Recently, the polling company, inc./WomanTrend completed an exciting research effort on behalf of our client Mass Connections on grocery shopping trends, habits, and styles. A multi-pronged research effort was launched to reach shoppers of all types, including:
An online survey of 18-34 year old "Consumer Connectors," who run in-store sampling events for Mass Connections
Three in-depth ethnographies with female shoppers of varying demographics in Kansas, Virginia, and Florida.
Four online focus groups with unique audiences - including health conscious shoppers, parents, junior-seniors and Consumer Packaged Goods Brand Managers - all employees of Mass Connections.
All of our efforts culminated in the publication of Touch America, a stimulating book filled with insights on how Americans gather information, shop, and make purchase decisions. Visit the web site for Touch America Volume 3 to browse the pages of the book and watch presentations from the September launch including TPC's own Kellyanne Conway, comedian Kevin Nealon and author Jake Greene.
In-Store Sampling Events Sway Shoppers
Male Consumer Connectors find sampling has a bigger impact on where they buy groceries than females
More than 8-in-10 Consumer Connectors either "very frequently" or "sometimes" taste their way through a store while shopping
Parents are more apt to preview the fare than their childless counterparts before buying a new item (34% vs. 28%).
Shopping Replaces Spa
For most participants in the Consumer Packaged Goods (CPG) Brand Manager focus group, grocery shopping was not regarded as a “necessary evil,” as much as an opportunity to wander from their daily routines and de-stress. This is especially true for those who shop alone.
Older CPG Brand Managers found the task enjoyable and social, while parents cherished it as an uncommon chance for solitude. Many of the people with whom we spoke took pleasure in finding new products, checking out sales, reading labels, sampling and tasting items.
