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Trendwatching: What’s the Best Way to Tap into Consumer Trends & Make Them Actionable?

Watching, learning from and then applying the insights from consumer trends is at the heart of any successful business.
Covering everything from changes in consumer behavior, to key trends in emerging markets to new business concepts.

In this video interview from the 3rd Annual International Shopper Insights in Action Event in Prague, Henry Mason, Global Head of Research & Managing Partner at TRENDWATCHING.COM, discusses his keynote “Tapping Into and Profiting from the Hottest Consumer Trends,” packed with examples from leading B2C brands from across Europe- from Brazil to Belgium, offering the inspiration and the insights needed to tap into and profit from the hottest current consumer trends.

The International Shopper Insights in Action Event is the most integrated, cross-market shopper agenda focused on strategy and activation. Details on how to join us for the 4th Annual International Shopper Insights in Action Conference, taking place on 3-5 November in Edinburgh can be found here.



The new buzz word, channel blurring

One of the interesting topics in the @Shopper360 organized by IIR @IIRUSA in Edinburgh is the retailer panel discussion with speakers from Ahold USA, Petco and Safeway.  Over the last years retailers have found shoppers difficult to keep, loyalty is on the decrease, shopper missions are more differentiated and shoppers go to various channels to fulfil similar shopping missions. In this context we hear the word channel blurring more often. Shopping has become unpredictable in the sense that main trips are not fulfilled only at supermarkets any more. If we look for example in Asia, more and more smaller store formats like convenience stores and mini markets are used for main trips. Smaller impulse trips are often done in bigger store formats now, stores need to adjust more to whatever type of shopping trip the shopper has in mind instead of the other way around. Of course these trips require very different store layouts and assortments. The question is therefore, how can we adjust store formats better to this greater variety of shopper missions and needs?  A first step is to better analyse the different shopper needs in the various stores of each retailer. We have done a store clustering study for a super market chain, Robinsons in Philippines to improve on the existing store clustering based on store size and income which is still very commonly used across retailers in many markets.  It was found that stores attracted shopper segments with very different needs that could be clustered in much finer detail groups if we looked at 25 variables that are more relevant for shoppers than just store size and income, such as price sensitivity, family size, importance, need for fresh assortment and their need for a big range. This led to a new store clustering into concepts like Fresh and Easy, with shoppers less price sensitive, more need for fresh items, mostly catering to main trips, store comfort is important. Another cluster is Family Discount, catering to more price sensitive shoppers with larger families, and Robinsons Express, catering more to singles, shorter trips, less price sensitive.  This shopper need based clustering allows for differentiation in prices, service levels and store range. This will give a better match to desired shopping trips. In the end channel blur is just caused by not understanding shopper needs well enough.


This Week in Shopper Insights: 9/29/14 – 10/3/14

How Consumer Choice is Impacting Marketing Strategy: Consumers are embracing control and looking for better options

English: Samsung Logo Suomi: Samsungin logo

English: Samsung Logo Suomi: Samsungin logo (Photo credit: Wikipedia)

Yogurt and Phones: Chobani and Samsung are using NYC’s Soho for experimental stores

Tackling Their Mobile To-Do Lists: Amazon, Wal-Mart, Peapod share how they handle mobile mobile priorities

Cereal Displays: Picking the right Display to peak interest

Why “Bendgate” Won’t Kill the iPhone: Bending will be nothing but a memory when Apple Watch Launches

RadioShack is Trying to Fix its Problems How? With Toys of course

ScanLife Consumer Behavior Survey Reveals Mobile Info: An Infographic

 US Consumers’ Behavior: Least Sustainable Globally but at least we re concerned (61%)

Snacking to Replace Meals? 45% of 30,000 consumers already do this

Are Tablets as Mobile as Smartphones? via Adweek

Rewarding Shoppers for Paying Full Price: Fashionism will reward you for shopping at full price


About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at


Webinar Encore: Kantar Retail & TNS on Shoppers Behaving Badly

Play it again, Sam! If you missed our Shoppers Behaving Badly webinar presented by Richard Tolley, Director & Consumer and Shopper Lead at Kantar Retail Europe and Lee Smith, Global Director, Retail and Shopper at TNS, explaining what happens along the shopper decision journey and give key insights into why their behaviour is not always what you want, here’s your chance to pick up what you missed.

Shoppers behaving badly SIA conference webinar 24 September 2014 2















• how shoppers really make decisions
• the implications for shopper marketing
• how to drive a return on investment


This Week In Shopper Insights: 9/22/14 – 9/26/14

3/4 FCMG Launches Fail Within a Year: 4 Rules for Innovation Success

How does US omnichannel development stack up against European retailers’ drive towards omnichannel innovation?

Five FMCG brand campaigns that prove digital works

Second screen purchasing is gaining serious traction. OOH is a new point-of-sale for online retail brand

Shopper MarketingPlanning For A Digital Future: CPG Companies Must Adapt or Lose Market Share

Several distinct e-tailing business models are jostling for the attention of shoppers and investors

Mobile Advertising Fraud: Avoiding Bad Bots

4 Keys to Unlock The Value of Mobile: Pay Attention to Mobile Identity

Symbolic Power of Emptying Your Pockets:  How even feeling like you have less makes you more stingy

How Macy’s Gets New Hip Customers Through Innovation

Would a “Buy” Button on Twitter Work? Exploring a new way to reach customers and speed up the purchase path

The Death of Strategy? 7 Reasons the end may be closer than you think via Forbes

2V Launches a Second Screen and Brand Management App: social tools, polls, news articles, filtered social chats and more

American Eagle In-App Merchandising Key Element In New Strategy: Trying to recover from the past few quarters

Neuroscience: You’re doing it wrong, stop looking for magic tactics

 How to use Technology to Build Trust and Form the Basis for Supplier-Retailer Collaboration

Young people have high expectations, and any brand that gives off the slightest signal of “fake” will quickly be identified.

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at





Emart Reinvented: Transformation to a World-Class Retailer

After years of leadership in its home market, and being called the “Korean Walmart,” Emart is pushing hard to become recognised as a world-class retailer in its own right. With an eye toward a brand invention and retail format development, Emart created three stand-alone retail stores:

  1. Matrix, a specialty consumer electronics store;
  2. Molly’s Pet Shop, a high-end pet store/pet hotel; and
  3. Emart Traders, a warehouse-style store

In video interview from the 3rd International Shopper Insights in Action Event in Prague, Andres Nicholls, Partner, PROPHET, discusses the keynote, Emart Reinvented: Transformation to a World-Class Retailer, offering an inside look at the development of these retail stores, leveraging segmentation data and engaging the Korean consumer to create compelling and differentiating retail experiences.

The International Shopper Insights in Action Event is the most integrated, cross-market shopper agenda focused on strategy and activation. Details on how to join us for the 4th Annual International Shopper Insights in Action Conference, taking place on 3-5 November in Edinburgh can be found here.



This Week in Shopper Insights: 9/15/14 – 9/19/14

The Value in Measuring the Immeasurable: In-Store Customer Experience

Understanding the Shopper Journey in The Moment: Is it Better?

Creating a Lasting Bond With Shoppers: Recognizing Bumps vs. Bonds

Omnichannel Shoppers: They are the best and worst shoppers out there. Also a better definition of what “omnichannel” means.

Consumer Psychology Matters in Content Marketing: Consumers are smarter and more informed than ever, making marketing harder

Urban Outfitters in Pasadena, California

Urban Outfitters in Pasadena, California (Photo credit: Wikipedia)

20 Ways to Make Content More Sharable

Landing Page Design: Using psychology to improve yours

Instacart: Speeding up online grocery shopping with new partnerships



About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at





The Media Insights & Engagement Conference Brochure Now Available

“This conference hit the rare trifecta of top quality attendees, inspiring speakers and great organization. Looking forward to the 2015 event.” – Tom Ziangas, SVP Research, AMC Networks

Tom’s not the only one looking forward to the 2015 event, we’re excited to be able to present you with your first look at The Media Insights & Engagement Conference brochure. Download the agenda now:

The Media Insights & Engagement Conference is the industry’s must attend event for next generation research & engagement strategies helping you overcome challenges and decipher the future of media. Featuring best practices and lessons learned from ESPN, ABC TV, Netflix, NBCUniversal, Revolt TV, AOL, Yahoo!, Warner Brothers, GroupM, HBO Latin America, AMC Networks, Aereo, Viacom, Clear Channel, Google, Discovery Communications, Turner Broadcasting, Univision & more. Download the brochure for the full speaker line up:

The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA

What’s New for 2015?

  • The State of the Industry: Deciphering the Future Keynote Panel hosted by David Poltrack, Chief Research Officer, CBS Corporation, Howard Shimmel, Chief Research Officer, Turner Broadcasting & Liz Huszarik, EVP, Media Research & Insight, Warner Bros
  • A Call to Action for Millennials: Boost Your Skill Building and Professional Development Master Class facilitated by Tom Ziangas, SVP Research, AMC Networks and Jess Aguirre, SVP Research & Media Planning, Crown Media Family Networks
  • Rising Stars vs Experienced Leaders Interactive Session, giving an inside look at the power of both rising stars and experienced researchers as they try to tackle the issues the industry faces today.
  • Uncover the Changing Face of America and what it means for your viewership with insights from Marilyn Stephens, Data Dissemination Specialist, Media Lead, US Census Bureau, Julie Zwissler, SVP, Marketing & Partnerships, MNet America, Stephanie Yates, VP, Research, TV One and Michele Meyer, VP, Network Research, Univision
  • The Media Insights & Engagement Case Study Competition & Awards. Submit your innovative, results-driven research methodologies and applications to be reviewed by our judges. Winners will be announced at the event!

And much, much more!

Download the conference brochure for the complete program:

Join us in February to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape to accelerate new insights and create future partnerships.

We hope to see you there!

Mention code MEDIA15LI and save 15% off the standard rate. Register today:

All the Best,

The Media Insights and Engagement Conference Team





Global shopping stats: Trends in Germany, Italy, Spain & More

PeopleShop is a 2013 Leo Burnett Group study that illuminates how people shop differently around the world. This global research study explores the attitudes, behaviors and habits of more than 13,500 shoppers in seven different North American and European market segments including Canada, France, Germany, Italy, Spain, the United States and U.S. Hispanics. 


2014-15 Food Trends: Pass the Guava, Mango, and Chorizo Por Favor

While the country excitedly shops for Pumpkin laced and themed products this fall,  we look back at the McCormicks’ global team of  chefs, culinary professionals, trend trackers and food technologists forecast of 5 powerful trends that demonstrate a growing craving for more diverse and global flavors and how they’re doing.

You may recall how the “success of the Starbucks lattes prompted a flood of pumpkin-flavored fare, including Pinnacle brand pumpkin-pie vodka from Beam Suntory Inc. and pumpkin-spice Jell-O from Kraft Foods Group Inc. McDonald’s began selling its pumpkin lattes last year, while Dunkin’ Donuts has added pumpkin flavors to muffins, doughnuts and coffees. The Quaker brand will offer a pumpkin and spice flavored instant oatmeal and General Mills Inc. will sell a half-dozen pumpkin-flavored products this season, including Betty Crocker cookie mix, Pillsbury cinnamon rolls and Yoplait yogurt. Even pets are joining in, with Nestle SA’s Purina touting the ingredient in its new dog chow.” via Bloomberg

Back in 2010,  it was McCormick  who spotlighted pumpkin spice as a hot new holiday flavor , this year they shared these emerging flavors concepts:

mortar-and-pestle-436885_12801. Packing the Heat


  • Guajillo
  • Chile de Arbol
  • Tien Tsin
  • Aji Amarillo

From mild to blazing, bold and brave.

2. Masala Goes Mainstream

  • Kashmiri Masala
  • Paneer Cheese
  • Jalfrezi


3. Simple & Natural


  • Tea
  • Noodle
  • Cilantro/Coriander


4. Viva Mexico


  • Chamoy
  • Tomatillos
  • Recados


5. Brazil’s Carnival

  • Guava
  • Cassava
  • Tempero Baiano
  • Black eyed Peas

Some other trends others are keeping an eye on for 2015:

  • Global cuisine made local – the pairing of foreign dishes and home grown food
  • Less is more – Minimalist, fresh, simple
  • Whole and Big: using more of an animal, airy, puffy food
  • Rustic – Authentic, unstyled comfort food is in vogue

What I find interesting about a few of these is they speak to culturally specific cuisine profiles that tend to be freshly prepared and very flavorful because of the use of spices and herbs.

As people become more and more conscious of what they intake and how it impacts their health, we’ve seen this trend of fondly recalling our grandmother’s cooking but wanting more and more convenience. Yet there is this reverence, a nod to this craft of making good, nutritious food that is delightful.

Companies like Lays and General Mills, have introduced an array of new flavor offerings such as Progresso’s (MSG-free) Traditional Creamy Roasted Chicken Soup with Herb Dumplings , Creamy Tomato Soup with Bacon and Cheese,  Creamy Chicken Alfredo with Pasta, Light Savory Beef Barley Vegetable Soup, Tuscan-Style White Bean Soup and Southwestern-Style Corn Soup with Potatoes & Peppers, and Lay’s crowdsourced Wasabi Ginger, Cappucino, Cheddar Bacon Mac & Cheese, and Wavy Mango Salsa Chips.

Meanwhile Campbell’s is kicking off the upcoming NFL season with a lineup of 5 new hearty and comforting Chunky soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni, Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss Burger.





Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at or @Literanista.