Developing an Emphatic Understanding of Hispanic and African American Shoppers
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of multicultural consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about multicultural consumers? This was the challenge faced…
Winning with Millennial Moms for Children’s Apparel
overview Moms with young children are currently members of several generational cohorts, and each cohort has different needs and preferences when it comes to shopping for their children. Of these cohorts, Millennial moms often have the most divergent desires. Given the current competitive landscape across both brick and mortar and online retailers, brands must continually…
Developing an Empathic Understanding of LGBTQ+ Shoppers
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of LGBTQ+ consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about this segment of consumers? This was the…
Are Our Marketing Campaigns Making a Difference
overview How do you measure the overall impact of marketing campaigns on brand awareness and appeal? How do you know if your brand’s marketing campaigns are changing the conversation on the ground? These are the questions that a major retail brand was asking as they prepared to embark on two rounds of seasonal marketing campaigns. They…
A New Production Line for a Top Selling Bra
overview An intimate apparel brand approached C+R to conduct a wear test for one of its top-selling bras in the U.S. Why did they need a wear test? Well, the brand had just modernized its production line for the first time in more than five decades! Worried that the new machinery might change loyal consumers’…
Consumer-Generated Ideation – Innovating the Meat Department Shopping Experience
overview Grocery shopping, specifically in the meat department, presents a range of challenges for brick-and-mortar shoppers today. A consumer packaged goods company was looking for innovative ways to harness consumer input and improve the retail experience. In particular, the company wanted to work with consumers to improve the meat department retail experience. But they weren’t…
Driving Kid Retail Strategy with Shopper Segmentation
overview The children’s retail space presents unique and complicated challenges. Chief among them — the complex and ever-changing relationship between consumer (child) and shopper (parent/adult). A major children’s apparel retailer was losing consumers as they aged. To help the brand retain consumers and win new ones, consumer insights were needed to help guide new strategies…
Category Shopper Insights Drive Retailer Conversion
overview Based on our category and shopper expertise, as well as a long history of partnership, a beverage client came to C+R with a research request related to one of their key retail partners. Research had been conducted a few years prior, but the client wanted to update the findings and take the research to the…
Exploring E-Commerce Barriers Among Hispanic Shoppers
overview Although COVID-19 accelerated the adoption of online grocery shopping for many consumers, not everyone joined in at the same rate. Hispanic consumers, for example, did not adopt the trend at the same high rates as other ethnic groups. A leading food and beverage manufacturer looking to increase their online sales among Hispanic consumers wanted…
