Consumers During Corona
Data, trends and insights about how people are living, thinking and buying in the Corona Economy. Hosted by Steve Kraus – veteran trend watcher, Harvard Ph.D., hacky comedian. Want to better understand the consumer lifestyles, attitudes and spending patterns that define this corona-driven “New Normal”? Tune in for these fun and fast-paced interviews with leading experts in psychology, economics, consumer insights, social trends, branding, marketing and more. Released every Monday.
Consumers During Corona
10. Leslie Wood: Consumer Trends, Advertising Effectiveness, and The Corona Economy
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Stephen Kraus
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Season 1
Leslie Wood is Chief Research Officer at NC Solutions, a joint venture between Nielsen and Catalina that features one of the industry’s most comprehensive databases of consumer behavior and media use. We discuss…
- Why spending continues to rise on consumer packaged goods, comfort food, and iconic brands (but not on private labels)
- Why the new wave of stay-at-home orders is unlikely to change consumer behavior
- How advertising is more effective for building loyalty than encouraging trial (and why loyalty is more important than ever)
- A common advertising mistake: brands get tired of their messaging and change it even when it still resonates with consumers
- How the quantitative analysis of advertising effectiveness reveals the importance of the “softer” sides of advertising -- messaging and creative (and how I am REALLY similar to Don Draper!)
- How The Corona Economy is analogous to the entire population going through multiple lifestage transitions at once
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Learn more about NC Solutions here, and reach Leslie on LinkedIn here
Theme music courtesy of Tess Stevens, the world's most rocking content strategist. Thank you Tess! Follow her on TikTok and Instagram @tessfstevens. Stream her EP Patient 139 on Spotify, Apple Music, and all major platforms.