Inside the Mind

The narrative surrounding men's skincare has significantly changed as more men have begun to embrace skincare routines as a form of self-care.

In today's episode, we'll go inside the mind of three men's skincare users. We discuss their shopping habits and learn how they are overcoming the stigma surrounding men's skincare. We also identify the most significant opportunities in the space and see how brands can create a customized approach that respects the individuality of each person's skin.

In this episode, we examine a consumer group that we've really been looking forward to discussing on the show: sneakerheads. Sneakerheads are a passionate and loyal group of consumers who go above and beyond the casual shoe consumer. We take a close look at the experience of shopping for sneakers. We also discuss themes of authenticity, fighting bots for sneaker drops, avoiding fakes on the resale market and the overall thrill of the hunt for a new pair.

In this episode, we talk to high-end spirits consumers about how high-end spirits have become more attainable in today's world. In the past, people might have imagined that access to luxury spirits was unavailable to general consumption and reserved only for those with large amounts of expendable income. However, like changes in the luxury fashion industry that we explored in season one, the barrier to entry has become much lower, partly due to changes in the culture and the rise of social media.

Inside the Mind is back for season 2 in January! Join Greg Portell and Katie Thomas to hear about what drives and inspires even more fascinating consumer groups. You'll hear directly from cosplayers, sneakerheads, dog lovers and more to find out what makes these individuals so passionate and loyal to the groups to which they belong. We'll see you soon!

We look back at some of the major themes shared across the consumer groups that we talked to in Season 1. There are shared values that consumer groups hold at their core, even if they are ultimately expressed in different ways. Listen to this discussion about community, authenticity, transparency, and education experiences, as well as how brands tap into consumer emotions to inspire their purchasing decisions. We also revisit China to understand what brands can do to drive retail experiences forward.

A fashionista is someone with a strong personal style who keeps an eye out for the latest trends in clothing and accessories, particularly in designer and luxury fashion. With the rise of social media, who can participate in this traditionally elite and walled-off community is rapidly changing. In this episode, we talk to consumers about the evolution of luxury fashion, the shift towards luxury being more inclusive, and why unique physical retail experiences are still critical in this category.

According to The Good Food Institute, plant-based milk now accounts for 15% of all retail milk sales. Our third Kearney Earth Day Spotlight Survey showed that because of the COVID-19 pandemic, 40% of respondents are now more concerned about environmental issues than ever before. In this episode, we talk to plant-based milk consumers about what they would like to see from the plant-based dairy category, motivated by a mix of animal welfare, health, and sustainability concerns.

Home cooks have a wide variety of resources available to them today, from specialty retail outlets to internet-based meal kit services. It's important for brands to understand the current needs of the home cook. In this episode, we talk to three consumers who have differing levels of expertise with meal preparation. We'll hear about where they turn for recipes and inspiration, where they shop for groceries and supplies, and the psychological benefits that they receive from a love of cooking.

Hemp-derived CBD contains less than 0.3% of THC, the active ingredient in marijuana, and doesn't make users feel the trademark euphoria of a marijuana high. While many consumers rave about the many positive impacts that CBD has had on their lives, there still exists a need for further clarity about CBD products and their efficacy. In this episode, we talk to three CBD users, hear what they have to say about product effectiveness, and learn what they would like to see more of from brands.

The concept of an influencer, or someone with social influence who can guide consumer behavior and lifestyle decisions, has been around since long before this word existed. What's changed in recent years is that, with the continuing rise of social media, the scope of who can become an influencer has drastically shifted. This episode features a conversation about the community of people currently leading the way in the retail space and changing the marketing landscape forever: women influencers.