Pulse on the economy: Using social media to understand today's shopper behaviour

This paper discusses how social listening can help brands gain consumer insights. It reports on research carried out by Kantar Media affiliate Cymfony for Kraft Foods to learn how American consumers' grocery shopping behaviour was being affected by the recession.

Pulse on the economy: Using social media to understand today's shopper behaviour

Christina EngelhardtCymfonyLarisa MatsKraft Foods

Background

As 2009 kicked off with the continuation of the most severe economic recession the United States economy had seen in 80 years, companies and consumers alike were faced with daunting challenges. Shoppers' core priorities and behaviors were fundamentally changing, and companies were forced to adapt and re-think the ways they did business. More than ever, a return to the basics was necessary – building and retaining a loyal customer base, understanding how customer mindsets and values were evolving, and relating...

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