Live Commerce is here to stay- an InsightzClub study

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InsightzClub, a technology-based market research start up, conducted an analysis on the growing trends of Live commerce.

Live commerce is talk of the town these days. Engaging people of all age groups with the various forms of content being displayed over the feature. Right from entertainment all the way to advertising. It is an incredibly powerful tool if used in the right way. 

With the feature being incredibly easy to use, it can prove to be fruitful in many ways for brands. 

For brands seeking to explore this fast-growing channel, here are three ways to take live-commerce strategy to the next level:

Integrate AI and mobile-friendly technology

Coming on board a new digital trend isn’t just about the technology available to the business, it’s also about the technology conveniently placed at customers’ fingertips.

An everyday technological tool that has completely revolutionised retail is the smartphone. Superapps across Asia – such as China’s WeChat, India’s Paytm and South Korea’s Kakao – have consolidated banking, shopping and social media into one place, making it easier for customers to shop and connect with brands. 

Leverage micro-influencers

In the social space, Key Opinion Leaders (KOLs) can have a strong influence over their followers. And it doesn’t have to be superstar celebrities. Micro-influencers are an under-tapped resource but their thousands of followers are highly engaged.

Due to their streamlined following, micro-influencers are also better able to react and respond to individual fans, which helps to build trust and rapport with their audiences. By working with micro-influencers to host livestreams, businesses engage professional storytellers and expand their reach to new audiences – audiences that know and trust the recommendations of their favourite KOLs.

Ramp up shoppertainment

With emerging new channels come many opportunities. Once businesses are equipped with the technology to enable their tasks and have zoomed in on the right influencers to represent their products, they can focus on creating engaging experiences across every touchpoint. 
To know more about consumer behaviour and trends reach out to InsightzClub to know more about our solutions.

Rising dimensions of health consciousness – An InsightzClub Study

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With obesity rates reaching an all-time high than in the last 40 years, many people have assumed that food marketing is to blame. Although are people with obesity really the ones who are succumbing to food marketing?. The focus and importance of health has become even more pronounced during these covid-19 times.

InsightzClub conducted a study to understand the role, dimensions and the ever increasing role of health consciousness.

A study by UBC Sauder School states that people with obesity do respond more to food marketing, but when their weight drops significantly, so does their responsiveness to marketing.

To support this study, three groups of patients were employed – one with severe obesity before gastric bypass, people who did not undergo bariatric surgery and those who were not obese. 

To see how they respond to food marketing, researchers evaluated something called framing effects – how branding, advertising, and labeling “frame” influence food evaluations and choices. In one study, participants were asked to estimate calorie content in well-known snacks and drinks which are supposedly “healthy” and others which are called “not healthy”.

Researchers found that everyone underestimated the calorie content in the healthy, but the effect was more pronounced In those with obesity.

To further this, researchers asked participants to choose a portion of French fries from a fast-food restaurant while giving them nutritional information helping them to make an informed decision. There were three options – 71g, 117g and 154g, same were labelled as mini, small and medium (a tactic to make larger portions seem reasonable).

After measuring how sensitive the participants were, they understood that people with obesity were likely to follow the labeling and not the actual information about quantity, hence choose the “medium” option even though that’s large.

Overall, the study found that people with obesity tended to be more responsive to food marketing, but when losing a significant amount of weight because of bariatric surgery, their responsiveness to food marketing dropped significantly.

People with obesity going through bariatric surgery become less responsiveness to marketing over time. After 12 months, their responsiveness to marketing reaches people with more medically-recommended weight.

It is not clear whether they become less responsive to marketing because of psychological changes following surgery, neurological shifts or changes to the gut microbiota. However, it can be concluded that their responsiveness to marketing did not remain high after weight loss.

These findings are very important for years because researchers assumed that marketing messages especially for foods that are high calorie and low nutrition are partly responsible for the obesity epidemic, but there wasn’t empirical evidence. Hence, these results provides insights for policy-makers in charge of regulating food marketing in order to curb obesity.

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.