aspect often missed. Multicultural consumers across the board and regardless of household income had a much sunnier view of the state of inflation and were far more likely to say they would continue their normal spending habits. All projected the common theme of resiliency.