Yankelovich © 2007/2008 1Yankelovich © 2007/2008
2007/2008Yankelovich MONITOR ®
Passion for PRECISIONThe Consumer Empowerment
Revolution Hits Full Stride
Yankelovich © 2007/2008 2
If There Was Any Doubt…If There Was Any Doubt…
Yankelovich © 2007/2008 3
Current OutlookCurrent Outlook
But…do consumers stillfeel in control with the
uncertain, even anxious, economic prospects ahead?
But…do consumers stillfeel in control with the
uncertain, even anxious, economic prospects ahead?
4
Economic Anxiety Levels Are Rising
10%
2532
None
Low
Moderate
High
Severe
January ‘08
1914
35
33
3%
1231
April-May ’08*
2430
15
54
* April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older
5
Things That Are Getting Worse
Selected items:Cost of gasoline 75%
Having enough money to retire on 43
Keeping up with the cost of living 39
Getting out of debt 27
Having enough money to put foodon the table 17
Dollars and Consumer Sense,
January 2008
Very/fairly worried
When Advertising Works,*
April-May 2008
Very/fairly worried
83%
64
73
48
42
* April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older
Yankelovich © 2007/2008 6
Pinching a Few Pennies, At LeastPinching a Few Pennies, At Least
None
A little
Moderate
A lot
Dollars & Consumer SenseMONITOR Perspective
January 2008
42%
23%
21%
Degree of spending cuts made in
last few months
13%22%
31%
19%
Degree of spending cuts
planned in 2008
27%
Yankelovich © 2007/2008 7
Concerns/worries
Income/coping skills
Economic anxiety
Shopping styles
Value trade-offs
moderated by
results in
moderated by
results in
Where the economy stacks up
A snapshot of the consumer mindset
What consumers will do/pay for
Dollars & Consumer Sense Value Planning Model Dollars & Consumer Sense Value Planning Model
8
Shopping Styles Are Influenced by Anxiety• As economic anxiety rises, consumers migrate away from
styles that expose them to economic risks
8374756362I shop around to get the best price on the things I need
7179767367I stick to a plan or list when making purchases
9078757358I buy generic or store brands whenever possible
9790858274I shop only when I have to
%%%%%
Level of Economic Anxiety
LowNoneMode-rate High Severe
9
Dining Value Trade-Offs by Economic Anxiety
7167585439To save money, cook from scratch rather than purchase foods that are already prepared
6652382721When dining, choose less expensive items to save money
4939373215Eat out at less expensive restaurants
6755403618(Less likely to) Go out to eat for dinner
6664493623(Less likely to) Go out to eat for lunch
%%%%%Other Food Related Trade-Offs
Level of Economic Anxiety
LowNoneMode-rate High Severe
10
Approaching anxious consumers
• With greater anxiety comes a desire to curtail unnecessary (read: frivolous) shopping
• Avoiding the appearance of frivolity is essential to staying in consumers’ consideration set
• However, there are still opportunities for brand names, impulse purchases, one-stop convenience, time savings, etc., as long as they can be positioned to fit with an increasing focus on necessities
• Position dining as an ‘affordable necessity’ during stressful times
Consuming only when necessary is the style most affected by consumer anxiety
11
Mitigating Anxiety During a Downturn
1. Consider targeting consumers who see themselves as more competent and more in control
2. Target at higher income levels given their somewhat greater psychological resiliency in the face of economic uncertainty
3. Remind consumers of what they already believe — that they are smart and in control
4. Offer help and assistance, even partnering with consumers where possible, to put consumers back in control
There are some opportunities (albeit limited ones) for marketers to do more than just react to changes in consumer spending patterns
Yankelovich © 2007/2008 12
79%79%
Describes you…Describes you…
In control of my lifeIn control of my life
As self-reliant as possibleAs self-reliant as possible 88%88%
67%67% 80%80%
2007 Yankelovich
MONITOR
2007 Yankelovich
MONITOR
2008Dollars &
Consumer Sense
2008Dollars &
Consumer Sense
And…Still In Control, Good Times or Bad And…Still In Control, Good Times or Bad
Yankelovich © 2007/2008 13Yankelovich © 2007/2008
All businessAll business
Control iscorporateControl iscorporate
Consumers are dependent
Consumers are dependent
Very personalVery personal
Control restswith consumers
Control restswith consumers
Marketerstake direction
Marketerstake direction
A marketer-driven worldA marketer-driven world
Outside‐InEconomyOutside‐InEconomy
A consumer-driven worldA consumer-driven world
Inside‐OutEconomyInside‐OutEconomy
Yankelovich © 2007/2008 14
Dealer cost structures made public, cars by RFP
Auto
Day traders, mortgages/ loans by RFP
$$$$
TV
Time-shifting, ad avoidance
Consumers Take Control
Yankelovich © 2007/2008 15
Information-Savvier ConsumersInformation-Savvier Consumers
I always know how to get the information I
need to make decisions
I always know how to get the information I
need to make decisions
61%61%20022002
75%75%TODAY
Important in your personal life today: Researching a product before buying it
Important in your personal life today: Researching a product before buying it
44%44%20042004
61%61%TODAY
I know more about the products being sold in stores than the people selling them
I know more about the products being sold in stores than the people selling them
48%48%20052005
53%53%TODAY
Yankelovich © 2007/2008 16
Extremely/very important to the way others see you: Someone who gives smart advice
Extremely/very important to the way others see you: Someone who gives smart advice
67%67%TODAY
Locus of Control, Expertise, AuthorityLocus of Control, Expertise, Authority
• In Charge: Directing, Advising, Guiding• In Charge: Directing, Advising, Guiding
Yankelovich © 2007/2008 17
I think my IQ is higher than average
I think my IQ is higher than average
%%
2005 Yankelovich MONITOR Financial Services Study
Smarter Than the Average BearSmarter Than the Average Bear
Yankelovich © 2007/2008 18
Expectations of More ControlExpectations of More Control
Agree more with “following your own instincts” or “listening to experts”
Following your own instincts
Agree more with “following your own instincts” or “listening to experts”
Following your own instincts
61%61%20022002
74%74%TODAY
• Self-Reliance• Self-Reliance
Yankelovich © 2007/2008 19
Extremely/very important to the way others see you: Passionateabout the things you care about
Extremely/very important to the way others see you: Passionateabout the things you care about
Expectations of More ControlExpectations of More Control
61%61%20032003
73%73%TODAY
• Passionate Involvement • Passionate Involvement
Yankelovich © 2007/2008 20
Expectations of More ControlExpectations of More Control
Extremely/very important to the way others see you: Someone who can always see throughexaggeration and hype
Extremely/very important to the way others see you: Someone who can always see throughexaggeration and hype
38%38%20022002
56%56%TODAY
• Marketing Resistance • Marketing Resistance
Yankelovich © 2007/2008 21
Extremely/very important to the way others see you: Someone who tells the truth no matter what
Extremely/very important to the way others see you: Someone who tells the truth no matter what
72%72%20032003
82%82%TODAY
Expectations of More ControlExpectations of More Control
• Authenticity & Honesty• Authenticity & Honesty
Yankelovich © 2007/2008 22Yankelovich © 2007/2008
Gasolineprice alertsGasoline
price alertsCarbon footprint meters
Carbon footprint meters
Nutritional guides & dataNutritional guides & dataPrice comparisonsPrice comparisons
Yankelovich © 2007/2008 23
Smart ToothbrushSmart Toothbrush
Yankelovich © 2007/2008 24
Tapping the Dash Driver NetworkTapping the Dash Driver Network
Yankelovich © 2007/2008 25
Keep Your Health Care Info Under Your ControlKeep Your Health Care Info Under Your Control
Yankelovich © 2007/2008 26
New Ways to Manage MoneyNew Ways to Manage Money
Yankelovich © 2007/2008 27
Thought-StartersThought-Starters
• Open up access to information• Share an “insider’s” view• Be an aggregator of relevant information,
especially nutritional• Make information engagement “special” – for
connossieurs, for VIPs, for loyal customers, for experts, easy to share and show off to others
• Give customers control over information• Host communities that invite criticism and shared-
help solutions (people will brag on you there, too)• Up-to-the-minute status reports on a location• Teach them “relevant” evaluative criteria
• Open up access to information• Share an “insider’s” view• Be an aggregator of relevant information,
especially nutritional• Make information engagement “special” – for
connossieurs, for VIPs, for loyal customers, for experts, easy to share and show off to others
• Give customers control over information• Host communities that invite criticism and shared-
help solutions (people will brag on you there, too)• Up-to-the-minute status reports on a location• Teach them “relevant” evaluative criteria
Yankelovich © 2007/2008 28
Thought-StartersThought-Starters
• Open up concepts to customer-generated recombinations• Easy to facilitate in marketing communications• Harder to do in menu choices, but potentially a
bigger return in customer engagement and loyalty• Every visit is thus not the same, but instead is a new
experience, even adventure• Provides customers with more ways to find relevance
and chances to visit
• Multi-sensory and design components can personalize• iPod cradles at each table (with appropriate limits)• Personal video screens for ordering and entertainment• Multi-tasking hubs where food is vital but secondary
• Open up concepts to customer-generated recombinations• Easy to facilitate in marketing communications• Harder to do in menu choices, but potentially a
bigger return in customer engagement and loyalty• Every visit is thus not the same, but instead is a new
experience, even adventure• Provides customers with more ways to find relevance
and chances to visit
• Multi-sensory and design components can personalize• iPod cradles at each table (with appropriate limits)• Personal video screens for ordering and entertainment• Multi-tasking hubs where food is vital but secondary
Yankelovich © 2007/2008 29
Thought-StartersThought-Starters
• Use database systems to aggregate knowledge of individual customers – Invite opt-in• Personalize the relevance of what customers receive
• Can be more than menus• The experience itself• The interaction with staff• Reminders and thank you’s via mail or email• Discounts and promotions• Special events, parties or family gatherings• Special treatment on special occasions• Have favorite items on the table or ready to serve• Personalization in every location across the country
• Use database systems to aggregate knowledge of individual customers – Invite opt-in• Personalize the relevance of what customers receive
• Can be more than menus• The experience itself• The interaction with staff• Reminders and thank you’s via mail or email• Discounts and promotions• Special events, parties or family gatherings• Special treatment on special occasions• Have favorite items on the table or ready to serve• Personalization in every location across the country
Yankelovich © 2007/2008 30
More lifestyle options
More relevant/meaningful rewards
More marketplace skills
More marketplace options
Less compromise
More lifestyle options
More relevant/meaningful rewards
More marketplace skills
More marketplace options
Less compromise
A State of MoreA State of More
Yankelovich © 2007/2008 31
“The Magical Number Seven, Plus or Minus Two”“The Magical Number Seven, Plus or Minus Two”
George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97
If the human observer is a reasonable kind of communication system, then when we increase the amount of input information the transmitted information will increase at first and will eventually level off at some asymptotic value. This asymptotic value we take to be the channel capacity of the observer: it represents the greatest amount of information that he can give us about the stimulus on the basis of an absolute judgment. The channel capacity is the upper limit on the extent to which the observer can match his responses to the stimuli we give him.
Let me summarize the situation in this way. There is a clear and definite limit to the accuracy with which we can identify absolutely the magnitude of a unidimensional stimulus variable. I would propose to call this limit the span of absolute judgment,and I maintain that for unidimensional judgments this span is usually somewhere in the neighborhood of .
If the human observer is a reasonable kind of communication system, then when we increase the amount of input information the transmitted information will increase at first and will eventually level off at some asymptotic value. This asymptotic value we take to be the channel capacity of the observer: it represents the greatest amount of information that he can give us about the stimulus on the basis of an absolute judgment. The channel capacity is the upper limit on the extent to which the observer can match his responses to the stimuli we give him.
Let me summarize the situation in this way. There is a clear and definite limit to the accuracy with which we can identify absolutely the magnitude of a unidimensional stimulus variable. I would propose to call this limit the span of absolute judgment,and I maintain that for unidimensional judgments this span is usually somewhere in the neighborhood of .sevenseven
Yankelovich © 2007/2008 32
I’m overwhelmed by all of the sources of information available today
I’m overwhelmed by all of the sources of information available today
Yet, Apparently Consumers Are CopingYet, Apparently Consumers Are Coping
61%61%19961996
47%47%TODAY
Yankelovich © 2007/2008 33
A New Movement is EmergingA New Movement is Emerging
Control More/Shoot for MoreFROM
Control More/Shoot for Precision
TO
Yankelovich © 2007/2008 34
Consumer Strategies for Navigating a World of “More”Consumer Strategies for Navigating a World of “More”
Consumer control evolves!
Pinpointing
Splicing
Limelighting
imPerfecting
Consumer control evolves!
Pinpointing
Splicing
Limelighting
imPerfecting
Yankelovich © 2007/2008 35Yankelovich © 2007/2008
Yankelovich © 2007/2008 36Yankelovich © 2007/2008
PinpointingPassion for Precision
Yankelovich © 2007/2008 37
There are too many people these days giving their opinions who know much less than they think they do
There are too many people these days giving their opinions who know much less than they think they do
88%88%TODAY
Pinpointing: Wiki BacklashPinpointing: Wiki Backlash
Yankelovich © 2007/2008 38
Pinpointing: Tighter Circles in DemandPinpointing: Tighter Circles in Demand
Important in your personal life today: Spending time with people who are as passionate and knowledgeable about the things you care about as you are
Important in your personal life today: Spending time with people who are as passionate and knowledgeable about the things you care about as you are
55%55%TODAY
Yankelovich © 2007/2008 39
Pinpointing: From Search to Smart SearchPinpointing: From Search to Smart Search
Yankelovich © 2007/2008 40
Pinpointing: Smart Job SearchPinpointing: Smart Job Search
Yankelovich © 2007/2008 41
Pinpointing: Smart Travel SearchPinpointing: Smart Travel Search
Yankelovich © 2007/2008 42
Pinpointing: Wonder What Walt Would ThinkPinpointing: Wonder What Walt Would Think
“The home of Mickey Mouse, Tigger and Tinkerbell has banned kids from its fanciest restaurant. Beginning this week, children under 10 are no longer welcome at Victoria & Albert'sin the Grand Floridian Resort & Spa. Victoria & Albert's is Walt Disney World's only restaurant with an AAA five-diamond rating. "We want to be the restaurant that's available for that adult experience," said general manager Israel Perez’.”(“Disney World Restaurant Bans Children,” Akron Beacon Journal, 01.05.08)
Yankelovich © 2007/2008 43
Don’t pile it onInstead, pinpoint it
Facilitate ‘narrow’ engagementStart with a profile
Management tools for consumers to use
Consolidation & aggregation
Training & hosting
The best place to find more
Don’t pile it onInstead, pinpoint it
Facilitate ‘narrow’ engagementStart with a profile
Management tools for consumers to use
Consolidation & aggregation
Training & hosting
The best place to find more
Pinpointing: Looking AheadPinpointing: Looking Ahead
Make consumers smarter
Yankelovich © 2007/2008 44Yankelovich © 2007/2008
Yankelovich © 2007/2008 45Yankelovich © 2007/2008
SplicingPassion for Precision
Yankelovich © 2007/2008 46
Splicing: My Pieces, My PuzzleSplicing: My Pieces, My Puzzle
(Among those online) Have customized a web page or search engine to show the news and information of most interest to you
(Among those online) Have customized a web page or search engine to show the news and information of most interest to you
24%24%TODAY
Yankelovich © 2007/2008 47
Splicing: My Shows, My ScheduleSplicing: My Shows, My Schedule
Watch TV programs later than when they originally aired, not including reruns(e.g., streaming video on the Internet, DVR, On-Demand, on an iPod, etc.)
Watch TV programs later than when they originally aired, not including reruns(e.g., streaming video on the Internet, DVR, On-Demand, on an iPod, etc.)
34%34%TODAY
Yankelovich © 2007/2008 48
In a survey measuring knowledge of current events (conducted by the Pew Research Center), half the people who did the best said they got their news from at least seven outlets a day (“Best-Informed Also View Fake News,” The New York Times,04.16.07)
In a survey measuring knowledge of current events (conducted by the Pew Research Center), half the people who did the best said they got their news from at least seven outlets a day (“Best-Informed Also View Fake News,” The New York Times,04.16.07)
Splicing: My News, My SourcesSplicing: My News, My Sources
Yankelovich © 2007/2008 49
Consumers to expect more – innovative products have already given them a taste of the potential of splicing
Focus on combinations of multiple products – even of very different sorts or applications
It means expanded roles and non‐traditional players in many categories
Consumers are changing their standards of success
Consumers to expect more – innovative products have already given them a taste of the potential of splicing
Focus on combinations of multiple products – even of very different sorts or applications
It means expanded roles and non‐traditional players in many categories
Consumers are changing their standards of success
Splicing: Looking AheadSplicing: Looking Ahead
Consumers demanding new collaborations
Yankelovich © 2007/2008 50
Splicing: TasteBooksSplicing: TasteBooks
“For $34.95, a cooking enthusiast can select up to 100 recipes, which come encased in a ring-binder with a customized cover. The site also accommodates those who want to fill a volume with their own recipes or with recipes from sites other than Epicurious.”
(“A Cookbook of One’s Own from the Internet,” The New York Times, 11.12.07)
“For $34.95, a cooking enthusiast can select up to 100 recipes, which come encased in a ring-binder with a customized cover. The site also accommodates those who want to fill a volume with their own recipes or with recipes from sites other than Epicurious.”
(“A Cookbook of One’s Own from the Internet,” The New York Times, 11.12.07)
Yankelovich © 2007/2008 51
Splicing: Mix and Match Meals
“Every chef puts his or her own spin on what is often described as ‘global tapas,’ but at small-plate restaurants across the country you'll find a spirited atmosphere that encourages a meal designed to be shared by as many diners as possible. Plenty of table reaching and plate shuffling ensures that everyone can taste everything.” (“Restaurant trend: Small-Plates Dining,”
lifestyle.msn.com)
Yankelovich © 2007/2008 52
Splicing: Alternative Yoga
“…has teamed up with Vosges chocolate…to offer yoga and chocolate seminars that begin and end with a truffle. Much like traditional yoga practices, he uses the sweet to make participants more aware of their senses, asking them to savor each little bite and its distinct taste…” (“Nude Yoga and Other Twists to the Practice,” Newsweek, 08.20.07)
Yankelovich © 2007/2008 53
Splicing: Think About ItSplicing: Think About It
Wrist Watch With A PulseWrist Watch With A Pulse
Two Tastes In OneTwo Tastes In One
Technology Mash-UpsTechnology Mash-Ups
PlaylistsPlaylists
Glucose Meter/PhoneGlucose Meter/Phone
Yankelovich © 2007/2008 54
A day at the office can be a downright assault on your sense of smell. Between Harry’s halitosis, Penny’s pungent perfume, and Stanley’s tuna on onion roll, you can’t get a breath of fresh air. Don’t lose your cool. Save your sniffer (and your sanity) with the USB fragrance oil burner. Plug this puppy into your
computer, add a drop of oil, and be instantly bathed in soothing scent.(DailyCandy, 10.03.07)
Splicing: Mixing Business with PleasureSplicing: Mixing Business with Pleasure
Yankelovich © 2007/2008 55
Splicing: NetvibesSplicing: Netvibes
Yankelovich © 2007/2008 56
Splicing: SocialThing!
Yankelovich © 2007/2008 57
Splicing: Food as MedicineSplicing: Food as Medicine
Yankelovich © 2007/2008 58
The medical services available in many grocery and retail stores are just as good as those available in traditional medical facilities
The medical services available in many grocery and retail stores are just as good as those available in traditional medical facilities
42%42%TODAY
Splicing: Retail Health CareSplicing: Retail Health Care
Yankelovich © 2007/2008 59
Splicing: Retail Health CareSplicing: Retail Health Care
Yankelovich © 2007/2008 60
Splicing: The Spa at Whole FoodsSplicing: The Spa at Whole Foods
Yankelovich © 2007/2008 61Yankelovich © 2007/2008
Yankelovich © 2007/2008 62Yankelovich © 2007/2008
LimelightingPassion for Precision
Yankelovich © 2007/2008 63
Limelighting: Required in an iPriority WorldLimelighting: Required in an iPriority World
People who don’t take time for themselves end up taking it out on others
People who don’t take time for themselves end up taking it out on others
80%80%TODAY
Yankelovich © 2007/2008 64
(Among those working full/part time) Important in your personal life today: Leaving work problems in the office
(Among those working full/part time) Important in your personal life today: Leaving work problems in the office
Limelighting: Putting a Lid On ItLimelighting: Putting a Lid On It
57%57%20042004
62%62%TODAY
Yankelovich © 2007/2008 65
Rate skills highly: Being able tosay “no” when you need toRate skills highly: Being able tosay “no” when you need to
Limelighting: Just Say “No!”Limelighting: Just Say “No!”
70%70%TODAY
Yankelovich © 2007/2008 66
Likely to be true ten years from now: certain methods or ingredients used in preparing food will be against the law
Drawing the Line: On Health, Too
(5-7 on 7-pt. scale, where 7 is rate skills as “extremely likely” and 1 is rate skills as “not at all likely”)
54%TODAY
Millennials 55%
Xers 49Boomers 53Matures 63
Yankelovich © 2007/2008 67
Restaurant portions are too large and cause me to eat more than I normally would
Drawing the Line: They Need Your Help On This…
55%55%TODAY
Men 48%
Women 61Millennials 49Xers 58Boomers 51Matures 62
Yankelovich © 2007/2008 68
(Among parents with children <18 in HH)It is important for families to eat dinner together every night
(Among parents with children <18 in HH)It is important for families to eat dinner together every night
60%60%TODAY
Moms 62%
Dads 57%
Limelighting: Finding Family TimeLimelighting: Finding Family Time
Yankelovich © 2007/2008 69
“DVDs have upended how we watch television, transforming shows from disposable weekly units into 8-, 12-, 22-hour movies. ‘We get a lot of people who
“DVDs have upended how we watch television, transforming shows from disposable weekly units into 8-, 12-, 22-hour movies. ‘We get a lot of people who
Limelighting: A “24” WeekendLimelighting: A “24” Weekend
tell us they don’t even watch the show when it airs,’ says Joel Surnow, co-creator of ‘24.’ They wait for the DVD and watch it all at once’.”(“Why TV Is Better than the Movies,”Newsweek, 02.26.07)
tell us they don’t even watch the show when it airs,’ says Joel Surnow, co-creator of ‘24.’ They wait for the DVD and watch it all at once’.”(“Why TV Is Better than the Movies,”Newsweek, 02.26.07)
Yankelovich © 2007/2008 70
“…spa-goers are requesting longer treatments —allowing for extended, enhanced and more meaningful spa experiences…[spa-goers are] booking time instead of a treatment… [this]gives the consumer the flexibility to choose what they want based on how they feel when they arrive at the spa”
“…spa-goers are requesting longer treatments —allowing for extended, enhanced and more meaningful spa experiences…[spa-goers are] booking time instead of a treatment… [this]gives the consumer the flexibility to choose what they want based on how they feel when they arrive at the spa”
Limelighting: Longer Spa AppointmentsLimelighting: Longer Spa Appointments
(The International Spa Association Key Spa IndustryTrends for 2006)
Yankelovich © 2007/2008 71
Limelighting: The Comforts of HomeLimelighting: The Comforts of Home
staycation – A vacation that is spent at one's home enjoying all that home and one's home environs have to offer.Even though I live and work in New York, I don't always get to enjoy all it has to offer, what with my work commitments, but I sure did have an awesome time here during my spring staycation.(urbandictionary.com)
Yankelovich © 2007/2008 72
Limelighting: My Private Get-AwayLimelighting: My Private Get-Away
(Among married/living together) I would feel comfortable taking a vacation without my spouse or significant other
(Among married/living together) I would feel comfortable taking a vacation without my spouse or significant other
45%45%TODAY
Yankelovich © 2007/2008 73
Limelighting: Sleeping AloneLimelighting: Sleeping Alone
“In a survey in February by the NAHB, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015…some builders say more than a quarter of their new projects already do. [One expert says,] ‘The growing need for separate bedrooms represents the speed-up of family life —women’s roles have changed — and the need for extra space eases the strain on the relationship. If one of them snores, the other one won’t be able to perform the next day. It’s nothing to do with social class, and it’s not necessarily indicative of marital discord’.”(“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)
“In a survey in February by the NAHB, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015…some builders say more than a quarter of their new projects already do. [One expert says,] ‘The growing need for separate bedrooms represents the speed-up of family life —women’s roles have changed — and the need for extra space eases the strain on the relationship. If one of them snores, the other one won’t be able to perform the next day. It’s nothing to do with social class, and it’s not necessarily indicative of marital discord’.”(“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)
Yankelovich © 2007/2008 74
Limelighting: Somehow I Still Don’t Get It RightLimelighting: Somehow I Still Don’t Get It Right
Scheduling down time or “me” timeScheduling down time or “me” time
Important inpersonal lifeImportant inpersonal life
Total 51%
Men 46
Women 57
Moms 54
Total 51%
Men 46
Women 57
Moms 54
Describesyou
Describesyou
33%
33
34
27
33%
33
34
27
Yankelovich © 2007/2008 75
Remember: Multi‐tasking may be onemeans to an end, but mono‐tasking may be the ideal solution
Help remove barriers to a singular focus
Give consumers a helping hand through coaching, tutoring, insider tips, etc.
Declutter and refine the consumer’s experience with your brands and communications
Remember: Multi‐tasking may be onemeans to an end, but mono‐tasking may be the ideal solution
Help remove barriers to a singular focus
Give consumers a helping hand through coaching, tutoring, insider tips, etc.
Declutter and refine the consumer’s experience with your brands and communications
Limelighting: Looking AheadLimelighting: Looking Ahead
Reflect and facilitate desires to do just one thing
Yankelovich © 2007/2008 76Yankelovich © 2007/2008
Yankelovich © 2007/2008 77Yankelovich © 2007/2008
imPerfectingPassion for Precision
Yankelovich © 2007/2008 78
imPerfecting: Wart Remover?imPerfecting: Wart Remover?
Own a digital cameraOwn a digital camera
49%49%20052005
64%64%TODAY
Yankelovich © 2007/2008 79
“In an age when Americans’ appetite for celebrity snapshots seems insatiable, retouching photographs has become routine. But some
magazines are getting too liberal with their edits, and stars are fighting back.”(“‘22-inch Guns’ Stun Andy Roddick,” ABCnews.go.com, 05.29.07)
“In an age when Americans’ appetite for celebrity snapshots seems insatiable, retouching photographs has become routine. But some
magazines are getting too liberal with their edits, and stars are fighting back.”(“‘22-inch Guns’ Stun Andy Roddick,” ABCnews.go.com, 05.29.07)
imPerfecting: The Push Back on AirbrushingimPerfecting: The Push Back on Airbrushing
Yankelovich © 2007/2008 80
“honest baby was founded by a mom, frustrated with the myth of perfect parenting…the more we try tomold the most social, well-rested, sweet, funny, gentle, articulate child on the planet, the more it becomes apparent there is not such thing…so we felt there needed to be a place where there would be no judgments…” (honestbaby.com)
“honest baby was founded by a mom, frustrated with the myth of perfect parenting…the more we try tomold the most social, well-rested, sweet, funny, gentle, articulate child on the planet, the more it becomes apparent there is not such thing…so we felt there needed to be a place where there would be no judgments…” (honestbaby.com)
imPerfecting: Not Every Child Is “Perfect”imPerfecting: Not Every Child Is “Perfect”
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imPerfecting: The Sweet Smell of…NothingimPerfecting: The Sweet Smell of…Nothing
“Last year in the United States, spending on upscale women’s fragrances declined, as part of a multiyear trend. The group said $1.97 billion was spent, down from $2 billion in 2002.
“Like Ms. Ware, more women are forgoing scent altogether. Last year, about 15 percent of women said they did not wear fragrance, up from 13 percent in 2003, according to a survey of 9,800 women conducted by NPD.
“That may sound like a small number, but nationally that translates into two million more women who are saying ‘I don’t wear fragrance,’ ” said Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five percent of women are still buying fragrance, but an increasing number tell us they are wearing fewer scents, less frequently or not at all.”(“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)
“Last year in the United States, spending on upscale women’s fragrances declined, as part of a multiyear trend. The group said $1.97 billion was spent, down from $2 billion in 2002.
“Like Ms. Ware, more women are forgoing scent altogether. Last year, about 15 percent of women said they did not wear fragrance, up from 13 percent in 2003, according to a survey of 9,800 women conducted by NPD.
“That may sound like a small number, but nationally that translates into two million more women who are saying ‘I don’t wear fragrance,’ ” said Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five percent of women are still buying fragrance, but an increasing number tell us they are wearing fewer scents, less frequently or not at all.”(“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)
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“Waitrose, the supermarket chain associated with a certain kind of aesthetic perfection, has announced that it is to sell ugly fruit and veg at reduced prices…knobbly strawberries and bendy sticks of rhubarb will have to bear the stigma of a ‘discounted’ price tag, but still organizations such as Friends of the Earth are hailing the decision as a victory…a sign that we are beginning to accept the fact that this, actually, is what Britain's native harvest looks like when it hasn't been genetically engineered, smothered in pesticide or tarted up for a photo shoot in Elle Decoration.”(“An Idyllic Nightmare,” The Guardian, 06.21.06)
“Waitrose, the supermarket chain associated with a certain kind of aesthetic perfection, has announced that it is to sell ugly fruit and veg at reduced prices…knobbly strawberries and bendy sticks of rhubarb will have to bear the stigma of a ‘discounted’ price tag, but still organizations such as Friends of the Earth are hailing the decision as a victory…a sign that we are beginning to accept the fact that this, actually, is what Britain's native harvest looks like when it hasn't been genetically engineered, smothered in pesticide or tarted up for a photo shoot in Elle Decoration.”(“An Idyllic Nightmare,” The Guardian, 06.21.06)
imPerfecting: “Ugly Fruit”imPerfecting: “Ugly Fruit”
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“For my money, I think it’s great when the TVworld, which is always so formulaic and so predictable, veers completely out of control. It’s breathtaking TV.”
imPerfecting: Striking a Chord?imPerfecting: Striking a Chord?
Peter Carlin, TV columnist for The Oregonian, speaking of late-night TV hosts Jay Leno, Conan O’Brien, and Jon Stewart returning to the air without their writers (“Late-Night TV Returns with an Entertaining Edge,” NPR Weekend Edition, 01.05.08)
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The fresh and unaffected, even if raw and imperfect, is often welcome
Liberate yourself from “the script” and speak to consumers with a new spirit of collaborative, honest engagement
Tighten up on the high‐gloss language that all too often nowadays rings hollow
Give consumers leeway to see things their own way and define things on their own terms
The fresh and unaffected, even if raw and imperfect, is often welcome
Liberate yourself from “the script” and speak to consumers with a new spirit of collaborative, honest engagement
Tighten up on the high‐gloss language that all too often nowadays rings hollow
Give consumers leeway to see things their own way and define things on their own terms
imPerfecting: Looking AheadimPerfecting: Looking Ahead
Revisiting Real…imPerfection can be an improvement
Yankelovich © 2007/2008 85Yankelovich © 2007/2008
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The Revolution is Over. Consumers Won.The Revolution is Over. Consumers Won.
Assuming control and then keeping it strong in many ways
Consumer empowerment is now a given
The only question is how empowerment will evolve and manifest itself in the marketplace
The opportunity lies in connecting with this evolution in how consumers are engaged with brands
Consumer empowerment is now a given
The only question is how empowerment will evolve and manifest itself in the marketplace
The opportunity lies in connecting with this evolution in how consumers are engaged with brands
Yankelovich © 2007/2008 87Yankelovich © 2007/2008
Thank You!