Category — Surveys

Which brands have won your loyalty? Which have lost it and why? An executive summary of a Hub Magazine reader survey. Yes, we have no loyalty. That would be the overarching result of our latest reader survey, in which we asked respondents to declare their allegiances between two top brands in a range of categories. Colgate or Crest? Verizon or AT&T? Costco or Sam’s Club?

We also provided the option to choose “neither” or “both” (when you think about it, “both” is not much better than “neither”). Perhaps it comes as little surprise that not a single brand in our survey attracted loyalty from more than 45 percent of respondents — and only two came close to that mark. Most were in the 30 percent range … read >>

Answering a bright, shiny, existential question about digital media. Is Facebook still as attractive as it was when you first discovered it? How about Groupon? Shopkick? Which digital tools are you most in love with, and why?

As for most of our 365 respondents, Twitter never really was all that sexy to begin with: A total of 50 percent said that either it “never was attractive” (30%) or was “less attractive” (20%) than when they first tried it. Just 37 percent said that either it was “more attractive” (21%) or “as attractive” (16%). The other 14 percent said they hadn’t tried it while one person claimed to have never heard of Twitter … read >>

Shopper marketing has jelled as a brand-building discipline. By Chris Hoyt. What are the current trends in shopper marketing? What elements can be isolated to define best practice? As many readers know, The Hub Magazine has regularly surveyed the industry with the objective of answering these questions since 2006 and just completed the latest survey on shopper marketing at the end of April, creatively entitled “Shopper Marketing 2011.”

This year’s survey generated 243 responses — over 50 percent more than The Hub’s first survey on this subject in March, 2006. Respondents include representatives from 131 companies, 20 countries and six continents. While the majority is from packaged goods (65 percent), other verticals are retail, automotive, apparel, computers/software, healthcare/pharmaceutical and media and entertainment. … read >>

When it comes to brand identity, we celebrate those with longevity. This is the third year we’ve run our "battle of the brands" survey and one thing is clear: the older a brand is, the stronger it tends to be. Indeed, this year, as in the past two, our readers chose older brands as having stronger identities roughly 70 percent of the time.

Perhaps that outcome is intuitive, given that an older brand has had more time to establish, and presumably refresh, itself. And yet, in a marketing culture that tends to celebrate what is young and new, it is also surprising. … read >>

Generation gaps are not so gaping when it comes to shopping behavior. It’s almost an article of faith among marketers that each generation of consumers is different from the next. But how different are we, really?

We received more than 750 responses, led by Generation X (48.2%), Baby Boomers (31.6%), Millennials (17.3%) and the Silent Generation (2.8%). The Greatest Generation did not respond … read>>

Shoppers may be satisfied but still see plenty of room for improvement. By Randi Moore. Satisfaction is defined as the fulfillment of a need or a want. So what satisfies shoppers? To find out, Reveries.com reached out to its readers to understand how satisfying the shopping experience is across 14 categories spanning almost all imaginable retail channels.