Brands should plan for Christmas 2013 by tapping into consumer opinion while the shopping experience is a recent memory, advises Cint
Brands developing campaigns aimed at Christmas shoppers would be wise to access consumer opinions while gift and food buying is fresh in people's minds, in order to plan effectively for this year's holiday season, advises Cint, a provider of global market research software.
Obtaining market intelligence on product awareness, costs and availability, as well as overall spending budgets and shopping methods will help to inform a wide range of business decisions being made later in the year. For example, new product lines, suggested retail prices, packaging advertising channels and marketing messages can all be dramatically improved through a better understanding of audience opinions.
While surveys regarding attitudes to Christmas spending can be deployed any time of year, it is likely the data gathered will be much more reliable when the shopping experience is a recent memory. If not polled within an appropriate time period, respondents are liable to introduce unintentional errors to the data as they will start to recall feelings and facts incorrectly. However, due to time-sensitive, impactful variables, such as the economic climate, the most effective way of gathering a complete market picture is to carry out a second round of research prior to strategies being finalized.
Bo Mattsson, Cint's CEO, commented: “For market research findings to inform strategies and activity in the most effective way, they need to be free from errors. The simple truth is memory can affect the reliability of data. Therefore, in order to plan for Christmas 2013, brands should reach out to target audiences now to get timely opinions on products, spending habits and last year's holiday campaigns.”
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