Research firm launches buyer information program
Alter Agents, a Los Angeles-based market research company, rolled out a new buyer insights program to help national and private brands get a better idea of what drove a buyer to buy the product.
The buyer influence research program, as the name suggests, includes proprietary research methodologies and data from the company’s new 2021 buyer study. Rebecca Brooks, Founder and CEO of Alter Agents, said Store brands, that the research program examines the search behaviors of recent shoppers in a category regardless of the brand purchased.
“Our work is focused on the buyer’s experience: what they looked for, what influenced their buying decision, what content they were looking for, what they ultimately bought and why. Unlike most traditional brand-driven research, our methodology captures all category competitors, including private labels or categories with limited brand knowledge (i.e., home improvement brands residential).
Alter’s recent research on buyers indicated that 76% of buyers want to be as informed as possible when making a buying decision. The company said own-brand retailers need to know where their buyers are looking for information, what information is most influential and where the opportunities to intersect with consumers lie. The Alter Agents Shopper Influence Research methodology provides brands with a turnkey way to understand:
- Use of sources: where buyers look for information and which sources they use the most;
- Net influence: the influence of each source in the buyer’s decision-making process to help focus the most impactful marketing spend;
- Buying Process: The company’s Shopper DIAL provides an in-depth look at a buyer’s final branding choices, comparing initial designs to final buying decisions.
These elements, when combined with other available metrics and data streams, add to a better audience understanding exponentially, providing a strategic roadmap for brands to implement practical and tangible business solutions. , the company said. The methodology is the latest iteration in a decade of Alter buyer research, starting with the company’s Zero Moment of Truth study for Google in 2011.
“Our latest research has reinforced what we already know: brand loyalty is quickly losing its relevance,” said Brooks. “Today’s shoppers have unlimited options and information at their fingertips, and they’re leveraging that power. This reality has many implications for marketers. We address these challenges directly with our new Buyer Influence Research Methodology program to give brands practical solutions for understanding the modern buyer.