Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
The End of an Elon?
Elon Musk, it seems, is falling from grace. For years he’s been the darling of tech journalists and innovators, his edge-of-reality ideas heralding a sustainable future that, to everyone else, seemed impossible. But in recent weeks opinion over the co-founder and CEO of Tesla has taken an abrupt turn. The press are prodding him over Tesla’s safety record, the company’s dislike of unions, and a fatal accident involving one of its vehicles. And Musk has responded less than elegantly. Angry twitter responses, and refusals to answer analyst’s questions have led shareholders to call for his replacement. Will Musk get his act together or continue to lash out at the journalists and investors who’ve put him where he is?
If your brand's facing negative press coverage, why not launch a survey now to ask:
Have you heard the news about [your brand]?
Does this news affect how likely you are to purchase from [your brand]?
What could [your brand] do to make sure you continue shopping with them?
You can then use the results to determine how best to ride out the storm: identify consumers’ primary needs and make sure you’re continuing to meet them.
Children love sugar, and are particularly susceptible to adverts. It makes sense, then, that the health secretary, Jeremy Hunt, is considering bringing a 9pm watershed for foods high in sugar and salt. Research suggests half of television adverts watched by kids are for foods high in salt, sugar and fat. And many of these involve cute cartoon brand ambassadors, or celebrity endorsers. In an effort to crack down on child obesity, all this may be about to change, as well as a ban on two-for-one deals on junk food. These brands running on sugar will either have to change their marketing strategy, or come up with a healthier offering.
Why not launch a survey now to ask:
Where do you pay the most attention to adverts?
What matters most to you when it comes to food? Cost, taste, or nutritious value?
What’s your favourite product that [your brand] sells?
If this new legislation will affect your brand, you can use these results to decide how best to proceed. Should you delve into healthier territory, or just find new places to advertise?
The marshmallow test—a psychology touchstone proving the benefits of willpower—has come under fire this week. The experiment was originally performed in the 1960s and 70s and gave children aged 3-5 the option to eat one marshmallow straight away, or wait for ten minutes and be given two. Children who held off, for the increased reward, were said to go on to perform better in intelligence and behaviour. New research, however, has shown that these benefits are much less significant than first thought, and that the playing field has largely levelled by age 15.
Why not ask yourselves:
What research do we rely on frequently and consistently?
How many years old is it?
Is is specifically about [your brand’s] niche?
If you find that you’re basing your business strategy on outdated research, why not launch a survey to build a comprehensive, and in-date picture of what people are thinking right now?
Visa Gets Back on Track
It’s been a week of crisis management for Visa. The payment conglomerate was forced to re-record part of its huge 2018 Fifa World Cup campaign after Morgan Freeman was accused of sexual harassment. They were also questioned over their decision to advertise at the event, held this year, in Russia. Despite the country’s questionable politics, the company have said they will go ahead with their sponsorship. Later in the week, a hardware failure left millions of people across Europe unable to pay for goods. Once the problem had been fixed, Visa issued an apology admitting it had fallen “well short” of its expected standards of reliability.
If your brand has to adapt and respond to bumps in the road, why not ask people:
How important to you is it that [your brand] echoes your political views?
On a scale of 1-10, how trustworthy is [your brand]?
What could [your brand] do to regain your trust?
You can use the results to decide how best to proceed in times of difficulty. You’ll know how robust your brand image is, and you can monitor whether you need to apologise or pull campaigns, or whether you can continue as usual.
If you want to launch a survey about any of these, or other current issues, just log in to your Attest dashboard and launch a survey to find out what real people are thinking right now.