A Christmas story


Are we experiencing the end of the brand punishment era?

It seems like we are, if we take into account that consumers today are more likely to talk about a brand in a positive manner, contrary to the earlier years of the crisis, where consumers were turning their backs on the brands.

40% of consumers have discussed with friends their positive experience with a brand. Another 12% does not hesitate to suggest a brand to their friends

Women 25-34 were the target most likely to spread around their positive feel about the brand.

Promos is the most popular topic amongst 45+ consumers, who consistently admit informing their friends on offers and promotions. This is the target who have higher chances to become PL ambassadors as well.



Experimentalists or anxious value seekers?

1 in 2 people are likely to place new products in their basket during a visit to the super market.

If we were to interpret these figures a few years ago, we may be discussing about experience seeking consumers, eager to discover and embrace the new and inspiring.

But, within today’s context, what could be the conclusions drawn?

Could this mean that as we distance ourselves from brands, we are becoming more open to new in the lookout for more value for money propositions? Promos and offers account for 25% of new products trial.

Could it also mean that we are in need for unique and novel propositions that make us feel that things are moving forward despite the crisis? Uniqueness & novelty enchant 25-34 y.o targets. Especially if the new proposition is presented in an impactful manner on shelf which can convince 20% of trialists

For sure, the presence of kids in household is a crucial factor of trial. 65% of parents with younger kids have bought a new product in the last couple of weeks.

Friends’ advice and suggestions persuaded 2 in 10 consumers to try out a new product, a percentage marginally higher than TV advertising.

article 2

Are trade-offs becoming the new normal?

If we come to think about it, our everyday life is a series of trade-offs. But not in the way it used to be once, selecting out of two desired options. Today, trade-offs are more demanding, and cause frustration. Especially, given that every single euro we are about to spend needs to be well thought out and fully justified.


We have definitely caught ourselves camouflaging our desires into needs so as to pass them through our tight budget.

What does that mean? For starters any product, activity needs to be exceptionally good in order to prevail in this trade off, especially since it falls into a comparison with many different things. It must be either of undoubtable value and importance or it must be very emotionally rewarding to the individual.


18-24 seem less willing to sacrifice entertainment and continue to consider it money well spent. Accordingly for 25-34 traveling | vacations is something they prioritize, as very important to keep them going, as an inner need to cut off and escape from reality.

However, for 45+ it seems that trade-offs are more in the direction of sacrifices. These targets are likely to suppress their desires and wants in order to meet the obligations, more basic needs and things that have to do with their kids, like education, training, activities or clothing.

article 1