BrandSpark International/Better Homes and Gardens American Shopper Study
The 2012 BrandSpark International/Better Homes and Gardens American Shopper Study captures the voice of the principal shopper, featuring attitudes on shopping and media habits, beauty, food and household purchase drivers, the economy, the environment, private label and more.
The findings represent one of the nation’s most up-to-date and comprehensive studies. It’s also one of the only shopper studies of this size with year over year trends as well as new emerging trends. The BrandSpark International/Better Homes and Gardens American Shopper Study is included in the Winners Package or can be purchased separately.
Methodology
BrandSpark International, in collaboration with SSI, will conduct a nationwide online survey of over 60,000 American consumers (age 18+) who are involved in household shopping. The survey, fielded between November and December 31, 2011, will be weighted by gender, age and region to conform to US MRI data and reflect the principal shopper.
Research Overview
- Shopper confidence measures
- Purchase drivers by category (food, health and beauty, and household)
- Media effectiveness for new products
- Retail attitudes including store shopping habits
- New media trends
- Brand name vs. private label drivers
- Current health and environmental concerns
- Natural vs. organic products
- Profile of Early Adopters and how to target them
- Trended attitudinal perceptions
- Global consumer trends and insights (including Canada, UK, Germany, France, Brazil, Mexico)
Product and Category Specific Research
- In-depth research for each product benchmarked against other products in the survey
- Appeal and Purchase Intent Scores and other analyses by demographic and Early Adopters
- Word-of-Mouth/Recommend Scores for each product (The BrandSpark/BHG American Shopper Study has the largest North American database of CPG product Word-of-Mouth Scores)
- Extensive product verbatim comments for each product to help understand consumer preferences
