We are conducting both a quant and qual study to identify behavior modifications that consumers have made during the recession and pinpoint sets of brands that consumers have not been willing to sacrifice, and why this is so. Specifically, we are interested in behavior modifications consumers are satisfied with and will continue practicing post-recession. We want to understand underlying values that make these changes satisfactory. We also want to uncover which behaviors consumers deem as dissatisfying and are eager to shed when the economy rebounds.

We hope to have most of these answers before the end of the year.

Talk to you soon,
Ashley

Our research did uncover some insights here. We found that consumers are returning to brands they grew up with. We heard many consumers say, “My parents used that when I was a kid, so I know it’s good.” There’s security in knowing a product will perform up to its expectations – your expectations. It minimizes risk and waste, both of which are important during this economic downturn.

In the next phase of research, which we will start in mid to late September, we will focus more on which behaviors related to grocery shopping will stick when the economic situation improves and which behaviors will revert back to pre-recession patterns. We are also looking to identify the functional and emotional drivers of brands that will be resilient going forward. I’ll keep you posted.

Thanks!
Ashley

Does the study indicate if consumers are more or less likely to try new brands or to stick with old brands and use them more often?

Thanks,

Clyde