http://www.communispace.com () —
Today, Communispace announced the findings of a proprietary research study called "Local Eyes: The Newly Focused Consumer Lens," which explores the growing consumer trend to purchase "local." Through a multi-method online approach, Communispace researchers tapped nearly 1,000 consumers from 10 different countries around the globe to learn how they define, prioritize and support local endeavors.
The research uncovers that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers. This report provides companies with the consumer insight needed to develop practices and messaging to help them tap into the growing "hunger" for localism.
"Our Local Eyes research study provides brands with a better understanding of what the global consumer takes into consideration when it comes to buying local," said Manila Austin Ph.D., Communispace's Director of Research. "As the research indicates, 'buying local' isn't a top priority for consumers, but when 'local' is seen as a means to obtain a high quality, cost effective, safe and reliable product, localism becomes an important part of a product's overall value proposition."
Research Results
Implications for Brands
The research indicates that any brand, no matter what size, can create a local presence in the community. To capitalize on the lessons of the "local" trend, brands must focus on connecting with consumers, being transparent with successes and challenges, and teaching employees -- their corporate community -- about the product's value proposition and life cycle so they can, in turn, educate the customer. Most importantly, they must remember to be flexible and consider the unique needs of the local community, wherever they are in the world.
For Additional Information: Communispace's full "Local Eyes: The Newly Focused Consumer Lens" research report is available for download here: http://www.communispace.com/research/MacroTrends.aspx (http://www.communispace.com/research/MacroTrends.aspx) .
About Communispace: The world's most admired brands turn to Communispace, the leader in generating game-changing insights via private online customer communities. Founded in 1999, the company has created more than 350 customer communities for industry leaders such as Kraft, Hewlett-Packard, Charles Schwab, Hallmark, Unilever, GlaxoSmithKline and Hilton Hotels Corporation. Headquartered in Watertown, Massachusetts, the company has offices in Atlanta, Chicago, London, New York, San Francisco, as well as Imperia, Italy, and Sydney, Australia. For more information, please visit: www.communispace.com (http://www.communispace.com) .
