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It’s not all beer and chips: Cracking the code on Dad’s impulse purchases

It’s not all beer and chips: Cracking the code on Dad’s impulse purchases

iModerate Author

Aug 11, 2015

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80% of millennial dads are either the primary shopper or share shopping responsibility in their households[1]. It’s worth noting that this is a self-reported statistic, but the message remains – dads are spending more and more time in the shopping aisles. Knowing this, we recently embarked on a research study with Dads, digging into impulse purchases in particular. What types of unplanned purchases does dad make when he’s alone? How about when he brings the kids along? How do these purchases make him feel?

We reached out to 2,500 dads using our new (iM)merge solution, and found out that dad’s wallets and are open to marketers who catch his attention by tapping into a particular set of emotions. iModerate’s SVP of Client Services, Julia Eisenberg, presented a webinar last week outlining the findings and methodology. Watch the webinar to learn both the way to dad’s cart through his heart, and to learn about a new methodology that allows you to collect scalable qualitative feedback from your key audience.

 

[1] http://www.yr.com/dadstudy

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iModerate Author

Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide