To develop the report, Provoke Insights conducted an online survey among a representative sample of 3,000 Americans between 21 and 70. The study also analyzed shopping behaviors, trends, and the impact of the COVID-19 pandemic. Provoke Insights is a full-service market research firm specializing in branding, advertising, and content marketing initiatives. What makes Provoke Insights unique from other market research firms is that you work with a research expert who is also a seasoned brand strategist; this ensures that you do not just receive data but precise recommendations to help inform and optimize your strategic vision.
Click on the titles on the right-hand side to download the full industry reports. Scroll down to read highlights.
Top of Mind Brand Equity Scores
Nike leads in familiarity in two categories: shoes and apparel.
There are two scores. The first score is unaided brand awareness. The categories are ranked from highest to lowest top of mind awareness.
The brand equity scores are calculated by averaging the ratings for leadership, innovation, fits needs, pay more, and likelihood to purchase in the next year. The attributes are rated on a ten point agree scale, where 1 is strongly disagree and 10 is strongly agree.
Importance of Attributes When Selecting a Brand
Quality is more important than price when selecting a brand. Trust also plays a critical role in the decision-making process.
As the COVID-19 pandemic has spread further across the country since June 2020, the concern about the economy has remained high.
Shopping in Store
Over half of the U.S. population is still concerned about going in-store to shop.
Online Shopping vs. Shopping in Store
When fears of Covid-19 subside, in-person shopping will have somewhat of a comeback. Less than half (44%) of Americans prefer only purchasing online compared to in-store. Slightly over half prefer in-store or both online & in-store.
Provoke Insights is developing 19 quick-to-read industry reports. Coming soon!