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後疫情時代下的「宅經濟」與「食經濟」: 防疫仍要好吃、好玩，創新商機崛起
「Covid-19已經永遠改變了人們的生活方式，」英國《經濟學人》雜誌（The Economist）不約而同指出，即使各國政府已經紛紛解封，多數人的生活型態已經不同以往。在這股轉變下，消費者的習慣有哪些轉變？又能從中找到哪些未來創新之道？“Covid-19 seems to have changed lifestyle for good”, the Economist pointed out. Even if most countries have eased restriction, people’s way of living have changed. Under the circumstances, how the consumers behaviors have transformed? What can business do to innovate?
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情感如何促動購買意願
世界杯足球賽開始前，是大眾和食品飲料公司探索情緒促動購買行為的最佳時間，因為它受到高度關注。在活動準備階段，品牌制訂了他們的廣告與促銷計劃。若要擁有成功的策略並增加銷售，公司必須掌握任何激發或阻礙消費者購買的因素。
The period before the World Cup was an ideal time to explore the topic of emotionally driven purchasing due to the high interest generated, both for the public and for food and beverage companies. During the run-up to the event is when brands set out their communication and commercial plans. And if they are to develop successful strategies and increase sales, it is vital that companies have information about any triggers and barriers that come in to play for consumers of their products.
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零售商40年成長回顧及未來趨勢
益普索在市場研究及消費者洞察的專業已經是全球知名領先者，在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化，以及未來的發展趨勢。We are known throughout the world for being a leader on market research and customer insight. To celebrate our 40 years in the industry, this four-part blog series looks at how the retail landscape has changed – and what the future has in store.