Reviving Urban Tourism Through Smart Strategy

Across the United States, cities are redefining how they attract visitors. As work patterns and lifestyles shift, traditional downtowns must adapt to remain vibrant. This case study focuses on Providence, Rhode Island, and how it successfully repositions itself to increase urban tourism using data-driven insights and community-focused branding.

Co-authored by Carly Fink of Provoke Insights and Kristen Adamo of the Providence Warwick Convention & Visitors Bureau, the article highlights a step-by-step approach to transforming city perceptions and encouraging regional travel. The goal is to bring energy back to the urban core by appealing to nearby suburban audiences.

Research Guides the Urban Tourism Campaign

The strategy begins with a comprehensive market research study targeting people who live within an hour of Providence. The findings reveal what encourages suburbanites to explore the city and what barriers hold them back. While many respondents are drawn to restaurants and events like WaterFire, concerns about parking and safety shape their decisions.

Using these insights, the team creates a campaign that personalizes the downtown experience. The initiative, called “Downtown is Your Town,” features real locals who share their favorite spots for dining, shopping, and entertainment. This storytelling approach makes the city feel more welcoming, relatable, and worth rediscovering.

Engaging Visitors and Inspiring Action

The campaign runs across multiple platforms, including digital ads, billboards, social media, and a refreshed website. Each element reinforces the message that Providence is a lively, accessible, and culturally rich destination. The effort also includes events that spark curiosity and drive foot traffic, particularly during key seasons.

The results are impressive. Website traffic rises by 3,000 percent. Social media engagement significantly outperforms industry benchmarks. Visitors respond positively to the refreshed city image, and local businesses benefit from the increased attention.

A Model for Urban Tourism Success

This case study offers valuable guidance for other cities aiming to grow their urban tourism footprint. It shows how research-backed branding and inclusive messaging can shift public perception and generate real economic impact. Whether you are a tourism leader, marketer, or city planner, the lessons from Providence demonstrate what is possible when a city listens to its audience and builds a brand around authentic urban experiences.

Read the full article here to explore how cities can strengthen urban tourism by connecting with local travelers and delivering a revitalized downtown experience.

Shoppers Reshape the Grocery Experience

Provoke Insights’ recent feature in Progressive Grocer highlights major shifts in grocery shopping behaviors based on findings from the firm’s 2025 Trends Report. Consumers are no longer passive participants in the grocery aisle, as they are driving decisions across pricing, format, and technology. The grocery research, which surveyed 1,500 Americans, shows that inflation continues to influence purchase decisions, with many shoppers switching to private label and bulk-buying options to manage rising costs. Traditional brand loyalty is no longer a guarantee.

In addition, the article also reveals a major shift in how often consumers shop. Frequent, flexible grocery visits are now the norm, fueled by remote work and changing household needs. These habits require retailers to think beyond the traditional weekly promotion model and offer convenience-driven solutions that reward repeat engagement.

Digital Behavior and AI Tools Are Changing Expectations

The grocery trends data reveals that online grocery shopping is now a popular option. Some consumers prefer Amazon. Others choose Instacart or their local supermarket’s app. Preferences vary by income and location. That means digital strategy must be tailored.

In addition, AI is becoming more popular. Nearly 40 percent of shoppers want smart tools to manage lists, suggest items, and find deals. Gen Z and parents are especially eager. Clearly, shoppers want tech that saves time and adds value.

What Retailers Should Do Next

These shifts in grocery shopping behavior are more than temporary. They reflect deeper, lasting changes. Therefore, grocery brands must act now. Retailers that use grocery research to understand these changes will stay ahead.

The article in Progressive Grocer makes one thing clear. Data must guide every decision. From private label growth to AI adoption, market research is essential.

To access the full 2025 Trends Report click here. If you would like to launch a custom grocery market study, contact Provoke Insights.

As restaurants look ahead, restaurant trends for 2025 reveal a clear winner in driving customer loyalty: personalized promotions. According to Provoke Insights’ Summer 2025 Consumer Trends Report, created in partnership with Modern Restaurant Management (MRM), nearly one-third of Americans say tailored deals make them more loyal to specific restaurants.

Although AI-powered features continue to emerge in the industry, consumers remain more interested in tools that prioritize convenience and value. “Self-service kiosks and customized offers are far more appealing than advanced AI integrations,” says Carly Fink, President and Head of Research & Strategy at Provoke Insights.

Highlights from the Article

High-income households and urban dwellers are leading the charge in restaurant visits, especially at upscale locations.

• Millennials and parents also over-index on restaurant outings, favoring nightlife and elevated dining experiences.

• Inflation remains a concern, with 73% of Americans noticing higher restaurant prices—second only to grocery stores.

• Many low-frequency diners have incomes under $150,000 and eat out only a few times per year.

Despite rising costs, consumer optimism is growing. This positive outlook is fueled by a renewed emphasis on family time and personal well-being. To capitalize on these shifts, restaurants should consider:

• Family-friendly promotions like “kids eat free” nights

• Health-conscious and plant-based options

• Locally sourced and cost-effective menu innovations

• Experiential dining that doubles as an escape for busy professionals

Rather than overhauling their tech stack, restaurants should focus on introducing AI where it enhances the guest experience. For example, quick-service brands can benefit from automation, while full-service restaurants should double down on hospitality. Most importantly, AI can be used to deliver smart, personalized promotions that encourage repeat visits.

These findings come from a nationally representative survey of 1,500 U.S. adults aged 21–65, conducted in March 2025. The data is part of Provoke Insights’ bi-annual trend study, now in its tenth wave, offering a pulse on evolving consumer behavior.

Want to explore more insights from this wave?

Check out the full Summer 2025 Consumer Trends Report for research on grocery, alcohol, skincare, furniture, high net worth consumers, and more.

Looking to uncover insights that drive business growth?

Contact Provoke Insights to learn how our custom market research solutions can support your brand strategy, innovation, and advertising.

AI’s benefits, helpfulness embraced by furniture shoppers, survey finds

Provoke Insights’ latest furniture industry research is featured in Furniture Today. The AI and furniture industry research report explores the consumers interest in using AI shopping tools when buying. Drawing on insights from a bi-annual national survey of 1,500 U.S. consumers, the report highlights growing enthusiasm for AI-powered tools, especially among younger, urban, and tech-savvy shoppers.

As technology continues to reshape retail, the integration of artificial intelligence in the furniture shopping experience offers consumers more personalized, efficient, and interactive journeys. The study sheds light on how AI influences decision-making, from style recommendations to room planning. It also delves into the potential of AI to enhance customer satisfaction and streamline the purchasing process. With the furniture sector adapting to digital transformation, understanding evolving consumer expectations is more vital than ever. Provoke Insights’ research provides a comprehensive view into the future of AI in retail, equipping brands and retailers with valuable strategies to stay competitive and relevant in a changing marketplace. Read more from the article here.

Below are exciting data about AI and the furniture industry:

• Top AI features: personalized picks (43%), chatbots (43%), faster decisions (38%), and brand discovery (36%).

• Popular tools: 360° views (45%), QR/barcode scanning (40%), in-app shopping (40%), and room visualizers (38%).

• AI is seen as helpful for furniture shopping but trust in its recommendations is only moderate.

• Furniture purchases hold steady at 13%, led by Gen Z, parents, and urbanites.

• Recent buyers stay active online—42% browse influencers, 39% join loyalty programs, and 32% engage with brands on social.

Want to learn more about the latest AI and furniture industry trends? Check out our 2025 Summer Trends research here. The research explores consumer buying preferences across 15 industries.

Hybrid shopping is now the dominant way consumers shop for furniture, according to the newly released 2025 3D Cloud Furniture Research Study conducted by 3D Cloud in partnership with Provoke Insights. The study reveals that 45% of furniture shoppers use a mix of online and in-store channels, underscoring the importance of a seamless omnichannel retail experience. Read more on the hybrid shopping featured in Furniture Today here.

Online-only furniture shopping has seen a 26% increase—particularly among female consumers—while traditional in-store-only purchases continue to decline. The findings highlight how consumer expectations are shifting toward flexibility and enhanced digital experiences.

“The shift in shopping behaviors underscores the growing reliance on digital experiences,” said Carly Fink, President and Head of Research at Provoke Insights. “Consumers want the best of both worlds: the convenience of online shopping and the tactile confidence of in-store visits.”

Additional insights from the study include:

• 62% of Millennials shop both online and in-store.

• 46% of shoppers visit a website before making an in-store purchase.

• 58% of shoppers want better visualization tools in-store.

• 86% are satisfied with product visuals, whether traditional photos or 3D images, as long as they are accurate.

AI-driven tools are also gaining attention, but many retailers are still figuring out how to use them effectively to enhance customer experience and drive decisions.

This study comes just as Provoke Insights launches its Summer 2025 Trends Reports, offering new data across multiple industries, including furniture, retail, beauty, and more. The furniture research report provides brands with forward-looking insights into consumer behavior, helping companies stay ahead in today’s dynamic market.

The skincare industry has undergone a significant transformation. Path to Purchase Institute recently highlighted the forces driving this change—many of which align closely with insights uncovered in Provoke Insights’ Winter 2025 Beauty & Skincare Trends Report. The article discusses the latest skincare marketing trends.

Skincare marketing was once built on glossy ads and idealized beauty standards. Today, it is evolving to meet the expectations of modern consumers—especially Millennials and Gen Z. These groups demand transparency, authenticity, and science-backed claims. They are shifting away from “miracle” promises and toward ingredient-led storytelling and personalized experiences.

Provoke Insights’ skincare marketing trends research confirms this shift. Younger, urban Millennial parents and Gen Z are the most active skincare buyers. Gen Z, in particular, values clean ingredients, inclusive messaging, and sustainable products. Older generations still seek anti-aging solutions backed by science. However, Gen X and Baby Boomers are less engaged overall in skincare and beauty purchases.

What’s also reshaping the landscape? AI-powered tools and personalized skin diagnostics are now mainstream, with brands like Cetaphil, Sephora, and L’Oréal integrating tech into the shopping journey. Provoke’s skincare marketing trends data shows that consumers are not just buying based on promises—they want education, proof, and personalization.

Additionally, the trend of “skinimalism” is gaining traction, with consumers preferring streamlined routines and multifunctional products. Social commerce is another driver, but substance now outweighs hype—consumers want real results and credible reviews.

As a result, skincare is no longer just about appearance. It’s about self-care, wellness, and identity. Brands that embrace this shift and prioritize transparency and innovation are more likely to resonate in today’s market.

To explore more about skincare marketing trends and learn how consumers think, shop, and engage with skincare today, download the skincare research report.

Provoke Insights’ latest grocery trends research—featured in Vegconomist—uncovers key shifts in consumer behavior that directly impact the plant-based sector. Drawing on insights from a bi-annual national survey of 1,500 U.S. consumers, the study reveals how economic pressures and evolving preferences are transforming how Americans shop for groceries. Read more from the article here.

• ne of the most significant grocery purchasing trends is the rise in budget-consciousness. According to the study, 59% of consumers are more focused on saving money, with 96% purchasing private-label products. Although 74% of shoppers have noticed price increases, inflation concerns appear to be leveling out, suggesting a potential shift in future spending habits.

Organic products also play a major role in today’s grocery decisions. Among consumers who shop more than once a week, 51% say they buy organic for at least half of their groceries. This figure drops to 28% among those who shop less frequently. Younger generations—especially Gen Z and Millennials—cite health and taste as top motivators, while Gen X focuses more on avoiding additives.

Another key finding is that grocery shopping is no longer tied to one store type. On average, consumers shop at 2.2 different types of stores, including discount retailers, farmers’ markets, and online grocers. This diversification highlights the importance of broad distribution strategies, especially for niche or plant-based brands.

These grocery purchasing trends show that plant-based companies must emphasize value, clean ingredients, and availability across multiple retail channels. To remain competitive, brands must align with shifting consumer priorities and make strategic moves to meet shoppers where they are.

To dive deeper into the data, check out the full article in Vegconomist and explore how Provoke Insights helps brands uncover actionable trends.

Want to learn more about the latest grocery trends research? Check out our 2025 Summer Trends research here.

As the economy continues to shift and consumers navigate inflation, spending habits are under the microscope. A recent Yahoo Finance article highlighted findings from Provoke Insights’ latest study, revealing that 29% of Americans make at least one impulse purchase per week—a behavior that can seriously derail financial goals. Check out the article here to discover other wealth destroyers to watch out for in 2025.

The spending consumer research point to a growing concern: Americans are consistently overspending on unplanned purchases, often without realizing the long-term impact. From an extra $5 coffee to a $150 big-box store run that started with a single item in mind, these spontaneous purchases add up quickly.

The impulse purchase is often driven by emotional responses, convenience, or even social pressure. While it’s common and sometimes harmless, frequent impulse buying can strain personal budgets, disrupt savings plans, and increase reliance on credit cards. In today’s economic climate, where inflation and credit card interest rates remain high, this can be especially damaging.

To curb the impact, experts suggest simple but powerful strategies. Shopping with a list and sticking to it is one of the most effective ways to reduce impulse purchases. Using cash instead of credit cards is another tactic that reinforces mindful spending, as it physically limits what consumers can spend in a given moment.

At Provoke Insights, we help brands and financial institutions understand the “why” behind consumer behavior. Our consumer spending research shows that economic uncertainty, peer influence, and instant gratification are major drivers behind the rise of impulse spending.

As consumers strive to make smarter financial choices, understanding these behaviors can empower both individuals and the companies that serve them. For more in-depth consumer insights and data-driven strategies, explore our upcoming Summer 2025 Trends Report.

As the holiday season approaches, restaurant operators must rethink how they meet growing guest expectations—especially when it comes to technology. According to the Fall/Winter Trend Report by Provoke Insights in partnership with Modern Restaurant Management (MRM), technology is no longer just a perk—it’s a necessity.

From mobile ordering and pay-at-table systems to QR code menus and AI-powered personalization, today’s restaurants want seamless technology integration. These trends are especially pronounced among Millennials, Gen Z, urbanites, and affluent consumers. “Technology will continue to reshape the dining landscape as we approach 2025,” says Carly Fink, President of Provoke Insights. “Restaurants that innovate now will be better positioned to attract key demographics this season.”

The study, based on a 15-minute survey of over 1,500 Americans, also found that nearly half of the population plans to dine out for the holidays, with the majority gathering with family or friends. A quarter of respondents are even organizing corporate holiday events at restaurants—making it essential for operators to deliver standout service and smooth reservation processes.

This article in MRM provides crucial 2025 holiday dining insights into what drives guest decisions today and how restaurants can stay competitive in a tech-forward era.

Provoke Insights will also be launching its Summer 2025 Trend Report, featuring fresh data across multiple industries, including restaurants, grocery, high-net-worth individuals, and more. The new report offers brands a forward-looking view into evolving consumer expectations and opportunities for innovation.

Read the article in Modern Restaurant Management to get a first look at the 2025 holiday dining insights.

How Research Evaluates Skincare Product Concerns

Happi partnered with Carly Fink, president of Provoke Insights, to share findings from the Fall 2024/Winter 2025 trends report. The skincare trends research explores how counterfeit concerns threaten consumer trust. Click here to read the full article.

As fake products continue to spread across digital platforms like e-commerce sites and social media, the risk to consumer confidence grows. These counterfeit skincare products threaten consumer trust . As a result, making it increasingly difficult for beauty and skincare brands to maintain their reputations and customer loyalty.

According to the study, 41% of consumers are aware of counterfeit beauty products. However, only 36% recognize fake skincare items. Interestingly, consumers associate counterfeits more often with apparel (61%) and luxury goods (58%) than with beauty or skincare. This suggests a lack of awareness around fakes in this space.

Among consumers concerned with aging, product choices are heavily influenced by trust. The research found that 68% of those worried about aging’s effects on appearance purchase skincare products, 59% buy vitamins, and 53% buy beauty items. For these consumers, product authenticity is essential.

However, fewer than 25% of consumers identify e-commerce or social media as major sources of counterfeit goods. Most still associate counterfeit products with street vendors (38%), even though digital shopping is now a key source of fake beauty and skincare items.

As a result, this gap in awareness can be problematic. As counterfeit skincare product concerns threaten consumer trust, brands must educate consumers and promote product authenticity through transparency, packaging, and messaging.

Provoke Insights’ skincare trends research makes it clear: brands need to take proactive steps to protect their reputation, maintain customer confidence, and ensure long-term success.

Wan more skincare trends research and learn more about counterfeit skincare fears? Check out our latest market research deck here.

Happi partnered with Provoke Insights’ president, Carly Fink, to explore findings from the Summer 2024 Trends Report. The research highlights a growing consumer mindset: younger generations are increasingly obsessed with youth.

This obsession is especially strong among Millennials and Gen Z, who see aging not just as a physical process but one that affects emotional well-being. The article dives into how beauty & aging conchttps://www.happi.com/exclusives/consumers-are-obsessed-with-youth/erns are driving both behavior and buying decisions in the health and beauty space.

According to the study, 41% of Millennials and Gen Z worry about aging’s impact on mental health, while a third are concerned about how aging affects their physical appearance. These concerns are deeply tied to their identity and influence how they engage with products and media.

Seeking anti-aging advice is common. Millennials (77%) and Gen Z (76%) turn to social media, online videos, and personal networks for solutions and product suggestions. In fact, 68% of those concerned with aging’s effect on appearance purchase skincare products, while 59% buy vitamins and 53% choose beauty items specifically for their anti-aging benefits.

Women are more likely than men to feel concerned about appearance-related aging (34% vs. 28%). As a result, women are also more likely to maintain a consistent skincare routine focused on anti-aging results.

The takeaway is clear: younger consumers are obsessed with youth, and it’s having a major impact on the beauty & aging market. Brands should take note and tailor messaging to reflect the emotional side of aging, while highlighting solutions that support confidence and well-being.

To learn more, check out our skincare market research report and explore how these insights can support your brand strategy.

The Radio Advertising Bureau discusses the market research on home improvement. The results are from Provoke Insights’ Summer 2024 trends report about radio listeners and their home improvement projects. Radio is the clear winner, as the data show that it builds the home improvement business. The research revealed that radio listeners are twice as likely to participate in home improvement projects as nonlisteners (40% versus 25%) and are major purchasers of home improvement goods. The importance of targeting consumers in the planning stages of their projects should also be highlighted, as many make purchasing decisions quickly, often within days. Check out the full article here.

• 81% of radio listeners plan their home improvement purchases.
• Consumers favor trusted brands, with 62% choosing familiar options over new brands.

Furniture Today recently featured findings from Provoke Insights’ Furniture Purchases research, part of the Fall 2024/Winter 2025 Trends Report. The study highlights evolving consumer preferences when it comes to choosing between online and in-store furniture shopping. Check out the full article here.

The furniture purchases research reveals that the type of furniture plays a major role in the shopping channel. For instance, about two-thirds of consumers purchased lamps, lighting, and baby furniture online in the past year. In contrast, 71% preferred to buy larger items like sideboards, buffets, sofas, and loveseats in physical retail stores. This reflects a growing balance in furniture purchases trends, where convenience and tactile experience both matter.

Why do shoppers go online? Key motivators include better pricing (27%), free delivery (25%), a wider product selection (19%), and a quicker shopping process (16%). Meanwhile, in-store shoppers tend to seek personal experience, particularly for big-ticket or comfort-based items such as recliners and outdoor furniture.

Beyond purchase location, the study also explores shopper behaviors. Notably, 67% of respondents purchased furniture in the past year—especially high among Gen Z, urban dwellers, high-income households, and families with children.

Reviews and recommendations are also essential. Compared to other product categories, furniture buyers are more likely to consult online reviews (31%) and shop with family or friends (36%), with 21% significantly influenced by their companions. However, unlike other categories like electronics or apparel, furniture buyers are less likely to seek opinions from their broader personal networks.

This furniture purchases research offers actionable insights for marketers and retailers looking to engage a dynamic, experience-driven customer base.

Want more research on the topic? Check out our latest Summer 2025 Trends research here.