Convenience Stores: A $140 Billion Opportunity

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Multicultural consumers are changing the retail landscape and the way brands approach shopper marketing. Convenience store marketing, however, is often neglected and poorly understood, especially across multicultural segments. But why? According to Nielsen, convenience-store sales represent 17% of total retail sales, and reached $140 billion in 2016, up from $126 billion in 2012. This trend, combined with the rising purchasing power of multicultural consumers, reveals a big need for multicultural insights within the convenience-store channel.

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Tales of Telecom: See What Multicultural Consumers Really Want from Providers

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In 2017, cell phones, internet, and watch-anywhere TV have become appendages of consumers’ bodies. We’ve conducted several studies about digital behaviors and attitudes, but our latest work goes deep into how consumers make the critical decisions around which telecommunications products to buy, and what features are important to them. The research uncovers a broad array of insights, with explorations into the telecom landscape, deep-dives into cell phone, TV and internet providers, and path-to-purchase.

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Are Modern Families Really All that Different?

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modern familyIt’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family.

But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?

We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:

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Authentic Cooking: What “Home Cooking” Means to Different Cultures

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Chances are you’ve heard someone talk about an “authentic recipe” or an “authentic dish” at some point. In fact, during conversations about cooking, the word authenticity is usually hard to avoid. But what does “authentic cooking” really mean? Does the meaning change depending on who you talk to?

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Six Steps To Capture Financially Underserved Consumers

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We often think of checking and savings accounts as commonplace, but in reality over a quarter of the U.S. population doesn’t have either one. This translates into 67 million individuals being financially underserved in America. These consumers are referred to as “underservedbecause they’re not fully leveraging traditional financial offerings of a bank.

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Get Real: Tips to Create Culturally-Authentic Content

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In today’s media landscape, consumers are deluged with advertisements: on TV, before YouTube videos, sandwiched between Instagram posts, you name it. In the sea of content, it can be hard for consumers to differentiate between ads and remember brands.

We constantly assess what makes certain spots stick, while others fall by the wayside. Over time, the pattern is clear: consumers like content that authentically mimics their experiences, cultures, and values.

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An Inside Look at the Hispanic Beauty Journey

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Today’s beauty campaigns encourage consumers to embrace diverse beauty standards and think beyond stereotypes.  As the U.S. Hispanic population grows, it’s important to note key differences and similarities between Hispanic and non-Hispanic consumers.  To tease out the nuances of culture as it relates to beauty, we asked the women on our consumer panel about their shopping habits, product usage, and influencers in the category.

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Hispanic Heritage Month: 5 Winning Campaigns

Companies are eager to win Hispanic consumers’ business as a result of their rapid population growth, increasing purchasing power, and their growing cultural influence. Many companies run targeted campaigns during Hispanic Heritage Month in a play to win their loyalty. We recently asked our consumer community to pick their favorites.   The top picks go to:

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Hispanics Unbanked: Huge Opportunities for Financial Services

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The mandate to drive sales and build loyalty among Hispanic consumers holds true across all industries. This is felt acutely in the financial industry. Driven by economic, cultural, and language factors, Hispanic consumers significantly under-index on banking status and financial products usage. This represents not only huge business upside for financial services companies, but also a human opportunity to increase access to historically underserved consumers.

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Hispanic Millennials: Top 5 Insights and Strategies

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Millennials are young, influential, digital natives. They constantly multi-task, and, yes, also shamelessly take “selfies.”  Marketers often paint millennials with a broad brush, yet “The Selfie-Generation” or other narratives are too simplistic to articulate exactly who millennials—and in this case Hispanic millennials—really are.

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