Market research can help with so many marketing and strategy initiatives, including:

• Generating product concepts or ideas
• Launching a new product or service for the first time
• Understanding your brand vs. the competition
• Assess your target audience and prospects
• Rebranding a product or service
• Assess current or potential advertising 
• Monitoring the current market landscape
• Providing thought leadership

Brands mustn’t overlook the importance of market research. Lack of market research or conducting research too late can lead to brand failure, as it has for brands as large as Coca-Cola, P&G, and Microsoft. Timing is critical during every step of a product launch, and all brand strategists and marketing professionals should make research a priority. If market research is pushed to the bottom of the list, potential problems could arise that could have been easily prevented. Also, research helps a brand target initiatives, ultimately improving ROI. 

Before starting market research, it is essential to understand the two types of research: primary and secondary. 

Secondary Research

What is Secondary Research?

Secondary research, often called meta-data analysis, involves compiling and analyzing already available information. Information can be obtained through online databases, libraries, and online searches. With a range of readily available resources, including articles, studies, and even past studies, secondary research can arm brands with available knowledge, as well as map the white space, so brands are not echoing research that already exists. Along with traditional resources, a brand can look at innovative ways to get data, such as visiting a museum or online sources that assess your competitors’ websites. 

Some areas you can analyze using secondary research include trends and competitive analysis. In an ever-changing market, this methodology can assess how e how social, cultural, economic, political, and environmental trends impact your business. It can also be used to analyze all aspects of your competition, including market situation, promotions, channels, messaging, and touchpoints.

Map the White Space 

Although the name may be misleading, secondary research can be the first step in conducting market research. Brands that commission secondary research can gain a better understanding of their industry, including top competitors and trends in the market.

Secondary research can be cost-effective and provides a broad range of information. Additionally, if your brand is thinking about conducting primary research, commissioning secondary research first can guide your initiative and prevent duplicating efforts (e.g., producing research already out there). 

Behind a Paywall

While there are many free and public-facing resources, many valuable databases can only be accessed through subscriptions. It is important for brands considering secondary research to partner with a research firm that has access to information that may be behind a paywall. This proprietary knowledge gives brands an advantage over the competition, as they will be better armed with insights that will make a real impact on the next phase of their custom research. 

Primary Research

What is Primary Research?

Primary research is research that is not already out there; it produces original, fresh data for a range of initiatives. So how do you collect primary data? Depending on the objective of the research, you may conduct qualitative research, quantitative studies, or a combination of the two. 

• Quantitative research, also called descriptive, is designed to help project what a population looks like (e.g., demographically, behaviorally, attitudes). It is number focused and ideally has over 250 respondents in the analysis to be statistically representative of the population. Surveys are the typical methodology to execute this type of data. Typically this methodology includes mostly close-ended questions. Quantitative research is great for projecting market potential, developing audiences, and assessing brand equity or advertising campaigns. 
• Qualitative research, also called exploratory, is directional in nature and focuses on gaining ideas and insights. This is often done through focus groups, in-depth interviews, ethnographic research, and online boards. Qualitative guides mostly include open-ended questions. The research also includes a moderator to help guide the conversation and probe for additional information. Qualitative is useful for product or advertising idea ideation, as well as helping you walk in your consumers’ shoes. 

Conclusion

Both primary and secondary research can be highly useful when successfully launching a new brand. Overall, both types of market research in your brand’s business plan are crucial for success.

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

• Why Primary Research is Necessary When Launching a Brand
• The Importance of Secondary Research When Launching a Brand

• Why Market Research is a Must for Businesses

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. 

A brand name needs to stick in consumers’ minds; it should be unique, memorable, and fit with the product or service image. Name testing can be conducted qualitatively or quantitatively. When a company is at the beginning stage of name development, qualitative research can determine where they begin. This kind of research guides a firm on which areas to focus on regarding naming for a brand.

If the company has a few names already developed, a survey can help narrow down which name most resonates with the consumers. Typically this type of research includes open-ended feedback and a list of criteria to analyze each name. Following the assessments, the target audience often ranks the names by preference. Research can also help discover names that could be offensive or misunderstood. 

Here are some pros and cons to consider when naming a brand: 

The Pros of Brand Naming Research

Connect With Consumers

A brand name should spark emotion in consumers, which draws them toward the product. If the name connects well with the consumers, there is a higher chance that the brand will remain at the top of the target audience’s mind. Brand naming research will help a brand find that perfect name that consumers will love. A good brand name also unifies the brand across all advertising and promotional materials.

Ensure Success

Testing names through survey research helps brands discover which names are winners or losers. Consumers will love some names, but they might associate others with negative attributes that could hurt the brand’s success. Some brand names may be perceived as high quality and memorable, while others may be offended. Brand name research has saved companies from disastrous launches with names that may not resonate with the consumers. A great name may not be right for the product, as consumers may not relate the name to the product. Testing a name before launch decreases the risk of something going wrong.

Eliminating Uh Ohs

While a name may sound good to internal stakeholders, the consumer may have a different perspective. Name testing can ensure that the name is appropriate for the brand. For example, it doesn’t sound too babyish or sexist. Unknowingly, a name may incite another imagery. For example, once when conducting research many years ago, a technology firm wanted to use the name “vistro.” However, many consumers thought it reminded them of food because of the word “bistro.”

The Cons of Brand Naming Research

Takes Time

As with any research, surveying brand names is a process that takes time. It cannot be done overnight. There are many steps, such as developing the questionnaire, administering the survey, analyzing the data, and writing a report. For companies in a time crunch, this is a consideration that must be taken into account.

Added Cost

Another consideration is that research is not free; it costs money for a market research vendor to correctly conduct these exercises. It can be costly to pay for the experience, resources, and time needed to conduct quality, effective research customized to your company. 

Conclusion

Research for brand naming is extremely valuable when launching a new brand. It helps companies find a brand name that will resonate with consumers and lead to the brand’s success. While time and cost must also be considered, the benefits of brand naming research are undoubted.

Interested in reading more in our Pros and Cons series? Check out our other blogs here. 

• The Pros & Cons of Hiring A Market Research Firm

• The Pros & Cons of Media Research

• Pros & Cons of B2B Market Research

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. 

Market research is vital for business growth and expansion. Understanding the market and the consumer helps build brand image and develop effective marketing strategies. To excel beyond the competition, it is essential to be aware of what’s happening in the industry, what’s being said by the public, and how this could impact your brand. However, not all businesses have the expertise or ability to do their own market research, which is why hiring an outside firm can be beneficial. Here are the pros and cons to assess when thinking about hiring a market research firm.

The Pros of Hiring a Market Research Firm

Proven Methods Deliver Highly Accurate, Reliable Results

Market research firms specialize in research, so they have the necessary tools and knowledge to provide your brand with highly accurate, in-depth information. Many researchers have academic training and have worked in the industry for several years. Using their past experiences and data, they can uncover tailored research needs and brainstorm creative solutions. They will know what methodologies to use to craft the most impactful story for your brand launch, strategy shift, or marketing campaigns. 

Less experienced individuals may conduct research that results in inaccurate data.  As a result, their findings may tell an inaccurate story and create an ineffective strategy. 

Unbiased, Third-Party Opinion

Your brand can gain a neutral, unbiased opinion from an outside firm. The firm can provide ideas on research methods and marketing strategies. Since they are not part of your company, they will rely on objective research and expertise to develop unique recommendations tailored specifically to your brand. In addition, consumers may be more open about their opinions and experiences when responding to an independent research company, rather than a brand representative.

Credibility & Engagement

The press loves original research. Hiring a market research firm gives brands original, credible research that can be used to differentiate from the competition and is seen as more trustworthy by viewers. Additionally, content that contains original research generates more website traffic, social shares, and mentions online.

The Cons of Hiring a Market Research Firm

Costly

Hiring a market research firm is not free. It can be costly to pay for the experience, resources, and time to conduct quality, effective research customized to your company.

While it can be expensive, research had proven the ROI.  Research can refine your market strategy, tell you which advertising creative is most effective, and even give you a concise go-to-market plan.

Requires Time

Firms cannot conduct meaningful research overnight. It takes weeks and even months to analyze the results, create a strategy, and execute the plan. Although research plans can be made for a certain timeframe, it is simply not possible to get immediate results, especially when hiring an outside research firm that is conducting research for various clients at once.

Conclusion

Market research is incredibly useful for growing a business, but there are many factors to consider. Hiring a market research firm can be extremely beneficial to gaining an expert, unbiased, and credible view. However, one must keep in mind the limitations of cost and time.

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

• The Pros & Cons of B2B Market Research

• Behind the Scenes of a Successful Insights Panel

• The Pros & Cons of Media Research

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. 

We are thrilled to announce Provoke Insights’ newest wave of in-house research on brand loyalty: the Spring 2022 Brand Loyalty & Trends Report. 

In this 4th wave of complimentary research, Provoke Insights surveyed 1,500 Americans between the ages of 21 and 65 to evaluate the purchasing funnel by brand category.  More specifically, this study analyzed what consumers are buying, where they are buying these items (retail channel), and how loyal they are to these brands. Industries include travel, retail, CBD, skincare, restaurants, furniture, produce, alcohol, automobiles, electronics, fitness, outdoor gear, power tools, and toys.

In addition, this research tracks the impact of the pandemic, economy, and trends on consumer behavior.

Our reports are completely free and easy to download. Feel free to use any of our research in your publications. When sourcing our data in publications, please accredit Provoke Insights and hyperlink to our page.

Interested in our last wave of in-house trends research? Check out our quick-to-read blogs here. 

• Beauty Research 2022

• Fitness Research 2022

• Travel Research 2022

Are you interested in our market research capabilities? 

• Take a look at our research strategies.

• Email us with your inquiries at [email protected].

• Sign up for our newsletters here. 

With the COVID-19 pandemic forcing people to quarantine and social distance, Americans have found other ways to connect. Social media gives users the ability to interact virtually in an increasingly digital age, so it’s no surprise that social media use is prominent among Americans. Let us dive deep into the latest usage habits. We designed Provoke Insights’ third wave of in-house trends research to recognize market trends and consumer habits in 15 different industries, including social media.

Americans Can’t Live Without Social Media, but They Don’t Trust It 

Throughout the pandemic, social media has been extremely popular, as four out of five Americans access it every week. Millennials, Gen Z, those living in urban areas, and moms are significantly more likely to access it frequently. The most widely used platforms are Facebook, closely followed by YouTube and Instagram. 

However, trust in social media is low. Only a third of Americans find the media channel trustworthy.

Massive Growth Except for Linkedin

Most social media platforms saw growth compared to January 2021. Video entertainment apps YouTube and TikTok grew the most, with double-digit increases. Interestingly, Linkedin saw a slight decrease in usage. This change may have to do with the job market stabilizing. 

Who is Using Facebook?

Facebook is the most popular social site among Americans. More than three-fourths of users are checking Facebook daily.  Facebook loyalists are most likely to be moms followed by Baby Boomers, live in rural areas, make under $50,000 per year, and be unvaccinated for COVID-19.

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%.

There is no doubt that COVID-19 has impacted the economy significantly, as many businesses have struggled with finance, lost money, or had to shut down. But is there still hope in the American economy? Provoke Insights conducted our third wave of in-house trends research, which focuses on discovering market trends and consumer habits in 15 different industries, including finance.

Perceptions of the Economy

Over two-thirds of Americans (70%) are concerned about the economy. However, worry about the economy is down 10% since the beginning of the pandemic. Those who are more likely to be concerned with the pandemic’s economic impact include parents, women, and members of Generation X.

Trust in Financial Institutions

Overall, only a quarter of Americans trust financial institutions. The majority (63%) are neutral, but 9% do not trust them at all. Our data show that the more wealth a person has, the more faith they place in these institutions. Moreover, people with the COVID-19 vaccine place more of their trust in these banks, investment firms, and more.

Who is Investing?

Only one-third of Americans have an investment account, and only one-fifth have traded cryptocurrency. Investors are more likely to be male, have a higher household income, be married, and have children. Furthermore, individuals who invest tend to have an online account, even those with financial advisors.

Are Americans Ready to Retire?

No, they are not! Less than half of Americans have prepared for retirement. Unsurprisingly, people with a higher household income have saved more. Additionally, other groups who tend to have a retirement plan account include those living in the Northeast, Baby Boomers, males, and Republicans.

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%. 

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.