Going Beyond Demographics

“About two-thirds of respondents were somewhat confident in the demographic data they buy. However, just one-fifth were very confident in this data.” (Emarketer)

I would like to see a better understanding of this statement.  As a researcher, the real meat of the targeting is on demographics with a psychographic component.  In a world of demographics of  Millennial parents and Generation X parents, a simple psychograph question can determine the difference between dual-income parents, single parents, sandwich generation parents, and traditional gender role parents.

That’s why I really like this YouGov study on Affluents.  50% of Affluent consumers purchase luxury goods when it’s discounted but the real take-away is looking beyond the psychographics of “I consider myself frugal”.  28% of the discount-oriented affluents did not grow up with wealth so “their journey with wealth is just beginning…their affluent lifestyle is new to them and they are not at the point they comfortable with the money they accumulated.”

Each group’s interest in messaging about product features and their motivations behind the purchase are completely different.

Marketers have mixed confidence in demographic data – Emarketer

Affluent Perspective – Yougov


Amazon, Customer Service, RetailWire, Shopping, Uncategorized, Voice Assistants

Is Voice Commerce “All Talk”?

This article has me scratching my head. The insight is “Only about two percent of the 50 million people who own and use Alexa-ready devices have used them to make a purchase in 2018 so far, according to The Information. And of those who did use Alexa to shop, 90 percent did not try it more than once.” QR Codes ended up being too problematic to catch on but yet interest in the electric car never seems to go away. I don’t think the future voice assistants for shopping is necessarily “all talk”. I disagree with this article and that adoption will increase as the existing bugs are worked out. I envision that the voice assistant will record items as a shopping list and the user will review the list (make corrections as necessary) and then place orders. What do you think?

Voice Commerce Is All Talk – RetailWire

Beverage, FoodBusinessNews, Grocery, Trends, Uncategorized

The T On International Tea In The US

“These teas also are favored for their widely recognized health benefits, which is attractive to today’s consumers who are trending away from sugary soft drinks and juices.” said David Sprinkle, Research Director for Packaged Facts (FoodBusinessNews)

Sencha Tea

The teas outlined are Matcha, Sencha, Moringa and Muzidashi.

There are few studies for green tea, like Matcha and Sencha, are limited but the NCHI offers some claims.

Matcha tea is a green tea that is “high in a catechin called EGCG (epigallocatechin gallate), which is believed to have cancer-fighting effects on the body. Studies have linked green tea to a variety of health benefits, like helping to prevent heart disease, type 2 diabetes and cancer. However, it’s important to note that much of this research isn’t from clinical trials that show green tea causes a benefit. Instead, it’s largely from population-based studies, where researchers look at groups of people who drink green tea and compare their health outcomes to groups that don’t drink it. Studies have shown associations between tea and better health, but causation is not yet proven. Matcha is even less studied than brewed green tea.” (Time)

Sencha is a green tea, and as such it undergoes minimal processing and no fermentation. This allows it to maintain high concentrations of catechins, substances associated with numerous health benefits. (FoodBusinessNews) but again studies are limited and fall under the blanket of green tea research.

The studies for Matcha and Sencha are very limited but studies on Moringa and Muzidashi are difficult to find.

The key takeaway is that consumers are seeking better health sources by omission, by disregarding something deemed “bad” like high-sugar for something that’s possibly better regardless of the claims being proven.

Tea Trends – FoodBusinessNews

Matcha Tea – Time

Green Tea Study – NCBI

Apple, BusinessInsider, Digiday, Google, Mobile, Uncategorized

News Apps: Google Vs. Apple

Update from 5/15/18 Apple News Partners With Buzzfeed To Gain Traction In the Social Media News Space

Apple Goes Into The News To Beat Social – Digiday

As consumers seek to find reliable and easy sources of news (can both be found simultaneously?) this is a great compare of Apple News to the Google News app.  Whereas Apple News may have started to join the social newsfeed space, the bigger elephant in the room was Google.  According to Business Insider, there’s a clear winner.

Google has my search history to know what sources I prefer.  Google knows my interests.  Considering I read a lot of articles for this blog, I was pleasantly surprised by the lack of marketing “stuff”

Apple News sources  were properties that I have heard of but don’t necessarily feel they are a go-to source for the subject matter “Hollywood Life” for politics and Buzzfeed for…anything that is not a quiz on which Games of Thrones character I am….

Spoiler alert: Google wins.

Here’s more detail from Business Insider that says exactly the way I feel.

Google News vs. Apple News – Business Insider


Gender, Shopping, Transparency, Trends, Uncategorized

Brands And Retailers Take A Stand On The “Pink Tax”

The Pink Tax is a business practice where women pay more for the same goods and services as men.

USA Today reports that retailers charge:

  • Four percent more for girl’s clothing;
  • Seven percent more for girl’s toys and accessories;
  • Eight percent more for women’s clothing; and
  • 13 percent more for women’s personal care products.

And feminine health products, an absolute necessity, is taxed.  States and brands are changing the system and bring light to the issue.

  • In 2016, a State of New York consumer study cited that personal products with female-oriented packaging (read: pink) cost up to 13% more than male-oriented ones (read: blue) despite being the same dosage and quantity.  The result is NYS effectively ended the tampon tax in 2016 indicating they are not luxury items.
  • In 2016, California introduced a bill that would outlaw gender-based pricing.
  • Billie, a woman-oriented shaving company, does not charge more for feminine items.
  • Boxed.com publicly refuted the pink tax and now absorbs the additional costs of women’s goods instead of passing excess charges along to female consumers.
  • Burger King called out the Pink Tax in this example of charging 2.39 more for “Chick Fries” served in a pink box.


Pink Tax Makes Women Pay More – USAToday

Retailers Standing Out Vetoing The Pink Tax – RetailWire

NYS Study of Gender Pricing – NYC.gov

Burger King Chick Tax YouTube

Fashion, Shopping, Trends, Uncategorized

Tommy Hilfiger Launches Smart Clothes

Tommy Hilfiger offers chip embedded clothes can track the consumer’s wearage via the XPLORE app and the wear receives messages and challenges.  “Wear your item(s) to get points, walk around you to find icons on the XPLORE map for extra points and play weekly challenges for even more points.”

Tommy Shirt and Heart

Extremely clever way to keep consumers engaged post-purchase.  “Never before has a brand been able to understand how the consumer truly uses the product after it leaves the store.” – Forbes

Tommy Hilfiger Launches Smart Clothing – Forbes