Centers of Excellence: Consumer Insights
Twitter Usage in America 2010
Posted by Rob Fields in Consumer Insights, Digital Marketing, Social Media on May 28th, 2010
Edison Research recently released its study of Twitter usage, and some of the findings are:
- Despite high awareness levels (nearly 87% of Americans know about it), it is only used by seven (7) percent of the population
- Twitter appears to be disproportionately popular with African Americans, as 25% of Twitter users are African American, which is double the percentage in the overall population.
- Twitter users are three times more likely to follow brands than users on other social networks
- A higher percentage of Twitter users update their social network profiles and connect to Twitter via their mobile phones/smartphones that the average social networking site user.
Here’s the Webinar where Edison’s VP of Strategy & Marketing, Tom Webster, takes you through the results.
Twitter Usage in America 2010 from Tom Webster on Vimeo.
Hat tip to Jason Keath
SLIDES: 10 Mobile Trends Impacting Consumer Engagement
Posted by Rob Fields in Consumer Insights, Digital Marketing, Mobile/Wireless on April 16th, 2010
This is a thought-starter, to say the least.
Hat tip to Gerd Leonhard for the heads-up
Consumers Bullish on Store Brands
Posted by Rob Fields in Consumer Insights, Shopper Marketing/Retail on April 9th, 2010
Globally, consumers feel strongly that store brands are as good as, or in some cases, better than, national brands. That’s a key finding from a recently completed 23-country survey compiled by Ipsos Marketing. According to the report:
At least 80% of global consumers indicated that store brands are the same as or better than national brands on many dimensions, most notably meeting their needs, offering convenience, being good for their families, caring about the environment and exuding trust.
Further, Gail Aitchison, President of Ipsos Marketing, Global Shopper & Retail Research, says:
“The level of trust in store brands across many different product areas at a time of distrust in other sectors like banking may mean that shoppers may be less likely to return to more expensive brands in the future unless the benefits really outweigh the cost – and these will tend to be emotional benefits rather than functional benefits.”
The report also suggest that national brands still maintain an edge in “packaging, innovation, uniqueness and quality.”
Download the executive summary of the report here. Hat tip to Adweek.
The New Consumer Frugality
Posted by Rob Fields in Consumer Insights on April 1st, 2010
Booz & Company just released its second survey of 2,000 American consumers since the recent recession took hold in October 2008. And its findings confirm that “the new frugality” is becoming entrenched and is expected to persist even after the economy improves. For example:
In short, the Great Recession has forced consumers to shift their behaviors, and many of these new behaviors will stay in place. As consumers persist in more frugal behaviors — such as trading down to private labels and buying packaged foods rather than eating out — companies that rely on pre-recession strategies and tactics will find themselves struggling against strong headwinds.
Given the fundamental shifts in consumer behavior, consumer marketers and retailers — across categories as varied as food and beverage, home improvement, consumer electronics, and apparel — should be changing their product assortments, pricing strategies, advertising, and promotions. Companies that do this well will find the winds far more favorable, and they will prosper first and most in the new value-driven marketing environment.
Read the full article via Strategy + Business.
Joe Uva: Not above or below, but through-the-line
Posted by Rob Fields in Consumer Insights, PMA Events on March 18th, 2010
Univision CEO Joe Uva will kick off our Annual Conference next week. We grabbed him for a few minutes to give you a sneak peek at his POV in this short interview (less that 10 minutes long). Those of you coming to the conference will be in for a treat.
You’ll get dropped into the middle of a discussion already underway, but what you’ll hear is the following:
- Examples of how Univision is marketing “through the line”
- How this approach has impacted Univision from an organizational standpoint
- The ways he’s noted that marketers are changing in their approach to the Hispanic market.
There’s still time to register for the conference by going here.
2010 Annual: Avatar case study, Measuring loyalty + more
Posted by Rob Fields in Consumer Insights, Entertainment Marketing, PMA Events on February 23rd, 2010
More great speakers and sessions have been added to the lineup of our upcoming 2010 Annual Integrated Marketing Conference. Join us in Chicago on March 23-24 and you’ll hear:
- Avatar case study in 3-D. Anna Roca, SVP, International Promotions, Twentieth Century Fox, about the global marketing strategies and promotional partnerships for James Cameron’s record-setting blockbuster! Anna will showcase some of the film’s international partners’ marketing and talk about the importance of 3-D marketing: Going Deep with a Diverse set of partners and Delivering with the product.
- The Bottom Line on Loyalty. Dr. Candace Adams (r), the president of SmartRevenue’s Global Retail
Strategy Group, and formerly the senior director of Walmart USA’s Brand and Consumer Insights group, will argue the case that loyalty is the ultimate test of whether your Integrated Marketing is working. Since only 5% of shoppers are loyal to a single retailer, planning for the future based on past performance alone results in knowledge gaps. Insights must provide the emotional and psychological components of purchase behavior. Looking across 8 key retail channels, SmartRevenue has conducted a groundbreaking study, and will share insights that reveal shopper- and consumer-centric strategies to increase sales, shopability and differentiation. - The Media is the Message or is the Message the Media? Immediately following his keynote, Don Schultz moderates a panel of representatives from four (4) different media vehicles to follow-up his keynote presentation. The group will tackle the question of what the industry must do in a world where the most efficient media delivery is no longer the most effective.
Check out the full agenda and register now!
Who’s Your Target?
Posted by Rob Fields in Consumer Insights on January 28th, 2010
Clearly, Unilever’s Axe knows exactly who they’re trying to reach. Wonder if this will ever run in the States?
BIGresearch’s January 2010 Economic + Consumer Insights Briefing
Posted by Rob Fields in Consumer Insights on January 15th, 2010
Highlights from BIGresearch’s monthly Consumer Intentions and Attitudes (CIA) survey, which surveys over 8,000 consumers each month. This data is taken between January 5 and January 13, 2010.
Additional link:
The Strategic Case for Customer Intelligence
Posted by Rob Fields in CRM/Customer Intelligence, Consumer Insights on December 9th, 2009
At last week’s Digital Marketing Summit, Forrester’s Dave Frankland (right) led a discussion about 
customer intelligence, that area many of us have been calling database marketing or CRM. So, it’s great to see him follow up that appearance with a column in this week’s Ad Age on the same topic.
He writes:
But while some claim that the age of the left-brain marketer has arrived, too often we see customer data buried in the direct-marketing department, manipulated and modeled by propeller-heads to create a campaign file. And yet, in a small number of firms, we find customer intelligence elevated into a strategic command center for the business. In these firms, customer knowledge drives decisions across the enterprise — from marketing planning and strategy to product development, and from risk analysis and staffing to business operations and corporate strategy. And most of these firms point to a broad range of benefits, including improvements in customer acquisition, retention and satisfaction to increased revenue, profitability and customer lifetime value.
What defines these leading firms? They treat customer data as a strategic asset, put the customer at the center of all decision making and use data-driven insight to tailor all customer communications. It sounds simple, but can you name five companies that do it? Our research shows that fewer than 15% of firms have a strategic customer-intelligence operation. These firms leverage customer intelligence broadly throughout the organization, they value customer knowledge as a corporate asset and they frequently have an evangelist in the C-suite. They continually demonstrate that customer intelligence drives overall business growth.
For those of you who missed the Summit, Dave has graciously made his slides available:
You can read his full AdAge article here.
Google launches Internet Stat Center
Posted by Rob Fields in Consumer Insights, Digital Marketing, Marketing Accountability on September 7th, 2009
Very cool resource for marketers. From the site itself:
This Google resource brings together the latest industry facts and insights. These have been collected from a number of third party sources covering a range of topics from macroscopic economic and media trends to how consumer behaviour and technology are changing over time.
Check out the Google Internet Stat Center here.
Hat tip to Dave Knox for the heads-up.
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