Inflation Insights for Action – '23 versus '22
Inflation is attacking every industry, and organizations are looking for leadership and insight on how to respond.
Inflation is attacking every industry, and organizations are looking for leadership and insight on how to respond.
Our most recent free ACUPULSE™ report compares consumer thoughts, feelings, and behaviors today versus Spring 2022, to answer questions such as:
How are different age groups changing their shopping priorities?
Are any consumers buying more across certain categories than last year?
Beyond lower prices, what kinds of things will motivate consumers to purchase new products?
Click here to download the free report, and be sure to check out the offers at the end of the deck to get even more data customized to your sector, category, or brand.
Free Report – What Consumers Want Your Brand to Do in This Inflationary Environment
Following up on our award-winning ACUPULSE™ COVID-19 Tracking Reports, we’re delving into consumer struggles, emotions, shopping behavior changes, and – most important – how they want companies to respond to this difficult economic environment.
Tests on Data Quality in the COVID-19 Environment
We have published several Free Covid-19 Tracking reports to help you understand how consumers are responding to the crisis, and what to expect in the future. To provide you with the best research leadership possible, we have also analyzed historical results in prior crises, re-fielded tests, analyzed our studies in the field, talked to sample providers, and monitored competitive/industry learning. The bottom line is that research continues to deliver insights reliably in this environment.
We have published several Free Covid-19 Tracking Reports to help you understand how consumers are responding to the crisis, and what to expect in the future. To provide you with the best research leadership possible, we have also analyzed historical results in prior crises, re-fielded tests, analyzed our studies in the field, talked to sample providers, and monitored competitive/industry learning. The bottom line is that research continues to deliver insights reliably in this environment:
We have not had significant difficulties recruiting respondents to participate.
Historically, mean Purchase Probability, Uniqueness, and Value for our entire concept database did not vary more than 0.1 points in most cases over the 12-month periods before, during, and after the Credit Crisis – and competitors report the same learning.
We’ve re-tested 13 ideas across a number of categories and price points, for both leading and challenger brands (thanks to Precision Sample for providing some of the sample for this).
Below are more details on the results and recommendations for future studies.
We continue to provide custom online surveys, FastTrack™ evaluations, low-cost ACUPULSE™ omnibus studies, and Live Online™ qual+quant solutions to help you navigate and come out even stronger during the rebound in the months ahead. Please contact us if you have questions or if there’s anything else we can do to help.
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DATA QUALITY RE-TEST RESULTS AND TEST RECOMMENDATIONS
On 10 of the 13 concepts, there were no significant differences in Purchase Probability, Uniqueness, or Value (or General Interest for 3 unpriced concepts) versus the original tests.
Three of the 13 changed, for (mostly) clear reasons:
One health concept generates higher Purchase Probability and higher Value now, likely because it included a bacteria cleaning benefit – we believe this increase is a real/sustaining change.
One food concept generates the same Purchase Probability but significantly lower Value now … reflecting the heightened attention on a premium idea that didn’t really justify its premium.
One personal care concept related to shaving had significantly lower Purchase Probability and the same Value, perhaps because people are shaving less.
This is consistent with 2 competitors who’ve re-tested in the U.S. and abroad and found nearly identical results.
12 personal care ideas tested in rapid succession on Impulse/Gut Reaction identified/ranked the top 5 ideas and bottom 2 ideas in the same order, and only one of the “middle” ideas tested significantly differently on this measure, perhaps because it had an on-the-go benefit after gym/sports which is a sore point right now.
Mean agreement levels were statistically equal for 13 of 14 insight statements, and the 14th was only off 0.3 points on a 0-to-10 scale.
All this notwithstanding, we have seen some movement in sub-segments as well as on diagnostic measures, indicating there may be some changes in isolated cases in how consumers react, understandably, but not to the level of changing overall recommendations.
All in all, we believe consumers have a clear cognitive capacity to project their feelings and conceptualize the future that lets them rate an idea or attitude in general instead of limiting themselves to the moment.
Going-forward, we’ll go the extra mile to help you get the learning you need:
CONTINUED CARE: We will continue to monitor results closely and re-test examples as needed. We predict results may elevate for anything involving promises of infection control, sanitization, or saving money, which would be real/sustainable advantages in the foreseeable future.
PREMIUMS: We encourage you to make sure any premium pricing in concepts is fully justified by perceived efficacy advantage that sustains good value, as consumer scrutiny on value has increased.
NEW STUDIES DURING CRISIS: We are happy to include/re-test a previously-tested idea for comparison – at a substantially reduced cost. While we expect similar results, to the extent they vary higher/lower, we can use this to help you understand any impact current conditions may be having on newly-tested concepts. Re-tests are also recommended when you are interested in closely comparing results to previously tested ideas among specific segments or on detailed diagnostics.
STUDIES AFTER THE CRISIS: For extra confidence, we would be happy to re-test an idea that was tested during the crisis for the first-time once it has passed, at a substantially reduced cost, to confirm the learnings hold true.
Free Report #10 – Holiday Safety, Vaccine Trends, and School Concerns
To close out 2020, our final waves of research for the year focus on holiday plans and precautions, parents’ concerns about current learning models for their children, and evolving trends related to economic and emotional impact as well as vaccination and coping strategies.
With the year coming to a close, our final waves of 2020 Covid research explore holiday plans, seasonal coping strategies, and parental concerns about education. We also revisit the economic and emotional effects of the pandemic, specifically looking at trends related to vaccination, employment, spending, and social behaviors.
Click below to download the FREE report.
Some key findings:
Most Americans are following safety precautions for the holidays, yet many are still willing to take at least some risk to celebrate with family/friends
Remote/virtual learning outweighs in-person schooling for the majority of children, and parents are now more concerned about academic and social setbacks than virus transmission
Most people are following the news about vaccines, and while those who do are more likely to want vaccination soon, interest remains lower versus what we saw during the summer, with 1-in-4 saying they probably or definitely won't get vaccinated
Not surprisingly, due to colder weather and recent spikes in cases, people are relying on indoor/at-home leisure activities more than before
Free Report #9 – News Sources, Politics, and Workplace Changes
This most recent wave of our pandemic tracking digs deeper into how the American workplace is changing – perhaps permanently – and looks at consumer opinions of different news sources and their correlation with political leanings.
This most recent wave of our pandemic tracking investigates which media outlets consumers are turning to for their news, how much they trust those sources, and how that correlates with their voting intentions in the 2020 presidential election.
We also explore what our changing workplaces look like, in addition to ongoing tracking of consumers’ core motivations and financial situations.
Click below to download the FREE report.
And, as a special addendum to this wave, we uncovered consumers’ attitudes and plans around this year’s Halloween:
CLICK TO ENLARGE
Free Report #8 – Safety Measures, Schools, and Coping through Food, Faith, and Alcohol
Our most recent COVID-related ACUPULSE surveys focus on consumers’ coping strategies, degree of adherence to safety measures, and the back-to-school decisions/challenges being faced by parents – in addition to tracking unemployment, shopping/spending habits, and personal priorities.
Waves 15–16 of our COVID-related ACUPULSE surveys conducted across nearly 20,000 consumers continue to explore important aspects of everyday life for Americans during the pandemic, specifically:
Adherence to safety measures such as hand washing/sanitizing, mask wearing, and social distancing
Intentions regarding vaccination
Coping through hobbies/entertainment, food/alcohol, health & fitness, spirituality, and more
Parents' choices and challenges around sending kids back to school – or not
Ongoing tracking of consumers' priorities, spending habits, and income/employment
Click below to download the FREE report.
Free Report #7 – Psychological Insights into Consumers’ COVID Reactions
Waves 13–14 of our ongoing tracking focus on the underlying psychology of attitudes toward mask-wearing and other crisis-related behaviors.
Waves 13–14 of our ongoing COVID tracking explore the underlying psychology of attitudes toward mask-wearing and other crisis-related behaviors, specifically:
The surprising threats that "mask avoiders" perceive as superseding their health concerns
A leading cognitive scientist's qual interviews yielding insights about emotionality, rational inconsistencies, and mental dichotomies
Statistical analysis identifying four COVID attitudinal factors – fear, self-assurance, trusting compliance, and skeptical non-compliance
Cognitive biases and System 1/System 2 conflicts
Click below to download the FREE report.
Free Report #6B – Re-Start Reactions, Commerce & Controversy (Quirk's Edition)
This Special Report for Quirk’s Media Subscribers captures Waves 10–12 tracking of peoples’ everyday lives, hearts, and minds since March 18 across more than 15,000 consumers.
This Special Report for Quirk’s Media Subscribers captures Waves 10–12 tracking of peoples’ everyday lives, hearts, and minds since March 18 across more than 15,000 consumers, including:
The positives, priorities, and emotions surrounding the crisis
Our most recent learning on reactions to resuming activities
Mixed attitudes concerning the protests against government restrictions – plus reactions to broader racial protests
How people want advertisers to adjust to current events
Click below to download the FREE report.
Free Report #6 – Re-Start Reactions, Commerce & Controversy
While many consumers have resumed normal activities, or plan to as soon as restrictions are lifted, up to 40% continue to say they will wait until they feel safe doing so. Many also hope to continue some of the new (positive) behaviors they’ve adopted during the lock-down. Still, patience is wearing thin, and the social landscape has become increasingly complex amid recent protests.
While many consumers have resumed normal activities, or plan to as soon as restrictions are lifted, up to 40% continue to say they will wait until they feel safe doing so. Many also hope to continue some of the new (positive) behaviors they’ve adopted during the lockdown. Still, patience is wearing thin, and the social landscape has become increasingly complex amid recent protests.
Click below to download our latest FREE report.
In our 10th and 11th waves of COVID-19 research, we explored:
How re-start's going and the future of commerce
Resumed activities, reactions, and plans
What's happening in e-commerce, including interest in subscription services and Amazon 2-hour delivery
The high (but declining) support for government restrictions, and demos behind changes
How people want advertisers to react to these social issues
Free Report #5 – Snacks, Masks, and Economic Impacts
It’s no surprise that consumers have been cooking and eating more during this time, which presents opportunities for Brands to meet a variety of needs regarding nutrition as well as convenience. Our most recent surveys looked to uncover these insights, as well as to understand differing opinions and expectations around safety restrictions, business re-openings, and income recovery.
It’s no surprise that consumers have been cooking and eating more during this time, which presents opportunities for Brands to meet a variety of needs regarding nutrition as well as convenience. Our most recent surveys looked to uncover these insights, as well as to understand differing opinions and expectations around safety restrictions, business re-openings, and income recovery.
Click below to download our latest FREE report.
In our 8th and 9th waves of COVID-19 research, we explored:
Changes in snacking habits – and resulting weight gains
Views from both sides of the fence around government restrictions and mask requirements
Trends in salary reductions, including impact of the crisis by income bracket
Expectations around job recovery among those who've lost employment or income
Free Report #4 – Opening Up
Government restrictions have little to do with consumers’ decisions about getting back into public life – personal perceptions of safety are what matter. Therefore, providing reassurance will be paramount to regaining business.
Government restrictions have little to do with consumers’ decisions about getting back into public life – personal perceptions of safety are what matter. Two-thirds of those who have stopped shopping in stores, going to restaurants, etc., say they will wait until it feels safe to go back. Therefore, providing reassurance will be paramount to regaining business.
Click below to download our latest FREE report.
In our 6th and 7th waves of COVID-19 research, we explored:
What, specifically, are the top 3 solutions most likely to make consumers feel safe?
Are people still willing to make sacrifices to help others, and how is that changing?
The dramatic shift we are seeing in consumers' priorities when buying products, right now!
As well as tracking changes in previous questions
Free Report #3 – Consumer Expectations
Recognizing that the world will be fundamentally changed following the COVID-19 pandemic, consumers share how their priorities and behaviors are shifting, as well as what they hope to see from companies as “the new normal” unfolds.
Recognizing that the world will be fundamentally changed following the COVID-19 pandemic, consumers share how their priorities and behaviors are shifting, as well as what they hope to see from companies as “the new normal” unfolds.
Click below to download our latest FREE report.
In our 4th and 5th waves of COVID-19 research, we explored:
More reactions to the changes in consumers' lives
What's giving them pride and confidence admidst the crisis
Attitudes toward the sacrifices and restrictions they're being asked to make, and what it means for the future
How they want companies and retailers to respond to the crisis
As well as tracking changes in previous questions
Free Report #2 – Looking Ahead to Post-Crisis
Because the situation is rapidly evolving, we are updating our learning periodically to keep you informed on trends related to the COVID-19 pandemic and how it’s affecting behaviors of American consumers.
Because the situation is rapidly evolving, we are updating our learning periodically to keep you informed on trends related to the COVID-19 pandemic and how it’s affecting behaviors of American consumers.
Click below to download our latest FREE report.
The 3rd wave of our research captures:
Consumers' shifting priorities post-crisis, including their opportunities and fears
The “unsung (product) heroes” and activities that are helping them through the crisis
How they expect their behaviors/lives to change when this is over – which suggest a variety of opportunities
Additional insights into the changes they want to see in advertising
Other trend data reinforcing the extent of the virus impact
Free Report #1 – Questions No One is Asking about the COVID-19 Consumer
As the COVID-19 pandemic continues to spread, affecting daily life for virtually all Americans, ACUPOLL seeks to provide a window into the hearts, minds, and evolving behaviors of consumers by posing questions we haven’t seen anyone else ask about it.
As the COVID-19 pandemic continues to spread, affecting daily life for virtually all Americans, ACUPOLL seeks to provide a window into the hearts, minds, and evolving behaviors of consumers by posing questions we haven’t seen anyone else ask about it.
Click below to download our FREE report showing the first two waves of research.
Because the situation is rapidly evolving, we began by capturing data over the course of 2 nights approximately one week apart, and will continue to update this learning periodically going forward.
Some areas of probing include:
Core Motivations behind purchase decisions
Behavior changes resulting from loss of income, social distancing, etc.
Opinions about the responsibility of advertisers
Key opportunities for strengthening/building loyalties