The Buzz Newsletter

Your bi-weekly dose of consumer-centric insights

Newsletter

Food for thought: Bite-sized trends in the food and beverage space

September 27, 2024

Discover the latest Gen Z insights on unconventional food and beverage trends, from gourmet noodles to functional candy and flavoured beers. See what’s driving consumer interest—and what’s not—in bold brand collaborations across global markets

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Traditional or trend-itional: The reality of real-time marketing

August 29, 2024

You may have spotted some brands taking a 180 this past week from the ‘brat’ aesthetic to something a little more ‘demure and mindful’. These growing micro-trends are certainly keeping brands on their toes. But are these trends sustainable and does riding the latest wave actually boost brand awareness and engagement? To put this to the test, we spoke to 218 UK consumers who follow these trends and interact with culturally connected brands using our agile insights platform, SBX. Read this newsletter to explore deeper insights and suggested strategies.

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The cookie conundrum: Consumers’ take on third-party tracking 🍪

July 24, 2024

We've all thought, "How did they know?" at least once after seeing an ad. The answer most of the time is third-party cookies. These small pieces of data track your browsing habits, allowing advertisers to target you with specific ads. However, due to privacy concerns, third-party cookies are crumbling as major web browsers like Chrome and Safari phase them out— or so we thought.

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Does event engagement increase the chances of an ’event’-ual purchase?

July 5, 2024

In the world of music and sports, 2024 has already been a standout year, with events like The Eras Tour, Euros 2024, The Olympics and Wimbledon capturing global attention. Our 2024 customer trends whitepaper highlighted ‘tapping into fandom’ as a key strategy for 2024 and brands are continuing to leverage media events to reach connected communities. To delve deeper into this topic, we spoke to 536 people through our app in the UK, Mexico, Germany, France, and the US, who are aware of The Eras Tour, Euros 2024, The Olympics or Wimbledon, gathering quant and qual insights into their attitudes and experiences in just 5 days.

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Which brands are p-riding high this June?

June 14, 2024

To celebrate Pride, we ran some research with our community of ‘bees’ to understand how today’s consumers define Pride month, how they feel about brand engagement with Pride and what they expect from brands (apart from the common logo change) during June and beyond.

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Store-owned brands or named brands: which gives you more ‘brand’ for your buck?

May 28, 2024

In the ever-evolving world of retail, the dichotomy between branded products and store-owned products continues to capture consumer attention. But what truly sets them apart? Our latest conversational study with 416 consumers across the UK, France, the US and Germany delves into consumer perceptions and preferences to see if the rise of store-owned products during the cost of living crisis has continued.

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The importance of movement on mental wellbeing

May 17, 2024

As Mental Health Awareness Week 2024 comes to a close, we wanted to shed some light on the theme of this year, movement, and how moving the body impacts the mental wellbeing of our community.

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Apple Vision Pro vs. Meta Quest: A quick comparison

May 1, 2024

When we think about virtual reality, products from two tech giants spring to mind: The Apple Vision Pro and the Meta Quest. These headsets offer immersive experiences that redefine how we interact with technology and entertainment. But which one reigns supreme? Read to find out!

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Do retailers and supermarkets do enough to cater to all cultures?

April 22, 2024

The UK is a melting pot of cultures, but the burning question is that if all cultures feel catered to by the high street supermarkets. Our conversational study with 233 people revealed that 75% of individuals who celebrate non-Christian/non-Catholic holidays do so regularly, while the remaining 25% celebrate them on occasion. Eid was found to be the most widely celebrated holiday at 38%, followed by Diwali at 19%. Additionally, 30% of participants mentioned purchasing sweet treats like jalebis and Belgian truffles before the holidays, while 24% opted for savoury delights such as curry and samosas. When it comes to spending, 42% keep it under £50, 32% spend between £50-100, 14% spend over £100, and 13% splurge over £200. Brands should take note that 1 in 3 individuals believe a brand's ability to cater to their needs during these holidays impacts their overall perception, with product variety being the most significant driver behind this sentiment. Retailers like Asda and Sainsbury's have responded by diversifying their product offerings to better reflect their communities' cultural diversity.

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‘Watt’ does sustainability mean to consumers in the world of tech?

March 28, 2024

The Tech industry is 'Green'ovating. 69% consumers consider sustainability of utmost importance when purchasing tech products. For them, sustainability primarily revolves around recyclability, product durability, and energy efficiency. In fact, 45% are willing to pay extra for sustainable tech. 62% are aware of e-waste recycling centres but their engagement in e-waste management initiatives varies, with 55% participating sometimes or always. Barriers to e-waste recycling include limited accessibility and awareness. Consumers want to see improvements in recycling programs and are willing to pay a premium for genuinely sustainable products. Recommendations for tech providers include focusing on end-to-end product lifecycle sustainability and transparent communication about sustainability efforts. Notable examples include Apple's carbon-neutral goal and Samsung's innovative solar-powered remote control.

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Are consumers actually influenced by influencers?

March 11, 2024

Brand partnerships are booming! The study reveals that 92% consumers who follow influencers act on their recommendations, particularly in beauty, personal care, and clothing. While trust levels remain consistent across age groups, younger consumers exhibit more resistance to influencer recommendations. People engage with micro and macro influencers both equally but micro influencers are gaining a little more traction. Personal experiences emerge as a crucial factor driving trust, especially among older demographics. Moreover, the preference for product demonstrations and genuine reviews over advertisements influences purchase behaviour among older groups while the younger groups have a higher preference for product expertise. Despite concerns about authenticity and profit motives, consumers are equally inclined to purchase from personal and mass corporate brands, suggesting opportunities for collaborations within the creator economy. Notably, brand spotlights on Gymshark and Ikea underscore successful influencer partnership strategies, highlighting the importance of diversifying influencer strategies and embracing collaborations with individual creators.

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Did more consumers choose to ‘unwined’ this January?

February 21, 2024

"Dry Jan" is growing in the UK, where people abstain from alcohol in January. Our insights tell us that many consumers participate in this challenge to improve their health, detox after the holidays, and support loved ones by reducing temptations. Surprisingly, only a small percentage do it to save money. The majority of participants reported positive changes in mental wellbeing, including increased energy and improved cognition. Despite facing temptations, only a few experienced cravings, with most feeling proud of their accomplishment. While some reported physical benefits like weight loss and better sleep, others didn't notice significant changes. The article also suggests opportunities for brands in the low/no alcohol sector, emphasising the importance of promoting responsible consumption, focusing on flavour and experience rather than simply being alcohol-free, and offering sampling events to attract new consumers.

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