March 15, 2010
While many market research companies launched research programs aimed at measuring how well consumers liked Super Bowl ads, FGI conducted an independent study to determine the effect of advertising during the Super Bowl. We fielded this study later than others to see if consumers could really recall the ads they saw. It turns out that only 44% of those who saw the most “memorable” ad could recall its sponsor. We determined that while viewers may respond favorably to some ads in the moment, they forget them after a few days. The best Super Bowl commercials are memorable as well as dazzling, as our online survey results demonstrate.
November 27, 2009
In terms of household spending, women rule the roost. Advertisers are working twice as hard to hold their attention, and grab market share. The one question that advertiser’s have in common is: What do women want? FGI Research recently polled hundreds of women to pose this timeless query with respect to advertising, and the insights we discovered were quite interesting.
August 21, 2009
According to a new book from BCG’s Michael Silverstein, the earning and purchasing power of women is poised to explode over the next five years. Globally, women’s total earned income is projected to increase by $5 trillion, to $18 trillion, by 2014. That’s an increase of almost 40%.
To put it in perspective, the worldwide increase in women’s income will be greater than the economic expansion of China and India combined during the same period. Along with this spike in earning power, women will continue to drive spending across major categories. In the United States, women control almost three quarters (72%) of all dollars spent. So, all of this earning and purchasing power clearly begs the question “what do these women want?!?” Recent research provides some very actionable answers and advice:
