Celebrating Hispanic Heritage Month, Bigeye insights interns Camila Swanson and Jorge Sedano reflect on their own experiences as multicultural consumers. Including candid interviews with friends and family members, the team examines influencer marketing and how Hispanic consumers are depicted in ads. We hear why ads on Spanish-language media can be more memorable, and the ways Hispanic consumers most commonly retain their families’ cultures and traditions.
As a consumer insights agency, we employ a number of quantitative and qualitative research methods to help our clients make data-driven decisions. We find that DTC and CPG brands often fail to spend much time researching product pricing. These businesses generally fall into two camps:
Demographic segmentation is the foundation of traditional marketing – but does it still work? A consumer behavior psychologist and professor of marketing, Michael Solomon discusses his book, “The New Chameleons” highlighting fundamental shifts in terms of how we think about customers. Michael explains generational differences, targeting “markets of one”, and predicts which consumer behaviors accelerated by the COVID-19 lockdowns and economic changes will persist post-pandemic.
Bigeye’s forthcoming national study reveals that among those who follow infuencers, 9-in-10 purchase a product after seeing it used or recommended by an influencer. Paige Garrett, Assistant Vice President at RVD Communications in New York, explains how influencer marketing is reshaping retail and why it redefines the shopper’s path to purchase. Paige also shares which tactics yield the most positive ROI and predicts where influencer marketing is headed in the coming years.
According to a recent BigCommerce analysis, product description pages stand out as the most critical parts of an eCommerce website. They emphasized the fact that designers need to consider their product pages from multiple perspectives:
Chantal Schmelz is a facilitator, strategist, lecturer, and marketer based in Zurich, Switzerland. Chantal explains how she uses the LEGO® SERIOUS PLAY® Method to break down barriers between participants and generate breakthrough ideas. Chantal shares consumer insights based on her work in Europe and the Philippines, and contrasts e-commerce in developed countries with what she sees in the developing world – plus how WEConnect connects women-owned businesses with buyers globally.
Bigeye’s guest this week is Ksenia Newton of Brandwatch. Ksenia explains how she triangulates different sources of data, including social listening, to derive fresh consumer insights about shopping behaviors in-store and online. Ksenia shares insights from recent Brandwatch reports and makes some predictions about this year’s holiday shopping season, based on what she’s seeing in her research. We also preview the results of Bigeye’s upcoming study about US shopping behaviors.
Pew Research classified people born between 1997 and 2012 as members of Generation Z. Some definitions of this generation vary by a year or two, but this one appears common. Mostly, marketers have only begun to consider the distinct values and buying habits of these young people, and some still lump them in with Millennials.
This article is part of #TheBigeyeLens series exploring the future of consumer behavior, purchasing decisions, and marketing trends. We’ll be talking about DTC Design Trends that are taking over.
This week’s podcast guest offers fresh ideas and insights to generate “customers for life”. Customer service expert and author John D. Hanson explains how to WOW today’s customers, based on extensive research into the practices of industry leaders including Amazon, American Express, Nordstrom, Ritz-Carlton, and others. In an age of increasingly digitized customer service automation, John suggests seven ways that firms can differentiate with service excellence online and offline.
