Unique consumer research on today’s nervous consumer
In October 2008, we commissioned Melanie Howard, the founder of the Future Foundation, to look at what impact the global meltdown was having on the UK consumer, particularly with regard to shopping and leisure expenditure. We conducted a survey of 1000 people across the UK to understand better how best marketers could shape their activity to be appropriate to the current environment.
The findings, which received significant media coverage, were extremely insightful. Despite palpable and extensive fears, there was an underlying blitz-like fortitude expressed consistently. Indeed, a key finding was the fact that 73% of the sample felt that the downturn had “made me a better person”.
We have continued this research with a follow-up survey conducted in February 2009 which looks at our attitude to our leisure time in the current climate of economic fear. We look at what positive lessons can be drawn and how to apply them to the markets in which we operate.
If you want to find our more about this research, please contact