Explore Factors for Planned Produce Purchases vs. Impulse Buys
22 Jul 2024

Provoke Insights’ Carly Fink and Jordin DeSenzo co-authored an article in Produce Business diving into research on produce purchases. Interestingly, the article discusses how behaviors are shaping how consumers shop for produce. It sheds light on how inflation and economic pressure are influencing the delicate balance between planned produce purchases and spontaneous impulse buys.

Based on Provoke Insights’ eighth wave of its biannual national study, the research explores how shoppers approach buying produce. While 85% of grocery shoppers have noticed price hikes, only 15% say they purchase produce impulsively. This highlights a key challenge and opportunity for brands and retailers.

Also, the study found that 75% of Americans make produce purchases weekly. Higher-income households and older individuals tend to buy produce more frequently, with supermarkets being the top destination. Meanwhile, Gen Z and Asian shoppers are more likely to shop at wholesale stores.

Most produce purchases are pre-planned—either as regular go-to items or for specific meals. However, impulse buys tend to include items like salad dressing, nuts, or guacamole.

To increase impulse produce purchases, Provoke Insights recommends:

• Improving in-store visibility through signage and tastings

• Placing pre-cut produce near store entrances and checkouts

• Using cross-merchandising to promote snack pairings

• Highlighting nutritional value through educational labels

In addition, frequent produce buyers view TV and social media platforms—especially TikTok—as highly effective channels for brand promotions.

This research on produce purchases helps retailers develop more targeted strategies to engage both planners and impulse buyers, even in an inflation-conscious market.

What to know more about research on produce purchases? Check out our latest grocery and produce deck here. The Summer 2025 Trend research include 15 topical industry reports,

President Carly Fink Discusses Dynamic Pricing for Business Insider
11 Jul 2024

Business Insider explores the frustration caused by dynamic pricing in light of inflation, leaving consumers uneasy about fluctuating costs across different sectors. Provoke Insight’s Carly Fink points out the challenge of introducing new pricing strategies during periods of heightened price sensitivity and other insights. 

  • Rising inflation and tech-enabled dynamic pricing make consumers increasingly uneasy about fluctuating costs.
  • There is a challenge to introducing new pricing strategies during periods of heightened price sensitivity.
  • Americans feel prince fatigue as they navigate unpredictable prices across various sectors like groceries and travel.
  • Despite efforts by businesses to optimize pricing, consumers are longing for stability in their purchasing decisions amidst economic uncertainty.

Check out our restaurant trends report that discussing more about dynamic pricing and how consumers feel about it. Click here.

Exploring “tipflation”: Radio Advertising Bureau and Provoke Insights
10 Jul 2024

Despite higher menu costs, the Radio Advertising Bureau recently reported a rise in dining out and takeout nationwide. The article cited Provoke Insight’s seventh wave of research, which states that radio listeners are identified as key patrons who contribute significantly to dining expenditures and tend to tip generously across various dining settings. This phenomenon is titled ‘tipflation’.The research evaluates research on restaurant tipping and how radio listeners differ.

  • Sales at drinking and dining establishments have surged despite rising menu costs, indicating a strong preference for dining out or taking out food.
  • A new trend, ‘tipflation,’ has emerged, where consumers feel increasingly pressured to tip more, influenced by the growing number of tipping prompts at the point of purchase. 
  • Radio listeners, a significant portion of dining patrons, tend to spend more on meals, even amidst rising menu prices. They also tip more frequently across various dining establishments compared to non-listeners.
  • Radio advertising effectively reaches patrons of all types of dining establishments, from quick-serve to fine dining, driving both foot traffic and online engagement for restaurants.

Check out our latest restaurant research deck for more information.

President Carly Fink’s insights into dynamic pricing are evaluated in a new article by MSN.
10 Jul 2024

Fast Company’s interview with President Carly Fink was cited in MSN’s article about digital shelf price labels (DSLs). Walmart plans to introduce digital shelf price labels (DSLs) in 2,300 US stores by 2026 to streamline pricing updates and improve efficiency. Implementing dynamic pricing during the rollout of DSLs has been a controversial topic among marketers. 

  • Walmart’s rollout of digital shelf price labels (DSLs) aims to streamline operations and improve customer service. According to a press release, the DSLs will allow price updates with “a few clicks” instead of days of work.
  • DSLs introduce features like “Stock to Light” and “Pick to Light,” which enhance efficiency by aiding in accurately restocking and fulfilling online orders.
  • Carly Fink from Provoke Insights highlighted the potential benefits of dynamic pricing with DSLs, suggesting it could optimize pricing strategies based on market demand, as reported by Fast Company.
  • Despite concerns, Walmart clarified that its DSL system currently does not support dynamic pricing and has no plans to introduce such functionality.

Interested in learning more about digital price labels and dynamic pricing? Check out our restaurant deck in the Summer 2024 consumer trends page. Learn more here.

Provoke Insights’ President Carly Fink sits down for an exclusive interview to weigh the effects of digital price tags at big-box retailers.
25 Jun 2024

Fast Company recently interviewed Carly Fink, President of Provoke Insights, to discuss the growing use of digital price tags and the potential impact of dynamic pricing in retail. As more retailers adopt technology-driven pricing tools, the discussion around transparency and consumer trust becomes even more important.

Walmart has begun rolling out digital shelf labels in more than 2,300 stores, allowing price updates for over 100,000 items via mobile app. This move helps improve store efficiency and inventory tracking. While Walmart states that the technology won’t be used for real-time price changes, many shoppers remain concerned.

According to Provoke Insights’ Summer 2024 Trends Report, 63% of U.S. consumers are more budget-conscious than they were six months ago. With that in mind, any mention of dynamic pricing in retail raises red flags, especially among inflation-weary shoppers. People worry it could lead to unpredictable pricing, similar to surge pricing used by airlines and rideshares.

However, there are potential benefits. Proponents argue that dynamic pricing could lower prices during off-peak times. For example, shoppers who visit stores during slower periods may find better deals. Carly Fink emphasizes that while the model has potential, brands must ensure transparency to maintain consumer trust.

Many consumers still don’t fully understand how dynamic pricing works—particularly in a retail or grocery setting. Provoke Insights continues to research the public’s perception of these pricing shifts and how brands can implement them responsibly.

As dynamic pricing in retail becomes more common, retailers must find the right balance between innovation, fairness, and clear communication.

Check out our latest research that explore consumer trends and the impact of AI in our Summer 2025 Trends Research.

Can Dynamic Pricing Be Done Right?
20 Jun 2024

Provoke Insights explores customer perceptions and strategizes for effective ways to implement dynamic pricing in restaurants.

Modern Restaurant Management presents the market research findings of an April 2024 trends report by Provoke Insights. The article delves into the concept of dynamic pricing in the restaurant industry, discussing its potential benefits and pitfalls. It highlights the importance of implementing strategies effectively to boost revenue without alienating customers. Initially met with skepticism, this pricing gains favor when framed as discounts through membership programs for off-peak hours, with over half of consumers expressing keen interest in such initiatives.

What is dynamic pricing?


Learn more in the article and if consumers understand what it means.

Some noteworthy insights from the research study include:  

  • Dynamic pricing refers to the practice of adjusting menu prices based on various factors such as demand, time of day, or level of patronage.
  • Awareness of this pricing model is low among Americans, with urban dwellers and parents more likely to be familiar with the concept.
  • Two-thirds of consumers are initially averse to dining at restaurants using flexible pricing, however, interest in it increases significantly when presented as discounts offered through off-peak hour memberships
  • Restaurants should emphasize the benefits and discounts of dynamic pricing rather than focusing on peak-hour price increases to improve consumer perception and engagement.

Check out Provoke Insights’ other industry market research trends studies here.

2023 Market Research: Top Trends Driving The Year
07 Dec 2022

Check out predictions for this coming year from Provoke Insights, a full-service market research firm! Our 2023 Market Research results come from industry articles, blogs, government data, and our own observations. As inflation remains present and interest rates continue to rise, companies will need to re-focus their priorities in the next few quarters. 

One Research Project Needs to Answer Many Needs

Our 2023 Market Research shows how current economic strains have company earnings below expected projections. Research budgets may not be as robust as they have been in previous years. Research companies will need to think outside the box for creative solutions to make research go further. It will be imperative to tackle two objectives simultaneously and find cost-effective solutions to finding the appropriate sample. 

Tech Budgets are Slowing

Additionally, the technology sector in the last few years has been on fire, especially during the pandemic’s peak. The rapid industry growth resulted in a need for several market research projects. However, that is not the case anymore. The intense need for technology has decreased as more people return in-store, in-office, going out, and traveling. As a result, this sector’s demand for research is not as strong as it has been previously.

New Sectors Take Center Stage

The United States’ commitment to rebuilding infrastructure and reducing the climate crisis has resulted in money funneling into construction and sustainability categories. Both areas will need research help to support the growth areas as expansion occurs. In addition, consumer-facing brands have the opportunity to focus on sustainability goals that may have taken a back seat during the pandemic. Brands will need research to understand the best approach to successfully implement these new initiatives.

The Need for Strategic Insights, Despite Automation

Automation has been a hot topic in the research field for the last few years. It’s been most commonly integrated into more and more market research tools to deliver the data and in helping to interpret the results. As this technology matures, we will see automation becoming more specialized.

However, as more research processes become automated, the need for data to tell a story and provide strategic direction is ever so important. You will need more than just robots to help with the research.

Researchers with strategic experience will be in high demand as they can uncover insight into the data through which AI sifts. Often researchers only create graphs and regurgitate the data. The need for storytellers to provide actionable results that answer business objectives is crucial.

Sampling Experts Needed

The days of “setting and forgetting” a survey in-field are over. Online survey tools allow for wider reach and quick turnarounds. Unfortunately, this opens up opportunities for bots to infiltrate, even if the survey software offers safeguards. Although many marketers may want to bring their research in-house as budgets are cut, many won’t have the bandwidth to implement the necessary quality checks while the survey is live. Research companies carefully comb through every respondent that comes in to ensure they qualify, answer questions thoughtfully, and do not rush through. These extra eyes on your survey will ensure you get accurate insights and actionable results. 

Guests Experiencing Restaurant Inflation – Modern Restaurant Management
02 Nov 2022

In autumn 2022, Provoke Insights surveyed 1,500 Americans. This survey aimed to gain perspective on the external trends affecting multiple consumer behaviors, including restaurants and dining out.

The standout findings include:

  • Half of respondents say they are eating out less at full-service restaurants than they did six months ago
  • Eating more at home is the top way consumers who are budget conscious are trying to save
  • Consumers are most dissatisfied with prices of items on the menu
  • More than half of consumers are saving money through cutting back by selecting cheaper items or passing on desserts and/or appetizers

Consumers fear their financial future, as the economy and inflation top their list of concerns. As a result, restaurants should create cost-saving options to appeal to those consumers who are budget conscious.

These Technologies Will Engage Your Customers – WholesaleCentral.com Blog
19 Jul 2022

WholesaleCentral, a leading resource for merchandisers, featured Provoke Insights’ in-house research on retail technology.

Provoke Insights’ most recent wave of in-house research was fielded in March 2022, taking a deep dive into over 15 industries, including retail technology. By better understanding how consumers feel about innovative technology, including QR codes, tap-to-pay, mobile apps, and smart vending machines, hospitality/retail brands can better tailor to the customer experience.

The standout findings include:

  • Consumers who enjoy retail tech are more likely to be brand loyal
  • Retail customers are most aware of QR codes (71%) and tap-to-pay mobile payments (66%)
  • These tech-savvy shoppers are impressed with store cleanliness (36%) and customer service (30%)

As the shopping experience continues to become digitized, it’s crucial that brands understand customers’ attitudes and habits when it comes to retail technology.

New Skin Care Needs In a Post-Covid World – Happi
01 Jun 2022

Provoke Insights’ newest research on the skin care market is featured in a recent article in Happi Magazine.

Provoke Insights most recent wave of in-house survey was fielded in March 2022 to understand the state of 15 categories, including skin care. The study aimed to profile typical skin care consumers, discover what they are looking for, and measure their brand loyalty.

The standout findings include:

  • Skincare shoppers are mostly female (70%), Millennials (44%), and have children (41%)
  • Less than half (47%) of skincare purchasers are only or mostly loyal to their favorite brands
  • Most skincare buyers (63%) consider themselves environmentally conscious, and half would pay more for sustainably sourced items
Shopping Sustainable Products in 2022
12 May 2022

Evidence of climate change, government regulations, and consumer pressure have brought more sustainable products to the market. Fifty-seven percent of Americans now consider themselves environmentally conscious. However, what is the demand for green products? Are people who consider eco-friendly willing to pay more for sustainable products? In Provoke Insights’ fourth wave of in-house research, we set out to track consumer mindsets, purchasing trends, and how sustainability plays a role.

Who is Buying Sustainably?

Today 43% of Americans are willing to pay more for sustainable products. Interestingly, almost two-fifths (39%) of those who are environmentally conscious are not willing to open up their pockets for green products. Those willing to pay the extra cost are more likely to be vaccinated, optimistic about the future, Democrats, Millennials, and have children.

Inside the Mind of the Sustainable Shopper

While these shoppers tend to be more optimistic about the future, they still worry about COVID. They are more concerned about the economy and the health of themselves and their children are a priority. Additionally, these shoppers prefer to purchase from small businesses. Price is not a major factor in their purchasing decisions.

They Go Online to Find Sustainable Products

Although sustainable shoppers prefer to make purchases online, they rate the in-store experience favorably. They are more satisfied with the cleanliness of stores and customer service than non-sustainable shoppers. However, they tend to find item availability to be lacking since sustainable products are more niche. They are purchasing apparel, beauty supplies, and skincare products. Furthermore, sustainable shoppers are more loyal to their brands than those who are not willing to pay extra for green products. Almost three-fourths (74%) stick to brands they are familiar with.

 

Download the full report for free here.

 

Methodology

Provoke Insights conducted a 15-minute survey in the spring of 2022 among 1,500 Americans between the ages of 21 and 65. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population (household income, age, gender, geography, ethnicity, and children in the household). Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

The Pros and Cons of Ad Testing Research
14 Jan 2022

Brands invest millions and millions of dollars into advertising and media spend each year. However, it is hard to tell which creative will generate the best ROI. Brands should not treat advertising like throwing darts at a dart board in hopes of getting a bullseye. Often, companies may be too close to their advertising and unknowingly offend its potential customer. 

Conducting research before launching campaigns is an important step in assuring your ads are well received by consumers. However, running such research improperly can lead to unreliable results and wasted cash. Here are some Pros and Cons to consider before conducting ad testing research.

The Pros of Ad Testing

Know your Audience’s Preferences

Can’t decide which of your creatives will resonate most with your target consumers? Turn to market research! Conducting an ad testing survey allows a brand to show participants multiple creative concepts. Not only can respondents provide feedback on each asset, but they can also rank the creatives to show which ones they prefer. These surveys are an essential way to help companies narrow down their options based on what their audiences would like best.

Avoid Missteps in Taste

Your spouse and kids may find you hysterical, but does the general public think you are funny? It can be difficult to gauge how consumers will react to certain aspects of an ad, whether it be jokes, emotional tugs, or stances on worldly issues. The last thing a brand wants to face is backlash towards a tasteless advertisement (think: controversial superbowl commercials). Conducting ad testing research before launching a campaign can help weed out these issues before an advertisement goes live, thus preventing such backlash from starting up.

Beat the Norms

Whether it is your company’s personal norm or compared against your industry, you have the ability to determine if the advertising beats your standards. Adding benchmarking questions to an ad testing survey can allow a brand to determine how a creative stands up against others. A company can measure how unique or innovative an ad concept is, or whether it drives a viewer to learn more about the promoted product. When using normative research questions in a survey, it is important to remember that the wording of questions must exactly match the format of previous research.

The Cons of Ad Testing

You Can’t Please Everyone

When conducting an ad testing survey, your brand is bound to come across various preferences and opinions from respondents. Brands can be tempted to adjust creatives to appeal to each of these different groups of people. Trying to make an ad that will appeal to the entire population can result in bland, generic, advertising. It is better to analyze the data carefully and adjust creatives to appeal to the groups most likely to purchase the product. Remember that polarizing ads can be good and make your creative memorable.

Research Takes Time 

Time is money. Ad campaign development is likely to have short timelines and tight deadlines. With such a rush, it can be difficult to find the time to dedicate to research. However, if a company includes research as a consideration when making these timelines, they will be able to reap the benefits of launching more targeted and effective campaigns.

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