By Reene Kalola, AMC Global
People want some health, lifestyle, dining and shopping trends brought on by COVID-19 to continue
This week in the 28th wave of our ongoing AMC Global study with OpinionRoute, we asked Americans about the post-pandemic world and had them tell us what pandemic-related trends in different categories they might want to continue. Some areas of continuation respondents would like to see include new ways of dining, such as increased outdoor seating and food delivery, and healthcare changes like video chat appointments. People also cited a preference to continue more “shopping local” behaviors, shopping online, and making less grocery trips. In terms of lifestyle changes, the study shows Americans would like to continue the comfortable clothing choices made during the pandemic, and would also like to continue spending more time with their families.
This article by Ken Roshkoff, AMC Global's CEO, originally appeared in the American Marketing Association's March 2021 issue of Marketing News
Check out this round-up of our ongoing AMC Global study produced in partnership with OpinionRoute, a leader in insights process management. The consumer behavior study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior through COVID-19 and beyond.
Consumers are trying to reduce plastic usage and are open to packaging alternatives
In the 27th wave of our ongoing study with OpinionRoute, respondents say they are trying to reduce their consumption of plastics—mostly by using their own bags when shopping and limiting single use plastic bottle purchases. They are looking for alternatives to plastics that are recyclable, reasonably priced and reusable. And there is an expectation that brands and packaging companies should share the expense of providing alternatives to plastic packaging.
Case Study: Major CPG Manufacturer Uses Purchaser Follow-Up
In a recent wave of our ongoing study with OpinionRoute, we found that 23% of Americans report that sustainable or environmentally-friendly packaging is “extremely important” to them, 39% report that it is “very important.” And brands are responding. According to PackHelp, sustainable packaging is becoming a higher priority for both brands and consumers—more now than ever before. And the options for creating sustainable packaging are endless, and important, as we discuss in our recent article in Packaging Strategies.
Ongoing AMC Global study shows consumers will pay more for packaging safety and protection features, and they consider pack sustainability when shopping
The 26th wave of the ongoing study by AMC Global (an international custom market research firm specializing in launch strategies and brand tracking) and OpinionRoute (a leader in insights process management) was released today. Study respondents reported that they consider the protection and/or safety features offered by product packaging when shopping—and many are willing to pay more for such packaging features. The primary concern of packages without these additional added safety features is potential product contamination. Also, most shoppers find sustainable/environmentally friendly packaging to be important in product purchase decisions.
AMC Global Adds Christien Little as Vice President of Strategy & Insights to better serve their expanding client base
“We have been fortunate to be able to expand our team over the past year to meet client growth and to tackle complex projects,” said Shira Horn, Executive Vice President at AMC Global. “Christien is a natural leader who has seen it all and done it all during her many years of work in research, and she will be key to ensuring project success for our clients and smart growth for our team.”
Christien Little, Vice President of Insights & Strategy at AMC Global
Christien Little brings more than 20 years of experience in both qualitative and quantitative research to the AMC Global team. Her background includes serving on the executive team of GfK and, most recently, as Vice President at Lieberman Research Worldwide (LRW). Christien will be handling account management and strategy for some of AMC’s biggest clients, as well as fostering growth and development within the team. She holds a bachelor’s degree in international politics from Pennsylvania State University and a master’s degree in social and public policy from Duquesne University.
“I am excited to join a firm with such a fantastic company culture that includes some of the brightest minds in the market research industry,” said Christien Little, Vice President at AMC Global. “Learning about the innovative products and services that AMC offers clients has been great, and I look forward to applying these to current and future client projects.”
AMC Global has recently added seven other experienced insights professionals to its team in the past year to serve clients with advanced research methodologies and approaches. To learn more about AMC Global, please visit https://amcglobal.com/meet-our-team/
The pandemic has impacted the marketplace as consumers shift shopping, cooking and personal habits.
The latest wave of our ongoing study with OpinionRoute was released today. Study respondents relayed changing behaviors and habits that have happened during the COVID-19 pandemic, indicating that the lack of out-of-home dining has resulted in more homemade meals (from scratch) followed by desserts and fresh produce (over canned/frozen). Also, most respondents consider themselves more careful in their behavior and concerns about the virus than people they know.
Spending 35 years at one company is an achievement we don’t see very often anymore, but Michelle Brenner (Mic) has been with AMC Global for more than three and a half decades. She started with the company in 1985 back when we were called Attitude Measurement Corporation, founded in 1979. She works as the Data Group Manager and has certainly seen our world of market research and data analytics change throughout the years.
The latest wave of our ongoing study with OpinionRoute was released today. Study respondents predicted behaviors for 2021, indicating increases in supporting small and local businesses in the coming year, plans to eat healthier, and increasing meals prepared at home. Areas with less predicted activity include bigger ticket items, such as shopping for entertainment items and furniture.
With the pandemic continuing to rage across the country, it appears that the extreme rise in online shopping behaviors will continue. Many states have issued renewed mandates encouraging people to stay at home, and put strict capacity limits on retail stores to minimize person-to-person interactions.
After a rollercoaster year with totally unexpected twists and turns, we here at AMC Global took a minute to look back and find some silver linings. There is no doubt that COVID-19 has changed our lives in 2020, and will continue to impact the way we live and work in years to come. But, with the disruptive, shocking, and often frustrating events of this year, also came some unexpected positive things we can appreciate and enjoy.
Ongoing AMC Global study uncovers movie goer behavior during COVID-19
In the 23rd wave of our ongoing study with OpinionRoute, our consumer behavior research showed that most Americans have not seen a movie in person at a movie theater for quite some time, and it is likely to be months before they attend again. Respondents report concern about COVID-19 risk as the top reason for staying away, as well as local theaters being closed.
Ongoing AMC Global study uncovers consumers’ shifting holiday shopping tactics, predictions and behaviors
The 22nd wave of our ongoing study with OpinionRoute was released today. This wave of our consumer behavior research showed that while holiday spending remains similar to last year, many people will shift their shopping tactics away from brick and mortar stores. Black Friday will see significant online shopping, with many planning to get their holiday shopping done earlier in 2020.
We’ve been hearing a lot about all of the doom and gloom on the business and economic front that has come as a result of the COVID-19 pandemic, but there are also ways to discover gratitude in the face of current events. I am grateful that AMC Global was able to come up with a few strategies, coupled with a bit of luck, that have helped us succeed in this precarious environment. I wanted to share a few of the steps with others, to spark fresh ideas and hope for those who are feeling the burden of the crisis in their workplace or company.
More people will be staying home with small family groups and projecting a slight decrease in food and beverage consumption
The 21st wave of our ongoing study with OpinionRoute was released today. This current wave looked specifically at consumers’ projected Thanksgiving behavior in the United States compared to last year. During the COVID-19 pandemic, most study participants say they will be staying home for Thanksgiving, and any gatherings will include fewer people than last year. In terms of food and beverage consumption and purchasing, there is likely to be a slight dip in portions prepared and served.
In a world that is calling for social justice and inclusivity, many well-known companies are closely reviewing and changing their brand identities.
And these highly recognizable brands that we see changing identities either have imagery or names that could be considered racially divisive, insensitive, or promoting inequality in some way. These moves are not just knee-jerk reactions. Brands know that consumers are looking for them to take a stand, and “walk the walk” when it comes to social issues. In fact, our research shows that people are watching brands closely right now, so being silent is not an option.
What do holiday plans look like this season?
AMC Global study shows holiday food, beverage and alcohol purchasing impacted by COVID-19
The twentieth wave of our ongoing study with OpinionRoute looked at consumers’ holiday behavior, particularly in light of their projected food, beverage and alcohol purchasing plans. Study participants reported overall holiday gatherings and entertainment activities are likely to be down from 2019. Due to a decrease in holiday plans, consumers predict purchases in the food and beverage category will decrease in 2020 as well.
Ongoing AMC Global research reveals trend data from American parents regarding remote learning, the spread of COVID-19 at schools, and how kids are eating right now
Following up on our August back to school study, we asked parents with children entering K-12th grade this year about their current concerns and feelings about school, how school is being taught and their food shopping behavior. This is the latest wave of our ongoing study with OpinionRoute designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.
Americans are anticipating drastic drops in Halloween activities this season
New wave of ongoing AMC Global consumer behavior study looks at projected spending, decorating and celebrating for Halloween in the United States
The eighteenth wave of our study with OpinionRoute was released today. The research focused on Americans’ anticipated behaviors regarding the upcoming Halloween holiday. Consumers predict that in-person activities, such as handing out candy and trick-or-treating, will be down this year. For those planning to hand out candy, most will do so at their door, utilizing many protective measures believed to help prevent the spread of COVID-19. And while consumers report that purchasing is also down, decorating both inside and outside the home remains at levels similar to 2019.
Consumer Travel Behaviors, Predictions and Concerns During COVID-19
Ongoing AMC Global research looks at American attitudes toward air travel, car ride services and hotel stays
In this seventeenth wave of our ongoing study with OpinionRoute, we focused on Americans’ travel behaviors during the pandemic—and predicted travel plans for the remainder of 2020. Drastic drops in travel were uncovered in the study, particularly for air travel and hotels/motels, with some potential recovery predicted for the fourth quarter of 2020. Travel concerns cited by respondents include the cleanliness of hotel/motel rooms and the idea of being in confined spaces of planes and cars.
You can see a full representation of the travel behavior data here or click on the callout below.
We are growing! We've added six experienced insights professionals to our team to serve our clients with advanced research methodologies and approaches: Caitlin Connor, Robin Franke, Doug Galante, Reene Kalola, Mariah Kern, and Nichole Smith. They bring skills to further strengthen AMC’s cross-functional team of market research experts.
At the beginning of the year, we saw the first deadline for compliance with the FDA’s new nutrition labeling regulations come and go. Just a few weeks later, our lives and businesses were turned upside down by the COVID-19 pandemic. As food and beverage manufacturers navigate a consumer audience that has changed its attitudes and behaviors completely, they must also address changing the Nutrition Facts on their labels. As if there isn’t enough going on, label changes like those required under the current regulations can have wider-reaching implications for some brands.
Attitudes, Adoption Barriers and Projected Usage Timing for Pending Vaccine
Ongoing AMC Global research finds two-thirds of Americans willing to get an FDA-approved coronavirus vaccine, with different attitudes on preferred usage timing
Vaccine development for COVID-19 has been closely followed news since the pandemic began, with many seeing successful development as a "vital tool" to stopping this global health crisis. In this sixteenth wave of our ongoing study with OpinionRoute, we focused on Americans’ attitudes about usage of an FDA-approved coronavirus vaccine. While most respondents say they would agree to be vaccinated if a vaccine is approved this year, only some would want to receive the vaccine as soon as it is available, many would wait up to six months or more. For those who would not agree to be vaccinated, barriers included perceptions that there may not have been enough testing and concerns about safety.
Ongoing AMC Global research finds spending has shifted away from traditional school supplies, and that parents are experiencing deep concerns about the upcoming school year
With back to school looming—or not looming as the case may be—this week we decided to ask parents with children entering K-12th grade this year about their predicted shopping behavior and their concerns. This is the latest wave of our ongoing study with OpinionRoute designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.
Ongoing AMC Global research finds the pandemic is negatively impacting the ability to stay in touch with friends and extended family
As we continue to explore consumer behavior during COVID-19 in collaboration with OpinionRoute, we decided to look at summer activities in the United States during the pandemic. The research showed that summer get-togethers in the are quite different in 2020, with virtual and socially distanced gatherings high on the list of activities. More than half of the respondents report restaurant outings, mostly indoors. And, while most report staying in touch with close family, the pandemic is negatively impacting the ability to connect with friends and extended family over the summer.
Ongoing AMC Global research shows some new purchasing trends and behavior shifts will continue after the pandemic
The latest wave of our ongoing study with OpinionRoute shows many Americans have purchased outside of their typical brands recently—with newly experienced food brands likely to see the most continued purchases in the future. The study also looked at various behaviors during the pandemic and, as noted in previous findings, consumers expect to continue the trend of eating home cooked meals and eating healthier. You can see a full representation of the data here or click on the callout below.
Consumer product launches can be risky, and now this risk may be exacerbated by a number of new realities—including a consumer whose behaviors, attitudes and emotions are shifting from day to day. Smart brands seek a deep understanding of their target audience when developing and launching any new product. Traditional market research methods can provide some insights, but to really get that holistic view, brands need to connect with individuals in tangible ways to obtain feedback.
Recently, Seeking Alpha, a large online community focusing on investing, published an article (How The COVID-19 Crisis Could Provide Long-Term Tailwinds) about grocery and e-commerce shopping using Kroger as a case study and the article featured AMC Global’s recent studies on consumer behavior regarding eating and shopping habits during the pandemic.
Ongoing AMC Global research reveals routine medical visits, dental appointments, and recommended screenings for adults and children are being delayed during COVID-19
The latest research wave with our partner, OpinionRoute, shows that Americans are still delaying routine medical, dental and health screening visits. They are also handling prescriptions mostly via phone calls, and are reporting increased usage of vitamins and supplements during the COVID-19 pandemic. You can see a full representation of the data here or click on the callout below.
Today's release of the ongoing AMC Global study looks at consumer preferences regarding brand messaging and tone during COVID-19
The latest research wave with our partner, OpinionRoute, shows that consumers still want to hear about companies’ COVID-19 practices and how they are protecting customers and employees, with a serious and informative tone. You can see a full representation of the data here or click on the callout below.
How consumers feel about America reopening
Tenth wave of ongoing AMC Global study on consumer perceptions during COVID-19 released today
As the United States begins phased reopening state by state, our research with OpinionRoute this week explored consumer thoughts on a second wave of the COVID-19 pandemic, personal “quarantine bubbles”, and feelings about reopening states, businesses, and public spaces. You can see a full representation of the data here or click on the callout below.
The eighth wave of the ongoing weekly study by AMC Global and OpinionRoute was released today. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the crisis.
The eighth wave of the ongoing weekly study by AMC Global and OpinionRoute was released today. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the crisis.
The seventh wave of AMC Global's ongoing weekly study with OpinionRoute was released today. This week’s research focused on consumer snacking behavior during the COVID-19 pandemic. Questions about snacking included changes in: frequency of snacking, types of snacks, and times of day for snacking as well as reasons behind current snacking. Check out the full graphic of the data by clicking the callout below.
The second part of the sixth wave of our ongoing weekly study by AMC Global and OpinionRoute was released today. This week’s research focused on consumer drivers of alcohol consumption and shifts in choices during COVID-19. (We also looked at projected timing for consumers to frequent various venues after restrictions are lifted, see more here). To find out more about alcohol, we asked consumers how has frequency of drinking alcoholic beverages changed, if at all, during the COVID-19 pandemic. We also asked them what factors they take into consideration when choosing which alcoholic beverages to drink right now.
Check out the full graphic of the data by clicking the callout below.
The first part of the sixth wave of our ongoing weekly study by AMC Global and OpinionRoute was released today. This week’s research focused projected timing for consumers to frequent various venues after COVID-19, once these venues are open and available. (We also looked at alcohol choice and consumption, see more here). We found that consumers will go to businesses in phases. Hair salons and barber shops will be among the first to see their customer base return, whereas consumers are going to wait longer before returning to crowded activities, where social distancing is nearly impossible to uphold such as going to concerts and sporting events.
A case study of AMC Global's work was recently published in Quirk's Marketing Research Review focusing on our work with our client partner, , Drinkworks (a joint venture between Anheuser-Busch InBev & Keurig) who launched their new Drinkworks Home Bar by Keurig® The article explores how insights were gathered from actual purchasers of the new product, using our ResponseCash® PFU™ (Purchaser Follow-Up) methodology. Through the PFU, using both quant and qual approaches, understanding was gained regarding the user, the shopper and the market as a whole.
The fifth wave of our ongoing weekly study by AMC Global and OpinionRoute was released today. This week’s research focused on environmental impact during the COVID-19 pandemic and changes in consumer behavior and perceptions. The positive environmental impact of stay-at-home orders is being recognized by consumers and awareness of personal impact on climate change is increasing.
Check out the full graphic of the data by clicking the callout below.
The fourth wave of the weekly COVID-19 consumer behavior study by AMC Global (an international custom market research firm specializing in launch strategies and brand tracking) and OpinionRoute (a leader in insights process management) was released today. This week’s research focused on product and brand availability, and the impact on purchasing behavior including private label’s role in choice during the COVID-19 pandemic. Results show that product availability issues are affecting consumer purchasing patterns, resulting in both lost sales as well as brand and product replacements.
Check out the full graphic of the data.
We know both from our own human experience and some initial research that we’ve conducted that giving back and contributing to the greater good is more important than ever during this global crisis. What better place to turn for ideas than to our awesome team members at AMC Global? We did a quick poll of our employees and found that they’re giving back in a wide variety of ways. Here are just a few.
Third wave of ongoing AMC Global study on consumer perceptions during COVID-19 released today
Priorities are shifting during the COVID-19 pandemic with availability superseding price and brand name when purchasing food, beverage and household items.
Empathy: it's something we all need in today's world and something that is challenging to communicate without the face-to-face interaction that we were accustomed to before the pandemic. So we recently hosted a virtual "fireside chat" with empathy expert, author and speaker Michael Brenner. We sat down with him, webinar-style, to chat about the real-life experiences explored in his latest book, “Mean People Suck,” and how these experiences can help us utilize empathy in our suddenly virtual world and remote workplaces. We also touched on what we think the future might look like after the pandemic is considered over, and what companies are doing a good job with empathy right now.
As CEO of the Marketing Insider Group, Michael works with brands to build emotional communication, effective content marketing and employee activation programs. He has been recognized as a Forbes Top CMO Influencer, a Huffington Post Top Business Keynote Speaker, and an Entrepreneur Magazine Top Motivational Speaker. For more on Michael Brenner, download our recent interview.
Second wave of ongoing AMC Global study on consumer perceptions during COVID-19 released today
AMC Global and OpinionRoute Launch Weekly Study
We have launched a new, ongoing syndicated study produced in partnership with OpinionRoute, a leader in insights process management. The project launched this week with an examination of how company response to the COVID-19 pandemic has impacted consumer feelings toward the company. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the crisis.
We are in a time of ongoing, unexpected changes, with shifts in the marketplace already occurring and many unknowns on the horizon. Brands in many categories and consumer relationships to these brands are transforming like never before, as consumers deal with the reality and anticipated aftermath of COVID-19.
During the quickly evolving situation regarding the novel coronavirus, we all have been impacted with changes to our schedules, work and home environments, and activities. Our thoughts go out to those both directly and indirectly impacted at this time, and hope for resolution of this health crisis around the globe.
Launching new products or brands can be risky even for established companies. That's why it is essential to have a plan and use the latest techniques and methodologies to ensure success.
Ken Roshkoff, AMC Global president, draws on decades of brand launch experience in his latest article for the American Marketing Association. In it, he writes more about the process of utilizing a test market or “test and learn” strategy to take some of the risk out of launching a new product.
2020 is already shaping up to be a year of change. For 41 years, AMC Global has been partnering with some of the globe’s leading brands for product launches and consumer insights, so we’ve gotten pretty good at spotting trends. Here’s what we think will shape the coming year:
Saying Yes to Plant-Based Products
Vegetarian and vegan products are going to continue to go mainstream. Even the most hearty meat-eater seems willing to try “plant-based” products, with plant-based burgers popping up at every drive-through in the nation. More and more brands are choosing to play up the plant-based descriptor on their packaging as consumers show heightened interest in this trend, both from a personal and a planet health standpoint. Even major meat manufacturers are getting in on the plant-based action, launching dedicated lines of plant-based and blended products. We expect to see this product category growin size and variety.
Custom market research firm provides strategies for food and beverage companies to address new national Nutrition Facts labeling regulations
Did you miss our presentation at last month’s ESOMAR Congress? Never fear, we are hosting an encore presentation of “Test Launch is the New Black: How Learning in Market Can Optimize Launch Success!” online during the CPG Matters LEAD Conference on Wednesday, November 6.
Blue Bell, PA - 02 October 2019 - AMC Global, an international custom market research firm specializing in launch strategies, has released “Dressing for the Party: The Ultimate Guide to brand packaging in an omnichannel environment.” The piece dives into how the changing shopping environment is impacting brand packaging at a fundamental level. It provides context for brands looking to uncover sustainable packaging that works hard across multiple consumer purchase channels, as well as outlining clear steps companies can take to succeed in a convenience-driven shopper ecosystem.
“We work with clients every day facing packaging decision challenges in the environment of today’s marketplace, and have gained a significant depth of knowledge in this space,” said Shira Horn, Executive Vice President at AMC Global. “I am excited we can share some of our team’s learnings and experience in helping brands create packaging that resonates with target audiences, in all kinds of shopping environments—from online to in-store, as well as hybrid models.”
AMC Global draws on decades of experience helping companies such as Sanofi, Coca-Cola Company, Tyson Foods and more connect with their consumers. Operating under the knowledge that a brand’s visual look, graphics and design elements are essential to success, “Dressing for the Party: The Ultimate Guide to brand packaging in an omnichannel environment” examines how a traditional approach to brand packaging can be translated across shopping channels.
Readers of the paper will:
- Find out how a product’s brand category influences packaging decisions
- Gain an understanding of the importance of packaging sustainability, both from a cost and environmental standpoint
- Uncover advice on which packaging elements should be retained across shopping channels, and which need to change
- Discover a step-by-step way to approach packaging to help ensure a successful launch in an omnichannel marketplace
To download the paper visit: https://info.amcglobal.com/ultimate-guide-to-brand-packaging
About AMC Global
AMC Global are the experts in product launch, with an innovative suite of tools that span the full product lifecycle. The company’s proprietary PFU™ (Purchaser Follow-up) tool, was developed early on to capture insights from real purchasers of new or restaged products immediately following launch. This solution set the stage for the development of numerous tools, some with exclusive patents, to help brands optimize products for launch and deeply understand purchaser and shopper perspectives. The AMC Global team prides itself on the fact that clients consider them true strategic partners, brought in to help their teams forward-think and stay on the cutting edge of analytics and insights. The company is headquartered in Blue Bell, PA. http://www.amcglobal.com/
Joint venture of Anheuser-Busch InBev and Keurig uses custom market research firm’s proprietary pre-launch and in-market test & learn methods to ensure new product success