Blog
Discover fresh perspectives on relevant consumer insights topics and trends
Gen Z E-Commerce Platforms: A Tale of Temu and SHEIN
In the dynamic landscape of e-commerce, two names have emerged as prominent rivals for the attention of Gen Z consumers: Temu and SHEIN. These China-founded platforms have honed their strategies to appeal specifically to the tastes and preferences of the younger demographic, tapping into the zeitgeist of the digital age.
Our two recent studies unveil intriguing insights and paradoxes into Gen Z shopping behaviour in relation to Temu and SHEIN.
Gen Z Favourite Clothing Brands: Unveiling Trends and Paradoxes
Generation Z, a demographic known for its trendsetting fashion sense and distinct values, is reshaping the fashion industry. Their approach to consumption isn't solely about spending but also about making statements.
This article, based on Opeepl’s Gen Z Tracker, Wave 1 study, reveals the most popular fashion brands among Gen Z and the driving forces behind their purchases.
5 Trends in Gen Z Media Behaviour
Generation Z, born between the mid-1990s and mid-2010s, is a powerful group in the constantly changing media landscape. Armed with smartphones and a digital-first mindset, they redefine the way people consume and create media.
Explore the five key trends for 2024 in Gen Z media behaviour, as revealed by Opeepl's Gen Z Tracker, Wave 1, survey.
Get the next consumer trend right in time with early-stage concept testing
In a high-speed market place where new is always better, the constant demand for product innovation tightens the grip on market researchers’ budgets and resources. In this blog post we look into the value of quantitative consumer insights in the early stages of product innovation to get the next consumer trend right in time.
Your online survey is likely taken on a mobile device
A rapidly increasing share of quantitative market research surveys are taken via smartphones. It is a natural development in a world that is becoming increasingly mobile in every aspect. The planning and designing of your market research studies need to take this into account.
Choose the right sample approach for your mobile research
Most consumer surveys are taken from a smartphone today, essentially making all survey-based market research “mobile research”. But sampling methods differ. In this post we compare consumer panels to live, mobile sampling.
The say-do gap is inevitable - here is how to trust your survey data
The say-do gap is the difference between what we say and what we do. We all do this and it is simply part of being human: being affected by things we do not realise and sometimes acting differently than intended because of it. That means all market research data - regardless of the methodology - is biased. So how do you trust your data?
Why consumer insights are your best weapon right now
The market is in a historic anomaly: employment is high and on the rise as many countries recover from the pandemic years. But booming inflation and supply chain shortages are causing record-low consumer confidence. Are we in a crisis? Or are we making it self-fulfilling prophecy by employing a crisis behavior? Regardless of how your business is addressing the situation, you are better off keeping in touch with your consumers.
How to be sure enough: identifying the needed amount of interviews
Several factors impact the right sample size for your project: the amount of subsegments results should be split into, what margin of error you can accept, your budget, and your reporting needs. In this post we highlight what considerations to take.
The limitations of survey panels
For many years survey panels were brands' best option for survey-based research. But it is becoming increasingly clear that panels have out-lived their roles and new, innovative approaches to consumer research will become the new industry standard for consumer research. In this post we take a look at why panels do not work anymore and what is next for consumer surveys.
Incentivizing survey respondents: getting the motivation right
Respondents are key in all market research and yet their motivations and incentives are rarely debated. However, getting the motivation right dramatically affects quality and reach. In this blog post we share why we discarded building a panel in favor of sampling dynamically.
Launch or lynch: what to do when consumer research results are inconclusive
We have all witnessed dead consumer research results: the type of data that shows no negative or positive significance or no development since the last tracking. The type of results that make your colleagues yawn and management ask questions. The type of results that look worthless. What do you do? Let us take a look at your options.
Why you should test your marketing creatives before launching your campaign
When companies make the mistake of testing their advertising creatives as they advertise, they take a big risk of loosing both sales and brand value. In contrast, taking the time and budget to test the marketing material pre-launch pays off massively in increased ROI.