Friday, November 28, 2008

What would Don Draper do?

If confronted with a problem I would strongly recommend spending a few minutes to consider this question. And doing it. Even if it involves a large glass of Canadian Club. In fact, especially then.

Tuesday, November 25, 2008

The End of Consumerism Part II

In August I posted on the End of consumerism.

How everyone laughed. Well, no one actually laughed. But no one actually read it either.

Environics Social Values data has shown the following in Canada. In 1995 51% of Canadians agreed with the statement "To spend, to buy myself something new is one of my greatest pleasures in life". That has steadily dropped to 37% in 2008.

The recession brings worries but it also seems to bring a real sense that justice is coming and that consumption and choice have become execessive.

The key is how Gen Y behave. The baby boomers have embraced consumerism as one aspect of the choice and freedom they cherished. They no longer need it. Gen Y appear to be less focused on progress through choice of products but on experience.

Thursday, November 20, 2008

This Neuroscience Thing

Everywhere you turn in market research there's someone talking neuroscience and telling us how surveys blow and you need to read the brain to get the truth.

But when my daughter started her new science project, I knew this thing had done got out of hand.

What will happen?

Everyone is asking that, eh? And no one knows. I am preparing a presentation on changing Canadian shopper behaviour in economic hard times and am looking back to the last recession in 1990 to see what Canadians did. But so much has changed since then it is hard to call.

A couple of things are coming up - "health & wellness" will stay a consumer motive - because it is driven by demographics. Green consumerism ... not so sure. Partly because some of the data I have been looking at make it apparent that currently a lot of it is more consumerism than green.

So much of what is happening in the States ...the shift to private labels and general merchandise for grocery shopping is not relevant here.

Saturday, November 1, 2008

How Canadians Shop

How Canadians Shop
View SlideShare presentation or Upload your own. (tags: shopper behaviour)

A presentation I recently gave to the Market Research and Intelligence Association Toronto Chapter