Contents of our report

Most popular promotional theme

This research identifies which themes, or topics, have the most pull with consumers. We tested 53 themes, ranging from cricket to health and beauty. This helps you to select themes that best suit your target market, brand, and category.

Mechanics

We tested which methods of entry encourage consumers to be frequent participants - do they prefer instant win, mail, SMS, or online promotions?

FMCG categories

The research considers 33 different FMCG categories, and identifies which categories under or over-index in terms of promotional activity.

Motivations

Why do consumers participate in promotions? What are their attitudes toward promotions?

Best use of Prize Pool

Daily versus weekly versus monthly. Fewer larger prizes versus more smaller prizes.

Other Areas Covered

The ConsumerTrack questionnaire consists of hundreds of data points. The following are examples of some of the other areas covered (set out in abbreviated form):

• Impact of; free samples, coupons, rebates, premiums, sweepstakes, instant wins, points, bonus packs, collect to win, SLPs and other tactics.
• Participation in promotional offers and promotional momentum
• Impact kids have on promotional participation
• Participation by category (in 33 FMCG categories)
• Preference toward and actual usage; Chance Vs Value and Instant Vs Delayed Gratification offers.
• Preference toward and actual usage; Mechanics: instant win, collect to win, sweepstakes, or contests
• Preference toward and actual usage; Method of entry: mail versus SMS Vs online Vs internet Vs 1900
• Promotional themes: test cricket, Formula One motor racing etc. ranging to health and beauty (53 themes in total)
• Impact of entry mechanic on frequency of participation.

Example of the data in a report

Current edition - now with VoxPops!

Report Deliverables

Vox Pops of consumer attitudes toward promotions
Impact of various promotional offers on purchase decision - instant wins, rebates, points, gift with purchase etc.
Consumer participation in promotions. Last 30 days, 3 months, 6 months, 12 months, ever.
Promotional momentum - are consumers looking for promotions more often prior to purchasing. Would consumers like to see more, less or the same number of promotions.
Are Consumers becoming more price-conscious?
Pester power of children in relation to promotions.
Consumer expectations in relation to value of promotional prize pools.
Prizing - What consumers want to win?
Prizing - Cars - Which ones?
Prizing - Holidays - Where consumers want to go?
Prizing - Cash - How much do consumers want?
What aspects of a promotion most motivate consumers to participate and purchase because of the offer (aided) - mechanics, ease, simplicity, perceived chance etc.
In the words of the consumer what are the other aspects of promotions that drive change in behaviour. (unaided)
What consumers dislike about various promotional offers?
Promotional participation by category - 33 categories examined - Last 30 days, 3 months, 6 months, 12 months.
Do consumers prefer chance or value?
When it comes to chance do consumers prefer Instant Win, Collect to win, Sweepstakes or Contests.
Preferred methods of entry for promotional offers
Consumer participation in various promotional offers and mechanics - instant wins, sweepstakes, rebates, points, SMS, Online, Mail in & more.
Prize Sensitivity Testing - Commodities versus "Money Can't Buy" Experiences. Diminishing returns with cash prizes. Impact of number of prizes, freedom of choice and frequency of prize draw.
What promotional themes are most relevant to your target. (53 in total) Impact of entry mechanic on frequency of participation (purchase) - instant win vs mail vs. SMS vs. Online.