Tag Archives: shopper research

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,
IIR

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
‘Loyalty
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
‘I
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps.
SAVE $100 when you register with code TMRE15BL!)

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

How can you get into the mind of a shopper?

Shoppers today are more educated than ever when they approach the shelf to purchase a product.  Odds are they’ve been online researching before the purchase, so no longer is the in-store experience the only place to reach the consumer.  So how does a company truly understand what’s going on in the shoppers mind when they make their purchase decision?  The new white paper, Leverage Mobile Video to Gain Richer Shopper Insight, from Qualvu, thinks mobile video may be the answer.

And through the use of mobile video, researchers look at these three key elements that will help them decode today’s in-store consumer:

  1. 1. The ability to see what the consumer sees
  2. 2. The opportunity for consumers to share insights when convenient
  3. 3. The flexibility to be natural and un-choreographed

Download the new white paper from Qualvu here.

Leading Research Shows Shift in Shopper Spending

‘The days of shopping til you drop are over,’ according to David Lamb, chief strategic officer at diamond giant De Beers, as stated in this post on Forbes. Lauren Sherman points out that latest market research shows us that shoppers are rethinking their shopping habits. Instead of purchasing many lower-priced trendy items like Coach bags for example, shoppers are now spending more on a single longer-lasting luxury item like a handbag from Chanel or Hermes which can run into thousands of dollars. Many believe that 2009 will be a year for luxury brands to embrace, because the focus of products is now being shifted towards quality and dependability. What do you think?

Dr. Pepper Snapple Group’s Targeted Shopper Marketing Approach

This latest article in CPB Matters highlights a sophisticated targeting process Rob Colarossi, vice president of customer development for Dr. Pepper Snapple Group, implements in order to get a greater understanding of shopper needs. Colarossi states that partnering with retailers is extremely important because shoppers want customizable options. He mentions: ‘One size for all does not fit anymore. National programs are not working anymore. The retailer wants {programs} that are customized. We’ve got to understand what’s important to Kroger and what’s important to Wal-Mart. They have platforms and are very clear about what they want to do.’ Dr. Snapple Group recently partnered with Kroger for a direct mail campaign They targeted shoppers that had a higher propensity to buy the product. He then lists three criteria for choosing a retail partner:

  • Do they have scalability?
  • Do they truly understand consumer-centric marketing?
  • Are they truly trying to build loyalty with their core shoppers?

Is your company taking advantage of partnerships with retail companies?

What is Shopper Research?

Researching the web I came across this insightful video ‘TNS Market Research – What is Shopper research?‘ from TNS Global. Appropriately titled, the video explores what shopper research is and touches on these 4 pillars: Shopper behavior, idea, expression, and experience. Take a couple of minutes to view the video. How is your organization using shopper research tactics to get in the mind of the consumer?