Research Insights Newsletter, Fall 2020

Exclusive Content from 4A's Research
4A’s Research, in partnership with Researchscape, an agile market research consultancy, surveyed over 1,000 consumers to find out how the coronavirus pandemic and Black Lives Matter movement impact shopping behaviors.
Key findings:
  • 87% of consumers say COVID-19 influences where they shop
  • 46% state that Black Lives Matter has impacted where they shop
  • Superstores and online retailers, like Amazon, are the top shopping channels during the pandemic
  • Top reasons consumers shop at local, small, and minority-owned businesses are to support their community, to buy high quality and unique products, and for great customer service.
  • By focusing on community, sanitation procedures, and convenience, local, small, and minority-owned businesses can compete with national chains and online retailers.
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4A’s Research partnered with Kantar, a leading evidence-based insights and consulting company, to survey 250 consumers on their plans for Halloween, holiday meals, and New Year’s Eve, using Express Surveys on Kantar Marketplace. Tapping into the desire for holiday sentimentality and a sense of normalcy may be the key to incentivizing consumers to make more of an effort to make the holidays special.
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With the busy winter travel season approaching, we wanted to find out consumer attitudes towards traveling this winter and the impact of COVID-19 on travel plans. Using Suzy, a real-time market research firm, we asked 1,000 consumers the how, when, and where of their winter travel plans.
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4A’s Research surveyed more than 1,000 consumers using Suzy, to learn consumer perception on the Facebook advertising pause, as well as the importance of brand values in the path to purchase.
We found that 37% of consumers have heard of the Facebook advertising pause in support of the Stop Hate For Profit campaign. We conducted a targeted survey on July 20, 2020 to the participants who were aware of the Facebook advertising pause. Of those consumers, 76% viewed participating brands more favorably, while 7% view participating brands less favorably.
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We have tools, databases, and resources 4A’s members can use to get the information you need at your convenience. Access consumer insights and media habits, trends in media, international content, 10 industry verticals, and six research databases.
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4A’s member Vladimir Jones highlights six holiday trends advertisers should prepare for – from a shift to shopping earlier, to a surge in staycations – in order to win this year’s holiday season.
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GumGum, in partnership with Dentsu Aegis Network, examines and compares behavioral and contextual targeting methods in an effort to cost effectively reach target audiences in relevant, brand safe environments.
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Explore Lamar Advertising’s collection of case studies to learn more about how its Programmatic Digital Out of Home programs help businesses make an impact. Case studies include campaign summaries and results.
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Winmo is giving 4A’s members an extended trial to its product, the #1 agency prospecting tool. Use this exclusive benefit to access Winmo’s advertiser database, which provides key advertisers contacts, ad spend, and review forecasts to help you connect with the right marketers at the right time.
Visit to learn more about this benefit.