Gen Alpha and consumerism

Monday, February 13, 2017

Our current generation of children, Generation Alpha (born since 2010), are the most materially endowed and empowered generation ever. They have been shaped in an era of individualisation and customisation where they can get their name printed into the storyline of books, embroidered onto their shirts or put on the jar of Nutella. Below, we share some insights into the consumerism trends of the emerging Generation Alpha.

Is the future of successful brands just tech-enabled toys?

Parents are increasingly aware of the negative consequences of too much technology time - the isolationism and anti-social impacts. However, there is a halo-effect for tech-toys which increase connectivity, facilitate community and develop social and global skills.

What kind of 'play' is most useful for brands to deploy now, in the digital age?

Parents are becoming aware of the life-skills deficit evident amongst the next generation. They are more formally educated, yet less proficient in practical skills, assessing (and when appropriate confidently approaching) risk, setting and achieving goals (whether sporting or otherwise), and developing hands-on competencies. Fun toys which develop specific skills such as STEM (Science, Technology, Engineering, Maths), social competencies, entrepreneurial skills, strength and coordination, financial literacy, innovation and resourcefulness will be favoured by parents and educators.

What are the drivers that are impacting how toy brands engage with their consumers?

Educational toys - the future of toys is not just in the home but the classroom and the childcare centre. Education is beginning earlier with 3 and 4 year olds spending more time in childcare- and in facilities that have a focus on education and development. Therefore toys, of educational benefit are an essential part of the focus. Free toys - another change we are seeing is that sponsored educational materials - once anathema to educational institutions, are becoming more acceptable as the barriers between education, business, and community blur. With education (and household) budgets under strain, corporations for altruistic and well as commercial motives, will increasingly be part of the education, community and child-rearing domains- with branded toys a means by which this support is delivered.

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Australian Community Trends Study for the Not-For-Profit Sector: Models & Instruments Explained

Thursday, June 25, 2015

Not-for-profit organisations are invited to participate in the Australian Community Trends Report, a national, comprehensive research study of the sector, conducted by McCrindle and R2L & Associates.

This inaugural study will form the basis for a longitudinal study which will be conducted annual and provide a detailed analysis of the effectiveness, engagement and awareness of the not-for-profit sector. It will help not-for-profit organisations understand the Australian community – the emerging trends, the giving landscape and the current and emerging supporter segments. The Australian Community Trends Report will provide a clear analysis of the social context in which the not-for-profit sector is operating.

The snapshot of the external environment, the visibility of the community attitudes and perceptions, supporter engagement and satisfaction will be ascertained through a series of quantitative surveys and qualitative focus groups. The output will be visual, strategic and communicated through key models and instruments developed specifically for this Australian Community Trends Study. These models and instruments have been explained below.

Find out more about the Australian Community Trends Report Study here.

Giving Sentiment Matrix


The Giving Sentiment Matrix segments Australians and their preferred focus from a local versus global perspective, as well as the charitable purpose with which they best resonate, from advocacy and education to direct action. The matrix plots and quantifies Australians based on the national survey and overlays on these segments the positioning of Australia’s diverse charities.

It will identify 4 main segments which will be quantified and defined such as:

  • Global advocates
  • Community influencers
  • Local activists
  • Overseas participators

Blocker-Enabler Giving Grid


The Blocker-Enabler Giving Grid is a strategic communications tool for Australian not-for-profits to help them understand the blockers to giving and enablers which facilitate giving by Australians. These blockers and enablers developed through both the quant and qual phases of the Australian Community Trends Study are classified based on the emotional practical nature of them.

Net Promoter Score (NPS)


The best global, single measure, cross-industry comparable tool is the Net Promoter Score (NPS). The Australian NFP sector does not yet have an industry wide NPS against which individual charities can benchmark. This industry NPS will mean that individual organisations will now be able to see their score in the context of the overall sector rather than comparing to other industries.

Net Repeater Score (NRS)


The Net Repeater Score (NRS) is an effective measure of post-choice satisfaction and a powerful predictor of re-engagement. It supplements the NPS and is a more pure measure of individual engagement and overcomes the personality influences of promoter measures.

Net Culture Score (NCS)


One of the key assets of Australia’s NFP sector is the employer brand is the employer brand and rewarding workplace culture which is so attractive to the emerging generations of employees and volunteers. The Net Culture Score (NCS) will highlight the staff satisfaction and employee engagement which exists across the sector and which will provide an industry wide score for employer brand benchmarking purposes.

Australian Charities Leaders Snapshot


This scenario planning instrument analyses the key local and global trends impacting the Australian NFP sector. It is an environmental scan based on the DESTEL tool (Demographic, Economic, Social, Technological, Environmental, Legislative trends). Based on the perspective of the key leaders in the sector, it provides a forecast of the strategic trends that have significant impact and probability measures.

Engagement Funnel


The engagement funnel analyses the entrance points Australians have with NFPs. It measures the proportion who connect through the mass advertising and communications campaigns compared to those who resonate around the purposes and cause and those who connect with the organisational brand or charity. It analyses both the interactions that facilitate engagement and those that set this process back. It also helps show how those connected with a charity or organisation can be reactivated to connect with specific causes and campaigns.

McCrindle Participation Scale


The participation Scale tracks the journey of Australians who have an awareness of a charity. It defines the transition points from reluctancy and apathy through the stage of passivity to activity and advocacy. It defines the timeframes of these transitions, methods to best create movement along this scale and acts as a measure for organisations to track where their audience currently sits and how to further transition them.

Find out more about the Australian Community Trends Report Study here.


Sector Wide Not-For-Profit Study

Friday, May 29, 2015

The not-for-profit sector in Australia is at the very heart of our community and shapes and facilitates the values and spirit of our nation. From organisations that provide care and assistance to our nation’s most vulnerable, to those dedicated to providing aid and development overseas, to those who provide animal welfare, promote environmental causes, administer social welfare, and create community and belonging for Australians, the not-for-profit sector has an immeasurable impact on our society.

At McCrindle we conduct comprehensive research for many not-for-profit organisations. In these times of significant demographic growth, intergenerational transitions, rapid technological advancements and social change, the not-for-profit sector is faced with significant challenges in engaging with the new generations of supporters, identifying the most effective communication mediums and messages, understanding brand engagement and retention journeys of supporters and shaping a culture internally and externally to attract, engage and retain staff.

These trends are impacting the entire sector, and so the Australian Community Trends research study provides the opportunity for the sector as a whole to gain an understanding of the changes and practical strategies to respond.

Through conducting an industry wide study, participating organisations will benefit from the aggregated data which will identify trends and provide a comprehensive framework for understanding the behaviours of Australians when it comes to engaging with not-for-profits. Participating organisations receive their own data which can be then benchmarked against the national data. As well as adding significant breadth and depth to the strength of the research, this collaborative approach to an industry wide study will also provide valuable thought leadership material which will promote the work of the sector as a whole. The combined approach also allows for significant research to be conducted for organisations at a fraction of the price of a standard research project.

Partnering with McCrindle for this inaugural Australian Community Trends study is R2L, one of Australia’s leading not-for-profit fundraising and advertising agencies who bring a wealth of experience and expertise in helping not-for-profits strategically engage with their stakeholders.

More about the Australian Community Trends national study can be found here.

In summary, the research will involve 4 stages:

  1. A Nationally representative survey of 1,500 Australians which covers the key giving behaviours and awareness of organisations.
  2. Four qualitative focus groups will be run to expand on the survey findings and to provide greater context for them.
  3. A supporter survey will be run of your donors and their perspectives on giving, communication, future engagement.
  4. A survey of your internal stakeholders will be run including leaders and staff in your organisation to better understand their position on some of these issues.


For more information about the study please click here or contact Kirsten Brewer on (02) 8824 3422 or kirsten@mccrindle.com.au


McCrindle Omnibus Surveys

Monday, February 02, 2015

What is an Omnibus?

An omnibus is an online survey, distributed to a panel of nationally representative Australian’s, helping organisations get access to what Australians think, with fast turnaround results at a fraction of the cost of a comprehensive study.

Our monthly omnibus yields 1,000 responses (18+) with results in Excel or Word available the same week (other output options available upon request). Results are provided both as a total and broken down by key demographic categories:
  • Male / female
  • Age (by generation)
  • State or territory
  • Level of education
  • Employment status
  • Household composition
  • Five household income categories
  • Other descriptors available on request

Why an Omnibus?

Running an Omnibus provides solutions for:
  • PR and communications agencies looking to maximise media activity
  • Not-for-profit agencies tracking brand awareness and campaign reach
  • Lobby groups and charities seeking to gauge public opinion on a multitude of issues
  • Marketing teams looking to undertake industry snapshots and trends in customer attitudes and behaviours
  • Strategists looking to make well-informed business decisions
  • Brands and organisations looking to develop research-based thought leadership

But how?

It’s as simple as:

  1. Determining how many questions you want to include, and
  2. Developing survey questions (with assistance from our research consultants).

Have you considered output?

At McCrindle we are well known for conducting relevant, world-class and cost effective research, and importantly, communicating the insights in innovative, useable ways. Our output options include:

  1. Let us do the analysis in a top-line or media-ready report
  2. Bring your data to life through infographics or videos
  3. Spread your results with the help of our media spokespersons

Find out more

Download our McCrindle Omnibus Solutions Pack for more information.
McCrindle Research Omnibus

For enquiries please contact McCrindle's research contact:

Ashley Fell

P: 02 8824 3422
E: ashley@mccrindle.com.au

Welcome to McCrindle Research Rooms

Friday, November 14, 2014

As social researchers, we understand the importance of research in informing the strategic direction of organisations. Understanding your customer and client base is key to this – so organisations who invest in research often thrive as a result, because changes and adaptions have been tested in and amongst their communities, consumers and clients. A core methodology to understand customers and clients is through qualitative focus groups – and here at McCrindle not only do we conduct this research, we also make our research room facilities available to others for hire.

McCrindle Research Rooms



McCrindle Research Rooms are fully equipped with all that you need to successfully conduct your focus groups, with a one way mirror, viewing room and recording facilities available.


Some other great features of our Research Rooms include:

• A great, convenient and easily accessible location

• Low price and great value

• No cancellation fee


For further information, head to researchrooms.com, or give us a call on 02 8824 3422.

If you would like to make a booking, please email through to kirsten@mccrindle.com.au


We look forward to welcoming you to our research rooms soon!

The Future of Fresh: Transforming the fresh food landscape into 2034

Monday, August 25, 2014

Woolworths recently commissioned McCrindle to paint a picture of how Australia will be shopping in 20 years time through the use of demographic data, future forecasting, and new research among supermarket shoppers.

The Future of Fresh report reveals the way Australians will shop in 2034, focusing on the predicted purchasing habits of emerging Generation Alpha, new approaches to fresh food and a shift in the perception of our sense of what is local.

Gen Alpha will respond to a whole new set of influences and trends to inform their shopping habits. They will team up with neighbours and friend to make shopping a social experience in which the supermarket becomes a hub for real world living.

As economic, population and technological growth continues, supermarkets will respond to the demand for new innovations and shopping will be transformed into a vastly different experience than what it is today. Within the next twenty years, the transformation of our lives through technology will have disrupted how we think about shopping, what we buy, and where and how we shop.

The report reveals a continuing shift towards fresh, hyper-local produce and the convergence of new technologies to make grocery shopping a more innovative and immersive experience. Australian shoppers will continue to demand a back-to-basics approach – food that is organic, local, fresh, and delivered daily.

Leading social researcher Mark McCrindle comments on the findings, stating, “The research reveals that supermarkets have emerged as the number 1 gathering place within most communities. Nearly 40% of Australians cite the local shopping centre as a hub and this will be even more the case as technology continues to facilitate interactions with those who live, shop or work near us.”

“68% of shoppers are actively seeking out products on discount and this will remain a priority in the store of the future, but the term ‘value’ will come to mean much more than just greater prices incorporating more ethical and lifestyle considerations, like sustainability, health benefits and giving back to the community.”

The research process was truly collaborative, Mark says. “It was exciting working with Woolworths Chair of Innovation, Professor Jan Recker, on this project, collating QUT research with our national survey into Australia’s current shopping habits alongside analysis of ABS and Woolworths data. The future will look very different for tomorrow’s supermarket shopper, and the Future of Fresh report presents just some of the major trends that will shape how we will engage with the foods we buy in the decades ahead.”

Read the Future of Fresh Report.


Research Visualisation: Using Big Data to Tell Your Story

Wednesday, November 20, 2013

There are 2.5 quintillion bytes data created every day. That is so much that 90% of the data in the world has been created in the last 2 years alone.

We’re in an era of the democratisation of information. For this to be realised, big data has to be set free – and research has to be made accessible to everyone, not just to the stats junkies.


Data sets that aren't boring


The following data set contains Australia’s population growth over the last 100 years. Yet it doesn’t make much sense in this form, but when taken and compared to some other countries and presented in visual form, it presents a much clearer picture:

Since 1913, Germany has increased its population from 63 million to 80 million. The UK has gone from 45 million to 63 million. Sweden has gone from 5.5 million to 9.6 million, and all the while, Australia has increased from 4.8 million to 23.2 million.

Big data doesn’t have to be boring data! Below is the data outlining the number of Births, Deaths and Marriages in Australian each year. On its own it is difficult to interpret – but when the complexity of the data is combined with creativity of style, it yields to the relatability of the concept.

If, for example, we were to see Australia as a street of 100 households with average representation, then each year on Australia Street there would be 1.4 Marriages, 1.7 deaths, and 3.5 births.

If you were to live on a street of 100 households, and you’re street is average, then there’s a lot of activity on your street: a marriage every 9 months, a death every 7 months, and a birth every 15 weeks. That is anything but boring!


Telling stories that stick


Research methodologies matter. Quality analysis is important. But making the data visual, creating research that you can see, and ensuring the information tells a story – is absolutely critical.

There are 2 million academic papers published each year, yet most of them, 1.6 million of them, are never cited.

There are almost 7,000 PhD’s completed in Australia alone every single year. Based on the average word length, that is half a billion words of quality research published in this country each year.

Yet most PhD theses are read just 4 times. [Which is interesting because most have 3 examiners, plus at least 1 supervisor, then there’s the student themselves, which makes this statistic slightly troubling!]

So most of this great research is hardly read. Even when it is read, little is retained.

The latest neuroscience studies show that information in written form is only remembered for a limited time. Both the capacity of what we can remember and the length of time that it can be retained is limited when it is in word-based form.

However there is no known limit to the brain’s ability to store visual images. For this reason, all memory mnemonic tools rely on mental pictures.

As an example, take our written report on our research conducted into happiness and money. In this form, the insights are not easily gained, but in just one graph, it can be seen that despite what many may think, those with an income significantly above average had a lower proportion of people with happiness significantly above average.

Those with incomes below average actually had the highest proportion of people with happiness, satisfaction and fulfilment above average! In a simple snapshot, research proves what we already know: that money can’t buy happiness.

This is our story. This is your life. Data is too important to be left in the hands of statisticians alone. Research needs to get beyond the researchers.


In a world of big data-we’re for visual data. We believe in the democratisation of information-that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations.

As researchers, we understand the methods, but we’re also designers and know what will communicate and how to best engage.

Visit researchvisualisation.com for more info.

Research Visualisation: Moving from Clichés to Playing with Data

Wednesday, November 13, 2013

Data interpreted through traditional bar graphs, pie charts, and line graphs do not suffice in engaging the coming generation. Big data interpreted solely through these traditional mediums are the equivalent of clichés in our communication, sounding more like background noise. While there may be meaning, there is a distinct lack of clarity.

We researched Australians to find their most irritating clichés – phrases like “push the envelope”, “think outside the square” and “calling to touch base” were all mentioned.

Here are the Top 10 clichés used. [What is even more fascinating, is if they are read from end to end, the result is a fairly coherent political speech]:

We won’t be ruling anything in or out
Because at the end of the day
There’s no magic bullet
And the jury is still out on that anyway
But having said that
Can I just say
Moving forward
It’s a no brainer
We’re going to hit the ground running
And give 110%.

Just as cliché’s lose their meaning over time, so do traditional methods of portraying data.


Information that impacts


World’s-best research will only spread as far as the look of it allows. World-changing data will have no impact unless it is well designed. World-class information will remain unshared unless it is easily understood.

Research that makes a difference has to be seen with the eyes of your head as well as the eyes of your heart. It makes sense rationally, and you get it viscerally.

Until the last excel table has been transformed there’s work to be done. Statistics should be fun – like animation. People should be able to play with data. Research reports should not sit on shelves but be interacted with, and shared on social media, or printed on book marks or beamed onto buildings.

That’s how information was shared THEN.

It’s what we’ve got back to NOW.

It’s how research will be shared NEXT too.

It’s about turning tables into visuals, statistics into videos and big data into visual data. Research can’t be applied until it’s been understood – it needs to be seen, not just studied. It’s research that you can see.


In a world of big data-we’re for visual data. We believe in the democratisation of information-that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations.

As researchers, we understand the methods, but we’re also designers and know what will communicate and how to best engage.

Visit researchvisualisation.com for more info.

The McCrindle Consumer Trends Wheel

Tuesday, June 11, 2013

The McCrindle Research Consumer Trends Wheel is our proprietary device for assessing the impact of 6 key areas on existing or prospective consumers. Demographical, social, generational, financial, technological and attitudinal factors are analysed in this consumer trends scan process. Here is a general example with some of the key impacts transforming today's global consumers. For individualised or targeted consumer trends analysis, do not hesitate to get in contact.


Click here to download the McCrindle Consumer Trends Wheel:

Click here to download this file





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