Time series analysis of consumers' reaction to economic recession

Max Kilger
Experian Simmons
Ceril Shagrin
Univision

Introduction

The onset and effects of the deep global economic recession on the United States have dramatically changed the landscape of the American consumer. Large segments of consumers have altered their behaviors and attitudes in response to the very difficult economic times being experienced. Consequently, the needs of media providers, advertising agencies and advertisers have also shifted significantly. While the utility of timely market intelligence has always been valued, consumer reactions to the serious economic recession has focused urgent new attention on and demand for more recent consumer behavior data. Further, not only is more recent data important to marketers but this recession has placed more emphasis on marketers' ability to track consumer sentiment and behavior across time in a time series-like fashion.