In a time when choice is rife for consumers and disruption produces new opportunities regularly, understanding the factors that help or hinder your brand to be chosen by customers is vital. I was recently involved in a Kantar study that explored the reasons consumers stay loyal in their reported buying behaviours, as well as the motivations to switch brands. We interviewed 3657 people from the Kantar Profiles Network across 12 countries (US, Brazil, UK, France, Germany, Spain, The Netherlands, India, Singapore, Indonesia, Mainland China and Korea) covering 11 categories of products and services.
This article was first published by Admap Magazine in August 2019
Kantar takes a deep dive into 5% rotating category rewards programs. We explore how effective quarterly promotions are in generating transactions for the top players – and how these leading category cards may be impacting competitors.
Recently I was privileged to present at the MRSI Annual Market Research Seminar in Mumbai on ‘Keeping Up With Today’s Connected Consumers’. More specifically, we took this opportunity to explore how research can leverage today’s connected consumer to better understand audiences during a time of technological evolution.
Consumers live in the now; they are connected to hundreds of friends and followers through an endless number of devices. Few marketing challenges are trickier than trying to identify and recognize what drives their attitudes and behaviors. What they do and what they say can be vastly different in today’s mobile world.