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63% will always find a way to treat themselves
|
|
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Wanted: Fun for bored consumers
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Global research shows there
is life after credit crunch
|
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One in three people
think their country's economy will be better in 12 months
|
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The most pessimistic?
People in France,
the UK and the US
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A third of Americans,
Argentineans and
South Africans
are stockpiling food
|
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You can't get everything you need to know from a survey. Perhaps not what you'd expect to
hear from a market research company, but very much what the 2009 Synovate Economy and Prices survey
shows.
What you can get from the latest survey is that people are slowly regaining their positive
outlook on the economy, becoming more optimistic for themselves and their country's economy. You can
also get a sense that if habits were going to change, they have largely already changed. And you
can see growing boredom and a creep towards small indulgences.
What marketers cannot get from the numbers is where people's hearts and minds are heading. What happens
next? But, luckily, you can get a sense of that from the people themselves. Our researchers talk to
thousands of people all day, every day, around the world.
That's why this edition of In:fact will feature survey results - important for the overall sense of how
people are feeling and behaving - as well as insights from some of our finest qualitative researchers who
can pass on the mood and aspirations of the people they listen to every day. People need change,
entertainment - as well as authenticity and value. Your brand needs to give it to them.
Recession depression fading
While the recession has cut a swathe through economies across the world, it has damaged some
more than others - and changed people's mindsets and habits in some places far more than others.
>>MORE
Economy's cup is half full for some...
While only 4% of respondents across the 26 markets in the latest survey think the economy in
their country is strong, a few markets stood out as more optimistic.
>>MORE
...and even 'empty' cups are at least getting fuller
Even the most pessimistic markets are still more optimistic than they were six months ago.
>>MORE
Enough is enough
It's been months and months of doom-and-gloom headlines in papers, earnest urgings from public
figures, stimulus packages and sensible spending. Queen (the band, not the monarch) may have
phrased it best when they sang 'I want to break free'.
>>MORE
A little privacy please
Private brands that is. Both the survey data and other research indicate the rise of private labels.
>>MORE
What's a brand to do?
So many questions. Are the changes people have made permanent or temporary? What does that mean for
your brand? Will people continue on the path towards optimism? What will the numbers do?
>>MORE
About the Synovate Economy and Prices survey
Numbers of people surveyed
Click to enlarge
The latest Synovate survey on economy and prices was conducted in May 2009 across 26 markets and
over 17,300 respondents. The markets covered were Argentina, Australia, Belgium, Brazil, Bulgaria,
Canada, Cyprus, Denmark, France, Germany, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the
Netherlands, New Zealand, Serbia, South Africa, Spain, Taiwan, Turkey, the UAE, the UK and the USA.
Please note - The same questions were asked in November 2008 across 21 markets, some of which were
different to the above. However, Synovate has looked at the 17 markets that participated in both waves
to get a view of trends. The markets common to both surveys were Australia, Belgium, Brazil, Bulgaria,
Canada, Denmark, France, Hong Kong, Japan, Malaysia, the Netherlands, New Zealand, Serbia, Taiwan, Turkey,
the UK and the USA.
