press, mentions & announcements

Kayla Myhre of C+R Research explores the importance of designing in-store sensory experiences that are inclusive and accessible to all shoppers. She emphasizes that sensory elements—such as lighting, sound, and layout—can significantly impact individuals with sensory sensitivities, including those with autism, ADHD, PTSD, or visual impairments.​

Myhre advocates for a more empathetic approach to retail design, suggesting that retailers and brands should consider how sensory stimuli affect diverse customer groups. By tailoring the in-store environment to accommodate various sensory needs, businesses can create a more welcoming and comfortable shopping experience for everyone.​

This perspective aligns with C+R Research’s commitment to understanding consumer behavior and promoting inclusive practices in the retail industry. By rethinking sensory experiences, retailers can enhance customer satisfaction and foster loyalty among a broader audience.​

Read the Path To Purchase Institute’s article now and learn more.

Multicultural consumers are key drivers of seafood sales, with Black (30.6%), Hispanic (29.4%), and Asian (25.7%) shoppers visiting seafood counters more than white shoppers (15.1%), according to Collage Group. Seafood holds deep cultural significance, tied to heritage, religious traditions, and communal gatherings. To foster loyalty, retailers should offer culturally relevant selections, align promotions with cultural holidays, and educate staff on traditional preparation methods.

Kathleen Blum, VP of Shopper Insights at C+R Research, notes the challenge of balancing customization with sales volume. “Grocery retailers operate on low margins and need volume to stay in business,” she says. She advises using sales data to tailor assortments to local demographics, stating, “Cluster stores with similar customer profiles to meet shopper needs beyond top seafood options.”

Read the Supermarket News article now and learn more.

As multicultural shoppers and adventurous eaters drive demand for global flavors, ethnic food aisles are more important than ever. Millennials and multicultural teens view food as a cultural connection, while mainstream consumers seek diverse cuisines. Retailers must balance traditional staples with emerging trends, tailoring selections to local demographics for maximum appeal.

Kathleen Blum, VP of Shopper Insights at C+R Research, stresses a customized approach: “Merchandising ethnic food offerings is not one size fits all.” She advises tracking sales to highlight top-performing items and staying ahead of trends through strategic planning. “Food is an accessible gateway to experiencing other cultures,” she adds, urging retailers to position ethnic selections as exciting and approachable to boost engagement.

Read the Supermarket News article now and learn more.

[Chicago, IL] – [November 13, 2024] – C+R Research, a leading U.S. custom marketing insights agency, and Signoi, a pioneering UK-based artificial intelligence (AI) insights technology firm, today announced their partnership that will reshape shopper behavior analysis through AI.

Innovation in Shopper Understanding

This collaboration introduces an enhanced version of C+R’s SmartMarket™ Shopper Segmentation, now powered by Signoi’s advanced AI technology, and introduces the industry’s first “always-on” interactive shopper segmentation solution. Specifically designed for CPG brands and retailers, this agile solution enables marketers to quickly get answers to their burning questions from specific shopper segments.

Bridging Technology and Human Insight in Market Research

Signoi’s AI-powered software, AI Bods, is known for its ability to accurately simulate audiences based on high quality input data.  The AI Bods platform will be integrated with C+R’s established shopper segmentation, creating interactive personas anchored in real consumer behavior.

“This partnership represents a significant advancement in how brands understand and interact with their shoppers,” said Paul Metz, CEO at C+R Research. “By combining our deep understanding of shopper attitudes and behavior with Signoi’s AI capabilities, we’re creating a solution that goes far beyond traditional segmentation.”

Redefine Decision-Making

What differentiates this new solution is that the AI personas are trained on extensive human-generated data, ensuring intelligent responses that accurately reflect and extrapolate from real shopper attitudes and behaviors.

The new AI-integrated solution provides CPG brands and retailers with ready access to interactive AI personas for each segment enabling marketers to:

• Quickly understand shopper motivations and values
• Rapidly test marketing concepts
• Develop more targeted messaging strategies
• Optimize merchandising and promotional activities
• Make faster, more informed decisions

Andy Dexter, founder at Signoi, commented: “We’re delighted to be partnering with C+R on this exciting initiative to bring shopper segments to actionable life. Many such projects have already demonstrated the real value our AI Bods persona simulations bring to clients. We believe this new form of intelligent segmentation is the future of research – or at least, a big part of it.”

About C+R Research

C+R Research, a women-owned insights agency with 65 years of experience, provides high-quality, actionable insights. They offer a wide array of effective, customizable techniques for traditional and online qualitative, quantitative, mobile, and community-based research, both in the U.S. and globally, empowering brands across industries with the strategic insights needed for success.

About Signoi

Signoi offers a range of AI software analysis solutions to the insights industry, in particular, AI-driven audience simulations—interactive personas (AI Bods)—that bring segmentations to life. With a unique combination of software and service, Signoi’s products extract meaning from complexity and find signals within noise, delivering insights quickly and at scale.

C+R Research is ranked #25 on Crain’s Chicago Business’ list of the largest women-owned businesses in the Chicagoland area. The list, which highlights 62 companies that are at least 51% female-owned, is based on revenue performance from 2022 to 2023. C+R is proud to be recognized among such a distinguished group of companies.

Learn more by visiting Crain’s Biggest Women-Owned Businesses page.

We’re excited to announce that Erin Barber, President + Chief Client Officer here at C+R, has been featured in the latest P2Pi Spotlight by the Path to Purchase Institute. In this feature, Erin shares her expertise on the evolving shopper landscape and discusses how brands can stay ahead of shifting consumer behaviors.

Erin’s leadership and deep understanding of market trends make her a standout in the industry, and we’re proud to see her recognized in this spotlight.

Interest in global foods continues to rise as shoppers seek to connect with their heritage and explore new flavors according to this article by Supermarket News. Ethnic aisle sales reached $8.84 billion in 2024, with consumers increasingly purchasing global foods both at grocery stores and through alternative channels.

Kathleen Blum, VP of Shopper Insights at C+R Research, is mentioned as she emphasized the importance of merchandising health-conscious global food options, including plant-based and low-sugar products, to meet consumer demands. Retailers are encouraged to prioritize authenticity, partner with cultural experts, and cross-promote global foods to engage a diverse shopper base. Read the article to learn more.

C+R Research is proud to have collaborated with Johnsonville on their new “Keep It Juicy” campaign, recently highlighted on CBS Evening News with Norah O’Donnell. This segment showcases how companies like Johnsonville are connecting with Americans through insightful advertising campaigns, arguably understanding public sentiment better than politicians. The feature includes an interview with Jamie Schmelzer, Senior Director of Strategic Growth at Johnsonville, conducted by Major Garrett, CBS’s Chief White House Correspondent. The piece also references data from The Harris Poll (Johnsonville National Temperature Check) and other insights utilized during the development of the campaign. The segment was filmed at Johnsonville’s headquarters in Sheboygan Falls, offering a glimpse into the home of the iconic sausage brand.

Watch the video segment below to see how Johnsonville and C+R Research are making an impact.

C+R Research, a leader in consumer insights, announced a new partnership with Nexxt Intelligence, the creator of the innovative inca (inquisitive natural conversational agent) SmartProbe API. This collaboration is designed to obtain deeper and more insightful responses from survey participants using artificial intelligence (AI).

The inca SmartProbe API stands out for its ability to evaluate open-ended survey answers in real-time, engaging respondents by probing with questions that lead to more nuanced and detailed responses. This advanced AI-driven approach captures participants’ initial thoughts and delves deeper, often uncovering more valuable insights through follow-up questions.

“Integrating Nexxt Intelligence’s inca SmartProbe API into C+R’s research processes enables us to extract more considered responses from survey participants. This leads to more differentiated findings and more actionable insights for our clients,” stated Todd Eviston, SVP of Operations, C+R Research. He continued, “Our early adoption of inca has already demonstrated its value, with surveys capturing anywhere from 40% to 120% more information from open-ended questions.”

Phil Sutcliffe, Managing Partner of Nexxt Intelligence, also commented on the collaboration, expressing enthusiasm about the potential impact on the market research industry. “Our partnership with C+R marks an exciting step forward in using AI to enhance the quality and depth of market research. inca’s ability to engage respondents in meaningful, natural conversations represents a significant advancement in gathering and interpreting consumer insights.” 

The C+R Research and Nexxt Intelligence partnership, with inca SmartProbe API marks a significant advancement in the market research industry and consumer insights. By integrating AI to deepen the understanding of consumer behavior, this collaboration offers brands enhanced, actionable insights. For further information on how this advanced technology can benefit your research efforts, please email Todd Eviston, SVP of Operations, C+R Research, at: todde@crresearch.com or call 312.828.9200.

About C+R Research

At C+R Research, a full-service marketing insights agency, we’ve been helping brands grow for 65 years, delivering great research, deep perspective, and committed client service. We’re known for designing innovative custom methodologies for answering complex marketing questions, high-quality analytical insights, and delivering senior-level attention throughout every phase of our clients’ projects. We embrace a “whatever-it-takes” philosophy on every client engagement and are flexible enough to adapt to our clients’ needs, however challenging they may become. We offer an array of effective, customizable techniques for traditional and online qualitative, quantitative, mobile, and community-based research both in the U.S. and globally. When the need arises for quick-turn insights, we have a full suite of effective agile research solutions. We are recognized in the industry for our focused knowledge and consultative expertise in the youth and family, Latino, and multicultural consumer segments, as well as B2B research. And our dedicated Shopper Insights practice is led by former client-side researchers who have deep expertise and understanding of today’s omnichannel shopper. Whatever the business challenge, our goal is to always provide smartly-designed research and thoughtful insights that inspire decisions and accelerate brand growth.

About Nexxt Intelligence

Nexxt Intelligence is a team of solution-driven researchers, AI experts, developers, and designers working towards a common goal of reimagining market research for better human understanding. They are passionate about helping clients make the best decisions through deeper human understanding. This is enabled through AI probing which delivers more qualitative-like insights at quantitative-level confidence. Nexxt Intelligence’s inca SmartProbe API is a service that can be integrated with any online research platform to intelligently generate a follow-up (‘probing’) question based on both the original open-ended question that a respondent was asked and the respondent’s answer.

[Chicago, IL] – [January 19, 2024] – C+R Research Services, Inc. a leader in market research, announces a shift in its leadership structure with the appointment of Erin Barber as President and Chief Client Officer and Paul Metz as Chief Executive Officer. This change comes as Robbin Jaklin retires after a remarkable 36-year tenure at C+R.

Scott Hierbaum, CFO and Partner at C+R, expressed his confidence in the new leadership, stating, “I’ve worked with both Erin and Paul side-by-side for over 20 years and am thrilled to have them guide C+R into the future. I have no doubt that they each have the experience and expertise to lead us now and well into the future.”

As President and Chief Client Officer, Erin Barber will concentrate on continuing to elevate C+R’s analytic team and client relationships. Her focus will be on ensuring constant innovation of solutions, building analytic skills, and forging strong relationships with clients. With over 25 years of experience in consumer insights, Erin has played a pivotal role in building successful divisions at C+R and spearheading the development of innovative research methods. Her dedication to client satisfaction and strategic direction has been instrumental in C+R’s growth.

Stepping into the role of CEO, Paul Metz will focus on administrative, operational, and cultural excellence. With over 30 years of client and supplier-side experience, Paul has been instrumental in driving innovation and ensuring C+R’s corporate excellence. His background in quantitative survey-based and syndicated research and expertise in market segmentation, brand equity, and advertising effectiveness positions him perfectly to lead C+R’s path of innovation and growth.

As C+R Research embarks on this new chapter, the company remains committed to its core values of delivering great research, deep insights, and dedicated client service. With Erin Barber and Paul Metz at the helm, they are well-positioned to uphold C+R Research’s legacy of excellence and are poised to lead the company towards new heights of success.

For more information about C+R Research and our new leadership, please email: mailto:marketing@crresearch.com.

About C+R Research:

At C+R Research, a full-service marketing insights agency, we’ve been helping brands grow for over 60 years, delivering great research, deep perspective, and committed client service. We’re known for designing innovative custom methodologies for answering complex marketing questions, high-quality analytical insights and delivering senior-level attention throughout every phase of our clients’ projects. We embrace a “whatever-it-takes” philosophy on every client engagement and are flexible enough to adapt to our clients’ needs, however challenging they may become. We offer an array of effective, customizable methods for traditional and online qualitative, quantitative and community-based research both in the U.S. and globally. When the need arises for quick-turn insights, we have a full suite of effective agile research solutions. We are recognized in the industry for our focused knowledge and consultative expertise in the youth and family, Latino and multicultural consumer segments, as well as B2B research. And our dedicated Shopper Insights practice is led by former client-side researchers who have deep expertise and understanding of today’s omnichannel shopper. Whatever the business challenge, our goal is to always provide smartly-designed research and thoughtful insights that inspire decisions and accelerate brand growth.

Vicky Nguyen discusses the common financial mistake of underestimating subscription service costs in this Today Show segment. Subscription research from C+R Research is mentioned at the 1 minute, 33-second mark. It reveals that consumers’ monthly subscription spending is around $200. Consumers consider reducing their subscription services as inflation rises and scrutiny over expenditures increases. This trend underscores the importance for companies to emphasize the value of their services to retain subscribers.​

The article by Kathleen Blum, vice president of shopper insights for C + R Research, on Bottom Line Inc., discusses the importance of avoiding unnecessary expenses by canceling unused subscriptions. Blum emphasizes the financial impact of overlooked subscriptions and provides practical tips on identifying and stopping paying for services that are no longer needed. The author advises readers to review their subscriptions regularly, scrutinize bank statements, and utilize subscription-tracking apps to save money and manage finances more efficiently. Readers are encouraged to evaluate their subscription expenses proactively to prevent unnecessary financial strain.

The growing diversity among U.S. consumers is increasing demand for global foods, with ethnic aisle sales totaling $8.27 billion in the 52 weeks ending June 18, a 13.1% rise from the previous year. This surge is driven by multicultural shoppers’ desire to connect with and preserve their cultures and an expectation for supermarkets to carry their preferred selections. Kathleen Blum, vice president of shopper insights for C + R Research, stressed the importance of supermarkets ensuring consumers know and can locate global food selections, leveraging digital tools such as shopping apps and retail websites. However, she also noted that merchandising a wide array of global foods can be challenging due to limited shelf space, emphasizing the need for careful category management and e-commerce strategies.

In response to the escalating issue of package theft, intensified by the rise of online shopping, The Ascent: Motley Fool offers five practical strategies. These include managing package deliveries efficiently, utilizing alternative delivery addresses, insisting on signatures for deliveries, installing doorbell cameras, and providing specific delivery instructions. Citing a study by C+R Research, the article highlights that 14% of Americans were victims of package theft in 2022, with stolen packages averaging a value of $112.30. The Ascent: Motley Fool’s entire piece provides an insightful discussion of this issue, relying on data provided by C+R Research.

There’s a decent chance you don’t have a good handle on how much your subscriptions are really costing you. Consumers’ offhand guess of how much they spend monthly on subscriptions averaged $86, according to a survey commissioned by market research firm C+R Research. Yet when asked about subscriptions in specific categories, the actual amount was $219 on average — $133 more than estimated.

Learn more in this interesting article from CNBC that mentions a study by C+R Research.

Here, at C+R, we strive to establish partnerships that have a positive and lasting social impact.  We are pleased to support the ARF’s WIDE scholarship and diversity program. 

 “Buy now, pay later,” or BNPL programs are having a resurgence in popularity. In recent months, major retailers have announced new partnerships with trendy BNPL startups, giving shoppers the point-of-sale option of splitting the cost of purchases into equal installment payments spaced out over a predetermined period of time. BNPL platforms are now marketing their services for younger consumers who don’t have a lot of cash flow to keep up with the latest fashion, beauty, or tech trends without having to shell out the entire cost at once and being subject to high credit card interest rates. Learn more in this insightful article by TIME that cites a recent study by C+R Research.

When shopping online or in stores these days, consumers increasingly have a new way to pay. Buy now, pay later (BNPL) allows them to split their purchases into four to six installment payments, often with no interest charges. An estimated 60% of Americans have used a BNPL service at least once, according to a survey by C+R Research. Which raises an important question: Is buy now, pay later a replacement for traditional layaway? While these point-of-sale installment loans share some things in common with layaway, they also differ in important ways. Learn more in this insightful article by Investopedia that cites a recent study by C+R Research.

Read how C+R Research partnered with the Association of Genuine Alaska Pollock Producers (GAPP) to help understand consumers’ perceptions of Surimi Seafood. This research identified several areas of opportunity, including that education, activation, and in-store promotion are necessary to raise consumer awareness of imitation crab (surimi) products and the ways to use them.

Watch YouthBeat’s Mary McIlrath as she presented to a recent Digital Kids Meetup Group and delved into the methodologies for conducting playtests virtually in the new reality post-covid. 

At the start of the pandemic, some believed remote work could increase diversity for tech companies. But while working from home has increased the radius to find talent and brought tech companies to workers instead of the other way around, representation data and experts suggest remote work may not move the needle on racial representation. “This is why it’s imperative to have internal diversity and inclusion, from the beginning,” Ashleigh Williams, C+R Research’s senior research director, told The Plug.“[As] human beings, we have biases. “Because we have biases, we have written those into law in our systems such as healthcare and education. There’s bias in the AI and the tech that we create,” Williams said. Read more about this topic and what Ashleigh Williams had to say in this insightful article. 

Once again this year, Crain’s partnered with Best Companies Group to survey employees and identify the 100 Best Places to Work, a list that gets more competitive each year. C+R Research was selected as Crain’s Chicago Business “Best Places to Work” for 2021, listed at #10 Among Midsize Companies. 

Age plays a factor in consumer perception of clean label, according to a study from C+R Research that Lesaffre Corp commissioned. “Most consumers do not use the term clean label, nor do they have a definition for it,” said Nancy Baum, senior research director for Chicago-based C+R Research.“They don’t necessarily consider themselves to be clean label shoppers,” she said in a webinar organized by Baking & Snack, a sister publication to Milling & Baking News. “Instead, they feel that they identify more with broader values around a healthy lifestyle.” Learn more in this insightful article from Supermarket Perimeter.

Have you ever gotten a package stolen from your porch?  If so, you are not alone.  It is a huge problem nationwide.  Read more about this in this article by The New York Times which references stats from C+R Research. “Forty-three percent of Americans shopping online experienced package theft last year, up from 36 percent in 2019, according to a recent market research study. Of that 43 percent, almost two-thirds reported packages having been stolen more than once.”

Making sense of the home security options on the market can be overwhelming. CNET has got you covered. Read more about this in this article by CNET which references stats from C+R Research’s 2020 Package Theft Report.

Super Bowl ads have, once again, provoked commentary from industry experts in marketing to Multicultural markets. Multicultural Marketing Resources (MMR) asked thought leaders from C+R Research to provide their analysis of the Super Bowl ads from a multicultural perspective.  Read what Anna Rossi, Ashleigh Williams, and Jorge Martinez from our CultureBeat team had to say about diversity and LGBTQ appeal in the 2021 Super Bowl commercials. 

Read about how 50 million Americans are struggling with food insecurity and learn about how many shoppers reported paying more for food items as USA TODAY shares stats from C+R’s report: Changes in Grocery Shopping Habits During COVID-19.

Consumers long thought to have been put off by terminology used by surimi seafood products in the U.S. market may be able to put those fears to rest after research indicated that consumers are not put off by ‘imitation’ labels and see information about surimi seafood’s origin—Wild Alaska Pollock—as a huge bonus, the Association of Genuine Alaska Pollock Producers (GAPP) announced.  Learn how this organization leveraged C+R’s multicultural division CultureBeat, who conducted a qualitative study with a diverse group of U.S. consumers to explore their perceptions of surimi as part of an on-going effort by GAPP to better understand the global demand for surimi seafood and help members better market their products.

Grocery shopping is one of the many everyday activities that 2020 has made more difficult, and although most stores are well-stocked these days, you may notice your bill creeping up due to a lack of in-store promotions. Learn about this trend in this article by Readers Digest, which uses data from C+R’s research report, “COVID-19 The Impact on Consumers’ Wallets.”

One of the more obvious trends playing out in the early days of the COVID-19 pandemic was consumers eating more at home than usual. And this made perfect sense, as restaurants were mostly limited to take-out, delivery or drive-thru — or closed altogether.  Read more in this article and as they provided data from Terrie Wendricks: “Data from the U.S. The Department of Agriculture showed that consumers spent around 51% of their food and drink budget away-from-home in 2019, Terrie Wendricks, vice president of consumer and shopper insights at C+R Research, told Benzinga in an email. The firm’s estimates show a dramatic shift, as 70% of consumers are spending their food and drink dollars in the grocery category.”

The advertising industry has struggled with diversity for a long time. When Americans called for change after more instances of police brutality this summer, the industry was one of many announcing its commitment to improve. Learn more about this topic and gain insights from information shared in this article from Ashleigh Williams, Senior Research Director at C+R Research. 

Read about how black-owned businesses have been getting more publicity and customers since our recent civil unrest following the George Floyd protests. Ashleigh Williams, Qualitative Research Director at C+R Research, told Fortune. “Brands are finally starting to realize the importance of investing in understanding Black people and other minorities with them.” 

Terrie Wendricks, Vice President of C+R’s shopper insights division, ShopperEyes, was featured on Foodable, where she discussed the grocery and retail food industry – specifically about strategies brands should adopt during the COVID-19 pandemic. Watch it now!

Item shortages, delivery wait times and social distancing guidelines have all forced shoppers to change their grocery shopping habits and beliefs. A new survey conducted by C+R Research, found that 89 percent of American shoppers believe limits should be placed on grocery store items. Read more now!

The Ad Council released new research regarding Americans’ varied responses to the coronavirus pandemic. The “Coping with COVID-19” study, conducted pro bono by C+R Research, highlights how brands, foundations, media and other mission-driven organizations can help address the needs of citizens during the pandemic.

The Ad Council will release report briefs that highlight the top conversations/ findings as they evolve during the COVID-19 pandemic. C+R was approached by The Ad Council to launch an on-going quantitative exploration of what Americans truly need during these unprecedented times. We felt it was critical for C+R to donate our professional services to this important research. Learn more about how, with this research, foundations, brands, the media, and causes can make informed decisions about how they can best address the impact of COVID-19 on Americans.

Learn more about C+R’s partnership with The Ad Council in our blog Coping With COVID-19: C+R Partners With The Ad Council For Ongoing Coronavirus Research.  

What has made phone calls so unfavorable and how is this trend impacting qualitative research? QRCA Views’ article by Shaili Bhatt, Senior Research Director, C+R Research, sheds some light on the case for texting. Read it now!

Experiential stores of the future are here, generating buzz with exciting and noteworthy components; it’s a welcome contrast from the ongoing losses of physical retail in news headlines.

Learn about trends in Experiential Retail from C+R’s Shaili Bhatt, Senior Research Director, Qualitative Research, in QRCA Views Magazine article “The Wonderment of Experiential Retail.”  
 

National Pork Board Report Calls for Pork Industry to Better Meet the Needs of Hispanic Consumers. New Research Identifies Steps for Retailers and Packers to Seize Once-in-a-Generation Opportunity.

About the Research   
The National Pork Board commissioned custom research with C+R Research and Datassential. The multi-phased custom studies included a variety of qualitative methodologies including focus groups, in-depth interviews, shop-alongs and dine-alongs, as well as surveyed 11,000+ consumers, including more than 2,000 Hispanic consumers, and paired foodservice operator interviews, volumetric data, and syndicated foodservice data to gain a comprehensive, in-depth look at the needs, offerings, considerations and motivations that impact Hispanic dining decisions.  

Full-service marketing insights agency, C+R Research, has partnered with neuro-testing agency, CloudArmy, to include neuro insights into C+R Research’s rich toolbox of methods and services. With this partnership, C+R can design custom research across the spectrum of System 1 (implicit) and System 2 (explicit) thinking; resulting in deeper insights that marry consumers’ conscious and subconscious reactions. C+R’s president, Robbin Jaklin, says, “since pioneering focus groups nearly 60 years ago, today C+R is well known for designing innovative custom quantitative, qualitative and hybrid research methodologies, resulting in high-quality analytical insights, and superior customer service. Over the years, our clients have come to expect us to evolve, adapt, and be innovative with new offerings to help them achieve their business objectives. Our clients are interested in System 1 learning, and our partnership with CloudArmy enables us to provide them with insights that not only incorporate the best of explicit testing, but now implicit testing. We’re excited to add CloudArmy as a partner and their neuro-testing expertise.” 

“It’s a pleasure to partner with curious-minded people who want to test the potential of multiple online neuro methods to discover consumer insights through a new lens,” says Kent Alstad, CEO of CloudArmy.