Provoke Insights’ research outdoor and radio featured in RAB’s Radio Matters Blog.

Provoke Insights’ findings on Outdoors and Radio are featured in the Radio Advertising Bureau’s Radio Matters Blog, giving brands valuable information about the growth of the outdoor consumer. Outdoors and Radio together reveal how Americans have rediscovered nature and how this trend connects to radio listening.

Over the past year, Americans have changed how they spend their free time. Many turned to nature for fresh air, exercise, and a break from daily stress. According to Provoke Insights’ research, 60 percent of Americans now spend more time outdoors than before the pandemic. From neighborhood walks to biking and hiking, outdoor activities have become a regular part of life for millions.

The research shows that outdoor hobbies have grown dramatically. Bicycling is up by 36 percent. Day hiking has increased by 35 percent. Camping and glamping grew by 19 percent. Birdwatching rose by 35 percent. These activities attract different types of people: more than half of bird watchers, campers, and hikers are women, while men are more likely to bike, grill, and fish. The Outdoors and Radio insights help brands target these groups with the right messages.

Along with more outdoor activity, spending has also increased. Sixteen percent of Americans are buying more outdoor clothing and gear. Provoke Insights’ data shows these shoppers are careful with money, value quality, and prefer sustainable products. They spend time researching before buying and stay loyal to trusted brands.

The research highlights that radio is still a key part of this lifestyle. Sixty-eight percent of people spending more time outside listen to AM/FM radio. Radio reaches outdoor shoppers wherever they go. Eighty-eight percent who shopped at sporting goods stores in the past quarter listen to radio. Eighty-eight percent of fishing fans, eighty-seven percent of cyclists, and eighty-five percent of hikers enjoy radio while outdoors.

These numbers prove that radio is the perfect mobile medium for reaching people who love the outdoors. Brands can connect with this audience as they hike, camp, or ride, guided by insights from the  research.

Provoke Insights’  findings show that the outdoor trend is here to stay. These consumers will keep exploring nature and buying gear to match their active lifestyles. Smart brands use Outdoors and Radio data to build messages that resonate. Combining research with radio helps advertisers reach this valuable and growing group effectively.

For more insights and custom research, visit Provoke Insights and see the latest Outdoors and Radio trends to keep up with changing consumer behaviors.

Provoke Insights’ research on consumer trends is featured in Happi, a media company devoted to covering the global personal care.

This article uses research from various companies to show how consumers are turning various self care methods during the pandemic. It uses the Provoke Insights Brand Equity 2021 survey to show the public’s attitudes towards the return of in-person stores, top beauty brands, and more.

Happi also quotes Carly Fink, president and founder of Provoke Insights, on issues surrounding traditional shopping malls and the eventual return to in-person offices. Carly is also quoted in noting current trends in health and beauty products.

Provoke Insights’ research on B2B companies is featured in Marketing Charts, an online hub for marketing data, graphics, and analysis. 

The article details the results from Provoke’s recent Brand Equity 2021 survey, which sought to track and project brand drivers for innovation, equity, and affinity for 19 industries including the B2B landscape. 

After surveying 200 B2B professionals, the results on what builds brand affinity are in:

• Brand trust (23%) and customer service (23%) are the top most important attributes
• Price (14%), innovation (11%), and product uniqueness (10%) are also, respectively, strong influences of brand affinity

Marketing Charts’ article also reports on other measures from Provoke Insights’ B2B Brand Equity study. For example, for B2B brands that do measure brand equity, the top three measurements used by companies are

1. Sales revenue (41%)
2. Qualitative research (23%)
3. Quantitative research (20%)

As evidenced by Marketing Chart’s new article on B2B branding, B2B marketing is a growing sector of research. As more B2B companies take note of important measures like brand affinity, brand equity, and brand innovation, other B2B companies looking to retain their customers and better understand the industry should take particular note of this research. Download Provoke Insights’ complimentary Brand Equity 2021 report here for newly-published insights on B2B and 18 other industries.

Carly Fink and Rachael Ryan will be presenting as part of RAB’s Business Accelerated initiative.

More people are participating in outdoor activities. Learn about these behaviors and changes and their impact on media and ad initiatives for the outdoor category. The session will take place at 12PM CT/1PM EST on Wednesday, May 5th.

Click here to register for the webinar.

Carly Fink, president and founder of Provoke Insights, published a new article in the Journal of Business Strategy.

Companies like Fidelity, eTrade, Charles Schwab, Saxo Bank and Vanguard have dominated the do it yourself online trading platforms since the mid-1990s. What made these platforms so popular is twofold: lower cost of commissions and accessibility. In recent years, there has been an influx of new competitors into this space.

Millennial traders are gravitating to more modern platforms on the market like Robinhood, Acorns and Stash. These platforms provide even lower commissions, more functionality and interactivity. As accessibility, ease and no-fee stock trading are no longer differentiators, but rather barriers to entry, brands need to move beyond functionality.

Carly examines how brands need to understand and research what makes a millennial loyal to a financial institution.

Provoke Insights’ research on B2B companies is featured in Business 2 Community, a key business, marketing, and industry blog. 

The article emphasizes the importance of qualitative measures, like traffic and awareness, for a seemingly unquantifiable strategy: branding. By investing heavily in B2B branding strategy, companies can catch target audiences one or two years in advance. In other words, work smarter than competitors – not harder. 

However, our research shows that 67% of B2B professionals agree that their company invests in their brand. With many other companies ranking branding high on their top priority lists, the article urges in-house marketers to take extra steps to differentiate themselves in their B2B branding strategy.

These steps might include:

• Taking bold steps to stand out
• Increasing personalization and authenticity
• Focusing on marketing ROI rather than new leads
• Commissioning market research

Ultimately, as demonstrated by our B2B marketing research, many brands these days focus on key qualities like unaided awareness. To stand out from the crowd, in-house marketers should look for more intuitive ways to build their B2B branding strategy.

Carly Fink, president and founder of Provoke Insights, is featured in Quirk’s Media Magazine this month. Quirk’s Media is a leading voice in market research and branding. During pandemic times, it is a must-read to gain key market insights on digital consumer habits.

Carly discusses how brands should reassess the consumer journey. As more Americans work, shop, and attend school from home, technology adoption has skyrocketed. Brands must account for increased digital use and entirely reevaluate consumers’ choices in the new remote landscape. 

With a few extra steps, researching these digital habits can put your brand ahead. Carly’s key points include research on digital consumer insights, dig and industry:

1. Brands should observe readily available internal data, like web traffic, type of device, and location.
2. Brands should seek out timely research on their industry to better understand our new world. Provoke Insights recently published 2021 trend reports on 19 industries ranging from hospitality to clothing and beverages. Check out our page here to download the reports for free.
3.  Brands should survey a prospective consumer population or commission a market research agency to conduct research. This is an essential part of building a targeted, compelling brand.

Understanding the consumer journey is a crucial part of brand management. There has never been a better time to reevaluate your brand, conduct robust research, and prepare to pivot for new markets ahead. Check out the full article to learn some specific steps on assessing digital consumer insights.

In today’s confusing pandemic world, market insights have never been more critical for your brand. According to our research, companies are putting more focus on strengthening their brand. 

To keep up with your brand competitors, read our full free B2B report and view other industry reports, including packaged foods, beauty, and clothing here.

Provoke Insights’ research is featured in a fast facts report in B2B News Network. This research is vital for any B2B (business-to-business) company looking for B2B branding trends, 2021 trends, pandemic impacts, and more. B2B’s Friday Fact is: companies are increasingly putting branding above sales.

To develop Provoke Insights’ 2021 industry report, we fielded an online survey to 3,000 Americans aged 21 to 70. We surveyed 19 industries, including the B2B sector, and created buyer profiles, highlighted brand equity drivers, and drew several conclusions, including:

• More companies are prioritizing brand strengthening over sales.
• Paid and unpaid social media are the most commonly implemented marketing tools.
• Due to the pandemic, trade show ROI has understandably plummeted.

In today’s confusing pandemic world, paying attention to B2B branding trends have never been more critical for your brand. According to our research, companies are putting more focus on strengthening their brand. 

To keep up with your brand competitors, read our full free B2B report and view other industry reports, including packaged foods, beauty, and clothing here.