DISQO-2020年春季消费者心声研究-2020.6-46页_1mb

Consumer Voice Study Summary (Spring 2020)

Core Content

This report presents the findings of the first three editions of the Consumer Voice Study conducted by DISQO in January, February, and March 2020. It focuses on how consumers prefer to share feedback, whether they believe brands should or do listen to their opinions, and the motivations behind their participation in surveys.

Key Findings

Survey Participation and Methodology

• The study surveyed a nationally representative sample of DISQO Audience members in the U.S., totaling 79,106 responses across the three months.
• Surveys were conducted online, accessible via desktop and mobile devices.
• DISQO is a consumer-first insights platform, offering high-quality data through engagement with consumers who choose to share their attitudes and behaviors.

Consumer Voice Trends Over Time

• The study tracks weekly shifts in consumer voice, indicating evolving perceptions of brand engagement with feedback.
• The focus is on understanding consumer expectations and the effectiveness of feedback mechanisms.

Belief That Brands Listen to Feedback

• Across all three months, the majority of respondents believed that brands should listen to their feedback, though the level of agreement varied.
• In March 2020, the belief that brands actually listen was noted, with responses ranging from completely disagree to completely agree.
• There was a noticeable age-based variation in this belief, with younger respondents more likely to express that brands do not listen.

How Consumers Share Their Opinions

• The most common method for sharing opinions with brands is taking surveys, followed by changing purchase behavior and posting reviews online.
• Other methods include contacting customer support, posting on social media, and other.

Motivations for Taking Surveys

• The primary motivations for survey participation are:
  • Being rewarded for my opinion
  • Sharing my opinion
  • Having an impact on products
  • Having an impact on brands
  • Being part of a community
• These motivations remained consistent across the three months.

Belief That Survey Participation Impacts Brands and Products

• A significant portion of respondents believed that their survey participation made an impact on brands and products.
• The belief in impact was higher among younger age groups compared to older demographics.

Main Points

• Consumer expectations for brands to listen to feedback are high, with a strong belief that brands should pay attention to opinions.
• Survey participation is a primary method for sharing feedback, although other channels such as social media and reviews are also used.
• Rewards and impact are key motivators for taking surveys.
• Age influences perception, with younger consumers more likely to believe that their feedback has an impact and that brands do not listen.
• Brand engagement with consumer feedback is a critical area for improvement, as many consumers feel their voices are not heard or valued.

Summary of Key Questions and Responses

Conclusion

The study highlights the importance of listening to consumer feedback and the perceived impact of survey participation. While many consumers believe their opinions matter, there is a gap between expectation and reality, particularly among younger demographics. Brands have an opportunity to improve their engagement strategies to better align with consumer expectations and demonstrate that feedback is valued and acted upon.