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Personality, Lifestyle, and The Self

21 Lifestyle and Psychographics

One of the newer and increasingly important set of factors that is being used to understand consumer behaviour is lifestyle. Lifestyle has been generally defined as the attitudes (or attitudes), interests, and opinions (AIOs) of the potential customer. It is widely regarded as means to connecting products offered in the market with targeted lifestyle groups (Sathish & Rajamohan, 2012) such that a product appeals to the AIOs of the target market. Consumers are not only asked about products they like, where they live, and what their gender is but also about what they do—that is, how they spend their time and what their priorities, values, opinions, and general outlooks on the world are. Where do they go other than work? Who do they like to talk to? What do they talk about? Researchers hired by Procter & Gamble have gone so far as to follow women around for weeks as they shop, run errands, and socialize with one another (Berner, 2006). Other companies have paid people to keep a daily journal of their activities and routines.

Lifestyle Marketing

In consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process for consumers. Lifestyle can be broadly defined as the way a person lives. In sociology, a lifestyle typically reflects an individual’s attitudes, values, or world view. A lifestyle is a means of forging a sense of self and to create cultural symbols that resonate with personal identity.

Marketing campaigns to reach and persuade consumers are created with the intention to align the product’s position with the target market’s lifestyle characteristics. Variables such as consumers’ interest in hunting; their attitude toward climate change; and, their deeply held opinion on fair-trade products, can therefore be used to both better understand the market and its behaviour, and position products effectively.

It is the multifaceted aspect of lifestyle research that makes it so useful in consumer analysis. A prominent lifestyle researcher, Joseph T. Plummer, summarizes the concept as follows:

“…lifestyle patterns, combines the virtues of demographics with the richness and dimensionality of psychological characteristics….Lifestyle is used to segment the marketplace because it provides the broad, everyday view of consumers lifestyle segmentation and can generate identifiable whole persons rather than isolated fragments” (Plummer, 1974).

A useful application of the lifestyle concept relates to consumer’s shopping orientation . Different customers approach shopping in very different ways. They have different attitudes and opinions about shopping and different levels of interest in shopping. Once people know their alternatives, how do they evaluate and choose among them? In particular, how do people choose among brands of a product?

Psychographic Segmentation

The following is a review of how marketers segment a market based on demographics, geography, behaviour, and psychographic information.

• Demographic segmentation: Demographic segmentation divides the market into groups based on such variables as age, marital status, gender, ethnic background, income, occupation, and education. Age, for example, will be of interest to marketers who develop products for children, retailers who cater to teenagers, colleges and universities that recruit students, and assisted-living facilities that promote services among the elderly. W Network targets female viewers, while TeleLatino Network (TLN) networks targets Spanish-speaking viewers. When Mazda Canada offers recent college and university graduates a $400 bonus toward leasing or buying a new Mazda, the company’s marketers are segmenting the market according to education level.
• Geographic segmentation: Geographic segmentation divides a market according to such variables as climate, region, and population density (urban, suburban, small-town, or rural)—is also quite common. Climate is crucial for many products: try selling snow shovels in Hawaii or above-ground pools in the Yukon. Consumer tastes also vary by region. That’s why McDonald’s caters to regional preferences, offering poutine at Canadian locations, whereas in the United States you can get a breakfast of Spam, sausage and rice in Hawaii, lobster rolls in New England and country ham, biscuits and gravy in the southern states. Outside of North America, menus diverge even more widely. You can get a McPaneer Royale in India, Mozzarella Dippers in the UK, a prawn burger in Singapore and gazpacho in Spain. Likewise, differences between urban and suburban life can influence product selection. For example, it’s a hassle to parallel park on crowded city streets. Thus, Toyota engineers have developed a product especially for city dwellers. The Japanese version of the Prius, Toyota’s hybrid gas-electric car, can automatically parallel park itself. Using computer software and a rear-mounted camera, the parking system measures the spot, turns the steering wheel, and swings the car into the space (making the driver—who just sits there—look like a master of parking skills). After its success in the Japanese market, the self-parking feature was brought to the United States.
• Behavioural segmentation: Dividing consumers by such variables as attitude toward the product, user status, or usage rate is called behavioural segmentation. Companies selling technology-based products might segment the market according to different levels of receptiveness to technology. They could rely on a segmentation scale developed by Forrester Research that divides consumers into two camps: technology optimists, who embrace new technology, and technology pessimists, who are indifferent, anxious, or downright hostile when it comes to technology. Some companies segment consumers according to user status, distinguishing among nonusers, potential users, first-time users, and regular users of a product. Depending on the product, they can then target specific groups, such as first-time users. Credit-card companies use this approach when they offer frequent flyer miles to potential customers in order to induce them to get their card. Once they start using it, they’ll probably be segmented according to usage. “Heavy users” who pay their bills on time will likely get increased credit lines.
• Psychographic segmentation: Psychographic segmentation classifies consumers on the basis of individual lifestyles as they’re reflected in people’s interests, activities, attitudes, and values. Do you live an active life and love the outdoors? If so, you may be a potential buyer of hiking or camping equipment or apparel. If you’re a risk taker, you might catch the attention of a gambling casino. The possibilities are limited only by the imagination.

While demographics are useful, advertisers often need to slice and dice even further. Traditional demographic segments (such as gender, age, and income) provide only a rough estimate of the attitudes and desires of different groups, so marketers often give consumer groups labels that capture something about their lifestyles and motivations as well.

Psychographic segmentation involves profiling a market segment based on a descriptive set of characteristics—such as personality, traits, lifestyle, and values . We also use AIO’s—to define a psychographic profile. Most students are familiar with market segmentation as it relates to geographic (specific place-based marketing) and demographic (specific data gathered through secondary research sources relating to age, income, education level, family status, etc.). Psychographic segmentation however, examines consumers in the context of their motivations, their values, their interests, their passions, their lifestyle choices, and even the kind of media they consume. One of the most widely used systems to classify people based on psychographics is the VALS (Values, Attitudes, and Lifestyles) framework. Using VALS to combine psychographics with demographic information such as marital status, education level, and income provide a better understanding of consumers.

The Newest Market Segment You Never Knew Existed: “PANKs”

Consider a relatively new market segment, Professional Aunt, No Kids (or “PANKs”—a term coined by Savvy Auntie founder Melanie Notkin) discussed in a 2018 report by Melanie Notkin, founder of SAVVY AUNTIE. Notkin’s research provides ample evidence that PANKs are both a growing and substantial market segment, mainly characterized by a high disposable income with considerably fewer expenses than if they had children of their own.

Demographic and psychographic characteristics of PANKs from the report include:

• In the US, there are 18.4 million PANKs aged 20-50 (roughly equals more than a quarter of all American women in that age group)
• Four in five PANKs are aged 33-52; half are 38-47 years of age
• Significant social and economic influence
• Close relationships with children of friends and/or relatives
• More likely to be college educated (74 per cent); 3 times as likely to have earned a master’s degree
• 47 per cent of PANKs own their own home
• Affluent and generous gift-givers (collectively spend $61 billion on children in their lives, a figure that excludes occasional items and newborn gifts)
• 63 per cent have contributed to a niece’s or nephew’s education

What are PANKs spending money on? Travel is by far the biggest expense, followed by food and beverage, entertainment, toys and games, and apparel. “Adventure” days and big-ticket gifts also amount to large expenditures by loving Aunts.

Notkin segments PANKs further by identifying, “Aunts by Relations” (93 per cent) and “Aunts by Choice” (57 per cent), all of whom rank participation in a child’s life of high importance. In 2013, Euromonitor reported that as of 2010, 42.6 per cent of women in the U.S. between 15-44 were childless (up from 40.1 per cent in 2002): while some women are childless by circumstance, many women are holding off having children (or choosing not to at all) until later in life.

Marketers yet to heed Notkin’s advice and actively target PANKs are potentially ignoring this large and growing market segment. Her recommendations on how to engage this market includes:

• Recognizing the value of “Generation PANK” as influential women in children’s lives
• While they may be secondary caregivers, PANKs are often the primary gift-givers
• Education is a priority for PANKs: these highly educated women are also contributing to their loved one’s future educational needs
• Most PANKs want to be moms one day

A wise marketer will recognize both the value and potential in a growing and substantial market segment, even one that may be dismissed, ignored, or not taken seriously by others.

Media Attributions

• Image of woman kissing the cheek of an infant is by Omar Lopez on Unsplash .

Text Attributions

• Portions of the section under “Lifestyle Marketing” are adapted from “ Influences of Personality on the Consumer Decision Process” in Boundless Marketing which is licensed under CC BY-SA .
• Portions of the opening paragraph and portions of the section under “Lifestyle Marketing” (including the last paragraph of that section) are adapted from Introducing Marketing [PDF] by John Burnett which is licensed under CC BY 3.0 .
• The first paragraph and portions of the second paragraph under “Psychographic Segmentation” are adapted from Launch! Advertising and Promotion in Real Time [PDF] by Saylor Academy which is licensed under CC BY-NC-SA 3.0
• Portions of the opening paragraph is adapted from Principles of Marketing by University of Minnesota which is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .

Berner, R., (2006, May 1). Detergent Can Be So Much More. BusinessWeek, 66–68.

Generation PANK: A report on the social and econoic influence of PANKs—Professional Aunts No Kids. (2018). Savvy Auntie. http://savvyauntie.com/Customimages/GENERATION%20PANK_MELANIE%20NOTKIN%20MEDIA%20INC_Nov%202018.pdf.

Kuo, L. (2013, November 4). The latest travel marketing craze: Unmarried aunts who want to spoil other peoples’ kids. Quartz. https://qz.com/143242/the-latest-travel-marketing-craze-unmarried-aunts-who-want-to-spoil-other-peoples-kids/.

Plummer, J.T. (1974, January). The concept and application of lifestyle segmentation. Journal of Marketing, 38(1), 33-37.

Sathish, S., and Rajamohan, A. (2012, October). Consumer Behaviour and Lifestyle Marketing. International Journal of Marketing, financial Services & Management Research , 1(10).

World Travel Market Global Trends Report 2013 (2013, November). Euromonitor International. http://go.euromonitor.com/rs/euromonitorinternational/images/WTM_2013_Trends_finalReport.pdf?mkt_tok=3RkMMJWWfF9wsRoiuKrNZKXonjHpfsX66O4rXaKylMI%2F0ER3fOvrPUfGjI4CTcRrI%2BSLDwEYGJlv6SgFQrDAMatv0bgKWhg%3D

A=Activities; I=Interests; O=Opinions...the AIO's constitute the foundation and building blocks of a person's attitudes which typically define our lifestyle choices as consumers.

Marketing campaigns designed to influence, persuade, and appeal to a consumer's "AIO's", values, worldviews, and personality identity.

A marketing activity that involves the profiling of a market segment based on characteristics such as AIO's, personality, traits, lifestyle, and values. Psychographic segmentation undergoes a detailed and close examination of consumers with respect to their motivations, values, and media consumption habits.

Introduction to Consumer Behaviour Copyright © 2021 by Andrea Niosi is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Home Market Research

Consumer Research: Examples, Process and Scope

What is Consumer Research?

Consumer research is a part of market research in which inclination, motivation and purchase behavior of the targeted customers are identified. Consumer research helps businesses or organizations understand customer psychology and create detailed purchasing behavior profiles.

It uses research techniques to provide systematic information about what customers need. Using this information brands can make changes in their products and services, making them more customer-centric thereby increasing customer satisfaction. This will in turn help to boost business.

LEARN ABOUT: Market research vs marketing research

An organization that has an in-depth understanding about the customer decision-making process, is most likely to design a product, put a certain price tag to it, establish distribution centers and promote a product based on consumer research insights such that it produces increased consumer interest and purchases.

For example, A consumer electronics company wants to understand, thought process of a consumer when purchasing an electronic device, which can help a company to launch new products, manage the supply of the stock, etc. Carrying out a Consumer electronics survey can be useful to understand the market demand, understand the flaws in their product and also find out research problems in the various processes that influence the purchase of their goods. A consumer electronics survey can be helpful to gather information about the shopping experiences of consumers when purchasing electronics. which can enable a company to make well-informed and wise decisions regarding their products and services.

LEARN ABOUT:  Test Market Demand

Consumer Research Objectives

When a brand is developing a new product, consumer research is conducted to understand what consumers want or need in a product, what attributes are missing and what are they looking for? An efficient survey software really makes it easy for organizations to conduct efficient research.

Consumer research is conducted to improve brand equity. A brand needs to know what consumers think when buying a product or service offered by a brand. Every good business idea needs efficient consumer research for it to be successful. Consumer insights are essential to determine brand positioning among consumers.

Consumer research is conducted to boost sales. The objective of consumer research is to look into various territories of consumer psychology and understand their buying pattern, what kind of packaging they like and other similar attributes that help brands to sell their products and services better.

LEARN ABOUT: Brand health

Consumer Research Model

According to a study conducted, till a decade ago, researchers thought differently about the consumer psychology, where little or no emphasis was put on emotions, mood or the situation that could influence a customer’s buying decision.

Many believed marketing was applied economics. Consumers always took decisions based on statistics and math and evaluated goods and services rationally and then selected items from those brands that gave them the highest customer satisfaction at the lowest cost.

However, this is no longer the situation. Consumers are very well aware of brands and their competitors. A loyal customer is the one who would not only return to repeatedly purchase from a brand but also, recommend his/her family and friends to buy from the same brand even if the prices are slightly higher but provides an exceptional customer service for products purchased or services offered.

Here is where the Net Promoter Score (NPS) helps brands identify brand loyalty and customer satisfaction with their consumers. Net Promoter Score consumer survey uses a single question that is sent to customers to identify their brand loyalty and level of customer satisfaction. Response to this question is measured on a scale between 0-10 and based on this consumers can be identified as:

Detractors: Who have given a score between 0-6.

Passives: Who have given a score between 7-8.

Promoters: Who have given a score between 9-10.

Consumer market research is based on two types of research method:

1. Qualitative Consumer Research

Qualitative research  is descriptive in nature, It’s a method that uses open-ended questions , to gain meaningful insights from respondents and heavily relies on the following market research methods:

Focus Groups: Focus groups as the name suggests is a small group of highly validated subject experts who come together to analyze a product or service. Focus group comprises of 6-10 respondents. A moderator is assigned to the focus group, who helps facilitate discussions among the members to draw meaningful insights

One-to-one Interview: This is a more conversational method, where the researcher asks open-ended questions to collect data from the respondents. This method heavily depends on the expertise of the researcher. How much the researcher is able to probe with relevant questions to get maximum insights. This is a time-consuming method and can take more than one attempt to gain the desired insights.

LEARN ABOUT: Qualitative Interview

Content/ Text Analysis: Text analysis is a qualitative research method where researchers analyze social life by decoding words and images from the documents available. Researchers analyze the context in which the images are used and draw conclusions from them. Social media is an example of text analysis. In the last decade or so, inferences are drawn based on consumer behavior on social media.

Learn More: How to conduct Qualitative Research  

2.Quantitative Consumer Research

In the age of technology and information, meaningful data is more precious than platinum. Billion dollar companies have risen and fallen on how well they have been able to collect and analyze data, to draw validated insights.

Quantitative research is all about numbers and statistics. An evolved consumer who purchases regularly can vouch for how customer-centric businesses have become today. It’s all about customer satisfaction , to gain loyal customers. With just one questions companies are able to collect data, that has the power to make or break a company. Net Promoter Score question , “On a scale from 0-10 how likely are you to recommend our brand to your family or friends?”

How organic word-of-mouth is influencing consumer behavior and how they need to spend less on advertising and invest their time and resources to make sure they provide exceptional customer service.

LEARN ABOUT: Behavioral Targeting

Online surveys , questionnaires , and polls are the preferred data collection tools. Data that is obtained from consumers is then statistically, mathematically and numerically evaluated to understand consumer preference.

Learn more: How to carry out Quantitative Research

Consumer Research Process

The process of consumer research started as an extension of the process of market research . As the findings of market research is used to improve the decision-making capacity of an organization or business, similar is with consumer research.

LEARN ABOUT:  Market research industry

The consumer research process can be broken down into the following steps:

• Develop research objectives: The first step to the consumer research process is to clearly define the research objective, the purpose of research, why is the research being conducted, to understand what? A clear statement of purpose can help emphasize the purpose.
• Collect Secondary data: Collect secondary data first, it helps in understanding if research has been conducted earlier and if there are any pieces of evidence related to the subject matter that can be used by an organization to make informed decisions regarding consumers.
• Primary Research: In primary research organizations or businesses collect their own data or employ a third party to collect data on their behalf. This research makes use of various data collection methods ( qualitative and quantitative ) that helps researchers collect data first hand.

LEARN ABOUT: Best Data Collection Tools

• Collect and analyze data: Data is collected and analyzed and inference is drawn to understand consumer behavior and purchase pattern.
• Prepare report: Finally, a report is prepared for all the findings by analyzing data collected so that organizations are able to make informed decisions and think of all probabilities related to consumer behavior. By putting the study into practice, organizations can become customer-centric and manufacture products or render services that will help them achieve excellent customer satisfaction.

LEARN ABOUT: market research trends

After Consumer Research Process

Once you have been able to successfully carry out the consumer research process , investigate and break paradigms. What consumers need should be a part of market research design and should be carried out regularly. Consumer research provides more in-depth information about the needs, wants, expectations and behavior analytics of clients.  

By identifying this information successfully, strategies that are used to attract consumers can be made better and businesses can make a profit by knowing what consumers want exactly. It is also important to understand and know thoroughly the buying behavior of consumers to know their attitude towards brands and products.

The identification of consumer needs, as well as their preferences, allows a business to adapt to new business and develop a detailed marketing plan that will surely work. The following pointers can help. Completing this process will help you:

• Attract more customers  
• Set the best price for your products  
• Create the right marketing message  
• Increase the quantity that satisfies the demand of its clients  
• Increase the frequency of visits to their clients  
• Increase your sales  
• Reduce costs  
• Refine your approach to the customer service process .

LEARN ABOUT: Behavioral Research

Consumer Research Methods

Consumers are the reason for a business to run and flourish. Gathering enough information about consumers is never going to hurt any business, in fact, it will only add up to the information a business would need to associate with its consumers and manufacture products that will help their business refine and grow.

Following are consumer research methods that ensure you are in tandem with the consumers and understand their needs:

The studies of customer satisfaction

One can determine the degree of satisfaction of consumers in relation to the quality of products through:

• Informal methods such as conversations with staff about products and services according to the dashboards.   
• Past and present questionnaires/ surveys that consumers might have filled that identify their needs.   

T he investigation of the consumer decision process

It is very interesting to know the consumer’s needs, what motivates them to buy, and how is the decision-making process carried out, though:

• Deploying relevant surveys and receiving responses from a target intended audience .

Proof of concept

Businesses can test how well accepted their marketing ideas are by:

• The use of surveys to find out if current or potential consumer see your products as a rational and useful benefit.  
• Conducting personal interviews or focus group sessions with clients to understand how they respond to marketing ideas.

Knowing your market position

You can find out how your current and potential consumers see your products, and how they compare it with your competitors by:

• Sales figures talk louder than any other aspect, once you get to know the comparison in the sales figures it is easy to understand your market position within the market segment.
• Attitudes of consumers while making a purchase also helps in understanding the market hold.      

Branding tests and user experience

You can determine how your customers feel with their brands and product names by:

• The use of focus groups and surveys designed to assess emotional responses to your products and brands.  
• The participation of researchers to study the performance of their brand in the market through existing and available brand measurement research.   

Price changes

You can investigate how your customers accept or not the price changes by using formulas that measure the revenue – multiplying the number of items you sold, by the price of each item. These tests allow you to calculate if your total income increases or decreases after making the price changes by:

• Calculation of changes in the quantities of products demanded by their customers, together with changes in the price of the product.   
• Measure the impact of the price on the demand of the product according to the needs of the client.   

Social media monitoring

Another way to measure feedback and your customer service is by controlling your commitment to social media and feedback. Social networks (especially Facebook) are becoming a common element of the commercialization of many businesses and are increasingly used by their customers to provide information on customer needs, service experiences, share and file customer complaints . It can also be used to run surveys and test concepts. If handled well, it can be one of the most powerful research tools of the client management . I also recommend reading: How to conduct market research through social networks.

Customer Research Questions

Asking the right question is the most important part of conducting research. Moreover, if it’s consumer research, questions should be asked in a manner to gather maximum insights from consumers. Here are some consumer research questions for your next research:

• Who in your household takes purchasing decisions?
• Where do you go looking for ______________ (product)?
• How long does it take you to make a buying decision?
• How far are you willing to travel to buy ___________(product)?
• What features do you look for when you purchase ____________ (product)?
• What motivates you to buy_____________ (product)?

See more consumer research survey questions:

Customer satisfaction surveys

Voice of customer surveys

Product surveys

Service evaluation surveys

Mortgage Survey Questions

Importance of Consumer Research

Launching a product or offering new services can be quite an exciting time for a brand. However, there are a lot of aspects that need to be taken into consideration while a band has something new to offer to consumers.

LEARN ABOUT: User Experience Research

Here is where consumer research plays a pivotal role. The importance of consumer research cannot be emphasized more. Following points summarizes the importance of consumer research:

• To understand market readiness: However good a product or service may be, consumers have to be ready to accept it. Creating a product requires investments which in return expect ROI from product or service purchases. However, if a market is mature enough to accept this utility, it has a low chance of succeeding by tapping into market potential . Therefore, before launching a product or service, organizations need to conduct consumer research, to understand if people are ready to spend on the utility it provides.
• Identify target consumers: By conducting consumer research, brands and organizations can understand their target market based on geographic segmentation and know who exactly is interested in buying their products. According to the data or feedback received from the consumer, research brands can even customize their marketing and branding approach to better appeal to the specific consumer segment.

LEARN ABOUT: Marketing Insight

• Product/Service updates through feedback: Conducting consumer research, provides valuable feedback from consumers about the attributes and features of products and services. This feedback enables organizations to understand consumer perception and provide a more suitable solution based on actual market needs which helps them tweak their offering to perfection.

Explore more: 300 + FREE survey templates to use for your research

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Exploring consumer research: strategies for informed marketing

Director, Growth & Strategy

If you want to understand what makes your target audience tick, consumer research is a must. But how do you go about gathering insights about consumer behaviour, preferences, and values? In this article, we discuss just that, exploring strategies and best practices for effectively collecting and interpreting consumer data in a digital landscape.

What is consumer research?

Consumer research, also known as market research, is the process of aggregating information about consumers and their behaviours. The insights gleaned from this process allow you to better understand consumer preferences, needs, and expectations. As a result, your brand can make data-driven decisions about everything from product development to marketing strategies.

The exact means of conducting consumer research vary from company to company. However, this research is typically conducted through methods like surveys, focus groups, and data analytics. These tools garner various types of information, including:

Demographic data

Demographic data encompasses information such as age, gender, income, education level, marital status, and location. Demographics help your brand identify its target audience and develop products and services that appeal to that respective group of individuals.

Psychographic data

Psychographic data refers to any information about consumers’ attitudes, values, interests, and lifestyle. This helps companies understand the emotional and psychological aspects that affect purchasing decisions.

Attitudinal data

Similarly, market researchers may attempt to collect information about consumers’ perceptions of and attitudes towards specific products, brands, or industries. A cleaning product brand may, for instance, measure consumers’ loyalty to a competing brand.

Behavioural data

Behavioural data refers to consumer actions, such as purchase history, product usage, and shopping habits. The more you know about how consumers have acted in the past, the more accurately you can predict future behaviour.

Purchase intent data

Purchase intent data allows you to understand consumers’ purchase intentions and the factors affecting whether or not they buy a product or service. This information is key to product development as well as marketing.

Product and service feedback

Collecting feedback from consumers about their experiences with products or services—from complaints to overall satisfaction—can drive product improvements. This type of information can also enhance customer service.

Consumer research methods

To yield meaningful insights, your brand must adopt a systematic approach to consumer research. It should begin with a clear definition of research objectives, including what specific questions need to be answered and what outcomes are desired. From there, you should determine the most appropriate research tool.

A consumer research survey  is a structured data collection method that gathers information from a sample of respondents. This information may be related to the respondents’ behaviours, opinions, attitudes, or preferences. Surveys may be conducted online, via telephone, or in-person.

• Efficiency: A well-designed survey can collect a large volume of data quickly, making this tool a cost-effective choice.
• Standardisation: Surveys offer consistency in question structure and response options, reducing potential bias and ensuring that all respondents receive the same set of questions.
• Quantifiable data: Surveys generate quantitative data, allowing market researchers to garner insights through statistical analysis. Even open-ended survey questions can be quantified using text analysis tools.

Collect online survey data more efficiently and effectively with Kantar

When you partner with Kantar to conduct consumer research, you benefit from our agile data collection approach. This includes longitudinal studies with bespoke methodologies, quick-turn tests, and other ad hoc projects. We also provide clients with easy-to-use dashboards for in-house analytics and insights.

Focus groups

A focus group is a qualitative research method  in which a small group of selected participants engage in a structured, facilitated discussion about a specific product, service, brand, or other related topic. The goal of a focus group is to gather deeper, more nuanced insights regarding consumer attitudes and perceptions.

• Richer data: Focus groups allow for a deeper understanding of participants’ thoughts, feelings, and experiences. This helps market researchers understand the “why” behind consumer behaviours.
• Real-time clarification: When survey takers are completing an online questionnaire, they may provide misleading information if they don’t quite understand a question. But in a real-life scenario, moderators can provide clarification.
• Group dynamics: Interaction among participants can generate additional insights that might not emerge in one-on-one interviews or surveys. This group setting also allows market researchers to obtain more information faster compared to interviewing individuals one by one.

Syndicated research

Syndicated research refers to data that is aggregated by market research companies, consulting firms, or other organisations. This data is then sold to multiple clients or subscribers who are interested in understanding the dynamics of a specific industry.

• Cost-effectiveness: Purchasing syndicated research can be cheaper than generating first-party data. This makes consumer research available to companies with limited marketing resources.
• Efficiency: Conducting extensive consumer research studies can take time. But with syndicated research, market researchers can access the information they need when they need it.
• Benchmarking: Brands can use syndicated research to benchmark their performance against industry standards and competitors.

Purchase behaviour

At Kantar, we believe the best way to understand consumer behaviour  is to witness it firsthand. That is why we aggregate high-quality consumer data through tracking the buying behaviour of 750,000 consenting consumers. This allows our clients to understand the values and beliefs of real shoppers.

• Deeper insights: By analysing consumer purchase behaviour, companies can identify trends, preferences, and patterns and distil meaningful insights that inform everything from marketing campaigns to product development.
• Competitive advantage: Understanding consumer behaviour can provide a competitive advantage, allowing brands to stay ahead of market trends and pivot in the face of shifting consumer preferences.
• Market segmentation: Tracking purchase behaviour helps companies segment consumers based on preferences, frequency of purchases, and spending habits. In return, brands can tailor messaging in ways that appeal to each respective market segment.

Ensuring your consumer research data is high quality

In today’s competitive marketplace, consumer research data collected from real people who are who they say they are is essential. Without it, your data may not match reality and you risk making misinformed business decisions. In return, you may waste resources and even risk damaging brand reputation.

At Kantar, we understand the value of data quality . We meticulously follow best practices and set the industry standard for fraud-secured, quality data collection. When you partner with us for your custom research, or use our syndicated research, you can rest easy knowing that our survey respondent panels are:

Fraud-secured

Unfortunately, survey fraud can taint entire datasets. The good news is that Kantar has developed an advanced anti-fraud solution called Qubed . Using cutting-edge machine learning and artificial intelligence, this state-of-the-art software detects fraudulent activities where humans or other standard measures cannot.

Diverse and representative

Through the Kantar Profiles Audience Network , we connect you with more than 170 million global panellists and 2 billion data points around habits, characteristics, and behaviours. This ensures that the resulting data is diverse and representative of your target audience.

Highly-engaged respondents

Survey fatigue can have grave consequences, from incomplete responses to survey dropout. Fortunately, our proprietary survey programming tools are best-in-class. They're designed and tested to deliver the engaged answers from respondents on any device. In addition, our experts in survey design can help you craft questionnaires that evoke thoughtful responses and authentic insights.

Learn more about how Kantar can increase the accuracy and reliability of your consumer research data

Consumer research can be a helpful tool for understanding the preferences, values, and behaviours of your target audience. However, only high-quality consumer research data can help your organisation make well-informed decisions that truly satisfy consumer wants and needs. Learn more about the survey fraud the industry is seeing today and how Kantar can boost the quality of your consumer data quality in the State of Online Research Panels . 

Want more like this?

Read: 11 survey design best practices to increase effectiveness  

Read: How do you create a questionnaire for consumer insights?  

Read: 3 ways to improve the quality of your research data  

Watch: Everything you need to know about collecting high quality data

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Consumer Behavior Research

Exploring the Depths of Consumer Insights for Strategic Business Growth

In an era where understanding consumer behavior is more than a competitive edge, it’s a survival imperative, NielsenIQ (NIQ) and GfK emerge as pivotal allies. This expertise is essential for businesses in B2C commerce, retail, and beyond, aiming to navigate the complex consumer landscape for informed, strategic decision-making.

Definition and Importance of Consumer Behavior Research

Consumer behavior research is the study of how individuals make decisions to spend their resources on consumption-related items. It involves understanding the what, why, when, and how of consumer purchases. This field is crucial for businesses as it sheds light on consumer preferences, buying patterns, and decision-making processes. By understanding these aspects, companies can tailor their products and marketing strategies effectively, ensuring alignment with consumer needs and market trends, ultimately leading to increased customer satisfaction and loyalty.

Overview of the Impact of Consumer Behavior Research on Marketing Strategies

The insights from consumer behavior research are instrumental in shaping targeted marketing strategies. By understanding consumer motivations and behaviors, businesses can create more relevant and engaging marketing messages, leading to improved customer engagement and retention. This research helps in segmenting the market, identifying potential customers, and understanding the factors that drive consumer decisions. It also aids in predicting future trends, enabling companies to stay ahead of the curve. Effective use of consumer behavior research can lead to the development of products and services that meet the evolving needs of consumers, thereby enhancing brand loyalty and market share.

Consumer and shopper insights

Understand consumer and shopper behavior, demographics, and loyalty with modern, representative consumer panels and customer survey capabilities.

Understanding Consumer Behavior

These diverse influences combine to form unique consumer profiles, which businesses must understand to effectively target their marketing efforts..

Factors Influencing Consumer Behavior

Consumer behavior is influenced by a complex interplay of psychological, social, cultural, and personal factors. Psychological factors include perceptions, attitudes, and motivation, which guide consumers’ emotional and cognitive responses. Social factors encompass family, friends, and societal norms that shape buying habits through peer influence and social trends. Cultural factors involve the broader societal beliefs, values, and customs that dictate consumer behavior in a particular region. Personal factors such as age, occupation, lifestyle, and economic status also significantly impact consumer choices. These diverse influences combine to form unique consumer profiles, which businesses must understand to effectively target their marketing efforts.

The Role of Consumer Behavior in Decision Making

Consumer behavior plays a critical role in the decision-making process. It involves understanding how consumers decide upon their needs and wants, choose among products and brands, and determine their purchase methods. This knowledge is vital for businesses to design and position their offerings in a way that resonates with the target audience. Understanding consumer behavior helps in predicting how consumers will respond to marketing messages and product features, enabling businesses to tailor their strategies to meet consumer needs effectively. It also assists in identifying opportunities for new product development and market expansion.

Consumer Behavior Theories and Models

Consumer behavior theories and models provide frameworks for understanding and predicting consumer actions. The Stimulus-Response Model, for instance, illustrates how marketing stimuli and environmental factors influence consumer responses. Maslow’s Hierarchy of Needs explains consumer motivation in terms of fulfilling basic to complex needs. The Theory of Reasoned Action and the Theory of Planned Behavior focus on the relationship between attitudes, intentions, and behaviors. The Consumer Decision Model outlines the cognitive process involving need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. These models help businesses in developing strategies that align with consumer psychology and behavioral patterns. They also assist in segmenting the market and targeting consumers with personalized marketing approaches, enhancing the effectiveness of marketing campaigns and product offerings.

Research Methods in Consumer Behavior Research

Customer analytics is vital for businesses across various sectors, including FMCG, sales, and e-commerce. It enables companies to create personalized experiences, improve customer engagement, and boost retention, ultimately leading to increased revenue. By understanding consumer behavior through data analysis, businesses can make informed decisions that resonate with their target audience.

Quantitative Research Methods

Quantitative research methods in consumer behavior research involve structured techniques like surveys and questionnaires to collect numerical data. These methods are useful for gauging consumer attitudes, preferences, and behaviors across larger populations. Statistical analysis of this data helps in identifying trends, testing hypotheses, and making generalizations about consumer behavior. Quantitative research is valuable for businesses as it provides measurable and comparable insights that can guide strategic decision-making. It helps in understanding the magnitude of consumer responses to various marketing stimuli and in assessing the potential market size for new products or services.

Qualitative Research Methods

Qualitative research methods in consumer behavior focus on understanding the deeper motivations, thoughts, and feelings of consumers. Techniques like in-depth interviews, focus groups, and observational studies provide rich, detailed insights that are not typically captured through quantitative methods. This approach is crucial for exploring the underlying reasons behind consumer choices, preferences, and attitudes. Qualitative research helps businesses in gaining a deeper understanding of consumer experiences, emotions, and perceptions, which can be invaluable in developing more effective marketing strategies, product designs, and customer service approaches. It allows companies to explore new ideas and concepts with consumers, gaining insights that can lead to innovation and differentiation in the market.

Experimental Research in Consumer Behavior

Experimental research in consumer behavior involves manipulating one or more variables to observe the effect on another variable, typically consumer behavior or attitudes. This method is used to establish cause-and-effect relationships, providing insights into how changes in product features, pricing, or marketing strategies might influence consumer behavior. Controlled experiments, often conducted in laboratory settings or as field experiments, allow researchers to isolate the effects of specific variables. This type of research is particularly valuable for testing new products, pricing strategies, and marketing messages before full-scale implementation. It helps businesses in making informed decisions based on empirical evidence, reducing the risks associated with new initiatives.

Factors Affecting Consumer Behavior

Psychological factors.

Psychological factors play a significant role in shaping consumer behavior. These include individual motivations, perceptions, attitudes, and beliefs. Motivation drives consumers to fulfill their needs and desires, influencing their buying decisions. Perception, how consumers interpret information, can significantly impact their choices, as it shapes their understanding of products and brands. Attitudes and beliefs, formed through experiences and social influences, guide consumer preferences and loyalty. Understanding these psychological factors is crucial for businesses as they influence how consumers view and interact with products and services. By aligning marketing strategies with consumer psychology, businesses can more effectively influence purchasing decisions and build stronger customer relationships.

Social Factors

Social factors significantly influence consumer behavior, encompassing the impact of society, family, and peer groups. Family members and friends can influence buying decisions through recommendations or shared experiences. Social groups, including social networks and communities, also play a role in shaping consumer preferences and behaviors. The influence of social media has become particularly significant, as it not only connects consumers but also serves as a platform for sharing opinions and experiences about products and services. Understanding these social dynamics is important for businesses as they can leverage social influences through targeted marketing strategies, influencer partnerships, and social media campaigns. Recognizing the power of social factors can help businesses in building brand awareness and loyalty among consumer groups.

Cultural Factors

Cultural factors are deeply ingrained elements that influence consumer behavior, including values, beliefs, customs, and traditions. These factors vary across different regions and societies, affecting how consumers perceive and interact with products and services. Cultural influences can determine consumer preferences, buying habits, and brand perceptions. For instance, color symbolism, dietary preferences, and language can all vary significantly between cultures, impacting marketing strategies and product development. Businesses must understand and respect these cultural nuances to effectively cater to diverse consumer markets. Adapting products and marketing messages to align with cultural values and norms can significantly enhance a brand’s appeal and acceptance in different markets.

Personal Factors

Personal factors, including age, gender, occupation, lifestyle, and economic status, also significantly influence consumer behavior. These factors determine individual needs, preferences, and purchasing power. For example, younger consumers may prioritize trendy and innovative products, while older consumers might value functionality and durability. Lifestyle choices, such as health consciousness or environmental awareness, can also drive consumer preferences and choices. Economic factors, such as income and economic conditions, influence consumers’ ability to purchase and their sensitivity to price changes. Understanding these personal factors is crucial for businesses to segment their market effectively and tailor their products and marketing strategies to meet the specific needs of different consumer groups.

Consumer Purchase Decision Making

Stages of the consumer purchase decision-making process.

The consumer purchase decision-making process typically involves several key stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

In the problem recognition stage, consumers identify a need or desire.

During the information search, they seek out information about products or services that can fulfill their need. In the evaluation stage, consumers compare different options based on attributes such as price, quality, and brand reputation.

The purchase decision involves choosing a product and making the purchase. Finally, in the post-purchase stage, consumers evaluate their satisfaction with the purchase, which can influence future buying decisions and brand loyalty.

Understanding these stages is essential for businesses to effectively influence consumers at each step, from raising awareness to ensuring post-purchase satisfaction.

Influences on Consumer Purchase Decisions

Consumer purchase decisions are influenced by a multitude of factors, including product attributes, brand reputation, marketing messages, social influences, and personal preferences. Product features such as quality, price, and usability are key determinants of consumer choices. Brand reputation, built over time through consistent quality and marketing efforts, also significantly impacts purchase decisions. Marketing messages and advertising play a crucial role in shaping consumer perceptions and driving demand. Social influences, including recommendations from family and friends, as well as online reviews and influencer endorsements, can sway consumer decisions. Personal factors such as individual needs, preferences, and financial constraints also play a critical role. Businesses must consider these diverse influences when developing products and crafting marketing strategies to effectively appeal to their target audience.

Impulse Buying Behavior

Impulse buying behavior refers to unplanned purchases made by consumers, often driven by emotional factors rather than rational decision-making. This type of behavior is typically triggered by external stimuli such as attractive product displays, promotional offers, or persuasive sales tactics. Emotional responses, such as excitement or the desire for instant gratification, also play a significant role in impulse buying. Retailers often leverage this behavior by strategically placing impulse items near checkout areas or using limited-time offers to create a sense of urgency. Understanding the triggers of impulse buying can help businesses in designing marketing strategies and store layouts that encourage such purchases, potentially increasing sales and customer engagement.

Online Shopping and Consumer Behavior

Impact of online shopping on consumer behavior.

The rise of online shopping has significantly impacted consumer behavior, offering convenience, a wider selection of products, and often competitive pricing. Online shopping has changed the way consumers research products, compare prices, and make purchasing decisions. The ease of access to a vast array of products and the ability to shop at any time have increased the frequency and diversity of purchases. Online reviews and ratings have also become important factors in the decision-making process, as consumers increasingly rely on the opinions of others. Additionally, the personalized shopping experiences offered by many online retailers, through targeted recommendations and tailored marketing messages, have further influenced consumer buying habits. Understanding these shifts in consumer behavior is crucial for businesses to adapt their strategies for the digital marketplace, ensuring they meet the evolving needs and expectations of online shoppers.

Factors Influencing Online Buying Behavior

Several factors influence online buying behavior, including website usability, product variety, pricing, customer reviews, and the overall shopping experience. A user-friendly website with easy navigation and a seamless checkout process is crucial for attracting and retaining online shoppers. A diverse product range and competitive pricing are also key factors in attracting consumers. Customer reviews and ratings significantly impact purchase decisions, as they provide social proof and reduce perceived risk. The overall shopping experience, including customer service, delivery options, and return policies, also plays a vital role in influencing online buying behavior. Security and privacy concerns are additional considerations, as consumers are increasingly aware of data protection and online fraud. Businesses must address these factors to create a compelling online shopping experience that meets consumer expectations and drives online sales.

Comparison of Online and Offline Consumer Behavior

Online and offline consumer behaviors exhibit distinct differences, influenced by the unique aspects of each shopping environment. Online shopping offers convenience, a broader selection, and often more competitive pricing, leading to different purchasing patterns compared to offline shopping. Consumers tend to spend more time researching and comparing products online, while offline shopping is often driven by immediate needs and sensory experiences. The tactile experience and instant gratification of offline shopping are not replicable online, but the online environment offers personalized recommendations and a wealth of product information. Offline shopping also provides opportunities for personal interaction and immediate problem resolution, which can enhance customer satisfaction. Understanding these differences is crucial for businesses to tailor their strategies for each channel, ensuring a cohesive and complementary shopping experience that meets the needs and preferences of consumers in both online and offline environments.

Consumer Satisfaction and Loyalty

Importance of customer satisfaction in consumer behavior research.

Customer satisfaction is a critical component of consumer behavior research, as it directly impacts repeat purchases and brand loyalty. Satisfied customers are more likely to become repeat buyers, recommend the brand to others, and provide positive reviews. Customer satisfaction is influenced by various factors, including product quality, customer service, and overall shopping experience. Understanding and measuring customer satisfaction helps businesses identify areas for improvement, enhance customer experiences, and build long-term relationships with consumers. High levels of customer satisfaction lead to increased customer loyalty, which is essential for business growth and sustainability.

Factors Influencing Customer Satisfaction

Customer satisfaction is influenced by a range of factors, including product quality, price, service quality, brand image, and customer expectations. Product quality is a primary determinant of satisfaction, as consumers expect products to perform as advertised. Price also plays a role, as consumers evaluate the value they receive relative to the cost. Service quality, encompassing customer service interactions and the overall shopping experience, significantly impacts satisfaction levels. A positive, helpful, and efficient service experience can enhance satisfaction, while negative experiences can lead to dissatisfaction. Brand image, shaped by marketing communications and past experiences, influences consumer expectations and perceptions. Meeting or exceeding these expectations is key to achieving high levels of customer satisfaction. Additionally, personal factors such as individual needs, preferences, and past experiences also influence satisfaction. Businesses must consider these diverse factors to effectively meet consumer needs and enhance satisfaction levels.

Relationship Between Customer Satisfaction and Loyalty

The relationship between customer satisfaction and loyalty is strong and direct. Satisfied customers are more likely to develop a sense of loyalty to a brand, leading to repeat purchases and positive word-of-mouth recommendations. Loyalty is not just about repeat buying; it also involves an emotional connection and a preference for the brand over competitors. Satisfied customers are also more likely to be forgiving of minor issues and are less sensitive to price changes. Conversely, dissatisfied customers are more likely to switch to competitors and share negative experiences with others. Building customer loyalty requires consistently meeting or exceeding customer expectations, providing high-quality products and services, and maintaining positive customer relationships. Loyal customers are valuable assets to businesses, as they tend to have a higher lifetime value, lower acquisition costs, and can become brand advocates, promoting the brand through their networks.

Consumer Research and Marketing Strategies

Utilizing consumer research to develop effective marketing programs.

Consumer research is a vital tool for developing effective marketing programs. By understanding consumer needs, preferences, and behaviors, businesses can create targeted marketing strategies that resonate with their audience. Consumer research helps in identifying market segments, understanding consumer pain points, and uncovering opportunities for product development or enhancement. It also provides insights into the most effective channels and messages for reaching the target audience. Utilizing consumer research in marketing program development ensures that strategies are data-driven and customer-centric, increasing the likelihood of success. It enables businesses to tailor their marketing efforts to the specific needs and preferences of different consumer segments, improving engagement and response rates. Additionally, ongoing consumer research allows businesses to adapt their marketing strategies in response to changing consumer trends and market conditions, ensuring continued relevance and effectiveness.

Targeting Specific Consumer Segments Based on Research Findings

Targeting specific consumer segments based on research findings is a key strategy for effective marketing. Consumer research provides detailed insights into different consumer groups, including their demographics, psychographics, behaviors, and preferences. By analyzing this data, businesses can identify distinct segments within their target market, each with unique needs and characteristics. Targeting these segments with tailored marketing messages and product offerings increases the relevance and appeal of the brand to each group. For example, a segment characterized by health-conscious consumers would respond more positively to marketing messages emphasizing the health benefits of a product. Segment-specific targeting allows businesses to allocate marketing resources more efficiently, focusing on the most promising segments with the highest potential for conversion and loyalty. It also enhances the customer experience by providing consumers with products and marketing messages that are more closely aligned with their individual needs and preferences.

Adapting Marketing Strategies to Consumer Behavior Trends

Adapting marketing strategies to consumer behavior trends is essential for businesses to stay relevant and competitive. Consumer behavior is constantly evolving, influenced by factors such as technological advancements, cultural shifts, and economic changes. By staying attuned to these trends, businesses can anticipate changes in consumer needs and preferences, and adjust their marketing strategies accordingly. This may involve adopting new marketing channels, such as social media or influencer marketing, to reach consumers where they are most active. It could also mean developing new products or services that align with emerging consumer trends, such as sustainability or personalization. Adapting marketing strategies to consumer behavior trends requires a proactive approach, with ongoing research and analysis to identify emerging patterns. Businesses that successfully adapt to these trends can capture new market opportunities, enhance customer engagement, and maintain a competitive edge.

Case Studies in Consumer Behavior Research

Analysis of real-life examples and their implications.

Real-life case studies in consumer behavior research provide valuable insights into the practical application of theoretical concepts and the effectiveness of different marketing strategies. For example, a case study in the automotive industry might analyze how consumer preferences for eco-friendly vehicles have influenced car manufacturers’ product development and marketing strategies. In the retail sector, a case study could examine the impact of online shopping on brick-and-mortar stores and how these businesses have adapted to the digital era. These case studies offer concrete examples of how businesses have successfully navigated changes in consumer behavior, providing lessons and strategies that can be applied in other contexts. They also highlight the importance of consumer research in identifying market trends, understanding consumer needs, and developing effective marketing strategies. By analyzing real-life examples, businesses can gain a deeper understanding of consumer behavior, learn from the successes and challenges of others, and apply these insights to their own strategies.

Examination of Successful Marketing Campaigns Based on Consumer Behavior Research

Examining successful marketing campaigns that are based on consumer behavior research can provide valuable insights into effective marketing practices. These case studies demonstrate how a deep understanding of consumer needs, preferences, and behaviors can be leveraged to create impactful marketing campaigns. For instance, a campaign that effectively uses consumer data to personalize messages and offers can result in higher engagement and conversion rates. Another example might be a campaign that taps into current consumer trends, such as sustainability or wellness, to resonate with the target audience. Analyzing these successful campaigns can reveal key strategies and tactics that businesses can adopt, such as the use of specific channels, messaging techniques, or promotional offers. These case studies also highlight the importance of data-driven decision-making in marketing, showing how consumer research can inform and guide successful marketing initiatives.

Motivating Consumers and New Product Adoption

Strategies to motivate consumers to adopt new products.

Motivating consumers to adopt new products is a critical challenge for businesses. Effective strategies for encouraging new product adoption include leveraging social proof, offering free trials or samples, and creating educational content. Social proof, such as customer testimonials or influencer endorsements, can reduce perceived risk and increase consumer confidence in trying a new product. Free trials or samples allow consumers to experience the product firsthand, reducing barriers to adoption. Educational content, such as how-to guides or product demonstrations, can help consumers understand the value and benefits of the new product. Additionally, businesses can use targeted marketing campaigns to reach early adopters and innovators who are more likely to try new products and spread the word to others. Creating a sense of urgency or exclusivity around the new product, through limited-time offers or exclusive access, can also motivate consumers to adopt the product more quickly.

Innovations in Consumer Behavior Research for New Product Development

Innovations in consumer behavior research are playing a crucial role in new product development. Advanced analytics and data mining techniques allow businesses to analyze large datasets and uncover deep insights into consumer needs and preferences. Social listening tools enable companies to monitor social media and online conversations, gaining real-time insights into consumer opinions and trends. Virtual reality (VR) and augmented reality (AR) technologies are being used to test consumer reactions to new products in simulated environments, providing valuable feedback before market launch. Behavioral economics principles, such as understanding cognitive biases and decision-making processes, are also being applied to better predict consumer responses to new products. These innovations in consumer behavior research provide businesses with more accurate and comprehensive data, enabling them to develop products that are closely aligned with consumer needs and preferences, increasing the likelihood of market success.

Social Media and Consumer Behavior

Influence of social media on consumer behavior.

Social media has a profound influence on consumer behavior, shaping how consumers discover, research, and share information about products and services. Platforms like Facebook, Instagram, and Twitter serve as important channels for brand communication and engagement. Consumers use social media to seek recommendations, read reviews, and gather opinions from their networks, which significantly influences their purchasing decisions. Brands leverage social media for targeted advertising, influencer partnerships, and content marketing, creating opportunities for direct interaction and engagement with consumers. Social media also facilitates the spread of trends and viral content, quickly influencing consumer preferences and behaviors. The interactive and dynamic nature of social media means that consumer opinions and trends can rapidly change, requiring businesses to be agile and responsive in their social media strategies. Understanding the influence of social media on consumer behavior is essential for businesses to effectively engage with their audience and influence purchasing decisions.

Role of Social Media in Shaping Consumer Perceptions and Purchase Decisions

Recap of the importance of consumer behavior research.

Consumer behavior research is essential for businesses seeking to understand and effectively respond to the evolving needs and preferences of their target audience. It provides valuable insights into why consumers make certain choices, what influences their purchasing decisions, and how they interact with brands. This research is crucial for developing effective marketing strategies, creating products that meet consumer needs, and enhancing the overall customer experience. By staying informed about consumer behavior trends and applying these insights, businesses can improve customer engagement, increase brand loyalty, and drive growth. In today’s competitive marketplace, a deep understanding of consumer behavior is a key differentiator, enabling businesses to create more personalized, relevant, and impactful marketing initiatives.

Future Directions and Emerging Trends in Consumer Behavior Research

The future of consumer behavior research is marked by rapid advancements in technology and data analytics, leading to more sophisticated and nuanced understanding of consumer preferences and behaviors. Emerging trends include the use of artificial intelligence (AI) and machine learning to analyze consumer data, providing deeper and more predictive insights. The integration of biometric data, such as eye tracking and facial recognition, offers new ways to understand consumer responses to marketing stimuli. The growing importance of sustainability and ethical considerations is also influencing consumer behavior, leading to increased demand for eco-friendly and socially responsible products. Additionally, the rise of the experience economy is shifting focus from product features to customer experiences, requiring businesses to create more immersive and engaging customer interactions. Staying abreast of these trends and continuously innovating in consumer behavior research will be crucial for businesses to remain relevant and competitive in the changing market landscape.

How NIQ and GfK Can Help

In the complex world of consumer behavior, NIQ and GfK offer the expertise and tools necessary to navigate this landscape effectively. With comprehensive solutions like:

• NielsenIQ’s Homescan : Track, diagnose, and analyze consumer behavior from more than 250,000 households across 25 countries.
• Consumer analytics : Go deeper and create more clarity around shopper behavior with custom surveys and segmentation.
• Consumption moments : Reveal the true motivations behind customer consumption behavior and usage to guide product innovation and marketing strategy.
• gfknewron marke t : Create the right opportunities with gfknewron market
• gfknewron predict : Plan your future using the world’s most comprehensive sales tracking data for Tech & Durables.
• gfknewron Consumer : Understand your consumers’ behavior to redefine your success

By leveraging these tools, businesses can gain a competitive edge, adapting to market changes and consumer trends with agility and precision.

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Consumers & Market Segments Research Guide

• About this Guide
• Demographics - Geographic
• Consumers & Market Segments
• MRI-Simmons Insights
• Mosaic USA® Consumer Segmentation
• Consumers: Lifestyles, Attitudes & Beliefs

Consumer Lifestyles Databases

• Consumer Expenditures
• Finding Articles & Current News
• Citing Sources - APA Style This link opens in a new window
• Related Research Guides

• In the top navigation bar, click on [ Consumers ] and then click on [ Lifestyles] .
• Use the [Explore Analysis] section to choose Country Report from the Analysis drop-down list, select Lifestyles from the Category drop-down list, and then select a country from the Geography drop-down list.
• Use the  search box  to keyword search the full database for data and analysis. OR
• In the  top navigation bar,  click on  [Industries]  to select an industry, then use the [Explore Analysis] and [Explore Statistics] filters to narrow the search. Note: When choosing an analysis type, start with a Country Report (if available), then explore the other types of analysis. OR
• Use the [ Search Categories ] option to browse the category tree using a drill-down menu and then choose a geography.

Provides demographic and consumer market segmentation data by geographic place (DMA, county, or state). Users can access pre-defined report templates to generate  Pop-Facts Demographics Reports  (Effective Buying Income; Pop-Facts Demographics; Pop-Facts Demographics By Age Race Sex;  Pop-Facts Demographics Trend;  Pop-Facts Executive Summary;  Pop-Facts Household Income By Age of Householder and  Senior Life) and  Segmentation Reports  (Consumer Concentration; Market Potential; Profile Ranking Index; Profile Worksheet;  Segment Distribution; Target Concentration; Target Segment Measures). Segmentation reports include  PRIZM Social Groups  and  PRIZM Lifestage Group .

• Tip: Check the Consumer Behavior handbook for consumer demographic data and analysis of consumer segments, spending and behaviors.
• American Time Use Survey (ATUS) The American Time Use Survey (ATUS) from the BLS measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
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Research: Consumers’ Sustainability Demands Are Rising

• Ashley Reichheld,
• Cory Ritthaler

We’re on the brink of a major shift in consumption patterns, where brands that make good on their promises to people and the planet will have the advantage.

Three factors are driving us toward a major shift in consumption patterns where consumers will consider sustainability as a baseline requirement for purchase: 1) Trust drives behavior and, ultimately, business outcomes; 2) Sustainability promotes trust, particularly among younger generations; and 3) Younger generations will soon have most of the purchasing power in the U.S. Companies that understand these trends — and create truly sustainable brands that make good on their promises to people and the planet — will seize advantage from brands that make flimsy claims or have not invested sufficiently in sustainability.

For most consumers, sustainability has been considered a “nice-to-have” in the brands they buy, but it’s rarely been table stakes . That’s about to change. Our research suggests we’re on the brink of a major shift in consumption patterns, where truly sustainable brands — those that make good on their promises to people and the planet — will seize the advantage from brands that make flimsy claims or that have not invested sufficiently in sustainability. We’re fast approaching this tipping point where sustainability will be considered a baseline requirement for purchase, and companies should prepare now.

• Ashley Reichheld , a principal at Deloitte Consulting LLP, created TrustID, a groundbreaking system to help companies measure, predict, and build trust with their customers, workforce, and partners. Ashley is the lead author of The Four Factors of Trust .
• JP John Peto , a principal at Deloitte Consulting LLP, is a reformed cattle farmer who now leads the practice of sustainability-oriented offerings across Deloitte Consulting in the U.S.
• CR Cory Ritthaler is a principal at Deloitte Consulting LLP in the power, utilities, and renewables industry.  He helps clients drive profitability and growth by increasing customer engagement, reducing cost to serve without sacrificing quality, and combining digital capabilities and a human touch.

Partner Center

Understanding the ever-evolving, always-surprising consumer

For many consumers around the world, a return to normalcy feels so close, yet so far away, in light of the alarming spread of COVID-19 variants. Although it’s unclear what the next 12 to 24 months will bring, what’s almost certain is that consumers won’t simply revert to doing exactly what they did in 2019. In this episode of the McKinsey on Consumer and Retail podcast, three consumer-behavior experts share their insights into how consumers’ spending patterns and purchasing behaviors are changing, and what companies should do given those changes. An edited transcript of the conversation with executive editor Monica Toriello follows. Subscribe to the podcast .

Monica Toriello: Over the past several weeks, people in some parts of the world have resumed their prepandemic habits. Maybe you’ve recently seen a movie at a theater, or flown on an airplane, or even just stopped for a cup of coffee on your way to the office for the first time in over a year. But a return to “normal” won’t look the same for everyone. Today, we’ll hear from three people who intensively study consumer behavior. They’ll share fascinating insights into how consumers are changing and what companies should do about it.

Kari Alldredge is a McKinsey partner based in Minneapolis. Kari has been advising consumer-goods companies for more than 20 years on a variety of topics, and she leads McKinsey’s work in consumer-goods growth transformation. She is an author of several articles, including a recent one on COVID-19’s impact on demand and costs in the consumer-packaged-goods [CPG] industry .

Anne Grimmelt is a senior knowledge expert in McKinsey’s Consumer Packaged Goods Practice. She is based in Stamford, Connecticut. Anne has been one of the driving forces behind McKinsey’s consumer-sentiment survey , which was launched in 2008 and during the pandemic has expanded to 45 countries. It provides a rich fact base for how consumers are feeling about their finances and how their buying behavior is changing.

And our third guest is Anjali Lai, a senior analyst at Forrester. Anjali, who is based in New York, helps chief marketing officers [CMOs] and other business leaders to understand the shifts in consumer behavior and consumer decision making and then to figure out what these changes mean for the future of brands and industries.

[To comply with Forrester’s Citation Policy, this transcript excludes Anjali Lai’s comments. Listen to the full episode on McKinsey.com or on Apple, Google, and other podcast platforms.]

A ‘reversal of fortune’ for big brands

Monica Toriello: Kari, Anne, Anjali, it’s great to have you here today. All three of you have been keeping your fingers on the pulse of consumers, both before and throughout the pandemic. Have there been any surprises? Are consumers doing things that you didn’t expect? Or is there anything that seemed to be going one way in, say, March or April 2020 but is going in a different direction today?

Kari Alldredge: In 2019 or early 2020, the topic on the minds of large branded consumer-packaged-goods manufacturers was portfolio shaping: how to reimagine their portfolios, how to move away from center-of-store food products and big brands and instead engage with consumers in very different, more targeted, niche-oriented ways. The degree to which the pandemic pushed people back toward big brands in the center of the store, and toward cooking at home, has been a complete turnaround, a reversal of fortune, for large CPG companies.

Some of those changes could have been anticipated, but others are quite shocking: the notion that bread baking would become a phenomenon among millennials, or that pet ownership would skyrocket to the extent that it has, and that those same millennials would be willing to spend more than they spend on their daily Starbucks to feed their new pets.

So, many of those companies that were desperately searching for growth 18 months ago now have the opposite problem: their supply chains can’t keep up . The big question for all of them is which of those consumer behaviors are truly going to persist  and be “sticky” coming out of this pandemic? Certainly, the dog that you adopted is likely to stay at your home. But when you go back to ordering your daily Starbucks and spending $7 a day on a coffee, are you going to spend the same amount to feed your pet? Those are the questions that are on many company leaders’ minds.

Anne Grimmelt: As Kari said, we saw a complete shift. Prepandemic, the growth was in smaller, niche brands, but early in the pandemic, it was large CPG players that really gained scale because their products were available on the shelf. They were also brands that were trusted by consumers, so consumers felt good buying them. If you look at point-of-sale data from IRI or Nielsen, you see that large companies—those with more than $2.5 billion in retail sales in the US market—picked up most of the share growth early in the pandemic, whereas smaller and midsize companies, as well as private label, were really not picking up growth.

In the second half of 2020 and in early 2021, small and midsize companies are regaining their sales growth. And we expect that private label is going to be powerful again , because if you dive into the why—why did consumers pick a new brand, and why did they pick the brands they chose?—it was about availability, it was about purpose, but it was also about value . It was about price points. Going forward, value is going to be even more important, and private label will gain strength in the future.

Trust as a strategic imperative

Monica Toriello: All three of you to some extent have written about customer loyalty: how to win it and how to retain it, particularly in an environment where people are willing to try new brands. Anne and Kari, you found that 39 percent of consumers tried new brands during the pandemic. And Anjali, in your research, you found that small brands are particularly good at earning consumers’ trust and consequently their loyalty. In a recent blog post, you wrote, “Now is the time for companies to embrace trust as a strategic imperative.” What does that mean? How should companies do that?

Even relatively mundane CPG companies are thinking about the end-to-end consumer journey, including consumer experience pre- and postpurchase. Kari Alldredge

Kari Alldredge: I’m seeing two interesting things in response to the trends you just talked about, Anjali. One is the degree to which even relatively mundane CPG companies are thinking about the end-to-end consumer journey, including consumer experience pre- and postpurchase, as they try to understand how to serve their existing consumers but also look for new ways to better meet consumer needs. The notion that there is a pre- and postpurchase experience related to a can of soda or a can of soup is a relatively novel idea, right? But, increasingly, the most forward-thinking companies are doing research across that entire journey to be able to understand the needs of consumers as they’re considering the range of options that are available to them—all the way through to satisfaction with usage and even disposal of the packaging of products.

Another interesting thing I’m seeing is a recognition that marketing is a dialogue, and a recognition of the degree to which consumers now “own” or shape the narratives of many brands. This, too, was happening before the pandemic but was vastly accelerated during the pandemic. The notion that a marketer positions the brand and delivers a message and a promise to consumers is really becoming quite an antiquated one, I think, as consumers themselves—through reviews, ratings , blogs, videos, and social-media posts—shape the identity of many of these brands. Recommendations from friends and family become part of the brand’s identity and are critical to shaping both loyalty and consumer trust.

We found in our research that about 33 percent of millennial and Gen Z consumers say they choose to buy a brand from a company that has their values, versus about 12 percent of baby boomers. Anne Grimmelt

Anne Grimmelt: Our research corroborates that. We found in our research that about 33 percent of millennial and Gen Z consumers  say they choose to buy a brand from a company that has their values, versus about 12 percent of baby boomers. But every demographic group is leaning toward that.

Another finding from our research is the reasons why consumers change to a new brand. It is definitely the younger generation that more often indicates that it’s because of purpose. It’s because of what the company stands for, how it treats its employees, et cetera.

Purpose: More than just a buzzword

Monica Toriello: We’ve been hearing a lot about purpose and values, but I also hear some skepticism in certain pockets of the corporate world as to whether an emphasis on corporate purpose  actually pays off. Because there is an attitude–behavior gap, right? What’s your response to a CEO who says, “Consumers like to say they care about purpose and values, but when they’re at the point of deciding to buy something, they truly only care about convenience or price or quality. Purpose is just a buzzword.”

Kari Alldredge: It’s necessary but not sufficient. I think there’s an increasing recognition that alignment with a consumer’s values may put you in the consideration set but won’t drive you over the line to purchase. You still have to have product superiority, whether that’s taste superiority, functional superiority, or a price-to-value equation that works for that particular consumer.

We talk a lot about the pandemic, which definitely shone a light on health in general, but there are other crises—like social justice  and climate change —that have come to light over the past year and a half and that have really shaken the corporate community. These crises have helped companies understand that some of these factors are fundamental in how consumers perceive themselves and the world around them, to the point where we now actually see some change happening.

One of the things that I was struck by was the speed and seriousness with which many of the household-cleaning companies responded to the pandemic and the heroic efforts to convert production capacity to manufacture things like wipes and sanitizer. Yes, some of that was for financial gain, but I think there really was an almost wartime mentality that I saw companies get new energy from.

I think about center-of-store food manufacturers who, prepandemic, maybe viewed themselves as being a bit sleepy and not exciting in terms of attracting the best talent. Now when you hear them talk about what they do, there’s real pride in the fact that they fed America, or they kept America safe. It really changed the way they think about the importance of what they do.

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Sources of insight.

Monica Toriello: All three of you are experts in consumer behavior. But consumers are changing fast and they’re changing constantly. Anjali, in another recent blog post, you wrote, “Rather than expect consumers to settle into a defined postpandemic normal, CMOs should prepare for a constant evolution of consumer needs and expectations over the next 12 to 24 months.” So beyond reading the latest consumer research and analysis, what are the best ways for CMOs and CEOs to understand where consumers are and where they’re headed?

Kari Alldredge: One of the best sources of insights is their online channel partners and their own D2C [direct to consumer] sites . Companies should mine online data to get a quick pulse on the way consumers are thinking or feeling. They should look at ratings and reviews using advanced analytics to understand and see trends and what’s selling on sites like Kroger.com, Walmart.com, or Amazon.com. They could even develop products that they can quickly test in an online environment and then change and adjust, as opposed to thinking about mass development of a product that gets pushed out to thousands and thousands of brick-and-mortar retail stores.

Consumers don’t always know what they want, and they can’t predict how their behavior will change. So traditional consumer research—which asks consumers how likely they are to purchase something—is becoming less relevant or reliable than actual data in market. That’s why data from e-commerce sites can be so valuable.

Anne Grimmelt: Another very powerful way to understand consumers  is by looking at what your peer companies do. You can go to industry conferences like the CAGNY [Consumer Analyst Group of New York] conference and hear a company like L’Oréal talk about how they use their D2C and their online-sales platform to see what type of color lipstick people try—not buy , but try —on their online platform. That information is critical for them to know where to innovate. What are the colors that people want and what are the products that people like to try out on the digital platform?

Similarly, I think it’s very important to keep an open mind beyond your own borders, to realize what’s happening elsewhere in the world. Going back to the topic of purpose, for instance, it is very much alive in the US but it’s also very much alive in Europe. Learning about the power of what consumers demand and how purpose is driving consumer decisions about CPG companies—and what companies in Europe are doing to meet consumer demand—can be valuable, wherever you are in the world.

Kari Alldredge: I think we also shouldn’t underestimate the resilience of consumers and the gravitational pull of life as we knew it before the pandemic. One thing that surprised me even in the past several weeks is the degree to which behaviors have bounced back. If there’s anything I’ve learned over the past 18 months it’s that I don’t have a crystal ball, or if I did, it is certainly broken—because there is no part of this last 18 months that I ever could have in a million years predicted.

At the beginning of the pandemic, one company I work with asked every board member, “When you look back, what’s the one thing that will be blazingly obvious that we either should always have done or never have been doing?” And one of the things that came up was shaking hands: “We’re never going to shake hands again.” But I attended a graduation ceremony in the beginning of June—so, early into the recovery—and what was striking to me is that the dean of that school shook the hand of, and physically embraced, every single one of the thousand students who crossed that stage. And this was at an institution that had been, like most educational institutions, incredibly thoughtful and conservative about their public-health response. Literally days after restrictions were lifted, the urge to connect was so strong that it looked as if the pandemic had never happened.

People are resilient. Hundreds of years of behavior certainly have been meaningfully changed by the past 18 months, but I think a lot of the old behaviors will bounce back pretty quickly.

Monica Toriello: So if you could gather all the CEOs and CMOs of consumer companies in one room and leave them with one message, what would it be? What is the one thing they need to do to position themselves for success in 2021 and 2022?

Anne Grimmelt: My one-liner would be, “Be open to change and be agile .”

Kari Alldredge: I would say, “Listen; don’t tell.”

Kari Alldredge is a partner in McKinsey’s Minneapolis office, and  Anne Grimmelt is a senior knowledge expert in the Stamford office.  Monica Toriello is an executive editor in the New York office.

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Lifestyle and Its Measurements

• First Online: 27 August 2022

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• Pengjun Zhao 4 &

Part of the book series: Population, Regional Development and Transport ((PRDT))

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In this chapter, we review relevant literature, analyse the evolution of the lifestyle concept and offer an insight into the development and use of lifestyle in transport research. Although the concept of lifestyle is widely used, there are problems with its definition and measurement. The first part of this chapter summarises the evolution of the lifestyle concept, including its definitions and connotations, as well as the definition of lifestyle in transport research. The second part sums up the existing lifestyle measurement methods and constructs an index system for individual and social lifestyle measurement. In short, this chapter provides the definitions of lifestyle and its measurement methods.

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Zhao, P., Lyu, D. (2022). Lifestyle and Its Measurements. In: Lifestyle Change and Transport in China. Population, Regional Development and Transport. Springer, Singapore. https://doi.org/10.1007/978-981-19-4399-7_2

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5 ways consumer behavior is changing with gen-zs.

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Co-founder of Copenhagen-based company Contribe . On a mission to revolutionize online shopping by adding good impact to all purchases.

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The Social Media Effect

In addition to where they shop, Gen-Z's shopping behavior is heavily influenced by how they engage with social media. Platforms such as TikTok, Instagram and Snapchat serve as more than just places to connect with friends—they're also vibrant marketplaces where trends are born and products are discovered. With a staggering 60% of Gen-Z using Instagram to explore new brands and products, businesses can't afford to overlook the power of social media in reaching this demographic. Investing in targeted social media marketing campaigns, partnering with influencers and fostering authentic connections with followers are essential strategies for brands looking to thrive in the digital age.

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Top 101 Home Economics Research Topics [Updated]

Home economics research is more than just cooking and sewing; it encompasses a diverse range of topics that impact our daily lives. In this blog, we’ll delve into the world of home economics research topics, exploring current trends and potential research topics.

Home economics has a rich history, evolving from its early focus on domestic tasks to encompass broader aspects of family and consumer sciences. Throughout history, pioneers in the field have made significant contributions, shaping its development into the interdisciplinary study it is today.

Current Trends in Home Economics Research

Table of Contents

• Home economics research addresses contemporary issues impacting individuals, families, and communities.
• Focus areas include food and nutrition, family and consumer sciences, housing and interior design, textiles and apparel, and human development.
• Researchers explore topics such as dietary patterns, parenting styles, sustainable housing solutions, sustainable fashion practices, and mental health in families.
• Emphasis is placed on understanding cultural influences, promoting well-being, and addressing societal challenges.

Top 101 Home Economics Research Topics: Category Wise

Food and nutrition.

• The impact of dietary patterns on health outcomes.
• Food insecurity and its effects on families.
• Cultural influences on culinary practices.
• Sustainable food systems and their implications.
• Nutritional interventions for improving community health.
• The role of food education in promoting healthy eating habits.
• Food labeling and its influence on consumer choices.
• The psychology of food cravings and binge eating.
• Food allergies and dietary restrictions: coping strategies and solutions.
• The relationship between diet and mental health.
• The effects of urbanization on dietary habits and nutrition.
• Food marketing strategies targeted at children and adolescents.
• The relationship between food additives and health outcomes.
• Food waste reduction strategies at the household level.
• The influence of socioeconomic status on food choices and access.
• Community-based nutrition programs for underserved populations.
• The importance of learning about healthy eating to stop long-lasting illnesses.
• Looking at how different cultures eat and how it affects their health.
• How the world becoming more connected changes the way people eat traditional foods.
• Food safety practices in home kitchens and their effectiveness.

Family and Consumer Sciences

• Parenting styles and their effects on child development.
• Financial literacy and its impact on household economics.
• Consumer behavior and decision-making processes.
• Gender roles in household chores and responsibilities.
• The influence of the media on family dynamics.
• Intergenerational transmission of family values and traditions.
• Work-life balance: challenges and strategies for modern families.
• The role of technology in family communication.
• Coping mechanisms for family stress and conflict resolution.
• Diversity and inclusion in family structures and dynamics.
• The intersection of race, ethnicity, and socioeconomic status in family dynamics.
• Financial planning for major life events such as marriage and retirement.
• Consumer attitudes towards sustainable and ethical products.
• Digital literacy skills and their importance for modern households.
• The role of family rituals in strengthening relationships.
• Substance abuse prevention programs for families.
• Time management techniques for balancing work, family, and personal life.
• The effects of household clutter on mental health and well-being.
• Intergenerational transmission of culinary traditions and recipes.
• Strategies for conflict resolution and mediation within families.

Housing and Interior Design

• Sustainable housing solutions for urban environments.
• Universal design principles for creating accessible homes.
• Biophilic design: incorporating nature into indoor spaces.
• The impact of interior design on mental health and well-being.
• Smart home technologies: benefits and drawbacks.
• Affordable housing strategies for low-income communities.
• Historic preservation and adaptive reuse in architecture.
• The psychology of color in interior design.
• Innovative materials and construction techniques in homebuilding.
• Housing policies and their effects on social equity.
• The impact of the built environment on physical activity levels.
• Cultural influences on architectural styles and housing designs.
• Aging in place: adapting homes for older adults’ needs.
• Energy-efficient design principles for sustainable housing.
• The psychology of space: how interior design affects mood and behavior.
• Homelessness prevention strategies and support services.
• Innovative furniture design for small living spaces.
• Historic preservation and community revitalization efforts.
• Smart home technologies for improving safety and accessibility.
• The role of public policy in addressing housing affordability issues.

Textiles and Apparel

• Sustainable fashion practices and their environmental impact.
• Ethical considerations in the global textile industry.
• Clothing and identity: self-expression through fashion.
• The psychology of fashion trends and consumer behavior.
• Textile recycling and upcycling initiatives.
• Fashion education and its role in shaping industry standards.
• Historical influences on contemporary fashion design.
• Body image perceptions and their relationship to clothing choices.
• The future of wearable technology in fashion.
• Cultural appropriation versus cultural appreciation in fashion.
• The environmental footprint of fast fashion and alternative business models.
• Textile innovations for sustainable clothing production.
• The cultural significance of traditional textile crafts.
• Fashion as a form of social activism and self-expression.
• The psychology of online shopping and its impact on consumer behavior.
• Clothing rental and sharing platforms : sustainability and consumer trends.
• Textile recycling technologies and closed-loop production systems.
• Fashion entrepreneurship: challenges and opportunities for small businesses.
• Body positivity movements and their influence on fashion marketing.
• The role of fashion in shaping cultural identities and social norms.

Human Development and Relationships

• Marital satisfaction and communication patterns.
• The impact of divorce on children’s well-being.
• Aging and quality of life: promoting healthy aging practices.
• Intergenerational relationships and their significance.
• Mental health stigma within families and communities.
• Resilience factors in overcoming family adversity.
• Attachment theory and its implications for parent-child relationships.
• The role of social support networks in coping with life transitions.
• Gender identity development across the lifespan.
• Intersectionality in understanding human development and relationships.
• How social media impacts how we connect with others and our mental well-being.
• Coping strategies for managing work-related stress within families.
• The impact of migration on family dynamics and support networks.
• Trauma-informed care approaches for supporting survivors of abuse and violence.
• Positive youth development programs and their long-term outcomes.
• The benefits of intergenerational activities for promoting social cohesion.
• Cultural competence in providing family-centered healthcare services.
• Gender equality initiatives within families and communities.
• How having a parent in jail can affect kids’ happiness and growth.
• Technology-mediated communication and its impact on family cohesion.
• Innovations in marriage and family therapy for addressing diverse needs and challenges.

What Is The Importance Of Home Economics To You As A Student?

As a student, home economics holds significant importance for several reasons:

• Life Skills Development: Home economics equips students with practical life skills that are essential for everyday living. From cooking and nutrition to budgeting and time management, these skills are invaluable for independent living and contribute to personal growth and self-sufficiency.
• Health and Well-being: Studying home economics helps students understand the importance of healthy living practices, including proper nutrition, hygiene, and stress management. This knowledge promotes physical and mental well-being, laying the foundation for a healthier lifestyle both now and in the future.
• Financial Literacy: In home economics class, we learn about money stuff like budgeting, saving, and handling debt. This helps us understand how to use money wisely and make smart choices. It’s like learning the secrets to being good with money so we can be in control of our finances and become more independent.
• Cultural and Social Awareness: Home economics encompasses various aspects of culture, family dynamics, and social issues. Through studying topics like food culture, family relationships, and societal trends, students gain a deeper understanding of diverse perspectives and develop empathy and respect for different cultures and lifestyles.
• Practical Application of Academic Concepts: Home economics provides a hands-on approach to learning that complements theoretical knowledge acquired in other subjects. By applying concepts from science, mathematics, and social studies to real-life situations, students gain a deeper understanding of academic content and its relevance to their daily lives.
• Preparation for Future Roles: Whether students aspire to become parents, caregivers, homeowners, or professionals in fields related to food, nutrition, or family services, home economics provides a solid foundation for success in these roles. The skills and knowledge acquired through home economics education are transferable and applicable across various personal and professional domains.

In conclusion, home economics research is a dynamic field that encompasses a wide range of topics relevant to everyday life.

By exploring issues related to food, family, housing, textiles, and human development, researchers contribute valuable insights that can lead to positive changes in individuals, families, and communities.

As we continue to advance our understanding of home economics research topics, we empower ourselves to create healthier, more sustainable, and more fulfilling lifestyles for all.

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Inflation Moderated Slightly in April, Offering Some Relief for Consumers

Prices rose 3.4 percent in April from a year earlier, a slight easing from the previous month and a positive sign for the Federal Reserve.

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+3.6% excluding

food and energy

+3.4% in April

By Ben Casselman

Finally, some good news on inflation.

The Consumer Price Index climbed 3.4 percent in April from a year earlier, down from 3.5 percent in March, the Labor Department said on Wednesday . The “core” index — which strips out volatile food and fuel prices in order to give a sense of the underlying trend — rose 3.6 percent last month, down from 3.8 percent a month earlier. It was the lowest annual increase in core inflation since early 2021.

The report followed three straight months of uncomfortably rapid price increases that rattled investors and worried policymakers at the Federal Reserve . Economists cautioned that one month of encouraging data was far from enough to put those worries to rest. But they said the data should ease concerns, at least for now, that inflation was re-accelerating.

“I would characterize it as a small step in the right direction,” said Stephen Stanley, the chief U.S. economist at Santander.

Both overall and core prices rose 0.3 percent from the previous month, down from 0.4 percent in February and March.

Inflation fell rapidly last year, giving rise to hopes that the Fed was on the verge of succeeding in its effort to rein in price increases without causing a recession, and that the central bank could soon begin to cut interest rates, which are currently set at about 5.3 percent. But progress stalled in the first three months of the year, and investors have all but given up hope of rate cuts before September.

The inflation report on Wednesday is unlikely to change those expectations on its own. But it could be a step toward giving policymakers confidence that inflation is returning to normal, which they have said they need before they begin to cut rates. And it is likely to further reduce the chances — already remote — that policymakers could decide to raise rates rather than cut them.

“I think there will be something of a sigh of relief from the Fed, but at the same time there’s still work to be done,” said Sarah House, a senior economist at Wells Fargo.

Investors cheered the news. The S&P 500 index rose 1.2 percent to close at a record high. The yield on the two-year Treasury note, which is sensitive to changes in interest rate expectations, fell sharply after the numbers were released, as investors appeared to have dialed back how long they expected interest rates to stay elevated.

The report was also a welcome break for the White House from a string of bad inflation data that has helped inflame voter discontent over President Biden’s handling of the economy.

“I know many families are struggling, and that even though we’ve made progress we have a lot more to do,” Mr. Biden said in a statement released by the White House. He called bringing down inflation his “top economic priority.”

Monthly changes in April

Gasoline (all types)

Motor vehicle insurance

Cereals and bakery products

Hospital services

Medical care commodities

Rent of primary residence

Food away from home

All items excl. food, energy

Dairy, related products

Alcoholic beverages

Physicians’ services

Tobacco products

Motor vehicle repair

Electricity

Nonalcoholic beverages

New vehicles

Meats, poultry, fish, eggs

Fruits, vegetables

Airline fares

Used cars, trucks

Piped utility gas service

All items excluding food and energy

Dairy and related products

Tobacco and smoking products

Motor vehicle maintenance and repair

Nonalcoholic beverages and materials

Meats, poultry, fish and eggs

Fruits and vegetables

Used cars and trucks

Wednesday’s data showed notable progress on several fronts. New and used car prices and airline fares fell outright in April. So, crucially, did the price of groceries, long one of the most painful categories for consumers. Even housing, the largest component of the inflation index and one of the most stubborn , showed cautious hints of improvement.

Gasoline prices, on the other hand, rose a seasonally adjusted 2.8 percent in April from March. Car insurance rates also continued to surge, albeit more slowly than in the month before. And services prices more generally continued to rise at a faster clip than policymakers were likely to consider acceptable.

Still, while Wednesday’s report contained some mixed signals, it did at least stop the bleeding after several months of troubling news.

Had the data come in hotter than anticipated yet again, it could have led policymakers to conclude that high rates need even more time than investors currently expect to bring inflation to heel. At an event in Amsterdam on Tuesday , Jerome H. Powell, the Fed chair, reiterated that recent inflation readings had made him more cautious about cutting rates.

“We did not expect this to be a smooth road, but these were higher than I think anybody expected,” he said. “What that has told us is that we will need to be patient and let restrictive policy do its work.”

Any further delay would add to the pain for low- and moderate-income Americans, who are increasingly struggling to manage the burden of higher borrowing costs. On Tuesday, the Federal Reserve Bank of New York released data showing that a rising share of borrowers are falling behind on their credit card bills as rates on those debts have skyrocketed. And data from the Commerce Department on Wednesday showed that retail sales were flat in April, a possible sign of caution among inflation-weary consumers.

The inflation data on Wednesday contained hints of improvement in one of the most important and troublesome categories of inflation: housing. Rents were up 5.4 percent in April from a year earlier, the smallest annual gain in nearly two years.

But progress on housing costs remains uncomfortably slow. For more than a year, forecasters have been predicting that the government’s measure of housing inflation would ease, citing private-sector data showing rent increases slowing.

Instead, housing costs in the Consumer Price Index have continued to rise more quickly than before the coronavirus pandemic, a pattern that continued in April. And recently, some private-sector measures have begun to show rents rising faster again as well.

“The narrative on rents was that they were going to continue to soften as 2024 played out,” said Rick Palacios Jr., the director of research for John Burns Research and Consulting, a real estate data firm. “We don’t see that. If anything, we see it picking up.”

Housing is by far the largest monthly expense for most families, which means that it also plays an outsize role in inflation calculations. If rents keep rising at their current rate, it will be hard for inflation overall to return to normal.

Still, taken as a whole, the April data could restore some confidence that policymakers will be able to keep bringing down inflation without causing a recession. The Fed appeared on track to do that last year, defying predictions that high interest rates would inevitably cause a large increase in unemployment.

But as the fight has dragged on, some economists have begun to question that narrative. Job growth slowed more than expected in April, and the unemployment rate has gradually crept up.

“The labor market has held up so well,” Ms. House said. “But the longer we keep interest rates where they are, the more I get worried about the labor market side.”

Jeanna Smialek , Jim Tankersley and Joe Rennison contributed reporting.

Ben Casselman writes about economics with a particular focus on stories involving data. He has covered the economy for nearly 20 years, and his recent work has focused on how trends in labor, politics, technology and demographics have shaped the way we live and work. More about Ben Casselman

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Cars & Consumer Data: On Unlawful Collection & Use

Some say the car a person drives can say a lot about them. As cars get “connected,” this turns out to be truer than many people might have realized. While connectivity can let drivers do things like play their favorite internet radio stations or unlock their car with an app, connected cars can also collect a lot of data about people. This data could be sensitive—such as biometric information or location—and its collection, use, and disclosure can threaten consumers’  privacy and financial welfare .

Connected cars have been on the FTC’s radar for years. The FTC highlighted concerns related to connected cars as part of an “Internet of Things”  workshop held in 2013, followed by a  2015 report . In 2018, the FTC hosted a  connected cars workshop highlighting issues ranging from unexpected secondary uses of data to security risks. The agency has also published  guidance to consumers reminding them to wipe the data on their cars before selling them—much as anyone would when trying to resell a computer or smart phone.

Over the years, privacy advocates have raised concerns about the vast amount of data that could be collected from cars, such as  biometric , telematic, geolocation, video, and other personal information. News reports have  also   suggested that data from connected cars could be used to stalk people or affect their insurance rates. Many have noted that when any company collects a large amount of sensitive data, it can pose national security issues if that data is shared with foreign actors.

Car manufacturers—and all businesses—should take note that the FTC will take action to protect consumers against the illegal collection, use, and disclosure of their personal data. Recent enforcement actions illustrate this point:

• Geolocation data is sensitive and subject to enhanced protections under the FTC Act . Cars are much like mobile phones when it comes to revealing consumers’ persistent, precise location. In a series of seminal cases in recent years, the Commission has established that the collection, use, and disclosure of location can be an unfair practice. In X-Mode , the FTC alleged that the data could be used to track people’s visits to sensitive locations like medical or reproductive health clinics, places of worship, or domestic abuse shelters. Similarly, in  InMarket, the Commission alleged that the company’s internal use of sensitive data to group consumers into highly sensitive categories for advertising purposes was unlawful. The orders resolving these matters prohibit these companies from selling sensitive location information.
• Surreptitious disclosure of sensitive information can be an unfair practice. Companies that have legitimate access to consumers’ sensitive information must ensure that the data is used only for the reasons they collected that information. For example, the Commission recently alleged that BetterHelp , which offers online counseling services—including those marketed to specific groups like Christians, teens, and the LGBTQ+ community—revealed consumers’ email addresses and health questionnaire information to third parties for advertising purposes. Similarly, the Commission  took action against mental telehealth provider Cerebral for, among other things, the company’s unfair privacy and security practices. The FTC obtained settlements requiring BetterHelp and Cerebral to pay millions of dollars so that affected consumers could receive partial refunds, and the Cerebral settlement bans the company from using or disclosing consumers’ personal information for advertising purposes.
• Using sensitive data for automated decisions can also be unlawful.  Companies that feed consumer data into algorithms may be liable for harmful automated decisions. The FTC recently took action against Rite Aid, saying in a  complaint that the company enrolled people into a facial recognition program that alerted employees when suspected matches entered their stores. The complaint includes allegations that Rite Aid failed to take reasonable steps to prevent low-quality images from being used with the program, increasing the likelihood of false-positive match alerts. In some cases, false alerts came with recommended actions, such as removing people from the store or calling the police, and employees followed through on those recommendations. As a result of the FTC’s action, Rite Aid agreed to a 5-year ban on the use of facial recognition technology.

These cases underscore the significant potential liability associated with the collection, use, and disclosure of sensitive data, such as biometrics and location data. As the FTC  has stated , firms do not have the free license to monetize people’s information beyond purposes needed to provide their requested product or service, and firms shouldn’t let business model incentives outweigh the need for meaningful privacy safeguards.

The easiest way that companies can avoid harming consumers from the collection, use, and sharing of sensitive information is by simply not collecting it in the first place. When they are motivated to, all businesses—including auto manufacturers—are capable of building products with safeguards that protect consumers. 

Thank you to staff from across the Office of Technology and the Division of Privacy and Identity Protection in the Bureau of Consumer Protection who collaborated on this post.

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Buy now, pay later companies must adhere to credit card standards, consumer agency says

FILE - Consumer Financial Protection Bureau Director Rohit Chopra speaks from the South Court Auditorium on the White House complex in Washington, April 11, 2022. The Consumer Financial Protection Bureau says in a new rule that buy now, pay later lenders are basically credit card providers and must provide the same protections and rights that apply to those lenders. (AP Photo/Jacquelyn Martin, File)

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NEW YORK (AP) — Buy now, pay later companies must provide consumers with the same legal rights and protections as credit card lenders do, the Consumer Financial Protection Bureau said Wednesday in a new rule.

That includes the right to demand a refund and to dispute transactions. The agency began an inquiry into the short-term lending industry two years ago, and it issued the rule in response to ongoing consumer complaints, it said.

Here’s what you need to know.

WHAT’S BEHIND THE NEW REGULATION?

Buy now, pay later loans are typically marketed as zero-interest, or low interest, and allow consumers to spread out payments for purchases over several weeks or months. They’re marketed as a way to buy expensive products and services over time, and the service is typically offered at checkout for online shopping. It’s often used for big-ticket items, like furniture, clothes and airline tickets.

In a report , the CFPB found that more than 13% of buy now, pay later transactions involved a return or dispute, and, in 2021, people disputed or returned $1.8 billion in transactions at the five companies surveyed.

“Regardless of whether a shopper swipes a credit card or uses Buy Now, Pay Later, they are entitled to important consumer protections under longstanding laws and regulations already on the books,” CFPB Director Rohit Chopra said in a statement.

HOW IS THE INDUSTRY RESPONDING TO THE RULE?

Two major buy now, pay later players — Affirm and Klarna — say they welcomed the regulation.

“We are encouraged that the CFPB is promoting consistent industry standards, many of which already reflect how Affirm operates, to provide greater choice and transparency for consumers,” a company spokesperson said in a statement. Affirm currently offers “dispute and error resolution assistance,” the spokesman added.

A spokesperson for Klarna said the company also already investigates consumer disputes and covers related refunds.

The agency’s announcement is a “significant step forward” in regulating the buy now, pay later industry, Klarna said in a statement. It said it has been calling for regulatory oversight “over many years.”

While some in the industry have voluntarily chosen to operate at the standard now mandated by the CFPB’s new rule, there remain significant differences between credit card lending and buy now, pay later loans. For instance, buy now, pay later lenders do not all report their loans to the three major credit bureaus. Some analysts have said this can lead consumers to overextend themselves or take on more debt than they can manage or afford.

WHAT RIGHTS DO CONSUMERS HAVE?

The CFPB said that buy now, pay later lenders need to extend many of the same rights and protections as classic credit card providers. “Importantly, these cover dispute and refund rights,” the agency said.

The agency clarified that, with its new rule, buy now, pay later lenders must:

— Investigate disputes. Lenders must also pause payment requirements during the investigation and sometimes must issue credits.

— Refund returned products or canceled services. Buy now, pay later lenders must credit the refunds to consumers’ accounts.

— Provide billing statements. Consumers must receive periodic statements of money owed similar to the ones received for classic credit card accounts.

“The failure to provide dispute protections can create chaos for consumers when they return their merchandise or encounter other billing difficulties,” the CFPB said.

The Associated Press receives support from Charles Schwab Foundation for educational and explanatory reporting to improve financial literacy. The independent foundation is separate from Charles Schwab and Co. Inc. The AP is solely responsible for its journalism.

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