Home cooks have a wide variety of resources available to them today, from specialty retail outlets to internet-based meal kit services. It’s important for brands to understand the current needs of the home cook. In this episode, we talk to three consumers who have differing levels of expertise with meal preparation. We’ll hear about where they turn for recipes and inspiration, where they shop for groceries and supplies, and the psychological benefits that they receive from a love of cooking.
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Episode #7: Meet Consumer Communities: Season 1 Recap
33:22We look back at some of the major themes shared across the consumer groups that we talked to in Season 1. There are shared values that consumer groups hold at their core, even if they are ultimately expressed in different ways. Listen to this discussion about community, authenticity, transparency, and education experiences, as well as how brands tap into consumer emotions to inspire their purchasing decisions. We also revisit China to understand what brands can do to drive retail experiences forward.
Episode #6: Meet Fashionistas
29:51A fashionista is someone with a strong personal style who keeps an eye out for the latest trends in clothing and accessories, particularly in designer and luxury fashion. With the rise of social media, who can participate in this traditionally elite and walled-off community is rapidly changing. In this episode, we talk to consumers about the evolution of luxury fashion, the shift towards luxury being more inclusive, and why unique physical retail experiences are still critical in this category.
Episode #5: Meet Plant-Based Milk Consumers
28:03According to The Good Food Institute, plant-based milk now accounts for 15% of all retail milk sales. Our third Kearney Earth Day Spotlight Survey showed that because of the COVID-19 pandemic, 40% of respondents are now more concerned about environmental issues than ever before. In this episode, we talk to plant-based milk consumers about what they would like to see from the plant-based dairy category, motivated by a mix of animal welfare, health, and sustainability concerns.
Episode #4: Meet Home Cooks
27:32Home cooks have a wide variety of resources available to them today, from specialty retail outlets to internet-based meal kit services. It’s important for brands to understand the current needs of the home cook. In this episode, we talk to three consumers who have differing levels of expertise with meal preparation. We’ll hear about where they turn for recipes and inspiration, where they shop for groceries and supplies, and the psychological benefits that they receive from a love of cooking.
Episode #3: Meet CBD Consumers
25:58Hemp-derived CBD contains less than 0.3% of THC, the active ingredient in marijuana, and doesn't make users feel the trademark euphoria of a marijuana high. While many consumers rave about the many positive impacts that CBD has had on their lives, there still exists a need for further clarity about CBD products and their efficacy. In this episode, we talk to three CBD users, hear what they have to say about product effectiveness, and learn what they would like to see more of from brands.
Episode #2: Meet Women Influencers
28:24The concept of an influencer, or someone with social influence who can guide consumer behavior and lifestyle decisions, has been around since long before this word existed. What's changed in recent years is that, with the continuing rise of social media, the scope of who can become an influencer has drastically shifted. This episode features a conversation about the community of people currently leading the way in the retail space and changing the marketing landscape forever: women influencers.
Episode #1: Meet Gen Z
25:30Generation Z — defined as people born between 1996 and 2010 — is the first digitally native generation in America. They’re generally considered pragmatic and committed to self-improvement. However, they’re also the most diverse generation, making them hard to define with one brushstroke. Set aside your assumptions about Generation Z consumer behavior and learn how they really make decisions when they shop.
Inside the Mind Season 1 Trailer
1:14Have you ever wondered just what exactly is going on in your customers’ minds? Well, it’s time to stop wondering! Tune in this season for interviews with real shoppers in a variety of retail and consumer sectors, all mixed with analysis and insights. Inside the Mind is produced by Kearney, one of the original management consulting firms. Learn more at www.kearney.com.