This past week mobile audits and research firm Field Agent released its latest report, Brand New World: Exploring the Critical Issues Facing Today’s Brands. Developed using surveys answered by thousands of shoppers on Field Agent’s mobile research platform the report takes an intense, data-driven look at the contemporary branding landscape.
This report examines shoppers’ attitudes toward:
- Private brands versus name brands
- Online private brands
- Private brand-centric Aldi
- Brand loyalty and brand-switching
Although the report adopts the traditional and clichéd notion that CPG brands are national brands and retailer-owned brands are something less, it presents an interesting look at shoppers and their perceptions.
Perhaps most interesting is the “What’s really in the cart?” section that uses the mobile technology to look at what’s in a shopper’s cart as well pictures of pantries in real homes.
I would love to see a deeper dive into organic the charts contained in the report are intriguing enough to inspire more questions. Not the least of which is how are Simple Truth ($1b), Natures Promise/Place (1$b), O organic (1.4b) and the other larger private brands performing. It is time to break out of the large bucket of private label and discuss the actual performance of the BRANDS.