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Consumer Behavior

Understanding consumer emotions with Emotion Centric [Video]

Ed C.
3.22.2012
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We all agree that emotions are powerful drivers of consumer behavior and decisions. But researchers need tools to measure consumers’ emotional state, and an analysis framework to make results usable and actionable.

At Communispace, our communities encourage a safe and trusting environment for our members, however, we have begun to leverage Emotion Centric Explorer to uncover community members’ emotional reactions to a study subject.MORE…

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2012: Economic Optimism – A Shared Perspective?

3.12.2012
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Catie S.
Dana B.

As we kicked off 2012, we launched a study in Communispace’s proprietary Idea Space communities in collaboration with SMG Multicultural to get a pulse for consumer feelings and emotions – and how they might differ across Hispanic and General Market (non-Hispanic) segments.

Both groups of respondents share a similar perspective as they look back on 2011, and outlook as they think ahead to 2012. Not only do they select the same emotions (from an aided list) to describe their feelings towards the past and future [a], but they also use the same terms when asked to share the top three words that come to mind as they launch into the New Year (open-ended) [b].MORE…

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What’s driving consumer confidence in 2012? [infographic]

Chris O.
3.7.2012
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The Communispace Index is a brand new series of infographics—released bi-monthly—that explores the mindset of consumers around current events and trends. Based on original research conducted in the IdeaSpaces (Communispace’s proprietary online communities), the Communispace Index provides a window into the consumer perspective.

What’s driving consumer confidence in 2012? What factors are your customers weighing before making a purchase decision? In an effort to understand what’s on consumers’ minds this year, we asked members of our online communities these very questions.MORE…

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What Drives Consumers’ Green Behavior Throughout the Product Life Cycle?

3.1.2012
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Stephanie B.

A few weeks ago I wrote part one of this series titled, What drives consumers’ green behavior and how does it affect purchase decisions? and in that installment I explained how TOMS and Warby Parker have connected with customers at the purchase phase of consumption by going beyond a linear product offering. They’ve done so by means of connecting their products (shoes and eyewear) to environmental causes that people are passionate about at the point of purchase. However, the purchase phase is not the only spot in the product life cycle for brands to make the environmental connection, the point of disposal is also a powerful touch point for brands to be involved.MORE…

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Mental Model Mining: 3 steps to understanding how customers think about your brand

David F.
2.22.2012
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Mental models are explanations of how we receive and interpret information and, ultimately, shape how we make sense of the world. They manifest in language through the conceptual narratives and metaphors we use in our everyday communication. Mental modeling can be tremendously helpful in market research: by understanding mental models and the related narratives (such as Heroic Journey, Transformation, Rescue, etc.), researchers and marketers can develop messaging strategies that more effectively motivate their target audiences to action.MORE…

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Feeling the Brand Love: Consumers write love letters to their favorite brands

2.14.2012
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Amanda F.

Whether you are an over-the-top Valentine lovebird with flowers, reservations and sappy gifts ready at the whim OR whether you will cringe at the sight of any shade of pink or red on February 14th, there has long been a debate over whether Valentine’s Day should be observed and how exactly it should be celebrated, if at all. MORE…

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What drives consumers’ green behaviors, and how does it affect purchase decisions?

Stephanie B.
2.2.2012
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Green and socially responsible marketing will continue to be a big part of the conversation in 2012.

When consumers can see how their purchasing power is an opportunity to make an impact on the environment, they become fiscally conscious of how brand choice can go beyond products alone.
MORE…

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4 Steps to Engaging Mobile Consumers

1.26.2012
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Chris O.

As mobile devices are embraced by a wider audience of consumers, a new mobile class has emerged.

The freedom and control that connected consumers get from their smartphones and tablets carries new sets of challenges and opportunities for brands and retailers trying to keep in step with consumers’ needs and expectations and for market researchers …MORE…

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