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Final reflections on the 2015 QRCA annual conference

It’s been one week since I flew out to Orlando, Fla. to attend the 2015 QRCA annual conference and – as promised – I’ve compiled a few more tidbits (and photos!) from the event to share with you.

LEGO structure from QRCA sessionIf I had to use one word to describe the sessions I attended at QRCA it would be interactive. Many presenters encouraged table-sharing through the form of games, worksheets and role play. I played with LEGOS to help discover my personal brand narrative, wrote ideas on colorful Post-it Notes, passed around new tech equipment and more.

One session that stood out for its interactive center was From Moderating to Facilitating, presented by Missy Carvin and Karen Lynch. Carvin and Lynch’s session focused on how creative problem-solving (CPS) can help researchers move from being a discussion leader to a solution driver. While the audience was involved from start to finish in this workshop, the highlight came at the end of the session where we were all handed a colorful piece of paper and instructed to answer the question, “What is one step you will take using the information you learned from today’s workshop?” and to write it down once on the piece of paper and once in our own notes. We were then told to fold the piece of paper into a paper airplane so we could “fly” our idea to another attendee.

Paper airplanes

This final activity not only made for a fun photo (and a lot of laughter) but it also highlighted the power behind sharing ideas with your peers, something that QRCA demonstrates so well as an organization. Each session clearly showed that as qualitative researchers continue to move forward, sharing ideas, fostering peer-to-peer discussions and combining traditional methodology with new approaches will be more important than ever.

As I close the book on QRCA 2015, I must admit that I’m looking forward to seeing how the “Whole New World of Research” will evolve between now and the next QRCA annual conference in 2017.

Posted in Brand and Image Research, Business and Product Development, Market Research Techniques, Qualitative Research, Research Blogs and Communities, Research Industry Trends | Comments Off

QRCA speakers focus on how tech is shaping qualitative research

I’m back in the office after a fun and engaging three days in Orlando, Fla. attending the 2015 QRCA annual conference. I truly enjoyed my time at the event and I must say that my fellow attendees were some of the most welcoming people I’ve ever had the pleasure of meeting!

It was easy to see the conference theme – a whole new world of research – in the sessions that I attended. From discussions focused on the changing role of the qualitative researcher to new technology and how to leverage mixed methods, it was clear that presenters were focused on making the most of the shifting research landscape.

Several presentations focused on how new tech will shape the future of qualitative research. In their two respective talks, presenters Ricardo Lopez and Mike Courtney looked at how current technology has evolved in a way that adds depth to traditional qualitative methods. In his session, The Future of Qualitative: You Better Learn to Be a Techie!, Lopez provided a high-level look at how future technologies will impact qual’s role, what steps researchers should take to prepare for the shift and which technologies should be watched and incorporated today.

While also tech-focused, Courtney’s session looked at how present-day tech – dash cams; Narrative Clip 2; the senior medical alert device, Lively hub (shown below); and more – can be repurposed for conducting qualitative research. Courtney started the session off by asking the audience how much they thought a basic dash cam (recording both video and sound) would cost, including shipping. The guesses ranged from $90-to-$200 and there were audible gasps when he announced it could be purchased for $60. Based on this initial audience reaction, the number of questions asked during Q&A and the line-up to talk to Courtney after the session ended, the interest in leveraging DIY ethnography techniques that incorporate “non-MR” devices is quite high.

While Lopez and Courtney’s presentations focused on different areas of qual tech, the message from each was the same: Regardless of the power of technology, qualitative researchers will always be needed for their ability to make sense of information gathered and – ultimately – to understand people.

Courtney shared how researchers can repurpose senior medical alert device, Lively hub by using it as a DIY digital ethnography device. Researchers ask participants to place the passive sensors in homes to be used to monitor the use of items such as freezers, dishwashers and trash bins.

Courtney shared how researchers can repurpose senior medical alert device Lively hub by using it as a DIY digital ethnography device. Researchers ask participants to place the passive sensors in homes to be used to monitor the use of items such as freezers, dishwashers and trash bins.

I’ll be sharing a few more tidbits on the blog from QRCA 2015 later this week!

Posted in Consumer Research, Ethnographic Research, Innovation in Market Research, Market Research Techniques, Qualitative Research, Research Blogs and Communities | Comments Off

Sales of pumpkin-flavored everything continue to climb

Pumpkin Spice LatteWhile today is the official first day of fall, I have to confess that I have been indulging in fall flavors for a few weeks now. As usual, it all started with the invasion of pumpkin at my favorite coffee shops (I couldn’t resist a pumpkin-flavored cold press) and grew to include grocery aisles and my favorite foodie blogs. My pumpkin-obsession is made most obvious in one of my kitchen cabinets where pumpkin spice sits next to a row (or two) of canned pumpkin puree. Even my pumpkin-loving husband questioned my stash – that is until I told him my plans of baking pumpkin muffins and pie, and hopes of mastering a homemade (read healthier) pumpkin spice latte.

I’m far from the only one obsessed with the pumpkin flavor trend. Twelve years after Starbucks put the pumpkin spice latte (PSL) on the fall menu, it’s safe to say that pumpkin-flavored anything and everything has become a cultural force. Pumpkin products accounted for $361 million in sales last year alone and have grown 79 percent since 2011.

This year Starbucks’ PSL made a splash in the news with the inclusion of real pumpkin and the removal of caramel coloring. It was never a secret to me that the pumpkin-craze is really based on the spice and sugar mix we all associate with pumpkin, so I have to admit I found it odd that the PSL was called out for questionable ingredients and lack of real pumpkin. Even New York Magazine said in 2012 that, “The weird thing about pumpkin’s rise to bacon-like ubiquity is that pumpkin, on its own, is not a very appetizing food at all.” While it’s too soon to tell if the addition of real pumpkin will impact sales dollars, I’ll be interested to see if the tweak does make a difference.

Starbucks’ isn’t the only one making changes during pumpkin season. The flavor that was once limited to pie fillings, lattes and craft beers has spilled over to pet treats, baby food, chewing gum and even vodka. According to a study from Nielsen, 37 percent of U.S. consumers purchased a pumpkin-flavored product last year. Pumpkin pie filling is still the top pumpkin product, with $135 million of sales in the last year, followed by cream and coffee. Niche products like pumpkin-flavored peanut butter and chewing gum all sold about $1 million each last year.

Pumpkin-flavored goods show no sign of slowing down as the demand for new items continues to rise. How long do you think Americans will embrace the great pumpkin invasion? What other flavors should be noted for having a cult-like consumer following?

Posted in Brand and Image Research, Consumer Research, Product Research, Shopper Insights | Comments Off

Study shows families trimming back-to-school spending for 2015

A mother and son clothes shoppingAfter spending more on school supplies and electronics in 2014, parents will head into this back-to-school season evaluating what their children really need before spending on new items. According to NRF’s Back-to-School Spending Survey conducted by Prosper Insights & Analytics, the average family with children in grades K-12 plans to spend $630.36 on electronics, apparel and other school needs, down from $669.28 last year. Total spending is expected to reach $24.9 billion.

Families on average have spent 42 percent more on back to school over the past 10 years.

“As seen over the last 13 years, spending on ‘back to school’ has consistently fluctuated based on children’s needs each year, and it’s unlikely most families would need to restock and replenish apparel, electronics and supplies every year,” said NRF President and CEO Matthew Shay. “Parents this summer will inventory their children’s school supplies and decide what is needed and what can be reused, which just makes good budgeting sense for families with growing children.

For those who have to restock what their children need for school, 92.7 percent will purchase new apparel, spending an average of $217.82, though most (94.1 percent) will head out for new school supplies, spending an average of $97.74; families will also spend $117.56 on new shoes.

In 2014, 58.3 percent of parents said they would buy electronics for their school-age children, and planned to spend an average of $212.35 – one of the highest amounts seen in the survey’s history. Having less of a need for electronics this year, however, families said they would decrease their spending on gadgets for their children and will spend an average of $197.24.

Survey results point to a more confident consumer when it comes to spending and the impact of the economy. The survey found 76.4 percent of families with school-age children say they will change their spending because of the economy, the lowest in the seven years NRF has been tracking it and down from 81.1 percent last year.

Fashion-forward teens and tweens know just how to get mom and dad’s attention when it comes to new school gear to make their friends stop and stare. According to the survey, 86.4 percent of school shoppers say their children will influence one-quarter or more of their back-to-school purchases. And for the smaller purchases, children plan to chip in some of their own money; teens will dole out $33.27, and pre-teens will spend an average $17.57.

“Heading into the second half of the year, we are optimistic that economic growth and consumer spending will improve after a shaky first half of the year,” said Shay.
Omnichannel offerings desired by shoppers

For the first time, NRF asked about shoppers’ intentions to use retailers’ omnichannel offerings; of those planning to shop online, nearly half say they will take advantage of retailers’ buy online, pick up in store or ship to store options, and 17.3 percent will look for expedited shipping offers. 92.1 percent will take advantage of retailers’ free shipping offers.

Separated by age, Millennials are much more likely to use these channels: Two-thirds of 18-24- and 25-34-year-olds will use a buy online, pick up in store or ship to store option (65.7 percent and 65 percent respectively), and 15.4 percent of 25-to-34-year-olds will use a reserve online option, much higher than the 9.1 percent of average adults who plan to do so. Additionally, 23 percent of 18-to-24-year-olds will use same-day delivery, significantly more than the 10.2 percent of average adults.

College shoppers spending less in 2015

As seen in NRF’s Back-to-School Survey, college shoppers and their families will also spend slightly less this year after investing in electronics and supplies in 2014. According to NRF’s 2015 Back-to-College Spending Survey, families with children in college and college students will spend an average of $899.18, down slightly from $916.48 last year. Total spending is expected to reach $43.1 billion.*

Trendy Millennials have changed how they view the decor needs for their traditionally less-than-appealing dorm rooms, and this year spending on matching bed sets, curtains, bath linens and other home goods will top any previous year. According to the survey, half (51.3 percent) of college shoppers will purchase dorm or apartment furnishings and will spend an average $126.30, up 30 percent from $96.70 last year and the most since NRF began tracking it in 2007.

Total spending for K-12 and college is expected to reach $68 billion.*

About the survey
NRF’s 2015 Back-to-School and Back-to-College spending Surveys were designed to gauge consumer behavior and shopping trends related to back-to-school spending and back-to-college spending. The surveys were conducted for NRF by Prosper Insights & Analytics. The poll of 6,500 consumers was conducted June 30-July 8, 2015.The consumer polls have a margin of error of plus or minus 1.2 percentage points.

*The total spending figure is an extrapolation of U.S. adults 18 and older.

 

Posted in Apparel, Consumer Research, Kids/Youth Research, Market Research Findings, Retailing, Shopper Insights | Comments Off

Photo recap from Quirk’s Summer Party!

We had a blast hosting Quirk’s Summer Party at The Gage Chicago, a free event for researchers looking to network with their peers in a casual, comfortable environment.

A huge thank you to our sponsors and everyone who came out for the party! It was wonderful to have the chance to meet new people, catch up with old friends and celebrate summer in Chicago.

Posted in Research Blogs and Communities, The Business of Research | Comments Off

Reflecting on OmniShopper 2015

I’m back in the office after a busy two days in Chicago attending OmniShopper 2015. This trip marked my first time in Chicago (not counting driving through during a family vacation when I was 10) and I thoroughly enjoyed the show, connecting with other attendees, attending some great sessions and walking through Millennium Park!

As a member of the “Me Me Me” generation, it didn’t take me long to lock on to the conversation surrounding my peers – the often complex Millennials. It seemed that no matter the topic, each session touched on how Millennials are continuing to disrupt the industry.

Author Neil Howe – the guy who coined the term Millennial – presented an energized keynote on Wednesday morning that solidified the fact that OmniShopper 2015 was looking to provide a real view of the Millennial shopper. Howe’s keynote, “Making purposeful connections with Millennials,” reminded attendees that the study of generations is all about looking at contrasts. He provided a breakdown of recent generations, finally landing on Millennials and discussing the generational behaviors and trends that are shaping the economy. I would be remiss in not mentioning a few highlights:

  • Author Neil Howe Millennials have shown an overall decline in risk-seeking behavior. In recent years there has been a drop in driver’s license attainment. Many young adults are also opting out of participating in the stock markets.
  • If you have noticed the rise of the sharing economy – think micro-apartments, Air BNB and Uber – you are seeing this generation’s social trust and value of community.
  • Long-term planning is very important to Millennials and they are focusing more on eliminating risk and creating structure at an earlier age than Gen X.
  • Millennials are achievement-oriented and highly interested in managing the quantified self. Just look at the popularization of fitness trackers! Howe also pointed out that Millennials are more interested in hands-on guidance and direction in the workplace than Boomers and Generation X.

 

Brad Wilcox, founder and director of the National Marriage Project and Sam Sturgeon’s, president of Demographic Intelligence, breakout session titled, “Changing demographics and shopping trends of new mothers.” The conversation around Millennials continued when I sat in on Brad Wilcox, founder and director of the National Marriage Project and Sam Sturgeon’s, president of Demographic Intelligence, breakout session titled, “Changing demographics and shopping trends of new mothers.” The presenters discussed predictions surrounding the upcoming narrative shift on Millennial mothers – within the marketing industry and the media – as the two biggest cohorts of Millennials (currently 24-to-25) enter the peak timeframe for marriage and procreating. The session covered how this will cause a ripple effect throughout the retail landscape, from increases in home ownership to an influx in Millennials shopping for brands such as those under the General Mills umbrella. Wilcox and Sturgeon provided an overview of how brands can reach the Millennial mom, highlighting the importance of mobile first, community connections and respecting dad. Millennial moms also hate being told what to do (think formula vs. breastfeeding): it’s all about connecting with others and finding what works for you vs. being told that what the best option is by an individual or a brand.

Wilcox and Sturgeon ended the session by showing Similac’s video – The Mother ‘Hood – which perfectly tied together their message that brands must recognize how to cater to Millennial moms’ desire to make community connections and providing access to a buffet of options by positioning products or marketing messages in a way that recognizes other options. I highly recommend watching it all the way through:

I’ll be sharing a few more nuggets on the blog from OmniShopper 2015 as well as Quirk’s Summer Party next week!

Posted in Advertising Research, Behavioral Economics, Big Data, Brand and Image Research, Business and Product Development, Consumer Psychology, Consumer Research, Lifecycle/Lifestyle Research, Retailing, Shopper Insights | Comments Off

American consumers choose Jeep as most patriotic brand in new survey

IPatriotic red, white and blue bottles. July 4th party.As July 4 draws near Americans are preparing to watch spectacular fireworks displays and have fun with family and friends. But Independence Day also gives marketers an opportunity to celebrate. A new survey of iconic American brands has revealed which brands consumers consider the most patriotic, with Jeep, Coca-Cola, Disney and Ralph Lauren leading the pack.

“Marketers cue marching bands and majorettes, Uncle Sam and Statue of Liberty look-alikes to leverage patriotic emotions – and increase sales,” said Robert Passikoff, founder and president of Brand Keys, Inc., the New York-based brand loyalty and customer engagement research consultancy in a press release. “When it comes to engaging consumers, waving the American flag and having an authentic foundation for being able to wave the flag are two entirely different things, and the consumer knows it.”

To determine which brands will lead the parade when it came to patriotism, Brand Keys conducted a statistical analysis to identify which of 230 brands are more associated with the value of patriotism. “We know that effectual brand engagement is more emotional than rational,” said Passikoff. “And while many emotional and category-specific values drive brand engagement, we had 5,427 consumers ages 16-to-65 – drawn from the nine U.S. Census Regions – evaluate a collection of 35 cross-category values, including patriotism.”

The following are the Brand Keys 2015 top 50 most patriotic brands. Percentages indicate emotional engagement strength for the individual value – patriotism.

  1. Jeep (98 percent)
  2. Coca-Cola (97 percent)
  3. Disney (96 percent)
  4. Ralph Lauren (95 percent)
  5. Levi Strauss (94 percent)
  6. Ford/Jack Daniels (93 percent)
  7. Harley Davidson/Gillette (92 percent)
  8. Apple/Coors (91 percent)
  9. American Express/Wrigley’s (90 percent)
  10. Gatorade/Zippo (89 percent)
  11. Amazon (88 percent)
  12. Hershey’s/Walmart (87 percent)
  13. Colgate (86 percent)
  14. Coach/New Balance (85 percent)
  15. AT&T/Google (84 percent)
  16. Marlboro/Sam Adams (83 percent)
  17. John Deere/Louisville Slugger/Smith & Wesson (82 percent)
  18. L.L. Bean/Facebook (81 percent)
  19. Craftsman Tools/GE/Wells Fargo (80 percent)
  20. 49ers/Cowboys/NFL/Patriots/ (79 percent)
  21. MLB/NY Yankees/Wrangler (78 percent)
  22. Campbell’s/Gibson/KFC (77 percent)
  23. Goodyear/Wilson Sporting Goods (76 percent)
  24. J&J/Kellogg’s/Tide (75 percent)
  25. Converse/Heinz (74 percent)
  26. McDonald’s (72 percent)

“It’s not surprising that many brands in the top 50 are American Icons,” said Passikoff. Even an increase, or decrease, of five percentage points is significant at the 95 percent confidence level. There were 11 brands in this year’s survey showed significant engagement growth for the value of patriotism including:

Jack Daniels (+18 percent)
Coach (+15 percent)
Major League Baseball (+11 percent)
Coors, Wells Fargo (+10 percent)
American Express, Wrigley (+9 percent)
Goodyear, KFC (+6 percent)
Craftsman, Johnson & Johnson (+5 percent)

Although this was a study of for-profit brands, the survey also included assessments for the United States armed services – the Coast Guard, Air Force, Army, Marines and Navy. Consumers gave all branches of the armed services an engagement strength of 100 percent when it came to patriotism.
“Last year we received comments about how some of the top 50 most patriotic brands didn’t belong because their products aren’t actually manufactured in the United States,” said Passikoff. “That reflects a reality of the global economy and only the rational side of the decision-making process. One thing marketers should have learned about 21st century brands is those that make an emotional connection with the consumer always have a strategic advantage over competitors when it come to the marketplace battle for the hearts, minds and loyalty of consumers. Make that connection and consumers will not only stand up and salute but more importantly they’ll buy.”

Posted in Brand and Image Research, Consumer Research, Market Research Findings | Comments Off

Americans to celebrate Independence Day with picnics, parades and road trips

Friends barbecue on July 4Americans are ready to put on their red, white and blue to celebrate Independence Day with friends and family – and plenty of food. According to the National Retail Federation’s 2015 Independence Day Survey conducted by Prosper Insights & Analytics, 64.4 percent of those celebrating are planning to take part in the patriotic holiday by attending a cookout, picnic or barbecue, spending an average of $71.23 per household, up from $68.16 last year. Total spending on food items for the holiday is estimated to reach $6.6 billion.

“The busiest half of the year for retailers is about to begin, and with economic conditions swaying in consumers’ favor more so this year than last, many seem eager to take advantage of retailers’ promotions,” said NRF President and CEO Mathew Shay.

When it comes to shopping for new Independence Day merchandise 22.8 percent will hit the stores looking for decorations, apparel and more to celebrate in style.

The survey found 42.6 percent will attend a fireworks display or community celebration, and 11.5 percent of those celebrating will watch a parade. The holiday weekend is also a popular time for travel and vacations as Americans say they will head out of town.

When asked about the impact gas prices will have on their spending, and 78 percent say that the price of gas will not impact their spending for the holiday weekend, up from 70.1 percent who said so last year.

“Consumers this summer and for the 4th of July will take advantage of lower gas prices to head to the beach or get together with family – something they’ve had to think long and hard about in recent years with higher energy costs and limited budgets,” said Prosper Insights Consumer Insights Director Pam Goodfellow.

About the Survey
The NRF 2015 Independence Day Spending Survey was designed to gauge consumer behavior and shopping trends related to the Independence Day holiday. The survey was conducted for NRF by Prosper Insights & Analytics. The poll of 6,431 consumers was conducted from June 2-9, 2015. The consumer poll has a margin of error of plus or minus 1.2 percentage points.

Posted in Consumer Research, Public Opinion/Social Research | Comments Off

The value behind client-centered MR

Customer retentionIn May, Quirk’s Editor Joe Rydholm moderated a conversation with executives from three research firms as part of a Quirk’s-hosted and Deltek-sponsored Webinar. The execs explored some of the issues they’re facing running their companies and the growth opportunities available for today’s marketing researchers. Panelists were Jim Bryson, CEO of 20/20 Research, Nashville, Tenn.; Duncan Lawrence, CEO and president of Morpace, Farmington Hills, Mich.; and Scott Young, president of Perception Research Services, Teaneck, N.J.

Panelists were asked questions around the following four topic areas:

  • talent and organizational culture;
  • business efficiencies and profitability;
  • technology; and
  • winning new business.

 

Throughout each topic-discussion it became clear that the three firms place a high value on being customer-centered. When asked how their firms ensure that projects are run efficiently and contribute to the bottom line, Young pointed out the importance of considering client needs on an individual basis. “We believe in the gold standard, so to speak. But we have also realized that clients have different situations and different constraints, be it budget, timing and so forth. There is nothing wrong in giving them the best possible [services] at different price structures,” said Young. Lawrence echoed this, saying, “It’s no one thing [that ensures efficiency]. Each client can require different types of things.”

Near the end of the Webinar, the panel was asked to name three factors that have contributed to their firm’s success and to give a piece of advice to C-level executives trying to grow their MR business. The conversation went back to the customer and the importance of hiring people with a customer-centered mindset.

Here are some highlights from the panelists:

“We are a people business. That’s number one, have great people. Number two, [have] great partners. It’s the way we’re going to keep abreast to the changes in the marketplace,” Lawrence said. “Number three is attention to the client. We survey our customers constantly and we’re doing a pretty good job on the elements we are looking for. You always want to do better. The more you take care of what you have, [the more clients] are going to say good things about you. Then good things happen.”

“Align talent with vision. You need the right people in the right seats doing the right things. I think it’s one of the most important things you can do to have a successful company,” said Bryson.

“It’s very easy [when] running a company to get lost on the internal side. If we lose sight of the client, what they are, what they are facing, what their challenges are and [stop] really listening to them, I think you’re in deep trouble. I try to spend at least half my time on direct client service,” said Young.

Interested in delving into one of the four topics or looking for more advice from the panelists? Check out the event recording at http://bit.ly/1KGbBd1.

Posted in Brand and Image Research, Business and Product Development, Consumer Research, Customer Satisfaction, Market Research Best Practices, Market Research Techniques, Marketing Best Practices, State of the Research Industry, The Business of Research, Training/Research Education | 1 Comment

Shopping for Father’s Day? Spending expected to hit $12.7 billion

Father's Day giftFather’s Day may not be the most lucrative consumer holiday of the year for retailers but spending for dad is expected to reach $12.7 billion for golf lessons, home improvement tools, coffee mugs, books and more. And, according to NRF’s 2015 Father’s Day Spending Survey conducted by Prosper Insights & Analytics, the average person will spend $115.57 on gifts, close to last year’s $113.80. The survey found 75.4 percent of Americans said they plan to celebrate Father’s Day.

“Retailers are ready to welcome the warm weather and the millions of shoppers that come along with it and kick off the summer spending season just in time for Father’s Day,” said NRF President and CEO Matthew Shay. “Spending on grilling and patio necessities, pool gear, sporting goods, apparel and other gift and seasonal merchandise could be the positive stepping stone retailers need heading into the second half of the year.”

When it comes to gifts for dad, 39.7 percent will purchase apparel items such as a new dress shirt or necktie and will spend a total $1.7 billion overall. Another 43.3 percent will opt for experience gifts, such as tickets to a ballgame or a special meal with the family, spending a total of $2.6 billion.

The survey also found that one-in-five (19.7 percent) shoppers will pick out new gadgets for dad such as a tablet or smartphone, totaling $1.6 billion. Additionally, 39 percent of gift buyers will opt to let dad pick his own gift and will purchase a gift card, spending a total of $1.8 billion. If you’re planning to thank dad with a card, you’re not alone as 62.2 percent consumers plan to buy a greeting card and will spend more than $777 million overall.

Loved ones will also spend on home improvement or gardening supplies ($710 million), new tools or appliances ($668 million), personal care items ($684 million), sporting goods or leisure items ($665 million) and books or CDs ($538 million).

Consumers will look all over for gifts, with 36.4 percent of people planning to shop at department stores, while others will shop online (29.2 percent) and at discount stores (25.2 percent); 16.9 percent will shop local at a small business.

Shoppers on the move will use their smartphones and tablets to research and purchase gifts they know dad will love. About one-quarter of smart phone owners (24.1 percent) will use their devices to research gifts and compare prices, and 29.1 percent of tablet users will turn on their devices to do the same; additionally 13.1 percent of smartphone owners will actually purchase gifts via their smartphones and 17.5 percent of tablet owners will make a purchase with their devices.

More than half of those surveyed are planning to buy for their father or stepfather, while others will shop for their husband (27.6 percent) or son (8.9 percent) this Father’s Day.

About the survey
The NRF 2015 Father’s Day Spending Survey was designed to gauge consumer behavior and shopping trends related to the Father’s Day holiday. The survey was conducted for NRF by Prosper Insights & Analytics. The poll of 6,087 consumers was conducted from May 5-12, 2015. The consumer poll has a margin of error of plus or minus 1.2 percentage points.

Posted in Consumer Research, Market Research Findings, Market Research in the News, Shopper Insights | Comments Off