The COVID pandemic has generated drastic changes in all aspects of our lives. How has the shift from in-person to virtual impacted Americans’ fitness habits and the ways we exercise? With Provoke Insights’ third wave of in-house trends research, we aimed to recognize consumer trends in 15 different industries, including how people have changed their exercise habits.

Who is Hitting the Gym?

While about 1/5 of Americans say they are working out more (22%), almost 1/4 say they are working out less (24%). Those who are working out more include hybrid workers, Hispanics, and affluent Democrat parents living in cities.  Americans who are exercising less tend to be women, those living in rural areas, unvaccinated, lower-income, and older.

Does Working Out Make Americans Happier?

During COVID-19, optimism and working out appear to correlate with each other. Those who exercised more during the pandemic were happier, as over four-fifths (84%) of those who work out more claim to be moderately/very optimistic. For those who work out less, less than three-fourths (73%) are optimistic. In addition, people who exercise more are often more concerned about COVID-19 impacting their health.

Virtual vs. In-Person Workouts

Has the fitness world gotten the hang of “virtual” instruction? Provoke Insights’ research shows that those who work in a hybrid model most often believe that using video workouts, such as Zoom or the Peloton, is as beneficial as going to a gym. Despite this, over one-fourth of Americans (27%) still believe that working out via video is NOT as beneficial as the gym. Even though many believe working out via video is not as good as going to the gym, only about ¼ (28%) are comfortable working out in brick-and-mortar gyms.

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

How has COVID-19 changed the way Americans think about travel? Although many continue to have concerns about traveling, the majority still plan to visit their friends and family and take vacations, as seen in Provoke Insights’ third wave of in-house trends research. In this research, our goal was to discover habits, trends, and consumer attitudes in 15 different industries, including the travel industry.

Americans Have Travel Concerns

Many Americans (49%) are moderately/extremely concerned about taking a vacation due to COVID-19. Groups who are more worried about traveling include those who are Black (62%), Democrats (60%), and vaccinated (52%). In addition, older Americans, such as those in Gen X and Baby Boomers, are significantly more likely to not be traveling.

Why are People Traveling?

Among those who are traveling, half plan to travel to visit friends or family (50%) or for leisure (48%). Business travel is much less popular, with only 13% of professionals planning to travel for business. These individuals tend to be vaccinated, are older, and have higher household incomes. Almost one-third (28%) of Americans plan to not travel at all. Those likelier to not travel include those who are less wealthy, live in rural areas, and older Americans.

Travel Patterns

People are often avoiding airplanes. Traveling by car is the most likely travel method for Americans who are visiting friends and family (69%) or taking leisure vacations (55%). However, Americans traveling for business are mostly traveling via airplane (63%) and staying in hotels (79%).

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

What are you buying your special someone this year? A new necklace? Maybe a watch? On the other hand, perhaps you are looking for a reservation at a local restaurant. In fall 2021, Provoke Insights launched a new wave of our bi-annual study to help brands understand consumer purchasing habits and trends that impact their industry. The goal of this research was to gain a national perspective on the mindset of consumers. In total, we released 15 separate industry reports. In the spirit of Valentine’s Day, here are some insights into the retail, jewelry, and restaurant industries.

In-person shopping is back

Apprehension for in-person shopping has significantly decreased since the beginning of the pandemic, as more than half of Americans have little-to-no concern about visiting stores. Despite this, a quarter of consumers still prefer shopping online. While consumers have been impressed with cleanliness since returning to stores, they have been disappointed with product availability.

Jewelry is on the rise

Both jewelry and watch purchases are slightly up from early 2021. This holds true even as women report wearing less jewelry than they did pre-COVID. In addition, Americans as a whole are still dressing more casually. Is jewelry really what your special someone is looking for this Valentine’s Day? Most often, it is affluent customers that are making these luxury purchases, as they are willing to pay for sustainably sourced products or to stay on top of trends.

Order up!….with your phone

During the COVID-19 pandemic, many restaurants integrated new technologies to provide a cleaner and safer environment for customers. Overall, paying at the table is seen as a much better restaurant experience for patrons. However, Americans have mixed views about accessing menus via QR codes. These new tableside tech additions are more popular among younger, and probably more tech-savvy consumers.

Download the full reports for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

Due to the COVID-19 pandemic, some Americans have been staying in more and going out less. The unpredictability of the coronavirus has many divided over whether they raise their glasses at restaurants, in small gatherings, or via Zoom happy hours. As we continue into the third year of the pandemic, how have American alcohol purchases changed? In Provoke Insights’ third wave of in-house trends research, we set out to track habits, trends, and consumer attitudes in 15 different industries, including the alcohol industry.

People are Purchasing More Alcohol

Despite the pandemic, more and more consumers are returning to bars and restaurants, and alcohol purchases have been increasing. Compared to January 2021, beer purchases among Americans have gone up 13% and liquor purchases 9%. Wine purchases grew the least, with a 3% increase. It is also interesting to note that about half of Americans purchased beer (52%) and liquor (44%), while only about one-third purchased wine.

Who is Purchasing Alcohol Products?

Almost two-thirds (63%) of beer purchases are male. They are also more likely to have kids, have a household income of $100k+, and be Millennials. Liquor purchasers also tend to be male and have kids, but they usually live in cities and are Democrats. Wine purchasers are more likely to have a household income of $100k+, live in cities, and have kids. They also tend to live in the Northeast and be Millennials. Surprisingly, the only characteristic that is shared among different alcohol purchasers is the likelihood of having kids.

Concern About the Economy

Overall, a majority of Americans (70%) are concerned about the economy. Although wine purchasers make up a smaller percentage and are wealthier, they tend to be more fearful about the economy. Three-fourths (74%) of wine purchasers are moderately/extremely concerned about the economy, compared to 70% of beer buyers and 69% of liquor purchasers.

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

How has the pandemic impacted the way Americans purchase beauty products? In Provoke Insights’ third wave of in-house trends research, we set out to track habits, trends, and consumer attitudes in 15 different industries, including the beauty brand space.

Beauty Brand Purchasing is Showing Signs of Growth

The pandemic lifestyle of staying home and masking up left many Americans with fewer opportunities to “beautify.” However, the number of beauty purchasers has actually ticked up 3% since January 2021. Despite this growth, makeup-wearing among women has significantly decreased from the beginning of the pandemic in 2020. As face masks, remote work, and virtual classes continue to remain fixtures of pandemic life, American women are turning away from products like makeup.

Who Are Beauty Brand Purchasers?

These beauty buyers are Millennial Moms who enjoy the experience of perusing beauty aisles. These beauty brand purchasers tend to take more time with their purchase (51%) versus the general population (38%). 

Store Availability is a Barrier

Beauty buyers agree – 56% are struggling to find their favorite products in stores compared to pre-pandemic times. Evidently, this cohort prefers to shop online (30%) rather than in-person. 

 Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

Consumers have unlimited access to all types of entertainment, so it’s no surprise advertisers and media publishers need help keeping a pulse on what, when, and how their target audience consumes content. Media research can help identify important trends. However, it can be tricky to know where to start with the number of content choices and media behaviors available to consumers. 

Below are areas to explore through media research as well as the highlights and hiccups your brand might expect along the way:

Smartphones, Social & Streaming – Oh My!

We all know cords have been cut, shaved, and cobbled – so where are the consumers now if they aren’t in front of their TVs? Are they binging the buzz-worthy shows, thumbing through videos of their favorite TikTok creators – or doing both at the same time? 

Pro: The abundance of choice can be great for the consumer but makes it almost impossible for a media brand or advertiser to stand out. Media research helps identify audiences’ current interests and attention spans. This gives content and brands the best chances of being noticed.

Con: Media today is like the wild west. There is just too much media to take any real inventory of the endless possibilities a consumer can access in a typical day. It is important to manage expectations that media research trends will emerge at a very high level in terms of behavior and attitudes. Additionally, tastes and preferences are constantly changing so this type of research should be done frequently. Brands should gear up to commission multiple waves of media research in order to keep their finger on the pulse.

Attention Economy

Ratings used to be the standard. However, in today’s media landscape, thumbs are just as important as eyeballs. How can your brand accurately determine what moves the needle for your target audience? And, how do you engage them?

Pro: Consumers are interacting with brands through creative partnerships with influencers and shoppable ads on social media. In fact, throughout the pandemic, many consumers rely on advertising to learn about new brands and services to help them adapt to their new way of life. Media research can help determine how your brand can think outside the box. Meet the consumer where they are by going beyond the traditional 15-second commercial.

Con: Consumers are constantly bombarded with messaging and have figured out ways to skip ads or pay to avoid them altogether. Their attention or preference can change by category or even device. While research can be the sobering voice in the room, it should be carefully designed to give you actionable insights to break through the clutter – even with the hardest audiences to reach. 

Combat Cancel Culture

2020 “woke” us up, and brands especially need to proceed with caution. While consumers expect brands to take a stand, the pressure is on. You won’t get a second chance if you get it wrong. 

Pro: Ad and message testing are critical in today’s climate and should be on your research roadmap before any launch. Consumers won’t only cancel your brand for just a misstep. They will sniff you out for inauthenticity as well. Research can help you decide which causes best align with your brand. This will help brands avoid checking boxes for the sake of checking boxes.

Con: Cancel culture moves at lightning speed. In as little as five minutes, a brand, public figure, or current event can become instantly controversial. While media research is a powerful tool for keeping your ear to the ground, cancel culture works faster. Furthermore, consumers expect their favorite brands to represent their own values. If your brand speaks out against a particular issue, you are at risk for polarizing a chunk of your audience in exchange to appease another. 

Is custom research on your roadmap for your brand? Check out Provoke Insights’ research services here or reach out to one of our subject matter experts to learn how we can help you tackle your research objectives.  

Want to read more from Provoke Insights? Find more blog posts linked below:

1. Sustainability Marketing: Adapting to the New Consumer Mindset
2. Don’t Let Your Marketing Dollars Go to Waste
3. 2020 Trends: Advertising & Marketing Industry

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here.

Grocery shopping…everybody does it! It’s no secret that 99% of adult Americans consider themselves a primary or shared grocery shopper. But how has the pandemic impacted the way Americans purchase food? In Provoke Insights’ third wave of in-house research, we set out to track habits, trends, and consumer attitudes in 15 different industries, including produce brands.

Freshness is Key

When it comes to produce, these shoppers are looking first and foremost for freshness. Half of Americans are perusing produce sections at least every few days. These frequent shoppers are more likely to be Millennial working moms and dads. For 64% of them, freshness is worth a pretty penny! Only 15% of shoppers make a decision based on the cheapest price. 

Produce Brands are Largely Irrelevant

Overall, though it can seem like we are always buying fruits and vegetables, almost half of shoppers cannot name a brand. Produce brand unaided awareness is low, though Dole is overwhelmingly the top-of-mind brand (30%).

Recommendations

When it comes to marketing strategies, produce brands should highlight the ripeness of their products in order to capture customers’ attention. For more, head to Provoke Insights’ feature in Produce Business (page 14). 

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

In fall 2021, Provoke Insights launched a new wave of its bi-annual study to help brands understand consumer purchasing habits and trends that impact their industry. The goal of this research was to gain a national perspective on the mindset of consumers. In total, 15 separate industry reports were released. Here are some insights from our research on streaming.

Most consumers subscribe to multiple platforms

Americans are not only watching TV via streaming platforms, but in many cases have purchased more than one streaming service. Parents are more likely to subscribe to multiple services. Not surprising, as they are looking to keep their children entertained. 

Consumers continue to increase their subscriptions

No wonder there are so many new streaming platforms coming to the market! Just in the last year, over a third of Americans have increased the number of platforms they subscribe to. 2022 looks like a profitable year for streaming platforms as well. Growth will increase, but not as rapidly as in 2021.

Library Size is Key

Ever find yourself scrolling through endless content? You’re not alone – content library size followed by availability of original programming, are the critical features consumers look for when considering a platform.

COVID-19 Concern drives subscriptions

 Looks like those who are limiting social gatherings are curling up with their favorite shows for entertainment! People who are concerned about their health due to COVID-19 are likely to have more subscriptions to streaming services now than they did a year ago. Similarly, those who worry about their children’s health say they will increase the number of subscriptions they have in the future.

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in September 2021 among 1,504 Americans between the ages of 21 and 65. A random stratified sample methodology was used to ensure a high degree of representation among the U.S. population (household income, age, gender, geography, ethnicity, and children living in the household). Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

To see the full report or to check out our other industry reports, visit our Fall 2021 Trends page.

While many companies re-opened their office doors back in September, new Covid variants like Omicron and Flurona have employees working remotely again. It is a welcomed pivot to some, as according to Provoke Insights’ third wave of in-house trends employee research, nearly half of Americans prefer to work at home. In this research, we set out to track habits, trends, and consumer attitudes in 15 different industries, including uncovering how the pandemic has impacted America’s workforce. 

Employees Prefer A Balance

Before the pandemic, two-thirds (68%) of employees went to the office daily. This model is trending downward, with only half of Americans working in an office setting full-time in 2021. However, some Americans prefer a change of scenery throughout the week as the Hybrid work model continues to climb, and exclusively working from home dips. While Americans can appreciate the comforts and conveniences of working from home, they may be missing a part of corporate culture they can’t get from their couch.

Less Pressure Means More Productivity

Three-fifths (59%) of employees report they are just as productive working at home as they were in an office. Not surprisingly, this is especially true among Generation X. This generation has felt the burnout more than most from pre-pandemic years of commuting and managing a work/life balance. Interestingly, only a third of those exclusively working at home believe they could be more productive in an office setting. 

Corporate Perks Are Not Persuasive

As we enter our third year of Covid, two-fifths (42%) of Americans say they are satisfied with working from home. Large company perks like free snacks, happy hours, and ping pong tables won’t necessarily lure employees back either. Those at companies with 5,000+ employees especially prefer to work remotely. This is also true of employees in the South. Who can blame them when venturing outside doesn’t involve bundling up in heavy jackets! 

For more information on this topic and other consumer categories, head here for all of Provoke Insights’ free, downloadable mini-reports.

Download the full report for free here.

Methodology

Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%. 

Business-to-business (B2B) branding is more complex as communication is more technical, audiences are more difficult to reach, and the sales cycles are longer. Commissioning market research to better understand B2B targets, clients, and audiences can reveal intriguing insights for thought-leadership, brand awareness, and more. While market research can arm B2B brands with valuable assets, if not done right, they may encounter a few bumps in the road. Here are the pros and cons to consider if your B2B brand is considering commissioning research.

The Pros of B2B Research

Branding is Crucial for These Sales-Driven Firms

Compared to B2C firms, the B2B landscape is much more sales-driven. The power of brand equity, brand health, and brand awareness is extremely valuable, but often underrated. Market research that measures B2B brand health can result in traditional tangible ROI (e.g., boosted SEO, better customer satisfaction, and increased sales). It can also separate a company from the competition as it delivers unconventional insights that contribute to a better understanding of brand equity. 

B2B clients tend to look for functional brand attributes when selecting a firm, as opposed to emotional branding which appeals to the general B2C consumer. When embarking on this type of market research, B2B brands need to develop a questionnaire that fits this type of shopping journey versus the standard consumer survey. Attributes to help uncover key measures of brand equity can include memorability, brand affinity, innovation, and reputation.

Thought-Leadership Research Drives Sales and Engagement

The B2B market is saturated, and research for content marketing is a versatile way to leverage research above competitors. As B2B clients are more rational and relationship-based, thought-leadership research is the perfect method to set your B2B brand apart from the rest. Thought-leadership builds brand credibility and leads to trackable ROI. The metrics are proven: content marketing generates 3X more leads than other types of marketing. Small businesses can see a 126% increase in lead growth when they use content marketing. Story-telling is inherent in human nature. By using research to craft engaging stories, B2B brands can connect the dots between functional branding and logically-minded clients.

The Cons of B2B Research

The B2B Landscape is Changing Due to the Pandemic

Though the B2B space moves slower than B2C, firms may need to revisit or re-commission research multiple times in order to adjust to the whiplash caused by the pandemic. Research can become outdated as quickly as one quarter. This is particularly true during these unprecedented pandemic times, where COVID-19 can cause severe inconsistencies within corporations and global supply chains. While research is agile, firms may need to commit to multiple waves in order to stay relevant. 

B2B Market Research is Costly & Limited

In general, B2B research is more costly because the audience is harder to reach. As this audience are professionals, the pool of respondents is smaller and they have less time to participate in studies. Furthermore, these professionals may worry about sharing trade secrets.

Conclusion

B2B firms have much to gain from business-to-business research. Whether your brand is a small firm or a multinational corporation, there are many factors to consider regarding market research. B2B marketing/advertising stakeholders should regularly discuss market research and keep in mind the key benefits & limitations.

Interested in reading more on market research? Check out our other blogs here. 

• Differences Between B2B & Consumer Qualitative Research
• The Pros & Cons of International Qualitative Research
• Behind the Scenes of a Successful Insights Panel

Are you interested in our market research capabilities? 

• Take a look at our research strategies here.

• Email us at [email protected].

• Sign up for our newsletters here.