Consumers in Context: Alter Agents Uncovers Steps to Brand Relevancy in an Age of Faithlessness

New eBook continues the market research company's examination of today's promiscuous consumer and what brands can do to engage them

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Alter Agents

Dec 06, 2016, 08:30 ET

LOS ANGELES, Dec. 6, 2016 /PRNewswire/ -- Alter Agents, a market research firm focused on intelligent shopper insights, continues an exploration into the way consumers shop with its new eBook: Magnetic Moments: Activating Promiscuous Shoppers. Over the past few months, the firm has been conducting an in-depth examination of the dramatic changes in the way consumers interact with brands. This new publication brings this ongoing investigation to life with steps to help brands engage with a consumer who is making purchase decisions based on a huge variety of external circumstances.

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Alter Agents' proprietary syndicated research tool, Shopper STAT, collects data from a continuous sampling of shoppers who bought groceries within the last 24 hours. The examination of this data in combination with their custom client work, spurred a complex conversation culminating this latest eBook. Alter Agents argues that consumer need comes before brand identity and failure to capture consumer need leads to useless insights.

"Traditional research models focused on brand perception and loyalty metrics are restrictive and prevent us from exploring the essential 'why' driving consumer behavior. This book recommends fundamental changes to research methodology to reveal magnetic moments and how brands can align with these moments to form better connections with their consumers," said Angela Woo, co-founder and partner at Alter Agents.

In Magnetic Moments: Activating Promiscuous Shoppers Alter Agents not only provides a continuation of the conversation in its first two eBooks (The Market Research Revolution and Dawn of the Promiscuous Shopper) but evolves the thinking with clear recommendations for brands for new research methodology. Including:

Ground research in context by leaving behind the hypothetical and connecting with real-world behavior. Shoppers will provide robust and meaningful answers when provided with a clear context for discussing the brand.
Avoid brand narcissism and focus the research around the consumer by bringing the individual's needs to the forefront.
Discover where your brand positioning by aligning with these needs, which means going far beyond a set of hypothetical brand attributes.
Map where your brand falls within the multitude of opportunities to create a magnetic moment with the consumer. Start to bring together consumer context, needs, and brand connection to capitalize on those opportunities.

The new eBook can be found in its entirety at: https://www.alteragents.com/magnetic-moments?hs_preview=OAmkIvSu-4654855965

About Alter Agents

Alter Agents is a full service market research and brand consultancy; the Alter Agents team has a long history of brand strategy and communications experience. They specialize in shopper journey research developing leading edge insights. Alter Agents' is led by co-founders Rebecca Brooks, Angela Woo, and Phil Dance. Their experience includes working with brand giants such as eBay, Google, Hyundai, Yahoo, Viking River Cruises, and many more. More at www.alteragents.com. @Alter_Agents

Media contact: Marie Melsheimer, [email protected], 541-815-3951

SOURCE Alter Agents