“They should have done their market research before airing this ad.” This is a typical dig by market researchers on social media who lambast the creators of tone-deaf ads. While they may have a point, and their quip is entertaining, this ribbing is a trend that needs to stop in 2020. It’s no longer funny, nor is it helpful. Not only are brands embarrassed, but the people in the ads and the communities they represent are hurt, and that’s not okay. Besides, many of those tone-deaf ads we are snickering about were actually steeped in market research, pre- and post-tested, but failed in their execution.
U.S. consumers are bracing for a polarizing year in politics. From impeachment proceedings to the presidential election, emotions are high, but unemployment is low, and that appears to be the economy’s saving grace as we head into 2020. Now in its fifth year, our annual consumer sentiment report, ThinkNow Pulse™, provides insight into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. We compared this year’s data with past years and found interesting shifts in sentiment among key demographics.
As America marches steadily toward a majority-minority population, culture and authenticity will play larger roles in how products and services are developed and marketed. Authenticity influences culture, but data suggests that it is not a key driver of brand choice. However, more culturally resonant campaigns should be on your holiday wish list for 2020, as multicultural consumers are authors of some of the most prevailing trends in 2019. To help you prepare for the changes, we have identified some of those emerging trends that marketers need to be aware of
“As long as there have been campfires, humans have gathered around them and conveyed their view of the world through the use of stories.” Geoffrey Berwind nailed it. Storytelling has long since been hailed by content marketers as one of the most effective ways to capture the time and attention of prospects. Stories are powerful connectors. When told or written masterfully, they ignite the imagination and spark curiosity. But why are we talking about storytelling here in the context of market research? It’s simple. As it turns out, the way traditional market research has been reported for the last 50 years has been all wrong. That’s a bold statement, but sadly true. You’ve been there, trapped in a dim boardroom, eyes glazing over, walking through a presentation deck 100+ slides deep chock full of charts and graphs. The facts are reported, but you have to wonder just how much understanding clients walk away with.
This year was chock-full of defining moments. From ongoing trade disputes with China and political unrest, to legalized marijuana and online privacy concerns. In our final report of the year, 2019 Defining Moments: Insights Into Culture and Authenticity™, we highlight trends in consumer sentiment, purchase behavior, and digital media use, and explore the impact culture has on these trends. We’ve combined these insights into a brief narrative of Total Market consumer behavior over the last twelve months and marketing predictions for 2020.
In July of 2019, Illinois became the 11th state to allow the adult use of recreational marijuana. Its state legislature is the first to legalize selling the drug. Marijuana remains illegal at the federal level, for now. But that hasn’t stopped blue-chip consumer packaged goods (CPG) companies from exploring cannabis-based products as many believe that federal legalization in the U.S. is only a few votes away.
U.S .Hispanics make up about 17% of the NBA fan base, according to the NBA Latin America. That’s roughly 15 million Hispanic basketball fans poised to enact significant influence over one of the country’s most revered sports. Several factors about this thriving demographic make it an attractive target for the League. U.S. Hispanics are younger, concentrated in urban areas, and have been integral to the evolution of popular cultural cornerstones such as hip-hop, which help shape the NBA brand we love today. Hispanic population defined by its youth.
The term “Latinx” is trending and has seen a steady uptick in search over the past two years, peaking in 2019: It is during this “Latinx apex” that we decided to take a closer look at how popular the term “Latinx” really is among U.S. Hispanics and if it has staying power. Defining Latinx So what is Latinx? According to Merriam-Webster: Latinx was originally formed in the early aughts as a word for those of Latin American descent who do not identify as being of the male or female gender or who simply don’t want to be identified by gender. More than likely, there was little consideration for how it was supposed to be pronounced when it was created.
Brand strategists are tasked with knowing when to include market research in the scope of agency work for clients and with pushing back on the inevitable biases that arise in the agency when collecting and analyzing that data. Cognitive biases, the collection of faulty ways of thinking hardwired into the human brain, permeate almost every aspect of our lives. From anchoring to zero-risk, humans live and work with various types of cognitive biases that can impair judgment and stall progress, both personally and professionally.