'Relevance' key to customer choices, Brodeur study says

BOSTON: Brodeur Partners released its findings from a survey that combined communications and behavioral science to gauge the importance of product relevance in consumer choices.

BOSTON: Brodeur Partners released its findings from a survey that combined communications and behavioral science to gauge the importance of product relevance in consumer choices.

“We looked at the overlap and interaction between behavioral change and communication,” said Andy Coville, CEO of Brodeur. “It's a new strategic point of view for our agency, and a new strategic foundation for planning.”

Brodeur polled more than 2,000 American consumers, and their answers led to the following conclusions:

  • Such companies as Apple and Red Bull are viewed as “exciting,” while Ford scored high on values
  • Large concerns, like Google and Wal-Mart, would be missed if they were gone
  • Smaller companies, such as the local dry cleaner, can be more “relevant” to a consumer than larger ones
  • Companies with high relevance to customers see better growth and performance than competitors, even if they are smaller.

Portions of the report will be available on the firm's website on Monday.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.