春季消費(fèi)者心聲研究

1、IntroductionOverview3Now more than ever, it behooves brands to tune in to their audiences. What people need, what they expect, and how they feel is changing every day. How are people giving voice to their concerns, and do they believe that companies are listening?To answer these questions and to tun

2、e in to shifts over time we surveyed a select group of DISQO Audience members, seeking to understand:How people prefer to share their feedback with brandsWhether people believe brands should listen to their feedback Whether people believe brands actually listen to their feedback Motivations for shar

3、ing feedback via surveysWhether people believe their voice has an impactIn this report, we are sharing the results of the first three editions of the survey, spanning January through March 2020 and encompassing 79,106 total responses.Methodology4Surveys were conducted online, distributed to a nation

4、ally representative sample of DISQO Audience members within the United States via the Survey Junkie platform, which is wholly owned by DISQO.Surveys were taken on both desktop and mobile devices. In total, 79,106 survey responses are included in this report, 25,594 of which were collected in January

5、, 24,723 of which were collected in February, and 28,789 of which were collected in March.About DISQO5DISQO is a consumer-first insights platform that delivers unprecedented data and analytics to the market research industry. The company powers insights professionals and marketers with automated sol

6、utions that drive consumer research and improve ad effectiveness.Today, DISQO delivers an accurate and complete view of the consumer via technology built on the foundation of the largest first-party research audience. By engaging consumers who choose to share their attitudes and behaviors, DISQO cap

7、tures the highest quality data, empowering its clients to make confident decisions.Founded in 2015, DISQO is headquartered in Los Angeles, California, and has over 130 employees.Trends Over TimeWeekly shifts in consumer voiceBelief that Brands ListenQ: Brands listen to consumer feedback.0%20%40%60%8

8、0%100%Jan.Feb.Mar.1%1%4%4%4%13%13%13%42%44%43%29%27%28%10%10%12%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members in Jan. through March 2020Belief that Brands Should Listen to FeedbackQ: Brands should li

9、sten to my opinion.0%20%40%60%80%100%Jan.Feb.Mar.9%9%9%26%26%24%35%34%33%28%31%32%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members in Jan. through March 2020How People Share Their Opinions with BrandsQ:

10、 I share my opinion with brands by .0%20%40%60%80%100%Jan.Feb.Mar.85%83%79%45%45%44%36%36%38%30%31%32%22%22%22%1%1%1%Taking surveysChanging my purchase behavior Posting reviews online Contacting customer support Posting on social mediaOtherSource: Surveys of DISQO Audience members in Jan. through Ma

11、rch 2020Motivations for Taking SurveysQ: What motivates you to take surveys?0%20%40%60%80%100%Jan.Feb.Mar.72%72%71%58%56%54%44%43%43%40%39%37%15%13%13%1%2%2%Having an impact on products Having an impact on brands Being part of a community OtherBeing rewarded for my opinion Sharing my opinionSource:

12、Surveys of DISQO Audience members in Jan. through March 2020Belief that Taking Surveys Impacts BrandsQ: My participation in surveys makes an impact on brands.0%20%40%60%80%100%Jan.Feb.Mar.3%3%3%16%17%15%41%42%42%26%25%26%13%12%14%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat

13、agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members in Jan. through March 2020Belief that Taking Surveys Impacts ProductsQ: My participation in surveys makes an impact on products.0%20%40%60%80%100%Jan.Feb.Mar.3%3%3%16%17%16%41%42%42%26%25%26%13%12%13%Completely disagree Mos

14、tly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members in Jan. through March 2020March Results28,789 responses collected March 2020Belief that Brands Listen (Mar. 2020)Q: Brands listen to consumer feedback.0%20%40%60%80%100%GenWest

15、MidwestSouthNortheast1%4%3%4%4%4%13%13%12%13%13%44%41%46%43%43%29%30%29%29%29%10%12%9%10%10%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members March 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to

16、 6465 to 7475+88%Source: Surveys of DISQO Audience members March 202086%86%84%82%79%76%Belief that Brands Listen by Age (Mar. 2020)Q: Brands listen to consumer feedback.100%Belief that Brands Should Listen to Feedback (Mar. 2020)Q: Brands should listen to my opinion.0%20%40%60%80%100%GenWestMidwestS

17、outhNortheast8%9%9%9%9%27%25%27%28%26%36%35%37%35%35%28%30%26%28%28%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members March 20200%20%40%60%80%100%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+91%Sou

18、rce: Surveys of DISQO Audience members March 202093%93%91%90%88%86%Belief that Brands Should to Listen to Feedback by Age (Mar. 2020)Q: Brands should listen to my opinion.40%60%80%Q: I share my opinion with brands by:100%85%45%36%30%22%20%1%0%How People Share Their Opinions with Brands (Mar. 2020)Ta

19、king surveysChanging my purchase behavior Posting reviews online Contacting customer support Posting on social mediaOtherSource: 6th edition of DISQO Consumer Confidence Survey; conducted April 25-27, 2020; n=10,67620%40%60%80%Q: What motivates you to take surveys?100%72%58%44%40%15%1%0%Motivations

20、for Taking Surveys (Mar. 2020)Having an impact on products Having an impact on brands Being part of a community OtherBeing rewarded for my opinion Sharing my opinionSource: 6th edition of DISQO Consumer Confidence Survey; conducted April 25-27, 2020; n=10,676Belief that Taking Surveys Impacts Brands

21、 (Mar. 2020)Q: My participation in surveys makes an impact on brands.0%20%40%60%80%100%GenWestMidwestSouthNortheast3%3%3%3%3%15%15%15%16%15%43%39%44%42%42%26%27%26%26%26%12%15%11%12%13%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Su

22、rveys of DISQO Audience members March 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+85%Source: Surveys of DISQO Audience members March 202084%85%83%80%77%73%Belief that Taking Surveys Impacts Brands by Age (Mar. 2020)Q: My participation in surveys makes an impact on brands.100

23、%Belief that Taking Surveys Impacts Products (Mar. 2020)Q: My participation in surveys makes an impact on products.0%20%40%60%80%100%GenWestMidwestSouthNortheast3%3%3%3%3%16%17%15%15%16%42%42%45%39%43%26%27%26%26%26%12%15%11%12%13%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat

24、 agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members March 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+84%Source: Surveys of DISQO Audience members March 202085%85%82%80%76%72%Belief that Taking Surveys Impacts Products Age (Mar. 2020)Q: My participa

25、tion in surveys makes an impact on products.100%February Results24,723 responses collected Feb. 2020Belief that Brands Listen (Feb. 2020)Q: Brands listen to consumer feedback.0%20%40%60%80%100%GenWestMidwestSouthNortheast1%1%1%4%1%4%5%5%4%13%13%13%14%13%45%43%45%44%44%26%27%27%26%27%10%11%8%9%10%Com

26、pletely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Feb 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+83%Source: Surveys of DISQO Audience members Feb 202083%84%82%80%78%76%Belief that

27、Brands Listen by Age (Feb. 2020)Q: Brands listen to consumer feedback.100%Belief that Brands Should Listen to Feedback (Feb. 2020)Q: Brands should listen to my opinion.0%20%40%60%80%100%GenWestMidwestSouthNortheast1%9%9%9%9%9%26%24%28%26%26%34%34%35%33%34%31%33%28%30%31%Completely disagree Mostly di

28、sagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Feb 20200%20%40%60%80%100%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+92%Source: Surveys of DISQO Audience members Feb 202092%92%91%90%87%87%Belief that Brands Should Listen t

29、o Feedback by Age (Feb. 2020)Q: Brands should listen to my opinion.40%60%80%Q: I share my opinion with brands by:100%83%45%36%31%22%20%1%0%How People Share Their Opinions with Brands (Feb. 2020)Taking surveysChanging my purchase behavior Posting reviews online Contacting customer support Posting on

30、social mediaOtherSource: Surveys of DISQO Audience members Feb 202020%40%60%80%Q: What motivates you to take surveys?100%72%56%43%39%13%2%0%Motivations for Taking Surveys (Feb. 2020)Having an impact on products Having an impact on brands Being part of a community OtherBeing rewarded for my opinion S

31、haring my opinionSource: Surveys of DISQO Audience members Feb 2020Belief that Taking Surveys Impacts Brands (Feb. 2020)Q: My participation in surveys makes an impact on brands.0%20%40%60%80%100%GenWestMidwestSouthNortheast1%3%3%3%3%3%17%16%16%18%17%44%41%44%42%42%24%25%25%25%25%12%14%11%11%12%Compl

32、etely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Feb 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+80%Source: Surveys of DISQO Audience members Feb 202083%84%81%78%75%72%Belief that Ta

33、king Surveys Impacts Brands by Age (Feb. 2020)Q: My participation in surveys makes an impact on brands.100%Belief that Taking Surveys Impacts Products (Feb. 2020)Q: My participation in surveys makes an impact on products.0%20%40%60%80%100%GenWestMidwestSouthNortheast1%1%3%3%3%3%3%17%17%17%18%17%43%4

34、1%44%42%42%24%26%25%25%25%12%13%11%11%12%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Feb 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+78%Source: Surveys of DISQO Audience me

35、mbers Feb 202082%83%81%79%74%72%Belief that Taking Surveys Impacts Products by Age (Feb. 2020)Q: My participation in surveys makes an impact on products.100%January Results25,594 responses collected Jan. 2020Belief that Brands Listen (Jan. 2020)Q: Brands listen to consumer feedback.0%20%40%60%80%100

36、%GenWestMidwestSouthNortheast1%1%1%2%1%4%5%5%4%4%13%13%12%13%13%42%44%40%43%42%29%28%27%28%28%13%12%11%11%10%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Jan. 20200%20%40%60%80%18 to 2425 to 3435 to

37、 4445 to 5455 to 6465 to 7475+84%Source: Surveys of DISQO Audience members Jan. 202082%82%82%80%80%78%Belief that Brands Listen by Age (Jan. 2020)Q: Brands listen to consumer feedback.100%Belief that Brands Should Listen to Feedback (Jan. 2020)Q: Brands should listen to my opinion.0%20%40%60%80%100%

38、GenWestMidwestSouthNortheast1%1%1%9%9%10%10%9%24%24%25%25%24%33%32%35%33%33%32%34%30%30%32%Completely disagree Mostly disagree Somewhat disagree NeutralSomewhat agree Mostly agree Completely agreeSource: Surveys of DISQO Audience members Jan. 20200%20%40%60%80%18 to 2425 to 3435 to 4445 to 5455 to 6

39、465 to 7475+91%Source: Surveys of DISQO Audience members Jan. 202092%91%91%89%87%85%Belief that Brands Should Listen to Feedback by Age (Jan. 2020)Q: Brands should listen to my opinion.100%40%60%80%Q: I share my opinion with brands by:100% 79%44%38%32%22%20%1%0%How People Share Their Opinions with B

40、rands (Jan. 2020)Changing my purchase behavior Posting reviews online Contacting customer support Posting on social mediaOtherSource: Surveys of DISQO Audience members Jan. 2020Taking surveys20%40%60%80%Q: What motivates you to take surveys?100%71%54%43%37%13%2%0%Motivations for Taking Surveys (Jan. 2020)Being rewarded for my opinion Sharing my opinionHaving an impact on products Having an impact on brands Being part of a community Other