Bite Size Insights

Widespread consumer behaviour, sentiment and aspirations were being largely driven at a cultural level before the outbreak of coronavirus. Heightened by the bushfire crisis, Aussies were already asking for simpler lives – and now six in 10 of us see the pandemic as the reset to how we re-evaluate how we are living.

Travel and tourism expert Kirsty Macmillan talks to cultural behaviour guru Dan Roberson-Jones about how understanding culture and consumer behaviours will drive and innovate the recovery of Australia’s tourism industry.

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As Australia’s flattening curve lends hope to easing coronavirus restrictions, headlines still scream Covid-19 is the biggest global challenge of our lifetime. No-one thinks its fake news; but understanding the human story is what allows brands to learn how to reframe their relevance as we look beyond the virus. Kantar Australia’s qualitative research guru Carolyn Reid talks to Brian Walker-Catchpole about the Australian story and why this isn’t time for inaction. She reveals why brands must anticipate the changing human story and cultural narrative and how pivoting their offer and message to meet changing human needs is the new brand normal.

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Sensory science research expert Dr Denise Hamblin talks to us about taste as the intersection of biology, culture and commerce and how our preferences evolve over time. In an era where people are seeking comfort at home over sharing adventurous experiences on social media, Denise tells Amy ‘Fritz’ Fridlund how sensory research continues to help drive consumer loyalty through high quality product experiences that tune in to current day needs.

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This piece reflects the current position as of Friday 20 March 2020 - the day of recording. In this almost unprecedented situation, it is hard to give definitive advice; the following is based on experience from past crises, emerging evidence and third-party sources.

It’s been proven that an increase in marketing spend during a recession can gain a long-term advantage for a brand. But COVID-19 has changed the business landscape almost overnight and prompted talk of recession – many brands are now constrained by budgets and circumstances and can’t use this strategy. Kantar’s Global Head of Creative Development Daren Poole talks to Brian Walker-Catchpole about whether brands should be slowing down marketing spend during crisis or whether there are long-term advantages for brands to continue business as usual.

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In unprecedented times when physical human connection is being tested, we have turned to our network to share insights and learnings. Kantar Italy CEO Federico Capeci talks to Kantar Australia CCO Jonathan Sinton showcase both the Italian and Aussie spirit with a virtual coffee and discuss how Italian businesses and brands are navigating COVID-19 in a state of lockdown and what other countries can learn. Federico reveals why understanding new human behaviours is critical to understanding consumers and what is helping brands survive in this new environment.

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Branding is the best single predictor of in-market effects. Kantar’s creative development gurus Sam Walters and Kris Katalbas reveal the strong relationship between an ad’s powerful branding results and the ability to drive short-term sales – and the three core principles to make this happen.

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80% of employees globally have observed some discrimination in their career – but only 1 in 3 feel empowered to escalate the matter. And almost half of employees (46%) believe ‘who you know’ rather than ‘what you know’ drives career progression. If you’re serious about inclusion, diversity and equality, then you have to get serious about measuring it. Global Director of Kantar’s The Inclusion Index Mandy Rico talks to Amy ‘Fritz’ Fridlund revealing key insights that businesses can take today to better action equality, diversity and inclusion and be champions for change.

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The role of brands is changing. Consumers now demand their brands deliver a positive impact in their lives and the world they live in. Brands recognised for high commitment to purpose have grown brand value twice the average with +212% brand growth. As we embark on a decade with a ‘new normal’ where environmental crises have changed everything from the way we think to the way we act, Kantar’s Anne Rayner and Amy Fridlund discuss the role of brands in sustainability – one of the issues you’ve told us your most passionate about.

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Kantar’s media and digital gurus discuss how digital media measurement will change with increased privacy rules and plans for restriction to cookies – something that Kantar research reveals that marketers are not prepared for.

Kantar Touchpoints Research Consultant Helen Kerr discusses key findings from a recent study on Australian retail banking touchpoints. She reveals those that are reaching existing customers and those that can impact potential customers and how that fits into the current Australian banking climate.

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 Helen Kerr