Consumer Research

/Consumer Research
­

Coming Into Focus: 2021 Year In Review

This time last year, America was fresh off the high of a change in executive leadership. Americans started rolling up their sleeves for COVID-19 vaccinations, and the nation was undergoing a racial awakening generations in the making. Then a week into the new year, democracy was breached, and the ensuing fallout would test the ideals of what it means to be American. In our 2021 ThinkNow year-end report we examine the economic highs and lows of the past twelve months, and how consumers, in their resilience, have weathered the storms by tapping into their power and wielding it to demand a fair and just society for all.

The Black Consumer Project Finds Black Consumers Resilient and Optimistic

Mainstream media coverage of Black Americans often focuses on the economic and racial disparities that plague Black communities. These pressing societal issues, however, are not the only stories to tell. Black Americans have endured centuries of hardship yet have emerged vibrant, resilient, and optimistic, contributing culturally and economically to the prosperity of America. We explore this story in The Black Consumer Project. WATCH the playback here. The Black Consumer Project ThinkNow and Quantasy + Associates have teamed up to share the narrative of Black Americans as we see it through the lens of our consumer insights and ad agency work. Per the 2020 Census, 46.9 million Americans identify as African American or Black alone or a combination with another race. They contribute $1.4 trillion in annual spending, making them one of the country’s main economic drivers. Fortune 100 firms frequently retain our services to bring authenticity to marketing and media plans targeting Black consumers. But perhaps, more importantly, that authenticity gives a voice to a community that has been misrepresented in advertising since the dawn of the ad age. So, we launched The Black Consumer Project – a series of nationally representative surveys capturing the opinions of over 1,000 Black Americans and 500 non-Blacks to articulate the narrative of one of America’s most vibrant but often misunderstood consumer segments. The project uncovers the unique perspectives, behaviors, and preferences among African American consumers. The first of the several waves, Black Identity, releases in December 2021, focusing on values, self-perception, belief in “The American Dream,” and attitudes held by emerging Black affluent consumers. Future waves will focus on industry specific verticals such as Media & Entertainment, Financial Services and Health & Wellness. Black Identity We use the

ThinkNow Smart Fitness: The Rise of Connected Fitness and Community

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go. For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.

Redefining Identity: New Rules for Sampling in Market Research

How consumers choose to identify is changing, breaking away from conventions historically used to categorize and hypothesize about who people are and how they live their lives. Yet, traditional constructs aren’t keeping pace with the evolution of identity and leaves no room for the grey areas an increasing number of consumers choose to live in.

LGBTQ+ Consumers Lag In Achieving Financial Security Data Shows

This past year, the murders of George Floyd and Breonna Taylor sparked discussions around racism and inequality in America, prompting calls for social justice. Social injustice, however, is not limited to the inexcusable deaths of unarmed black and brown Americans. Disparities in financial resources also poke holes in the American Dream and keep many Americans struggling to get above the poverty line. While exploring the ThinkNow ConneKt platform, we discovered the LGBTQ+ community is a victim of financial inequality.

The Future Isn’t Multicultural, Your Consumers Today Are

In 2011, we took to pen and paper to ideate an amalgamation of terms to name our market research company and carve out our industry niche.  A year before, the 2010 Census came out. It was clear that the Hispanic population in the U.S. was growing, and companies and brands needed to take notice of this bourgeoning consumer group. More than half of the growth in the total U.S. population between 2000 and 2010 was due to an increase in the Hispanic population, according to the U.S. Census Bureau. The Hispanic population grew by 43% during that time. By 2010, Hispanics comprised 16% of the total U.S. population.

Beyond the Register – The Correlation Between Multicultural Employees and Consumers

Diversity, equity, and inclusion took center stage in 2020, with many brands rushing to restructure internal teams and re-evaluate advertising campaigns in response to calls for social justice. There was a cultural shift among the general population. Multicultural consumers became the focal point, and forward-thinking brands responded by creating culturally relevant marketing that appealed to multicultural consumers.  But the relationship between the brand and the multicultural consumer extends beyond the register to those running the register.

How Latin American Brands Can Use Research to Scale in U.S. Markets

Latin American brands often feel overly confident in entering the U.S. market. Having experienced success in their home markets, they look to replicate that brand affinity north of the border, often using the same strategy that won at home. But, that affinity doesn’t always translate into a successful entry, especially when brands fail to realize and plan for the shift from a mostly homogeneous cultural group to a more diverse society composed of varied multicultural backgrounds, cultural influences, and behavioral drivers.  The tendency of LatAm brands to target their core Hispanic constituency can cause missed opportunities to reach broader markets.

ThinkNow Helps Strategists Make Business Cases With Data-Driven Storytelling

As a strategist, your clients look to you to develop a solid strategy that leads to their next successful product launch or branding campaign. Essential to making a business case for your ideas is data. Identifying the insights you need requires sifting through an enormous amount of secondary data via search engines and subscription research services like eMarketer and Statista. This desk research involves a lot of time because it’s difficult to find the EXACT data point(s) you need to validate your strategy. You are often relying on multiple data points from various sources that may indirectly support your hypothesis but fails to provide the exact data point needed to build a compelling case.

Health, Wealth, and Racial Injustice: 2020 Year End Review

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched. All of these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior. In our 2020 ThinkNow Year-End Report, we examine the effects of these influences through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.