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4 tips to supersize dads’ in-store spend – featured in MediaPost

4 tips to supersize dads’ in-store spend – featured in MediaPost

iModerate Author

Nov 09, 2015

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Historically, marketers have explicitly tried to tempt moms in store. But brands have stepped up their ‘dadvertising,’ and for good reason – a new Y&R study found that 80% of millennial dads claim shared or primary shopping responsibility. With dad spending more and more time between the aisles shopping for his family, what can brands do to increase his in-store spend, particularly when he’s shopping for his kids? We recently conducted an extensive qualitative study to see how brands and retailers could bolster these impulse buys.

Check out the MediaPost article for 4 tips to supersizing dads’ in-store spend.

iModerate Author

By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske