Wednesday, February 18, 2015

Valentine’s Day Lesson to Marketers: Using Insights to Understand Your Customer Relationship Stages



CHARLOTTE, NC February 18, 2015 – In a recent survey, Accelerant Research found that 59% of American adults celebrated Valentine’s Day this year.  Predictably, those who define themselves as Single are less likely to celebrate, but likelihood to celebrate tapers off as relationships mature: 79% of those who are dating exclusively (Serious Relationship) celebrated Valentine’s Day, followed by 75% of those who have been married less than ten years and 70% of those who have been married ten or more years.


In spite of having much more spending power (household income at least $12,000 higher than other relationship stages), those who have been married ten years or more spent less on celebrating Valentine’s Day ($21 less, on average than those married less than ten years).  However, lower spending among mature married couples does not equate to disappointment, as Valentine’s Day satisfaction rates are equal across all couples.  More than two-thirds of exclusive couples report being very satisfied with their Valentine’s Day gift/celebration, which is consistent across relationship stages.


The survey also found that more than one in three dollars spent on Valentine’s Day was for Dinner (35%), followed by Jewelry (18%), Clothing (8%), Flowers (8%), and Candy (5%).  Largely, share of Valentine’s Day wallet is consistent across relationship stages; however, consumers who are unmarried but in a Serious Relationship spent a substantially larger proportion on Jewelry than those in other relationship stages (30% versus 18% for all consumers).



Customers, like spouses, behave differently and – in many cases – display vastly different drivers of satisfaction depending on their relationship stage.  It is important for marketers to understand where customers and prospects fall in the relationship spectrum and communicate to them accordingly.  Accelerant Research helps marketers identify the drivers of acquisition and satisfaction at each customer relationship stage in order to better meet their needs and accelerate their evolution into more mature, higher loyalty stages.

Accelerant Research conducted the Valentine’s Day survey online among a demographically representative sample of 1,146 Americans 18 years of age or older.  For more information about this study, please contact Accelerant Research at info@accelerantresearch.com.

About Accelerant Research:
Accelerant Research (www.AccelerantResearch.com) is a full-service marketing research and consulting firm headquartered in Charlotte, NC, which specializes in customer loyalty, product development, customer satisfaction measurement, modeling, tracking, online qualitative research, and brand analytics.

Wednesday, February 4, 2015

Biggest Surprises and Disappointments Among Super Bowl Advertisers




CHARLOTTE, NC February 4, 2015 – Actual execution by many of this year’s most anticipated Super Bowl advertisers fell far short of consumer expectations, with Doritos proving to be the biggest disappointment, according to a study by Accelerant Research.  When surveyed in the week prior to Super Bowl XLIX, 60% of those planning to watch the Super Bowl expected to be highly entertained by Doritos advertising during the game; however after the game, only 36% of viewers found that to be the case.  Other big brands who fell short this year were Coca-Cola (52% pre Super Bowl, 29% post), Snickers (45% pre Super Bowl, 33% post), Bud Light (41% pre Super Bowl, 31% post), and Pepsi (41% pre Super Bowl, 27% post).
                        
Among the advertisers with the highest pregame expectations, only Budweiser, with its homerun ‘Lost Dog’ spot, was able to score equally strong afterward (48% for both pre and post).

 
The only advertisers to significantly exceed pregame expectations were Loctite (6% pre Super Bowl, 15% post) and Esurance (9% pre Super Bowl, 16% post).  Although both brands were pleasant surprises, their expectations prior to the game were among the lowest.

                                           
Accelerant Research conducted the Pre Super Bowl survey online during the week prior to Super Bowl XLIX among a demographically representative sample of 452 Americans 18 years of age or older.  The Post Super Bowl survey was conducted online among a demographically identical sample of 591 consumers on the Monday after Super Bowl XLIX.

For more information about this study, please contact Accelerant Research at info@accelerantresearch.com.

About Accelerant Research:
Accelerant Research (www.AccelerantResearch.com) is a full-service marketing research and consulting firm headquartered in Charlotte, NC, which specializes in customer loyalty, product development, customer satisfaction measurement, modeling, tracking, online qualitative research, and brand analytics.

Friday, January 30, 2015

Consumer Expectations Highest for Doritos Super Bowl XLIX Advertising, Lowest for Mophie

CHARLOTTE, NC January 30, 2015 – According to a survey by Accelerant Research, 60% of American consumers who are planning to watch the Super Bowl this weekend are expecting to be highly entertained by Doritos advertising, more than any other brand purchasing ad time during this year’s game.  Other advertisers creating high expectations are Super Bowl veterans Coca-Cola (52%), Budweiser (48%), Snickers (45%), and Pepsi (41%).  Conversely, the brands with the lowest expectations are primarily first-time Super Bowl advertisers, including Mophie (4%), Squarespace (5%), Loctite (6%), Wix.com (7%), and Esurance (9%).

                                                                                                                                                                                                
Accelerant's study also reveals that five out of seven Americans (71%) are planning to watch the game this year, and the vast majority of those who do not plan to watch cite a general disinterest in football as their primary reason why. Consumers 18-30 years old (57%), those with annual household incomes under $50,000 (63%), and women (65%) are less likely to report that they will be watching the game.


                                                                                                                                                                                                                                                        
The Seattle Seahawks are by far the fan favorite for Super Bowl XLIX.  Nearly half (48%) of those planning to watch are ‘pulling for’ Seattle to win Sunday’s game, while 30% are pulling for the New England Patriots and 22% have no preference.


Accelerant Research will also be conducting a Post Super Bowl survey on Monday to find out which brands lived up to and surpassed pre-game expectations and which advertisers were the biggest disappointments.  Be on the lookout for those results early next week.  The Pre Super Bowl survey was conducted online during the week prior to Super Bowl XLIX among a demographically representative sample of 452 Americans 18 years of age or older.

About Accelerant Research:
Accelerant Research (www.AccelerantResearch.com) is a full-service marketing research and consulting firm headquartered in Charlotte, NC, which specializes in customer loyalty, product development, customer satisfaction measurement, modeling, tracking, online qualitative research, and brand analytics.