Consumer Voice — Spring 2020
Now more than ever, it behooves brands to tune in to their audiences. What people need, what they expect, and how they feel is changing every day. How are people giving voice to their concerns, and do they believe that companies are listening?
To answer these questions — and to tune in to shifts over time — consumer insights platform DISQO is now releasing the Spring 2020 edition of its Consumer Voice Study.
Each month, we surveyed a select group of DISQO Audience members, seeking to understand:
- How people prefer to share their feedback with brands
- Whether people believe brands should listen to their feedback
- Whether people believe brands actually listen to their feedback
- Motivations for sharing feedback via surveys
- Whether people believe their voice has an impact
How do consumers prefer to share their opinions and experiences with brands? Do they feel that their voice is being heard? To answer these questions — and determine shifting attitudes over time — we have been keeping a beat on consumer voice.
In this report, we are sharing the results of the first three editions of the survey, spanning January through March 2020 and encompassing 79,106 responses. As we continue to monitor consumer trust each month, we will share an update each quarter.
Belief Brands Should Listen
People want to be heard. A vast majority (90.3%) of people agree that brands should listen to their opinion, a figure which has been relatively consistent thus far in 2020 (+0.7% since January).
Belief Brands Do Listen
Most people feel that brands are listening. A notable majority (82.3%) of people agree that brands listen to customer feedback, though only 10.4% of people completely agree with this assessment.
Preferred Feedback Channels
People prefer to share their opinion via surveys. A significant majority (84.6%) of people reported that they share their opinions with brands by taking surveys. While a preference for surveys was to be expected given that the study itself was a survey, no other feedback mechanism listed (posting on social media, contacting customer support, posting a review online, or changing purchase behavior) crested the 50% threshold.
People are more likely to change their shopping habits than to contact a brand directly. Brands who are reliant on organic customer feedback — through customer service, reviews, or social media monitoring — may be too slow to affect positive change. More people reported that they express their opinions of brands by changing their purchase behavior (44.7%) than those who post on social media (22.2%), contact customer support (29.5%), or post reviews online (35.7%)
Motivations for Sharing Opinions
People want to be appreciated and heard. When asked why they take surveys, a majority expressed that being rewarded for sharing their opinion (71.5%) and simply sharing their opinion (57.8%) were motivators.
Perceived Efficacy of Sharing
People believe their voice has an impact. In addition to believing that brands listen to them, most people agreed that they believe their participation in surveys makes an impact on brands (80.9%) and products (80.5%), a sentiment that has been relatively stable thus far in 2020.
Surveys were conducted online, distributed to a nationally representative sample of DISQO Audience members within the United States via the Survey Junkie platform, which is wholly owned by DISQO.
Surveys were taken on both desktop and mobile devices. In total, 79,106 survey responses are included in this report, 25,594 of which were collected in January, 24,723 of which were collected in February, and 28,789 of which were collected in March.
DISQO is a consumer-first insights platform that delivers unprecedented data and analytics to the market research industry. The company powers insights professionals and marketers with automated solutions that drive consumer research and improve ad effectiveness. Today, DISQO delivers an accurate and complete view of the consumer via technology built on the foundation of the largest first-party research audience. By engaging consumers who choose to share their attitudes and behaviors, DISQO captures the highest quality data, empowering its clients to make confident decisions. Founded in 2015, DISQO is headquartered in Los Angeles, California, and has over 140 employees.