How many households purchase allergy preventions or treatments? How do consumers across the country differ with regard to these allergy season purchases? And just how effective are all those allergy medication commercials that bombard your TV during spring? Field Agent* was itching to know the answers to these questions, so we recently surveyed over 500 consumers to understand their allergy season purchases. We now share these 4 important insights with you.
A survey is only as good as its locational awareness. After all, many purchases—whether ice-cream, chainsaws, or flood insurance—are affected by local factors such as climate, culture, and demographics. We wouldn’t necessarily expect consumers in every part of the country to purchase the same amount of ice-cream, for example. Location can greatly influence what consumers buy, when they buy, and how much/often they buy.
This is particularly true for the many products serving allergy sufferers. The allergy season is experienced quite differently around the country. Consequently, to understand the purchases of allergy sufferers, which Field Agent set out to do, it’s imperative to account for the location of consumers.
This happens to be the forte of mobile market research. GPS positioning allows Field Agent to know the precise location of survey respondents, and even enables us to target specific locations with our clients’ surveys. Such capabilities make it possible to draw more informed, more meaningful conclusions about consumer attitudes and behaviours. When it comes to survey research, location is key.
Consumer Insights: Allergy Season
- 86% of respondents reported purchasing (or plans to purchase) at least one allergy prevention and/or treatment for the 2015 allergy season.
The survey offered several options for consumers to choose from: antihistamines, decongestants, eye drops, natural remedies, pain relievers, sore throat/cough medications, and even air purifiers/humidifiers. We then asked respondents which, if any, they purchased or planned to purchase for the 2015 allergy season. Across the country, regardless of region, households showed strong purchase behaviours or intentions toward allergy preventions and treatments.
- Antihistamines (e.g, Telfast, Claratyne) easily topped decongestants, pain relievers, eye drops, and sore throat/cough treatments as the most prevalent allergy prevention/treatment across the country.
In our survey, antihistamines earned top spot among allergy preventions and treatments, as 63% of respondents reported buying at least one this year.
Decongestants (44%) and pain relievers (42%) took second and third place, respectively. Consumers in the American Northeast, Southeast, Midwest, and Southwest displayed similar antihistamine usage levels, while Westerners said they purchased or plan to purchase antihistamines somewhat below the national average (see point #3).
- Westerners in our sample purchase noticeably less medicine to combat allergies.
For three categories, antihistamines (86% of the national average), decongestants (70%), and pain relievers (89%), consumers in the western United States report usage rates somewhat below other parts of the country. Compare this to Northwesterners, who purchase decongestants (e.g., Robitussin) at 128% and pain relievers (e.g., Panadol) at 111% of the national average.
- 24% of respondents said they have purchased at least one allergy medication over another as the direct result of an advertisement.
Of course, consumers don’t always know when they’ve been influenced by an ad. Advertising may work unconsciously—persuading someone to buy, or simply raising brand awareness, without their conscious attention. But for this study, 24% reported knowledge of a time they were influenced by an advertisement to purchase one allergy medication over another.
And because some respondents were conscious of advertising’s influence on their allergy purchases, we asked these to tell us exactly why a specific advertisement had prompted their selection of one medication over another. Their responses varied widely.
Some mentioned they were convinced by the situations portrayed in the advertisement. By way of example, a 50-year-old woman from Snellville, Georgia said, “The commercial showed situations that directly affect my life.“
A 61-year-old woman from Austin, Texas commented on the sheer volume of advertisements run by a particular brand. She said, “I found the…commercials influential because allergens are everywhere and can affect anyone.”
Get Mobile Research Clear
Obtaining critical consumer insights and timely in-store information has never been more affordable and convenient. Through the combined power of mobile technology and crowdsourcing, mobile research helps brands and retailers see more clearly…and breathe a little easier.
*Survey conducted by Field Agent USA. Participants of the study are based in the US. Some drug brand names have been changed to suit the Australian market.
With AFL and NRL Finals season days away, Field Agent is opening up its playbook. This article describes and illustrates 3 ‘game-changing plays’ for better serving football fans. Mobile audits and research allow companies to be where the action is happening, as it’s happening, throughout football season. So let us demonstrate the ways we help companies better serve customers and outperform competitors…when the game’s on the line.
We take football seriously here at Field Agent. Very seriously.
It’s that time of year when our office starts buzzing with conversations—and even a little trash-talking—about our favorite teams, you know, how “this is the year we win the Premiership.”
But there’s another reason we take football seriously. Starting in August, many clients rely on us to win their own football competitions: the battle for football fans and the dollars they spend on merchandise to enhance their football-viewing experiences.
For nearly four years we’ve been equipping brands, retailers, and agencies with the information and insights to better serve their customers, refine their in-store executions, and outperform their competitors.
We do this especially during critical shopping events such as Finals season, when fans throughout the country flock to stores to purchase supplies for game-viewing parties, backyard barbecues, and of course, attending the big game itself.
We want to share a glimpse inside our company playbook, and briefly describe 3 ways Field Agent helps companies win during football season.
Play #1. Mobile Audits take you inside stores throughout the football season, so you can be closer to your products and in-store promotions.
Have our retail partners properly executed our football-themed in-store displays and signage? Are our products actually on store shelves as shoppers stroll by, or are they out-of-stock and unavailable to purchase-minded football fans? Do our products reflect the correct promotional prices to entice the spending of football fans?
Companies often bring such questions to us, particularly during critical shopping seasons. Geography separates brands from the retailers that sell their products, resulting in limited vision inside stores. But Mobile Audits provide vendors a fast, affordable means for monitoring their products and promotions at-retail.
To illustrate, this weekend we sent 30 auditors—we call them agents—to 30 different stores across the country. We asked them to take pictures of football-themed products and in-store displays:
Companies use such images, which we verify through a multi-step quality control process, to monitor display placement, product availability, product pricing, and so on.
And because our agents are also retail customers, your customers, a mobile audit is also an ideal opportunity to gather consumer insights—quickly and affordably.
Companies also use these audits to collect qualitative insights from shoppers. As one agent commented, “I like the theme [of the display]. I’m a huge football fan! It definitely appeals to me to grab some Pringles to snack on during the game.”
This football season, mobile audits are your eyes and ears inside stores.
Play #2. Mobile Research allows you to be where the action is happening, as it’s happening. From man caves to backyard barbeques, companies can “be there” throughout football season.
Through the powerful combination of mobile technology and crowdsourcing, Mobile Research allows companies to be on-location with football fans—wherever they may be. In living rooms or stadium seats, we put companies directly among consumers, as they’re using specific brands and products.
During Football Final season last year, our sister company Field Agent USA visited the homes of 250 fans. We asked a variety of questions about their game day behaviours—as they were happening, and not, as with traditional research, days, months, or years after they had happened.
For instance, we asked agents to identify what activities they were participating in during the game. At 24%, “grilling food” topped the list, followed by “mixing alcoholic beverages” (18%) and “eating takeaway food.’” (12%).
We also asked agents to take pictures of their game day food spreads:
And because mobile research utilises smartphone technology, agents can also shoot video as well as still images.
Throughout football season, mobile research is a nimble and powerful means of collecting in-the-moment consumer insights—anywhere, anytime.
Play #3. During the biggest games of the year, whether it’s the AFL or NRL Grand Final, Mobile Research captures real-time information to help companies make better decisions and monitor performance.
Last year hundreds of companies looked on as Field Agent USA, conducted its thrilling Game Day Brand Wars campaign. We tracked, in real-time, what beer, soft drinks and chip brands fans were consuming during the Super Bowl.
Our ultimate goal was to determine which brands took home Most Valuable Player awards for best Super Bowl performance, and companies watched in anticipation as live results streamed onto our website.
Bud Light (13%), Coca-Cola (26%), and Tostitos (21%) won their respective categories. More than 500 agents ultimately participated in our inaugural Brand Wars.
Our Brand Wars campaign illustrates how mobile research may be used to collect real-time, up-to-the-minute information and insights during the biggest games of the football season.
Want to know what football fans think about your new commercial, the one airing during Friday Night Football? Mobile research can tell you. In real-time.
Interested to know how your brands and products are performing at backyard barbeques across the country? Mobile research can show you that as well.
If you need results as events are happening, mobile research can track the consumer attitudes and behaviors that matter most to your business.
Get in the Game
Whatever your ‘need to know,’ mobile audits and research provide a direct link to your products, wherever they are, and your customers, wherever they are. And because Field Agent offers solutions in a fraction of the time and cost of traditional methods, this football season companies can get in the game—and win it—more easily than ever.