Deb Rash.Surrounding The Consumer.0610
description
Transcript of Deb Rash.Surrounding The Consumer.0610
![Page 1: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/1.jpg)
Surrounding The Consumer
SLA 2010 Annual Conference
Deb Rash
6.16.10
![Page 2: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/2.jpg)
Heads, Hearts, Wallets
ConversationsAdvertising
Marketing
Public Relations
Product Placement
Sampling
Sales
Customer Reviews
Product Recalls
Celebrity Endorsement
Friends
Family
Coworkers
Classmates
“Friends”
Followers
![Page 3: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/3.jpg)
A Little Bit About This Session
• Definitions
• Motivations
• Progression
• Information
![Page 4: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/4.jpg)
A Little Bit About Me
• Education– Illinois Mathematics & Science Academy– Carleton College, BS, English– Dominican University, MLIS
• Work Experience– Freelance, 2008 – present– St. Catherine University, 2004 - present– Iconoculture, 2006 – 2008– Carmichael Lynch, 2001 – 2006– Fallon, 1999 – 2001– Campbell Mithun, 1998 – 1999
![Page 5: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/5.jpg)
Me As Consumer
• Cooking Light recipe maker• DVR multi-tasker• Holder of 3 different health insurance cards
in past year• Mad Men, Melrose Place, 30 Rock watcher• Mazda5 zoom, zoom, zoomer• Mother of two preschoolers• Orla Kiely, Marimekko desirer• Target credit card holder• Young Gen Xer
![Page 6: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/6.jpg)
How Would You Get To Know
More About Me?
• Ask some questions.
• Do some poking around.
![Page 7: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/7.jpg)
"If Edison had done market
research, he would have
invented bigger candles."
Advertising Age, 3.17.10
http://adage.com/cmostrategy/article?article_id=142841
"If Howard Schultz of Starbucks
had done market research, he
would have invented ... Pepsi A.M."
![Page 8: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/8.jpg)
So of course instead we need
marketing research.
And within that
consumer research.
![Page 9: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/9.jpg)
By consumer insight we mean
understanding how consumers are
changing their purchasing habits for
products and services, how they're
changing their media consumption habits
and how we can apply that data through
technology to improving the return on
investment for our clients in their industries.
Sir Martin Sorrell, CEO, WPP, 5.6.10
Huffington Post, 5.6.10
http://www.huffingtonpost.com/sir-martin-sorrell/wpp-turns-25_b_565290.html
![Page 10: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/10.jpg)
According to Andy Murray,
worldwide CEO, Saatchi X, 85%
of purchase decisions have an
emotional basis.
Advertising Age, 3.15.10
http://adage.com/article?article_id=142796
For that reason, Saatchi now has a
psychologist and an anthropologist on
staff to analyze shopper data.
![Page 11: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/11.jpg)
Definitions
![Page 12: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/12.jpg)
What Is Consumer Research?
• Putting together a profile
• Determining what motivates/influences purchases
• Listing the contents of a shopping basket
• Figuring out what sources consumers trust for information
![Page 13: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/13.jpg)
What Is Consumer Research?
• Primary
• Secondary
• Observation
• Analytics
• Qualitative
• Quantitative
![Page 14: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/14.jpg)
Primary Vs. Secondary
• What?– Focus groups, surveys, interviews, observation …
• Where?– Focus group facility, mall, online, mail …
• Why?– Can be tailored to specific needs– Immediate follow-up possibilities
• Why not?– More expensive in general– Time needed for set up, gathering, analysis– Results may be skewed by research process
![Page 15: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/15.jpg)
Primary Vs. Secondary
• What?– Studies previously published by research groups,
government agencies, trade associations …
• Where?– Newspapers, magazines, press releases, blog postings …
• Why?– Less expensive in general
– Immediately available
• Why not?– Not as specific
– Not customized
– Magic bullet just may not be available
![Page 16: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/16.jpg)
What Is Consumer Research?
• Primary
• Secondary
• Observation
• Analytics
• Qualitative
• Quantitative
![Page 17: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/17.jpg)
Observation Or Ethnography
• Consumers in natural environments
• “Real world” interactions with products, brands, stores, materials, people …
![Page 18: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/18.jpg)
Analytics
• Processing secondary data
• Questionnaire design and coding
• Primary results analysis
• Statistical significance barometers
• Data massaging
![Page 19: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/19.jpg)
What Is Consumer Research?
• Primary
• Secondary
• Observation
• Analytics
• Qualitative
• Quantitative
![Page 20: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/20.jpg)
Quantitative Vs. Qualitative
• Quantitative
– Projectable to target population
– Involves analytics
• Qualitative
– Statistical significance not calculated
– Involves observation
![Page 21: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/21.jpg)
Motivations
![Page 22: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/22.jpg)
What Motivates Consumption?
• Friends/families
• Advertising/marketing
• Economic conditions
• Emotions/impulses
• Life stage
• Company behavior
• Innovative technology/products
• News cycle
![Page 23: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/23.jpg)
Motivators – (“)Friends(“) & Family
• Aunt Ellie
• Co-worker Tom’s teen daughter
• Sarah S from high school
• Local mom whose kids won’t eat lettuce either
• Pearl Jam fan/liker
![Page 24: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/24.jpg)
Motivators – (“)Friends(“) & Family
• Pampers Dry Max Diapers protest (5.3.10)
• Moms as “chief purchasing officers,”Teenagers as “chief influencing officers” (4.19.10)
Pampers bring back the OLD CRUISERS/SWADDLERS
Join
http://abcnews.go.com/Technology/parents-protest-pampers-diapers-
facebook/story?id=10537369&page=1
http://www.facebook.com/group.php?gid=230956705705&ref=ts
http://irma.org/2010/04/19/retail-register-no-308/
![Page 25: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/25.jpg)
Motivators – Ads & Marketing
• Old Navy commercial
• End cap display
• Product packaging
• Internet roadblock
- stuck inyour head for days, no years
- oh, that’s whereall the on-sale oatmeal is
- NOW. MORE.FIBER.
- they knowwhere you’ve been …
![Page 26: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/26.jpg)
Motivators – Ads & Marketing
• “Subway effect” – more people expect to pay $5 or less for an out-of-home meal (5.5.10)
• American Express/Dunkin’ Donuts partnership (4.8.10)
http://www.earthtimes.org/articles/show/us-restaurant-industry-must-reinvent,1283376.shtml
http://www.dmnews.com/american-express-dunkin-donuts-partner-on-rewards-
initiative/article/167631/
![Page 27: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/27.jpg)
Motivators – Economy
• Lip Stick Effect
• Playboy model types
• Staycations
• Baggage fees
- Seeking small
pleasures in down times
- When theeconomy goes bust …
- “Outrageous,” butnot unexpected
- In or out, placing bets
![Page 28: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/28.jpg)
Motivators – Economy
• Time to drop “new” from the new frugality (5.6.10)
• Working less, producing as much (5.5.10)
• More than 100 vehicles “New Cheaper Than Used” (4.18.10)
• Buying organic - Paying with food stamps (3.15.10)
http://www.sfgate.com/cgi-bin/blogs/dollarsandsense/detail?&entry_id=62940
http://blogs.hbr.org/cs/2010/05/the_productivity_myth.html
http://www.dispatch.com/live/content/business/stories/2010/04/18/best-deal-might-be-new-car-not-
used.html?sid=101
http://www.salon.com/life/pinched/2010/03/15/hipsters_food_stamps_pinched/
![Page 29: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/29.jpg)
Motivators – Emotions & Impulses
• Chocolate moments
• In-store slack
• Unavoidable nutrition info
• Foursquare
![Page 30: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/30.jpg)
Motivators – Emotions & Impulses
• AT&T dropped call rate (4.5%) much higher than average (2.8%) (5.5.10)
• Independent Record Store Day (4.11.10)
• Mary J. Blige selling perfume exclusively on HSN (5.7.10)
http://arstechnica.com/gadgets/news/2010/05/customer-service-survey-puts-att-at-bottom-of-carrier-
heap.ars
http://www.independent.co.uk/arts-entertainment/music/news/record-shops-stage-fightback-
1941259.html
http://www.taletela.com/news/1262/mary-j-blige-to-launch-fragrance-that-you-cant-smell
![Page 31: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/31.jpg)
Motivators – Life Stage
• Morphed Metrosexuals
• CEO Moms
• Helicopter Parents
• New parents, empty nesters
• Divorced/separated/widowed
![Page 32: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/32.jpg)
Motivators – Life Stage
• Tweens applying mascara (5.2.10)
• Mother’s day spending keeps going up (4.20.10)
• More single female homebuyers (4.24.10)
http://www.thestar.com/living/article/802893--teddy-bear-in-one-hand-lipliner-in-the-other
http://www.nationaljewelernetwork.com/njn/content_display/independents/retail-
surveys/e3i7db724a2489ff4ccf850ef4612d447c0
http://host.madison.com/article_63bb9254-4fbf-11df-a4c8-001cc4c03286.html
![Page 33: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/33.jpg)
Motivators – Company Behavior
• Perceived sustainability
• What is organic?
• Avon pink ribbons
![Page 34: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/34.jpg)
Motivators – Company Behavior
• Crowne Plaza Copenhagen Towers exercise bikes (4.14.10)
• FedEx introduces all-electric delivery trucks (4.12.10)
http://www.reuters.com/article/idUSTRE63D3UC20100414
http://www.latimes.com/business/la-fi-fedex-truck12-2010apr12,0,7478025.story
4
![Page 35: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/35.jpg)
Motivators – Product Innovation
• iPod influence on technology, entertainment, fashion, learning…
• Kindle, Nook …
• There’s an app for that.
• Single-cup coffee brewers
• Reusable shopping bags
• Toyota Prius
![Page 36: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/36.jpg)
Motivators – Product Innovation
• “TiVo effect” a myth (5.10)
• Online bill pay soars (5.12.10)
• Backlash to automated preference predictions (5.13.10)
http://www.theepochtimes.com/n2/content/view/35125/
http://faculty.fuqua.duke.edu/~mela/bio/papers/Bronnenberg_Dube_Mela_2009.pdf
http://washington.bizjournals.com/washington/stories/2010/05/10/daily46.html
http://www.physorg.com/news192989176.html
![Page 37: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/37.jpg)
Motivators - News Cycle
• Big health breakthroughs
• Economic cycles
• Disasters at home or abroad
• Trust issues
![Page 38: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/38.jpg)
Motivators - News Cycle
• AriZona Iced Tea – no really, we’re from New York (4.28.10)
• SafeWay launching SafeWay Health to help other companies set up incentive based plans (3.21.10)
• Texting for charity (1.18.10)
http://www.nydailynews.com/news/national/2010/04/28/2010-04-
28_arizona_iced_tea_brewed_in_new_york_actual_arizona_firms_include_cold_stone_crea.html
http://www.businessinsurance.com/article/20100321/ISSUE01/303219974
http://www.pbs.org/newshour/bb/science/jan-june10/haiti4_01-18.html
![Page 39: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/39.jpg)
Progression
![Page 40: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/40.jpg)
Motivational Growth Areas
• Everything above demographics
• Social networks
• Friends (or not)
• Definitely not traditional advertising (what is advertising?)
• Behavior (anthropology)
• Societal pressure (eco-conscious companies and products)
• Biology (pulse, eye movements…)
![Page 41: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/41.jpg)
Growth – Demographics +
• Psychographics
• Lifestyle/lifestage
• Age is just a number …
• 40 is the new 30 is the new 40
![Page 42: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/42.jpg)
Growth – Social Networks
• Expanded reach
• High school reunion redundancy
• Sound bites of affirmation
• Who needs an opinion poll?
– Or consumer research for that matter
![Page 43: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/43.jpg)
Growth – Friends (Or Not)
• Is it who you know?
• Or who knows you?
• Is it who you “like?”
• Will you ever be able to “unlike?”
• Is it who you follow?
• Or is it who follows you?
![Page 44: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/44.jpg)
Growth – What Is Advertising?
• Used to be a defined media mix
• Now everything is viable
• But we are so much more aware
• And selectively accepting
• More metrics, but challenges remain
![Page 45: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/45.jpg)
Growth – Behavior
• Anthropology isn’t just for budding authors and professors anymore
• Is there any way to keep the environment pure?
![Page 46: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/46.jpg)
Growth – Societal Pressure
• Eco-conscious companies and products
• Work productivity expectations
• Energy consumption comparisons
• No longer about two kids and a dog
– Or about a comfortable pension
– Or about keeping up with the Joneses
![Page 47: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/47.jpg)
Growth – Biology
• Pulse
• Eye movements
• Brain activity
• Sensual reactions
![Page 48: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/48.jpg)
Keywords
• Behavior
• Lifestyle
• Lifestage
• Demographic
• Psychographic
• Segmentation
• Insights
![Page 49: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/49.jpg)
Buzz Words
• Retailer consolidation
• Media fragmentation
• In Store Slack
• Neuromarketing
• Anthropology
• Social media – “listening” “monitoring”“understanding”
• Virtual group interviews
![Page 50: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/50.jpg)
Information
![Page 51: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/51.jpg)
Sources
• Doesn’t matter the format, there are trusted sources to follow for reputable stats and vetted insights
– Smartbrief
– Extra Texture
– ResourceShelf
– New York Times Style Section
– Journal of Consumer Research
![Page 52: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/52.jpg)
Consumer Profiling
• Simmons
• MRI
• Census
• SRDS
• Social networks
• Communities/groups
• Surveys
• Syndicated panels
• Internal customer data
• Shopper videotaping and analysis
![Page 53: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/53.jpg)
Consumer Buying Power
• Bureau of Labor Statistics
• Selig Center
• Market Research reports
– Packaged Facts
– Datamonitor
![Page 54: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/54.jpg)
Advertising/Marketing/Brands
Example Inquiry
• Do consumers respond better to humor in advertising during economic highs or lows?
Sample Sources
• Advertising Age
• AdRants
• Interactive Advertising Bureau
• Brandweek
![Page 55: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/55.jpg)
Automotive
Example Inquiry
• How do kids influence their family’s car purchase decisions?
Sample Sources
• JD Power
• Green Car Congress
![Page 56: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/56.jpg)
Demographics
Example Inquiry• Are Gen Xers with advanced degrees having
more kids than those with just a B.S. or less?
Sample Sources• Pew• Gallup• NPD Group• HispanicTips• Census
![Page 57: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/57.jpg)
Design
Example Inquiry
• Fabric shopping bags are better for the environment. Are they better for shopping?
Sample Sources
• Information Is Beautiful
• The Donut Project
![Page 58: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/58.jpg)
Fashion
Example Inquiry
• What are some examples of brands with success in another category who have made the leap into fashion?
Sample Sources
• Women’s Wear Daily
• WGSN
![Page 59: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/59.jpg)
Food & Beverage
Example Inquiry
• How will nutrition info legislation affect what people will actually order when they go out to eat?
Sample Sources
• Nation’s Restaurant News
• Harry Balzer, NPD’s Eating Patterns in America
![Page 60: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/60.jpg)
Global
Example Inquiry
• How do consumers in Latin America feel about colored toilet paper?
Sample Sources
• United Nations
• Panoramix Global
• Mintel GNPD
![Page 61: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/61.jpg)
Health & Wellness
Example Inquiry
• Is there anything happening with children’s vitamins? New products? New pediatrician recommendations?
Sample Sources
• Chain Drug Review
• Nutraceuticals World
• HealthDay
![Page 62: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/62.jpg)
Home & Garden
Example Inquiry
• What will be new in residential bathrooms in 2011?
Sample Sources
• Harvard University’s Joint Center for Housing Studies
• Hanley Wood
![Page 63: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/63.jpg)
Learning
Example Inquiry
• Do iPods really work when used for instruction in the classroom?
Sample Sources
• Chronicle of Higher Education
• Education Futures
![Page 64: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/64.jpg)
Media & Entertainment
Example Inquiry
• Really, how many teens intend to see The Twilight Saga: Eclipse on opening night?
Sample Sources
• IMDB
• PopCandy
• Nielsen
• Hollywood Reporter
![Page 65: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/65.jpg)
Non-Profit
Example Inquiry
• What is the tipping point for giving after a major disaster and is it different for different parts of the world?
Sample Sources
• Chronicle of Philanthropy
• Center on Philanthropy and Civil Society
• Cone
![Page 66: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/66.jpg)
Politics
Example Inquiry
• Should we expand our retail presence in red state or blue?
Sample Sources
• Pew
• Gallup
• Real Clear Politics
![Page 67: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/67.jpg)
Product Reviews
Example Inquiry
• Do potential purchasers trust the customer reviews on merchant websites?
Sample Sources
• Consumer Reports
• Angie’s List
![Page 68: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/68.jpg)
Retail
Example Inquiry
• Besides Best Buy and Geek Squad, are there other examples of retail/expert partnerships that have worked?
Sample Sources
• National Retail Federation
• National Grocers Association
![Page 69: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/69.jpg)
Science
Example Inquiry
• Does Neil deGrasse Tyson drink coffee?
Sample Sources
• Nova
• ScienceBlog
• Technology Review
![Page 70: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/70.jpg)
Social Media
Example Inquiry
• What are some examples of best practices for brands using both Twitter and Facebookdifferently and effectively?
Sample Sources
• Simple Complexity, Twitter Visualizations
• Scout Labs
• Biz360
![Page 71: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/71.jpg)
Sustainability
Example Inquiry• How much more are consumers willing to
spend to make the “right” purchase decisions?
Sample Sources• GOOD• Natural Marketing Institute• Enviu• BSR
![Page 72: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/72.jpg)
Technology
Example Inquiry
• How many 3-D TVs will be sold in 2010?
Sample Sources
• Parks Associates
• IDC
• TechCrunch
![Page 73: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/73.jpg)
Trends
Example Inquiry
• What’s next?
Sample Sources
• Trendwatching
• Springwise
• Iconoculture
• TED
• World Future Society
![Page 74: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/74.jpg)
Work
Example Inquiry
• If khaki makes a come back will it be allowed back in the office pool?
Sample Sources
• Harvard Business Review
• Society for Human Resource Management
![Page 75: Deb Rash.Surrounding The Consumer.0610](https://reader033.fdocuments.net/reader033/viewer/2022051513/5463eaceb4af9f623f8b473a/html5/thumbnails/75.jpg)
Zeitgeist
Example Inquiry
• What else was the country talking about on 11.4.08?
Sample Sources
• YouTube
• Google Alerts