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David Ogilvy Award
Tuesday, January 24, 2012
Wal-Mart Insights engaged Impact Consumer Research in 2008 to perform a comprehensive quantitative study of consumers in the changing economy. The study’s goal was to understand the coping mechanisms consumers were using depending on their economic outlooks. This quantitative research resulted in great insights into the minds and behaviors of moms, as they were being asked to pay bills with much less income, find ways to keep the family fed, and often take a larger role as a breadwinner outside the home. The key insight: Mom was feeling an elevated burden, and her time and energy were scarce.
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