The Recession and Market Research
Executive Summary Much has been both said and written about the decline in consumer spending during the recession; much less is said about the opportunity that lies in a highly disrupted marketplace While it’s true that customers are more knowledgeable (and often skeptical) than ever, this recession has done what generations of marketers have tried and failed to accomplish – opening consumers’ minds to new brands and new options Kelton Research’s consumer tracking study “The Changing American Consumer” demonstrates an increasing willingness to try new products even as spending declines; it’s our belief this indicates tremendous opportunity to position brands to steal considerable market share in the next year, allowing for tremendous growth once the recession ends…
