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The Georgetown Institute for Consumer Research (GICR), sponsored by KPMG

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The Georgetown Institute for Consumer Research, sponsored by KPMG, conducts and disseminates scientifically rigorous research that leads to innovative and actionable insights about consumers. The Georgetown Institute for Consumer Research is located in the McDonough School of Business at Georgetown University. 
 

  • THANKSGIVING CONSUMER INTENT SURVEY REPORT

    The 2014 Thanksgiving Consumer Intent Survey was conducted in the first week of November with the purpose of informing how consumers plan to shop on and around the Thanksgiving holiday. Some of the many questions answered by this survey include:

    -Where do consumers intend to shop (e.g., online vs. brick-and-mortar stores)?

    -Do they intend to spend more or less this year than they did last year?

    -How do consumers plan their shopping?

    Respondents were drawn from an online sample of 1037 U.S. consumers. 

    Read the survey report

  • A NEW MODEL OF CONSUMER ENGAGEMENT

    How can post-purchase consumer engagement be a good means of creating brand advocates?

    A recent study found 78% of customers sought out info about the brand or product post-purchase. Most of these people were looking to affirm their purchase.  This provides an excellent opportunity for brands to turn consumers into informed and engaged brand advocates. The brief was co-authored by Mathew Wilcox, EVP, Global Planning Director; and Executive Director of the Institute of Decision Making and GICR researchers.  

    Read the research brief

  • WHAT DO YOU BELIEVE IS IN PUMPKIN SPICE?

    We asked people (1010 participants, 56% female) to check all of the ingredients that they thought were in pumpkin spice. Pumpkin spice can usually be made of cinnamon, ginger, nutmeg, cloves, and allspice.  

    View the poll results

  • GEORGETOWN UNIVERSITY PROBLEM INDEX (GUPI)

    The GUPI is a measure of consumers’ problems that require market solutions at any point and is a valuable resource for gaining insight into the current problems that consumers are facing and what drives consumers to the marketplace. Check out the report to learn how consumers’ reported problems have changed since last month. 

    Read the latest report

  • THE NEW NORMAL OF CONSUMER BEHAVIOR AND HOW TO RESPOND

    What is the new normal of consumer behavior and how should companies respond?

    After years of focusing on cost management, companies have pivoted with a renewed focus on growing the business. And they face a new landscape of consumer attitudes and behaviors—one that is vastly different than before the Great Recession.

    In this new normal, companies are looking for answers to important questions. For example:

    • How can they engage most effectively with consumers?
    • How can they create a customer experience that drives acquisition and loyalty?
    • What core marketing capabilities do they need—today and in the future—to secure their position and take share from competitors?

    It comes down to understanding the new normal of consumer behavior—and navigating it with the right brand vision, customer insights, multichannel engagement and technological agility.

    Read KPMG's article

  • PRODUCT PROLIFERATION AND THE WILLINGNESS TO PAY FOR QUALITY

    What is the benefit of having many choices?

    Having many choices can hamper decisions. However, researchers have found that product proliferation can actually increase people’s sensitivity to quality. This in turn leads people to be willing to pay more for high quality products. 

    Read the research brief