B2B marketers have traditionally relied on account-level intent data, measuring company-wide engagement signals – website visits, content downloads, and webinar attendance – to identify potential buyers. But as decision-making power fragments across multiple stakeholders, these broad indicators are proving unreliable. Marketers aren’t just missing key players in the buying process; they’re wasting valuable resources targeting the wrong ones.

The playbook for digital tracking is being rewritten. With third-party cookies nearing extinction and privacy laws tightening, marketers are losing access to the passive behavioural insights they once took for granted. Marketers who once depended on aggregated company data to guide outreach are finding it increasingly difficult to pinpoint high-intent buyers. At the same time, the B2B buying journey has become more independent, with decision-makers conducting research long before speaking with vendors.

To navigate these shifts, companies are turning to buyer-level intent data, a more precise approach that focuses on individual engagement rather than generalised company activity. By tracking specific behaviours – such as downloading whitepapers, attending webinars, or engaging with product demos – marketers can identify real decision-makers, improve targeting, and accelerate the sales cycle.

The impact of this shift is already reshaping how businesses identify and engage potential buyers. The way B2B buyers engage has changed – and marketers are struggling to keep up. A 2023 Demand Gen Report revealed that 68% of B2B buyers now complete much of their research independently, long before speaking with a sales rep. This shift means old-school lead tracking methods – waiting for buyers to fill out a form or request a demo – are losing relevance fast. Account-level intent data – long considered a reliable indicator of interest – now often misdirects marketing efforts by signalling company-wide activity without revealing who within the organisation is actually making decisions.

The inefficiencies are not just inconvenient – they are costly. Forrester (2024) reports that companies relying solely on account-level intent data misallocate up to 40% of their sales and marketing resources by targeting the wrong contacts. In response, leading enterprises such as Adobe, Salesforce, and IBM are investing in first-party and zero-party data strategies to refine how they track and engage actual buyers, shortening sales cycles and improving marketing ROI.

Marketers who continue to rely on outdated tracking models may soon struggle to keep up. As third-party tracking fades and precision targeting becomes the industry standard, companies that fail to adapt risk falling behind competitors who have already embraced buyer-level insights.

The End of Account-Level Intent Data? 

Account-level intent data is no longer an asset – it’s a liability. The strategy that once shaped demand generation is now misleading marketers and misallocating budgets. Marketers have relied on broad signals – such as employees from the same company visiting a website – to gauge interest. Yet these indicators rarely reveal who within the organisation has the authority to buy.

The inefficiencies are hard to justify. Studies show that nearly half of marketing budgets are misallocated because traditional tracking targets businesses, not the people making purchasing decisions. A recent LinkedIn B2B Institute report underscores the problem: only 17% of B2B decision-makers engage with cold outreach, making a scattershot approach increasingly ineffective.

The Cookiepocalypse: A Catalyst for Change

At the same time, data privacy laws and the decline of third-party cookies are forcing companies to rethink their strategies. With Google’s 2024 cookie phase-out, digital marketing is entering uncharted territory. For years, third-party cookies provided a passive, behind-the-scenes view of buyer behaviour, allowing companies to infer intent without direct engagement. Now, with GDPR in Europe and CCPA in California tightening restrictions, the industry is at a crossroads: marketers must transition to first-party tracking or risk losing buyer visibility altogether.

The shift away from account-level tracking isn’t just about privacy concerns – it’s about effectiveness. Without third-party cookies or unrestricted tracking, marketers can no longer rely on aggregated company activity to infer buying intent. A company’s employees may be researching solutions, but without knowing who is leading the conversation, outreach efforts remain a gamble.

Industry Perspective: Why Marketers Are Moving On

Most marketing teams still get one thing wrong: they target companies instead of the people making decisions. Lee Odden, CEO of TopRank Marketing, sees this flaw firsthand:

“If you don’t know who within an organisation is actively evaluating a purchase, you’re working with incomplete data and hoping for the best – rather than making informed, strategic decisions.”

This realisation is pushing B2B firms toward buyer-level intent tracking, a more precise and privacy-compliant approach that focuses on identifying real decision-makers rather than broad company interest.

The Rise of Buyer-Level Intent Data

As traditional tracking methods fall short, buyer-level intent data is emerging as the solution. Unlike broad company-wide signals, this approach focuses on real individuals actively researching and evaluating solutions. For sales and marketing teams struggling with inefficiencies, this shift is more than a tactical adjustment – it’s a competitive necessity.

A More Targeted Approach

Buyer-level intent data captures specific behavioural signals that indicate a prospect’s actual interest. Instead of aggregating website visits or company-wide engagement, this method pinpoints:

  • Who downloaded a whitepaper or attended a webinar, signalling early-stage interest?
  • Who engaged with case studies or product demos, indicating deeper evaluation?
  • Who interacted with sales emails or initiated direct contact, revealing purchase readiness.

By mapping these real-time behaviours, marketing teams can craft more personalised outreach, while sales teams can engage high-intent buyers at the right moment, increasing efficiency and conversion rates.

digital-privacy-and-tracking-timeline

Adoption Across the Industry

Leading B2B firms are overhauling their sales strategies by shifting to buyer-level intent tracking. Instead of casting a wide net, they are using real-time behavioural signals to prioritise engagement with actual decision-makers. By aggregating behavioural signals across digital channels, these tools help companies separate genuine prospects from passive interest. Some solutions integrate AI-driven analytics to prioritise outreach, identifying which individuals within an organisation are actively evaluating a purchase rather than relying on vague company-wide activity.

The results are significant. A shift toward buyer-level intent tracking isn’t just theoretical – it’s driving real revenue gains. In one case, companies leveraging intent-driven targeting reported a 32% jump in lead-to-sale conversions, according to a Heinz Marketing study. Instead of chasing broad signals, these firms focused on high-intent buyers and saw immediate results.

A Data-Driven Competitive Edge

With B2B sales cycles becoming more complex, companies that pinpoint individual decision-makers are gaining a clear edge over competitors still relying on outdated tracking models. Businesses investing in buyer-level intent strategies report:

  • Higher engagement rates, thanks to more relevant, data-driven outreach.
  • Shorter sales cycles, as sales teams connect with prospects at the right moment.
  • Improved marketing efficiency, with resources directed toward buyers already in-market.

The shift is no longer optional – it’s a necessity for companies looking to stay ahead in a landscape where precision targeting is becoming the industry standard.

How Companies Are Using It

For businesses adopting buyer-level intent tracking, the results go beyond theory. By pinpointing decision-makers rather than chasing vague company-wide signals, sales and marketing teams are refining how and when they engage high-intent prospects. Instead of launching broad campaigns hoping to reach the right people, companies are now delivering highly targeted outreach based on real-time behavioral data.

Precision in Sales Outreach

The biggest transformation is in how sales teams prioritise and engage leads. Instead of filtering prospects by job title or company size, businesses are leveraging real-time intent signals to determine who is actively researching solutions and ready to buy. This shift allows for more strategic engagement, reducing wasted effort on unqualified leads and focusing resources where they matter most.

Tech giants like Adobe and Salesforce have already embedded buyer-level intent tracking into their sales enablement platforms, refining when and how their teams engage prospects. By analyzing interactions with content, pricing pages, and product demos, their sales reps are no longer relying on cold outreach or guesswork – they are reaching buyers at the right time, with messaging aligned to their specific interests. The result? Higher response rates and fewer wasted efforts.

AI-Powered Insights and Predictive Analytics

This shift isn’t just about who to contact – it’s about when. AI-driven tools are now deciphering behavioural signals to predict buying intent with unprecedented accuracy. These platforms track real-time engagement patterns – such as how often a prospect revisits a pricing page or downloads a product whitepaper – helping sales teams determine when a buyer is nearing a decision.

A 2024 Forrester study found that a leading cloud software company saw a 45% increase in engagement rates after abandoning traditional lead scoring in favour of AI-powered buyer intent tracking. Sales reps no longer pursued cold prospects – instead, they prioritised high-intent buyers, reducing their sales cycle length by 25% and significantly improving conversion rates.

Industry Perspective: A More Strategic Approach

Matt Heinz, President of Heinz Marketing, sees this shift as a defining moment in sales strategy:

“With buyer-level intent, sales teams don’t just know who to target – they know when and why. The difference between a warm lead and a ready-to-buy lead is timing, and this level of insight allows teams to focus their efforts where they’ll have the biggest impact.”

In an industry where deals are won or lost based on timing, acting too early means wasting resources; acting too late means losing to a competitor. Buyer-level intent tracking eliminates the guesswork, giving sales teams a real-time view into when a prospect moves from research to serious consideration.

A Competitive Edge in B2B Marketing

Companies that have moved beyond broad account-level tracking are seeing the benefits firsthand. By aligning outreach with actual buyer behaviour, sales and marketing teams report:

  • Higher engagement rates, as prospects receive outreach tailored to their stage in the buying process.
  • More effective content strategies, with marketing teams producing insights that match real decision-making needs.
  • Shorter sales cycles, as sales teams identify and engage buyers before they formally enter the pipeline.

As B2B buying behaviour grows more complex, relying on outdated tracking models is no longer sustainable. Companies still measuring broad company engagement rather than individual buyer activity risk wasting resources on leads that will never convert. Meanwhile, competitors using buyer-level insights are moving faster, engaging smarter, and closing deals while others are still chasing prospects that have already made a decision.

Ethical Considerations and Privacy Compliance

As companies shift to buyer-level intent tracking, the debate over data privacy and ethical marketing is growing. With regulators and consumers pushing for greater transparency, businesses that fail to adapt risk eroding trust and facing legal scrutiny. Unlike third-party tracking – where users are often monitored without their knowledge – buyer-level intent data operates on consent.

Why Opt-In Data Matters

The difference isn’t just technical – it’s fundamental. Traditional intent tracking relied on third-party cookies and passive data collection, often gathering user behaviour without explicit approval. Buyer-level tracking, in contrast, is built on opt-in engagement, meaning prospects knowingly share their information. This includes:

  • Webinar registrations and gated content downloads.
  • Surveys and preference selections.
  • Direct interactions with sales and marketing campaigns.

A recent TrustArc study found that 73% of B2B buyers prefer companies that are transparent about how their data is used, reinforcing the need for clear, ethical data practices.

A Legal and Competitive Shift

The tightening of privacy laws worldwide is forcing companies to rethink how they collect and use data. Regulations such as GDPR in Europe and CCPA in California have already placed strict limits on tracking without consent, and Google’s Privacy Sandbox initiative is set to further restrict access to behavioural insights. Businesses that fail to adapt risk not only compliance issues but also losing consumer trust in an era where privacy expectations are higher than ever.

Unlike third-party tracking, first-party buyer intent strategies comply with evolving regulations by gathering data only from individuals who have actively opted in. But knowing who is engaging isn’t enough – companies need to understand what’s driving them.

This is where market research becomes essential. Buyer-level intent tracking may show who downloads a whitepaper or attends a webinar, but it doesn’t explain why they are searching, what pain points they are trying to solve, or what barriers exist before a purchase. Without deeper research, even the most advanced intent tracking risks misinterpreting engagement signals.

Market Research’s Role in the Buyer Intent Revolution

Buyer-level intent tracking reveals who is engaging and how they behave – but without market research, the why behind their decisions remains a mystery. Without insights into buyer motivations, barriers, and triggers, intent signals risk being misinterpreted, leading sales teams to pursue the wrong prospects. Tracking behavioural data is only one piece of the puzzle – understanding the motivations behind those behaviours is what turns data into strategy.

Traditional quantitative and qualitative research methods provide the context needed to validate and refine intent signals, ensuring companies aren’t just chasing clicks but engaging with real buyers who have a clear path to purchase. By combining survey research, focus groups, and ethnographic insights with real-time behavioural tracking, businesses can move beyond surface-level engagement data and uncover why buyers are searching, what they need, and what factors influence their decisions.

Market research also plays a crucial role in segmenting intent data effectively. Not all high-engagement prospects are equally valuable – without proper segmentation, companies risk wasting resources on buyers who may be interested but lack decision-making authority or budget alignment. By integrating attitudinal and psychographic research into intent tracking, businesses can build a complete picture of their buyers – not just who they are but what drives them to act.

The Future of Buyer Intent Tracking 

B2B marketing is moving into a new phase, driven by AI, privacy-first strategies, and shifting data collection models. Companies that once relied on broad third-party tracking are now investing in AI-driven analytics and zero-party data to better understand and engage real buyers. The focus is shifting from passive tracking to active, consent-based insights, giving businesses a clearer, more accurate picture of buyer behaviour without compromising privacy.

AI’s Role in Predicting Buyer Behavior

Advancements in machine learning and predictive analytics are transforming how companies interpret intent signals. AI-driven platforms now track patterns of engagement across multiple touchpoints – from whitepaper downloads to webinar participation – allowing businesses to determine not just who is interested, but when they are likely to act. Instead of relying on broad lead scoring models, sales teams can now prioritise real-time buyer readiness, increasing conversion rates and shortening deal cycles.

The End of Third-Party Dependence

With Google’s phase-out of third-party cookies, businesses are being forced to rethink how they collect and apply customer data. The reliance on passive tracking is fading, replaced by first-party and zero-party data strategies that capture explicitly shared intent signals rather than inferred behaviour. This shift is not just about compliance – it’s about building trust and credibility in a market where buyers are increasingly wary of invasive tracking practices.

Industry Outlook: What’s Next?

Industry forecasts suggest that the shift to buyer-level intent tracking is only accelerating. Research shows that companies shifting to buyer-level intent tracking are already seeing a measurable advantage. In one industry survey, B2B firms using AI-driven buyer intent models reported higher engagement rates and faster sales cycles compared to those relying on account-based signals. Companies that fail to make this transition will not only struggle with lead quality – they risk being left behind in a market that increasingly values data transparency and hyper-personalised engagement.

A New Reality for B2B Marketing

For B2B companies, buyer-level intent tracking is no longer an emerging trend – it’s the new reality. The shift away from third-party tracking and broad account-level signals is reshaping how businesses generate demand, allocate resources, and close deals. In a competitive environment where timing, precision, and ethical data collection are becoming key differentiators, companies that fail to adapt will find themselves chasing leads that never convert while competitors secure high-intent buyers first.

This isn’t just an incremental improvement – it’s a fundamental restructuring of how marketing and sales teams identify and engage potential customers. Companies still relying on outdated tracking models will continue wasting budgets on low-quality leads, while those leveraging buyer-level insights will increase efficiency, shorten sales cycles, and improve conversion rates.

This isn’t just an evolution – it’s an ultimatum. The B2B world is changing fast, and the companies that master buyer-level intent tracking will control the future of sales and marketing.

The cost of hesitation? Wasted budgets. Slower deal cycles. Watching competitors close deals that should have been yours.

The question isn’t whether intent tracking will define the next era of demand generation – it already is. The only real question is whether your company will lead the shift, or get left behind.

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Food and beverage giants are scrambling to keep up with shifting consumer demands. Shoppers want healthier ingredients, fair prices – not smaller portions – and full transparency on what they’re buying. With inflation squeezing budgets and a growing backlash against shrinkflation, companies are under pressure to rethink everything from product sizes to formulations or risk losing consumer trust.

PepsiCo’s Q4 2024 numbers tell the story: net revenue dipped 0.2%, with its Frito-Lay (-3%), Quaker Foods (-6%), and beverage (-3%) segments taking hits. In response, the company is pushing portion control and value packs – smaller products positioned as both health-friendly and cost-effective. CEO Ramon Laguarta calls it a ‘highly strategic’ move, but consumers see it differently: is this genuine innovation or just shrinkflation in disguise?

It’s a paradox: consumers want affordability but won’t tolerate shrinkflation. In the US and UK, outrage over downsized products is growing, with brands accused of sneaky pricing tactics. But in Southeast Asia, smaller portions aren’t a scandal – they’re a selling point. Brands that market ‘value packs’ instead of just shrinking products are finding success in price-sensitive markets.

With health concerns, inflation, and shifting regional preferences reshaping consumer priorities, food and beverage brands are in a race to adapt before their loyal customers disappear.

The Health-First Consumer Is Reshaping the Industry

Health-conscious consumers are forcing brands to rethink ingredients, reformulate products, and move away from ultra-processed foods. The COVID-19 pandemic accelerated this shift, with shoppers scrutinising sugar content, artificial additives, and seed oils more than ever.

A 2024 survey by the International Food Information Council (IFIC) found that 79% of American consumers consider food processing levels when making purchases – up from 66% in 2020. In the UK, supermarkets are cutting back on promotions for high-fat, sugar, and salt (HFSS) products in response to new regulations. Meanwhile, social media scrutiny has exploded, with viral posts slamming seed oils, artificial dyes, and hidden sugars in processed snacks. Food giants have no choice but to adapt – or lose market share.

A Regional Divide in Health Trends

While Western markets are turning against ultra-processed foods, the trend looks different in Southeast Asia. Singapore is leading the charge with government-backed initiatives promoting healthier eating. The Healthier Choice Symbol program and sugar taxes are pushing brands to reformulate products to meet stricter national health standards.

Elsewhere in the region, the health movement is less clear-cut. In Indonesia, Thailand, and Vietnam, demand for functional foods is rising, especially among the urban middle class. But price still rules – health-conscious products must stay affordable. Instead of ditching processed foods, many consumers are opting for fortified options like probiotic dairy or ‘better-for-you’ snacks.

How Food Giants Are Reformulating Products

To keep up, major brands are investing in health-focused innovation. PepsiCo’s $1.2 billion acquisition of Siete Foods – known for grain-free, gluten-free snacks – signals a push into the clean-label movement. Nestlé is betting big on plant-based proteins and dairy alternatives, doubling down on the shift toward natural and functional foods.

As consumer priorities shift, brands are walking a tightrope – balancing taste, affordability, and the rising demand for transparency. The industry is changing fast, and companies that fail to adapt risk becoming irrelevant.

Research-brief

The Inflation Dilemma and the Shrinkflation Backlash

As inflation squeezes household budgets, food and beverage brands are making tough pricing decisions. Some have raised prices outright, while others have turned to shrinkflation – reducing portion sizes while keeping prices the same. But consumers aren’t fooled, and backlash is growing.

A McKinsey report found that over 60% of global consumers now track product sizes and pricing changes. Social media has amplified the frustration, with brands like Cadbury and PepsiCo called out for reducing product weight while keeping prices steady. Toblerone even faced outrage for widening the gaps between its signature chocolate peaks – seen as a sneaky price hike.

The Shrinkflation Paradox

Brands say shrinkflation is necessary to offset rising costs, especially as ingredient prices fluctuate. But the strategy is a double-edged sword:”

  • Companies shrink portions to protect profit margins without raising retail prices.
  • Consumers notice – and they aren’t happy, seeing it as a hidden price hike.
  • Governments are stepping in. France, India, and Malaysia are calling for clearer product labelling to curb deceptive packaging.

In the UK, regulators are pressuring brands to disclose when product sizes shrink. In the US, consumer complaints are mounting, prompting retailers like Walmart to push back against suppliers reducing portion sizes.

A Different Response in Southeast Asia

While Western consumers reject shrinkflation outright, Southeast Asia takes a more practical approach. Price is the priority, and many shoppers accept smaller portions – if they come in value packs or multipack bundles. Instead of quietly shrinking products, brands in the region market smaller portions as cost-saving options.

This strategy fits local preferences. In Indonesia, Thailand, and Vietnam, single-serve and ‘on-the-go’ formats are booming, especially among younger consumers looking for affordable convenience. Nestlé and Mondelez have responded with mini packs of popular snacks, marketing them as budget-friendly rather than sneaky price hikes.

Turning Shrinkflation Into a Marketing Strategy

To counter backlash, some brands are spinning shrinkflation as a health-conscious choice. PepsiCo markets its smaller snack packs as ‘portion control’ options, framing them as a wellness move rather than a cost-cutting tactic. Coca-Cola’s mini-cans follow the same playbook, targeting health-conscious consumers instead of budget-conscious ones.

With inflation squeezing both companies and consumers, the pricing battle is far from over. Whether through transparency, portion control, or government intervention, food brands must strike a balance between affordability and trust – or risk losing loyalty.

The Rise of Portion Control as a Market Strategy

Portion control is no longer just a diet trend – it’s now a core strategy for food and beverage brands adapting to shifting health and economic pressures. Once a niche tactic for calorie-conscious consumers, it has gone mainstream, fueled by rising obesity concerns and the growing influence of GLP-1 weight-loss drugs like Ozempic

A Morgan Stanley report estimates that GLP-1 drugs could cut US calorie consumption by up to 10% in the coming years, as users eat less and prefer smaller portions. Food brands are already adapting, rolling out smaller servings, reformulated products, and snack-size options to match changing eating habits.

Regional Differences in Portion Control

Portion control is a global trend, but how it’s marketed differs by region:

  • In the US and UK, brands are positioning smaller portions as a tool for calorie management and weight control. Products like Coca-Cola’s 7.5-ounce mini-cans and Mondelez’s reduced-size snack packs cater to consumers who are actively trying to reduce sugar and calorie intake.
  • In Southeast Asia, portion control is about value, not dieting. Budget-conscious consumers in Indonesia, Thailand, and Vietnam prefer multipacks and individually wrapped servings for controlled spending and convenience. Nestlé and Unilever have leaned into this, marketing smaller products as cost-effective solutions, especially in cities where disposable income is tight.

PepsiCo’s Portion Control Playbook

PepsiCo is leading the charge on portion control. With sales slipping across its Frito-Lay, Quaker Foods, and beverage segments, the company has doubled down on single-serve and multipack options, marketing them as both healthier and budget-friendly.

CEO Ramon Laguarta calls portion control a long-term strategy, not just a response to economic pressures. By rolling out smaller Lay’s chip bags, Gatorade bottles, and Quaker oat packs, PepsiCo hopes to keep customers loyal while adjusting to changing eating habits.

Portion control is no longer just a diet trend – it’s now a core business strategy. Whether sold as a health-conscious move or a cost-saving measure, it’s here to stay. The shift is reshaping how food brands market and package products in an age of rising health awareness and economic caution.

Southeast Asia’s Unique Consumer Trends and Responses

In the West, portion control is about calories. In Southeast Asia, it’s about cost. Price sensitivity still dominates, but demand for healthier, premium products is rising. That leaves brands walking a fine line – balancing affordability for the mass market with high-quality options for urban consumers willing to pay more.

A Dual Consumer Base: Price-Conscious vs. Health-Focused

In Indonesia, Thailand, and Vietnam, affordability still drives purchases, with consumers favouring cost-effective, single-serve options over bulk buys. But a rising middle class and exposure to global health trends are boosting demand for fortified foods, local superfoods, and functional drinks.

In Singapore, where consumer preferences lean heavily toward health-conscious choices, government initiatives are further shaping the industry. The city-state’s Nutri-Grade labelling system, which categorises beverages based on sugar and saturated fat content, has pushed brands to reformulate drinks to avoid lower-grade ratings. According to Nielsen’s Southeast Asia Consumer Trends Report, demand for low-sugar and naturally sweetened beverages has surged in urban centres, reflecting a broader shift toward mindful consumption.

A Growing Preference for Local and Natural Ingredients

While Western markets focus on plant-based and protein-enriched foods, Southeast Asian consumers favour traditional, natural ingredients. Products with pandan, coconut sugar, turmeric, and herbal infusions are gaining ground, seen as both functional and culturally familiar.

Brands are taking note and adjusting their portfolios:

  • Nestlé has expanded its fortified dairy and cereal lines, adding local flavours to appeal to Southeast Asian tastes.
  • Unilever has reengineered its ice cream portfolio, developing lower-sugar and plant-based alternatives specifically for the region.
  • PepsiCo has reformulated Quaker Oats, using local grains and flavors to appeal to Southeast Asian consumers..

Regulation-Driven Reformulations

Governments in the region are shaping food trends. Beyond Singapore’s Nutri-Grade system, Malaysia and Thailand have taxed sugary drinks, pushing brands to cut sugar and create healthier alternatives.

Winning in Southeast Asia means going hyper-local – balancing affordability, tradition, and innovation. With urban consumers embracing healthier choices, brands that navigate these demands will be best positioned to thrive.

The Future of Food and Beverage Brands in a Changing Market

Consumer preferences aren’t just influencing the food industry – they’re reshaping it. Legacy brands are scrambling to keep up, forced to balance health-conscious reformulations, affordability, and regional differences while dodging the backlash against shrinkflation – all without sacrificing profits.

The era of mass-market, one-size-fits-all food is ending. Consumers from New York to Singapore are scrutinising labels, rejecting artificial additives, and demanding transparency. Clean-label products – those with simple, recognisable ingredients – are now a $180 billion industry, and Innova Market Insights expects them to keep growing at double-digit rates.

A New Era of Food Innovation

The next wave of food innovation is here. Functional foods, alternative proteins, and sustainable ingredients are no longer niche – they’re mainstream. Nestlé and Unilever are expanding plant-based dairy, while startups push lab-grown proteins and allergen-free snacks.

Pricing strategies are shifting. Shrinkflation backlash has forced brands to rethink how they price and package products. Instead of sneaky downsizing, companies are testing tiered packaging – premium, mid-tier, and value options – to cater to different buyers. Coca-Cola’s mini-cans and PepsiCo’s single-serve packs prove that portion size is becoming a choice, not a trick.

Who Will Win the Consumer Loyalty Battle?

Can legacy brands adapt, or will disruptors take their place? History shows big players can evolve – McDonald’s revamped its menu for the health-conscious, and PepsiCo is pivoting to cleaner, portion-controlled products. But the game has changed. Consumers have more choices, more information, and more power than ever.

The winners will be the brands that listen, adapt, and innovate – not just react. The losers? They risk becoming relics of an industry that couldn’t keep up.

Kadence is a global market research firm helping food and beverage brands decode consumer behavior, price sensitivity, and taste preferences. If you want to understand how packaging changes impact demand – and what drives buyers’ choices – reach out to us.

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Imagine this: you browse vacation deals, and within minutes, ads for flights and hotels follow you across every app and website. Convenient? Maybe. Creepy? Absolutely.

This is the paradox of marketing personalisation. Research from Epsilon revealed that 80% of consumers are more likely to purchase when brands offer tailored experiences. Yet, Gartner warned that over half of consumers would unsubscribe from communications, and 38% would stop doing business with a brand if personalisation crossed into invasive territory.

The stakes are high. Missteps can drive customers away, while thoughtful personalisation fosters trust and loyalty. So, where do marketers draw the line between relevant and invasive?

At the heart of data-driven campaigns lies a fundamental question: how personal is too personal? Modern consumers crave relevance but fiercely guard their privacy. Personalisation helps brands deliver the right message at the right time. However, when data collection feels excessive or targeting becomes intrusive, it can erode the very trust it aims to build.

The Promise and Perils of Personalisation

Personalisation is an expectation. Consumers want brands to understand their preferences, anticipate their needs, and deliver uniquely tailored experiences. A well-timed recommendation or a curated shopping experience can create a connection that drives loyalty. According to McKinsey, 71% of consumers now expect personalised interactions from brands, and 76% feel frustrated when this expectation isn’t met.

However, there’s a thin line between thoughtful targeting and overstepping. When personalisation is done poorly—such as overly aggressive retargeting or eerily precise ads—it can leave consumers feeling watched rather than understood. Sometimes, these efforts backfire entirely, damaging the brand’s reputation and alienating its audience.

Take the infamous case of Target’s predictive analytics. By analyzing purchase data, the retailer could identify likely pregnant shoppers. While the campaign was a testament to the power of data, it drew widespread criticism for being invasive after a father received maternity ads meant for his teenage daughter. This backlash underscored the risks of crossing the personalisation threshold.

Consumers appreciate relevance, but only when it comes with respect for their privacy. Brands that fail to navigate this balance risk losing trust, an increasingly difficult commodity to regain. The challenge lies in creating personalised experiences that add value without compromising the consumer’s sense of control.

As the debate around personalisation intensifies, one thing is clear: understanding where to draw the line is essential for long-term success.

Case Studies: Striking the Balance in Personalisation

Spotify Wrapped, A Celebration of Individuality

Image Credit: Yorkshire Live

Background

Spotify’s annual Wrapped campaign has become a cultural phenomenon. It leverages user data to create highly personalised year-in-review summaries. By analyzing individual listening habits, Spotify delivers curated insights that resonate with users on a personal level.

Approach

Wrapped provides users with data points like their most-streamed songs, favourite genres, and total listening hours. The key lies in Spotify’s transparency—users are aware of the collected data and how it’s used to enhance their experience. Wrapped feels less like a marketing tool and more like a celebration of personal tastes, encouraging users to share their unique results on social media and amplifying the campaign’s reach organically.

Outcomes

Spotify Wrapped consistently generates widespread engagement, with millions of users sharing their results online. This reinforces brand loyalty and attracts new subscribers through the campaign’s viral appeal. By striking the right balance between personalisation and privacy, Spotify exemplifies how brands can use data to enhance customer relationships.

Apple’s Privacy-First Personalisation

Image Credit: Apple

Background

As consumer concerns over data privacy have grown, Apple has positioned itself as a leader in protecting user information. Through its App Tracking Transparency (ATT) feature, Apple gives users greater control over how their data is shared, redefining the boundaries of personalisation.

Approach

Instead of relying on third-party data, Apple employs on-device intelligence for personalisation. Features like Siri suggestions, curated news, and photo memories use data stored locally on the user’s device. This ensures personalisation without compromising privacy. Apple has also used its marketing to reinforce its stance, making privacy a key selling point.

Outcomes

Apple’s approach has bolstered consumer trust and differentiated the brand in a crowded market. By emphasising user consent and privacy, Apple complies with evolving regulations and aligns with consumer expectations for ethical data use. The success of this strategy is evident in its customer retention and the loyalty of privacy-conscious users.

Building Trust Through Ethical Personalisation

The foundation of effective personalisation lies in balancing relevance with respect for privacy. To foster trust and loyalty, brands must adopt ethical practices prioritising consumer consent, transparency, and meaningful engagement. Here are key strategies, supported by real-world examples, to achieve this balance:

  • Prioritise Transparency and Consent

Consumers value honesty. Clearly communicate how data is collected, stored, and used. Providing opt-in mechanisms and user-friendly privacy policies empowers consumers to make informed choices.

For example, Apple’s App Tracking Transparency feature explicitly asks users for consent to track their activity across apps. This approach has set a new standard for privacy-first personalisation, building trust while maintaining relevance.

  • Use Data to Address Consumer Needs

Personalisation works best when it solves real pain points or enhances the user experience. Focus on delivering relevant, value-driven interactions rather than excessive targeting.

For instance, Netflix uses viewer history to recommend content tailored to individual tastes. This non-intrusive personalisation creates a seamless experience that keeps users engaged without overstepping boundaries.

  • Embrace Privacy-Enhancing Technologies

Emerging technologies like federated learning and edge computing enable brands to deliver personalised experiences while safeguarding user data. These tools process data locally on devices, reducing the risks of breaches and misuse.

Google’s federated learning model, used for improving predictive text features, demonstrates how personalisation can be achieved without compromising user privacy or centralising sensitive information.

  • Tailor Campaigns to Regional and Cultural Preferences

Personalisation is not one-size-fits-all. Consider cultural norms and regional differences when designing campaigns to ensure they resonate with diverse audiences.

For example, in Japan, subtlety and discretion are highly valued in marketing, while in Southeast Asia, interactive campaigns that offer clear value, such as discounts or rewards, are more effective. Brands like Grab, a ride-hailing and delivery service in Southeast Asia, personalise their offers based on local events and consumer habits, enhancing engagement across diverse markets.

  • Involve Consumers in the Personalisation Process

Co-creating personalised experiences by inviting consumers to set their preferences fosters a sense of control and reduces privacy concerns.

For example, streaming platforms like YouTube let users set preferences for recommended content through thumbs-up or thumbs-down features. This approach ensures users feel more in control of their experience while improving the relevance of future recommendations.

  • Monitor and Adapt to Feedback

Consumer expectations evolve, and so should personalisation strategies. Regularly gathering feedback through surveys, reviews, and sentiment analysis can help brands refine their approach.

For example, brands that adapt their email marketing frequency or content style based on user feedback often see higher engagement rates and fewer unsubscribes.

Lessons from Global Markets

United States: The Demand for Transparency

In the United States, consumer awareness of data privacy is at an all-time high, driven by legislation like the California Consumer Privacy Act (CCPA) and high-profile data breaches. Brands operating in this market are under pressure to provide clear, user-friendly privacy policies and secure consent mechanisms. Companies like Apple have capitalised on this trend, making privacy a cornerstone of their brand narrative and setting a high bar for competitors.

Europe: Privacy Regulations as a Benchmark

Europe’s General Data Protection Regulation (GDPR) has become a global standard for privacy compliance. Brands in the EU face strict rules about data collection, storage, and usage. Successful examples include local e-commerce platforms that explicitly inform users about tracking cookies and provide clear opt-in choices. These efforts have ensured compliance and fostered greater trust among European consumers.

Asia: Personalisation Across Diverse Cultures

Asia’s markets present unique challenges due to their cultural diversity and varying attitudes toward privacy. For instance, personalisation efforts in Japan often emphasise subtlety and respect for privacy, aligning with cultural norms. In contrast, Southeast Asian consumers, particularly in countries like Indonesia and the Philippines, tend to engage more enthusiastically with data-driven campaigns, provided they see clear value in return.

Global brands like Netflix have tailored their strategies to these nuances, offering region-specific content recommendations that respect local tastes while maintaining transparency. Such localised personalisation efforts can enhance engagement while avoiding a one-size-fits-all approach.

Takeaways for Brands

The differing expectations across regions highlight the importance of understanding local market dynamics. Brands looking to implement ethical personalisation globally must align their strategies with each market’s cultural and regulatory landscape. By respecting regional preferences and adhering to privacy standards, they can create personalised experiences that resonate without overstepping boundaries.

The Future of Personalisation

As technology evolves, so will the possibilities and challenges of personalisation. Emerging trends and innovations are already reshaping how brands approach tailored marketing, raising new questions about ethics, privacy, and consumer trust.

AI-Powered Personalisation

Artificial intelligence is driving the next wave of hyper-personalisation, enabling brands to predict consumer behaviour with unprecedented accuracy. Machine learning models analyze vast amounts of data to offer real-time recommendations, from product suggestions to personalised content. However, as these systems become more advanced, the risk of appearing overly invasive increases, underscoring the need for ethical guardrails in AI deployment.

Zero-Party Data Strategies

With consumers becoming more cautious about sharing their information, brands are turning to zero-party data, information that customers willingly provide. This approach emphasises transparency and gives consumers control over their data, making personalisation a collaboration rather than an imposition. Interactive tools like quizzes, preference centres, and surveys allow brands to gather valuable insights while building trust.

Contextual Personalisation Without Tracking

Advancements in contextual targeting are paving the way for personalisation that doesn’t rely on tracking individual users. By analyzing environmental factors such as location, weather, or time of day, brands can deliver relevant messages without compromising privacy. For example, a food delivery app might promote comfort foods on rainy days based on real-time weather data rather than user profiles.

Stronger Privacy Regulations

The rise of privacy-focused legislation worldwide pushes brands to rethink how they collect and use data. Markets with stringent privacy laws, like the European Union and California, are setting precedents that other regions are beginning to follow. Brands that proactively adapt to these changes and invest in compliance and privacy-first technologies will gain a competitive edge.

A Shift Toward Ethical Personalisation

Consumer demand for responsible data use is driving the push for ethical personalisation. Organisations like the World Economic Forum call for global standards that balance innovation with privacy. Brands that adopt these principles early will not only stay ahead of regulatory changes but also solidify their position as consumer-first businesses.

The future of personalisation lies in achieving the right balance between technology and ethics. As data collection becomes more sophisticated and consumer expectations rise, brands that walk the fine line between relevance and privacy will emerge as leaders.

Effective personalisation isn’t about amassing more data but using it responsibly. Campaigns rooted in transparency, respect for privacy, and genuine value will foster trust. Brands focusing on connection over surveillance and relevance over excess will thrive.

The question for marketers isn’t just how to personalise but how to do it in a way that earns trust and strengthens relationships. As consumers demand relevance and respect, the true test for brands will be whether they can deliver personalisation with purpose.

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How do brands lose their edge? Often, they fail to stay in touch with shifts in consumer sentiment and behaviour.

Trends like hyper-personalisation, digital-first lifestyles, and shifting cultural priorities make yesterday’s insights obsolete. Brands that cling to outdated audience profiles risk misaligned messaging, wasted budgets, and eroded relevance.

Redefining your audience isn’t just about adapting; it’s about anticipating. It’s how brands unlock new opportunities, build loyalty, and remain competitive in dynamic markets.

What Does It Mean to Redefine Your Audience?

An audience is more than a demographic. Shared behaviours, values, and motivations define them. Effective audience redefinition demands insights into psychographics, technographic, and behavioural patterns, addressing questions like:

  • How do consumers make decisions?
  • What cultural and technological factors shape their priorities?
  • What drives their loyalty and advocacy?

The question isn’t just, “Who is engaging with us?” It’s, “Who should we be targeting to ensure long-term success?”

Emerging Trends in Audience Redefinition

Modern methodologies and technologies are reshaping how brands understand and engage their audiences. Here are the most impactful trends redefining audience segmentation:

  1. AI-Driven Personalisation: Artificial intelligence enables brands to analyze large datasets, uncover hidden audience segments, and predict behaviours precisely.
  2. Behavioural Segmentation: By leveraging deep learning, brands can group audiences based on shared purchasing patterns and long-term affinities rather than traditional demographics.
  3. Technographics: Segmenting audiences using technology and digital tools provides actionable insights into how they engage with brands online.
  4. Netnography: This adaptation of ethnography focuses on online communities, providing a deeper understanding of digital consumer culture.
  5. Engagement Metrics: As cookies disappear, attention metrics—measuring active and passive engagement—are becoming critical for optimising audience strategies.

These trends highlight the shift toward data-driven, dynamic audience redefinition.

Research-brief

Signs It’s Time to Redefine Your Audience

Even the most successful brands must reevaluate their audiences as market dynamics evolve. Here are key indicators that it’s time to redefine:

  • Shifting Consumer Behaviors
    Changes in priorities, such as the rise of sustainability or demand for real-time convenience, signal a need for new messaging and targeting strategies.
    Example: Netflix’s Pivot to Streaming
    Problem: Netflix began as a DVD rental service but became increasingly irrelevant as consumer behavior shifted toward digital consumption.
    Solution: Netflix identified a growing demand for on-demand content, and in 2007, it transitioned to streaming, targeting tech-savvy, convenience-driven audiences.
    Outcome: Netflix not only disrupted the entertainment industry but became a global leader in streaming and original content.
  • Declining Engagement Metrics
    A drop in ROI, click-through rates, or customer interactions often reflects misaligned targeting.
    Example: Old Spice Rebranding
    Problem:     Old Spice, long seen as a brand for older men, faced declining sales and waning relevance among younger demographics.
    Solution: The brand used consumer insights to redefine its audience, focusing on millennial men. The resulting campaign—humorous and irreverent—successfully engaged this segment.
    Outcome: Sales grew, revitalising Old Spice’s market position.
  • Market Expansion or Repositioning
    Entering new regions or launching innovative products requires revisiting audience definitions to align with local needs or emerging demographics.
    Example: McDonald’s in India
    Problem:     McDonald’s struggled in India due to cultural dietary preferences, including a predominantly vegetarian market.
    Solution: McDonald’s introduced vegetarian-friendly items like the McAloo Tikki burger.
    Outcome: This localisation strategy expanded McDonald’s reach and solidified its position in the Indian market.
  • Competitive Pressures
    If competitors are capturing new segments, your brand must identify untapped opportunities to stay ahead.
    Example: Warby Parker’s Disruption
    Problem: Traditional eyewear brands dominated retail through high prices and physical stores, leaving cost-conscious and tech-savvy consumers underserved.
    Solution: Warby Parker targeted this audience with a direct-to-consumer model, offering stylish yet affordable eyewear.
    Outcome: The brand reshaped the eyewear market and inspired competitors to rethink their strategies.
  • Cultural and Social Movements
    Shifts in societal values, such as inclusivity or environmental consciousness, demand alignment with modern expectations.
    Example: Patagonia’s Sustainability Advocacy
    Problem: Patagonia needed to stand out in a competitive outdoor apparel market.
    Solution: The brand aligned itself with environmentally conscious consumers by encouraging sustainability over excessive consumption, urging customers to repair rather than replace products.
    Outcome: This strategy strengthened loyalty and reinforced Patagonia’s brand values, attracting long-term advocates.

Case study: Jaguar’s Bold Transformation: Redefining Luxury for an Electric-First Future

Image Credit: The Federalist

Jaguar, the iconic British luxury car manufacturer, has embarked on a comprehensive rebranding strategy to redefine its audience and reposition itself in the evolving automotive market. Facing declining sales and increased competition, Jaguar recognised the imperative to shift from its traditional image to resonate with modern, tech-savvy consumers.

Problem: Declining Sales and Market Relevance

In recent years, Jaguar experienced a significant downturn in sales. At its peak, the brand sold about 60,000 vehicles in the U.S. in 2002, but this number steadily declined to fewer than 9,000 by 2023.

This decline highlighted the brand’s struggle to maintain relevance amid shifting consumer preferences toward electric vehicles and modern luxury standards.

Solution: Comprehensive Rebranding and Electrification

In response, Jaguar initiated the “Reimagine” strategy, aiming to transform into an all-electric luxury brand by 2025.

This strategic pivot involves several key components:

  • New Brand Identity: Jaguar introduced a modernised logo and embraced a vibrant colour palette, departing from its traditional monochrome tones. This visual overhaul reflects the brand’s “Exuberant Modernism” philosophy, aiming to appeal to a younger, more diverse audience.
  • Product Lineup Overhaul: The company plans to launch three fully electric models, starting with a four-door electric grand tourer in 2025. This move positions Jaguar alongside ultra-luxury competitors, with new models expected to debut at prices upwards of $127,000.
  • Marketing Strategy: Jaguar’s recent campaigns focus on artistic expression and inclusivity, aiming to differentiate the brand in the luxury EV market. However, these campaigns have sparked polarised reactions, with some critics labelling them as excessively “woke.”

Outcome: Market Reception and Future Prospects

The rebranding has elicited mixed reactions. While some industry experts praise Jaguar’s bold approach to redefining its brand identity, others express scepticism about its ability to compete in the crowded EV market. The success of this transformation will depend on Jaguar’s execution of its new strategy and its ability to resonate with the targeted ultra-luxury consumer segment.

Advanced Methodologies for Redefining Your Audience

Redefining your audience requires actionable insights derived from advanced research methodologies. Here’s how brands can achieve precision in segmentation:

  1. Ethnographic Research: Observing consumers in real-world settings uncovers cultural nuances and practical behaviours.
    • Application: A fast-food chain could identify the preference for vegetarian meals, leading to region-specific menu adaptations.
  2. Behavioral Analytics: Deep learning tools analyze consumer actions to identify patterns that reveal previously unnoticed segments.
    • Application: A streaming platform using behavioural data to predict which content genres resonate with niche audiences.
  3. Social Listening: Analyzing online conversations to uncover sentiment shifts and emerging priorities.
    • Application: A skincare brand identifies rising demand for “clean beauty” and launches an eco-friendly product line.
  4. Concept Testing: Evaluating the potential impact of new ideas or campaigns on different audience groups.
    • Application: Testing new packaging or marketing strategies tailored to sustainability-focused consumers.
  5. Cross-Cultural Studies: Comparing behaviours across regions to align strategies with global and local audience needs.
    • Application: An Asian luxury brand could highlight heritage and exclusivity, resonating with cultural values.

How Market Research Drives Audience Redefinition

Market research is the engine behind precise audience redefinition. Here’s how it creates value:

  • Uncovering Behavioral Shifts: Tools like longitudinal studies track evolving behaviours, ensuring strategies adapt to real changes.
  • Validating Assumptions: Surveys and polls test whether existing profiles align with current consumer realities.
  • Identifying Emerging Trends: Social listening and trend analysis reveal what’s next in consumer preferences.
  • Building Richer Profiles: Psychographics and technographics create deeper, actionable audience insights.
  • Optimising Engagement: Multi-channel research ensures your brand connects with audiences where and how they engage most.

By combining methodologies, brands can build a complete picture of their evolving audience.

The Benefits of Audience Redefinition

Redefining your audience unlocks strategic advantages, including:

  • Precision Campaigns: Improved targeting minimises waste and maximises ROI.
  • Relevance in Evolving Markets: Aligning with shifting priorities ensures your messaging resonates.
  • Emotional Connections: Authentic, value-driven engagement builds loyalty and advocacy.
  • New Revenue Streams: Identifying untapped segments opens fresh opportunities.
  • Future-Proofing: Adaptive audience strategies prepare your brand for market and societal changes.

Case study: How Monster.com Redefined Its Audience to Revitalise Growth

Image Source: Monster

In the job search industry, Monster.com faced significant challenges, including a shrinking market share and increasing competition. To regain its position as a leading employment platform, Monster recognised the need to pivot from its traditional focus on white-collar jobs to the underserved blue-collar and service employment sectors.

Strategic Approach

Monster embarked on a comprehensive research initiative to redefine its target audience and realign its brand purpose. The strategy involved:

  • Extensive Research: Engaging over 3,000 employers and job candidates across six global markets to gain insights into the current job and candidate search landscape.
  • Diverse Methodologies: Using qualitative and quantitative research methods to identify and understand the new target audience.
  • Customer Experience Code System: Applying this framework to determine the key experience variables that drive business outcomes, enabling Monster to focus on areas that matter most to customers and impact the bottom line.

Key Takeaways

The research uncovered a significant, underserved market of job candidates essential to society’s functioning. Both candidates and employers expressed a desire for respect and humanity in the job search process.

Implementation and Impact

With these insights, Monster developed a global market segmentation and growth strategies across marketing, brand, and product development. The creation of employer and job seeker profiles enhanced sales and development plans. A pivotal outcome was the production of “Corey’s Story,” a documentary that humanised the job search experience and served as a cornerstone for the “Right Fit” series, highlighting various professions such as nursing and food service.

The “Right Fit” series became central to Monster’s brand positioning, leading to product development focused on new user groups. This strategic pivot allowed Monster to tap into an untapped market, revitalising its presence in the job search industry.

By redefining its audience and aligning its offerings with the values of respect and humanity, Monster successfully repositioned itself, demonstrating the power of audience redefinition in driving business growth and relevance.

Final Thoughts: A Future-Focused Strategy

Audience redefinition isn’t a one-time initiative—it’s a continuous, data-driven process that keeps your brand competitive. By leveraging advanced methodologies, monitoring emerging trends, and using precise market research, brands can anticipate shifts and connect with the right people at the right time.

Those who redefine, adapt, and innovate with their audience will lead the way in a fast-changing world.

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Search behaviour is undergoing a seismic shift, and the implications for brands are profound. Artificial intelligence tools like ChatGPT and Bard are no longer just novelties—they are becoming the go-to for millions seeking instant, conversational answers. Simultaneously, platforms like TikTok and Instagram have emerged as primary search engines for younger generations, with nearly 40% of Gen Z preferring TikTok over Google when searching for everything from local restaurants to financial advice, according to a survey by eMarketer.

This transformation is forcing brands to rethink their strategies. The once-reliable pillars of SEO and search engine marketing (SEM) are being upended by AI-driven search models and algorithm-powered social media platforms that prioritise video content. In this new ecosystem, traditional keyword optimisation may lose relevance as conversational AI tools favour well-structured, contextual content. Similarly, social media search trends signal a growing demand for visual-first strategies, where brands that fail to adapt risk losing visibility.

The consequences extend beyond digital marketing tactics. AI-driven local searches and social platforms’ discovery algorithms increasingly favour large companies with the resources to invest in cutting-edge content strategies and ad placements. Smaller businesses, already stretched thin, may struggle to compete in a landscape that rewards scale and technical sophistication.

As search engines cede ground to AI and social media, marketers are left grappling with a key question: Will this democratise access to information or entrench the dominance of tech giants and large brands? What is clear is that the evolution of search will define how consumers discover and engage with businesses in the years to come, and the strategies marketers deploy today will determine who thrives in this new digital reality.

The Rise of AI in Search

AI-powered tools like ChatGPT, Bard, and Bing AI are redefining how consumers approach online searches, moving away from the traditional keyword-based structure of platforms like Google. Instead of entering a few words and scanning links for relevance, users are turning to AI for detailed, conversational responses. This shift reflects a growing preference for precision and speed—factors that are reshaping digital marketing at its core.

According to a report by Gartner, conversational AI platforms are expected to influence 50% of all search interactions by 2026. These tools not only provide more direct answers but also offer personalised and context-aware suggestions based on user intent. For example, a search for “best eco-friendly cars under $30,000” on ChatGPT might generate a list of options with detailed comparisons, saving users the time required to comb through multiple websites.

This evolution poses significant challenges for traditional SEO strategies. The long-standing reliance on keywords and backlinks is giving way to content strategies designed to answer complex, multi-layered queries. Marketers are now prioritising structured data, FAQ formats, and in-depth, evergreen content that conversational AI models can extract and summarise. 

“Optimising for AI search engines means creating content that anticipates user intent and provides answers, not just traffic bait,” explains Lisa Myers, CEO of Verve Search.

Big companies are likely to gain an advantage in this transition. With larger budgets and teams, they can rapidly adapt to the demands of AI-optimised content. Enterprises like Amazon and Walmart have already begun leveraging schema markup and structured product data to align with AI search capabilities, ensuring their products remain visible across platforms. Meanwhile, smaller businesses may lack the resources or technical know-how to implement these changes effectively, leaving them at risk of reduced visibility.

One notable trend is the rising importance of domain authority and expertise. Conversational AI tools tend to favour content from trusted and credible sources, further entrenching the dominance of established brands. A recent analysis by SEMrush found that websites with robust, expert-driven content see higher inclusion rates in AI-generated results compared to those that rely on generic blog posts.

This transformation is a double-edged sword. While AI’s conversational approach enhances user experience, it may also widen the gap between market leaders and smaller players. For marketers, the stakes have never been higher. Adapting to the nuances of AI search requires not just content realignment but a fundamental shift in how brands think about discoverability in a digital age increasingly dominated by machine learning.

Social Media as Search Engines

For younger generations, TikTok and Instagram are no longer just platforms for entertainment—they are primary tools for finding information. A recent survey by Insider Intelligence revealed that 40% of Gen Z prefer TikTok over Google for searches related to restaurants, shopping, and lifestyle recommendations. Similarly, Instagram, with its vast array of reels and tagged posts, has become a hub for discovering trends, products, and local businesses. This shift marks a dramatic rethinking of how consumers seek and consume information.

The rise of video-first, algorithm-driven content is central to this trend. Social media platforms deliver search results tailored to user behaviour, relying on sophisticated algorithms to prioritise content that aligns with individual interests. A search for “easy vegan recipes” on TikTok, for example, not only provides video tutorials but also user-generated reviews, tips, and hacks—all presented in under a minute. This bite-sized approach appeals to a generation accustomed to consuming information quickly and visually.

The implications are profound for media outlets and traditional information sources. Platforms like TikTok and Instagram are not merely complementing Google—they are competing for attention. News publishers and content creators are increasingly forced to tailor their stories into short, visually engaging formats to remain relevant. A study by Pew Research Center found that nearly 30% of U.S. adults now regularly get their news from Instagram, underscoring the platform’s growing influence as a source of information.

The impact on SEM and SEO strategies is equally transformative. Traditional keyword-based optimisation is losing ground to visual search optimisation. For marketers, this means a renewed focus on creating high-quality, engaging video content that aligns with social media algorithms. Videos with compelling hooks, captions, and tags are crucial for discoverability. Additionally, influencers and user-generated content play a vital role, with algorithmic preferences often favouring authentic, relatable material over professionally produced ads.

Brands that successfully adapt to these trends are seeing tangible benefits. Chipotle, for example, used TikTok to promote its menu with viral challenges and behind-the-scenes videos, generating millions of views and increased foot traffic. Smaller businesses, too, can gain visibility by leveraging platform-specific trends and hashtags, though the competitive landscape can be challenging.

For marketers, the rise of social media as a search engine offers opportunities and risks. On one hand, platforms like TikTok and Instagram provide direct access to highly engaged, niche audiences. On the other, they demand a more dynamic, resource-intensive content strategy to stay visible. As social media continues to redefine the search landscape, brands must adapt quickly or risk being eclipsed in the fast-moving world of algorithm-driven discovery.

The Impact on Local Searches

The integration of AI and social media into search is redefining how consumers discover local businesses. AI-powered tools like ChatGPT and Google Bard are capable of hyper-personalised recommendations, providing users with tailored suggestions for dining, shopping, and services based on their location, preferences, and prior behaviour. Meanwhile, TikTok and Instagram are emerging as powerful tools for local discovery, with users increasingly turning to these platforms for everything from restaurant reviews to hidden gems in their neighbourhoods.

This shift is driven by the immediacy and relatability these platforms offer. A quick search for “best coffee shops near me” on TikTok might yield dozens of short videos showcasing not just the menu but the ambience, customer experiences, and even real-time pricing. Similarly, Instagram’s geotagged posts and story highlights make it easy for users to explore local businesses through authentic, visually engaging content. According to a recent survey by BrightLocal, 34% of consumers now rely on social media for local business recommendations, a number that continues to climb.

For small businesses, this evolution presents both opportunities and challenges. On one hand, platforms like TikTok and Instagram offer a level playing field where smaller brands can compete with larger corporations by leveraging creativity and authenticity. A small bakery, for example, can attract attention through visually appealing reels that highlight its products and customer stories. On the other hand, the dominance of AI-driven recommendations often favours larger companies with established digital footprints and resources to invest in advanced SEO and content strategies.

Hyper-personalisation also comes with higher expectations for relevancy and responsiveness. AI tools prioritise businesses with detailed, accurate information online—such as updated hours, menus, and customer reviews. Companies that fail to maintain a robust digital presence risk being excluded from AI-curated results. In this environment, small businesses must prioritise local SEO, user-generated content, and active engagement on social platforms to remain competitive.

For large corporations, the integration of AI and social media into local search further solidifies their dominance. Chains with resources to optimize AI and social media strategies at scale can flood platforms with location-specific ads, promotions, and content, making it harder for smaller competitors to gain visibility. As consumers increasingly rely on personalised and social-driven local searches, the battle for relevance will hinge on agility, creativity, and a deep understanding of these evolving ecosystems.

Winners and Losers in the New Search Landscape

In the new world of AI-driven and social media-influenced search, big companies hold a clear advantage. Their extensive resources allow them to adopt cutting-edge AI tools, optimise social media strategies, and scale content creation with relative ease. Companies like McDonald’s, for instance, have leveraged AI to refine their customer targeting, using tools that analyze vast amounts of data to craft personalised ad campaigns across platforms. Similarly, brands like Nike dominate social media algorithms by producing high-quality, frequent, and visually compelling content bolstered by influencer partnerships and larger ad budgets.

These capabilities position large corporations to consistently appear at the top of AI-curated search results and dominate the social discovery algorithms that younger generations increasingly rely on. Their ability to invest in emerging technologies, such as machine learning for predictive analytics and video-first campaigns tailored to TikTok and Instagram, ensures they remain visible and relevant in the crowded digital marketplace.

Small businesses, however, face significant hurdles. Limited budgets and leaner teams make it challenging to invest in the tools and expertise necessary to compete with industry giants. According to a 2023 report by the Small Business Administration, 78% of small businesses cited the cost of technology as a primary barrier to digital transformation. For many, the financial burden of producing high-quality video content, optimising for AI search, or running paid campaigns on platforms like TikTok and Instagram is simply out of reach.

Despite these challenges, small businesses can carve out a competitive edge by focusing on authenticity, niche markets, and community engagement. Local boutiques, for example, can use social media to highlight their unique offerings, share customer stories, and foster genuine interactions with their audience. By prioritising user-generated content and tapping into local influencers, they can amplify their reach without the need for massive ad budgets. Additionally, emphasising their role within the community—through events, partnerships, or localised content—can help small businesses stand out in AI-curated searches and resonate with socially conscious consumers.

In this new search landscape, the ability to adapt is paramount. While big companies may dominate through scale, small businesses have the opportunity to thrive by doubling down on what makes them unique. As technology continues to reshape the digital ecosystem, success will belong to those who can navigate its complexities with creativity and agility.

The Future of Search and Discovery

As AI and social media redefine how information is found and consumed, traditional search engines face a critical crossroads. Google’s dominance is already being challenged by platforms like TikTok, which offer visually rich, user-generated content and algorithmic precision. If current trends persist, traditional search engines may need to pivot significantly to retain relevance, likely integrating more conversational AI and multimedia features to meet evolving user expectations.

Social media’s role as a search tool is set to deepen. Platforms like Instagram and TikTok are likely to refine their search capabilities further, incorporating more advanced filters, localised suggestions, and AI-driven insights to enhance the user experience. The growing popularity of shoppable content on these platforms also hints at a future where search, discovery, and purchasing are seamlessly intertwined.

AI innovations will further transform search by prioritising personalisation and intent. Emerging algorithms are expected to leverage contextual clues—such as location, past behaviour, and even sentiment analysis—to deliver hyper-relevant results. For marketers, this means the era of generalised content is ending. Instead, success will demand nuanced, targeted strategies that align with the unique needs and preferences of individual users.

Future-proofing strategies require a multi-pronged approach. Marketers must diversify their efforts across traditional search engines and social platforms, ensuring visibility in both ecosystems. Investment in dynamic content—particularly video and conversational formats—is critical, as is a commitment to data-driven insights. Finally, brands must remain agile, adapting quickly to technological and behavioural changes in a world where the search landscape evolves at an unprecedented pace.

Navigating the New Search Reality

The shift in search behaviour, driven by AI and social media, marks one of the most significant changes in digital marketing in decades. Traditional search engines are no longer the sole gateway to information, as platforms like TikTok and Instagram reshape how users discover, engage with, and act on content. These changes are creating new opportunities but also stark challenges for marketers and brands.

Staying ahead requires agility and a deep understanding of emerging trends. Success lies in embracing new technologies, tailoring content for AI-driven platforms, and creating visually engaging, authentic experiences for social media users. The future of search is being written now, and the brands that innovate today will define tomorrow’s digital landscape.

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How is your product received by consumers or business decision-makers? What are the pros and cons of a change in an existing product feature or new varieties of your current big-sellers? Why is a product failing to perform? You want to tweak a formulation, messaging or packaging to cut costs or reach new audiences – but will that scupper or supercharge your sales? The answers to all these questions can be found in product testing research.

What is product testing?

With product testing, we’re not looking to establish general consumer attitudes or behaviours. Nor is this about standing up a new concept or looking for gaps in the market. The primary job of product testing is to tell us how people respond to an actual product – including how they use it and what they think its qualities are – allowing brands to decide whether and how to market it.

When should I do product testing research?

Let’s look at the natural marketing life-cycle to explain how product testing research can support the emergence, and successful exploitation, of a product – and place it in the context of a wider field of market research:

  • Ideation – dreaming up an idea worth pursuing. Research helps identify unmet consumer needs, value-chain opportunities, potential applications of innovation and new markets.
  • Screening – a rigorous approach to deciding which ideas are worth pursuing, again drawing on research and feasibility work, and assessing potential audiences.
  • Concept testing – seeing how the manifestation of ideas might work in the market, leading to additional screening out of less viable concepts.
  • Prototyping – designing products to prove mass production feasibility, form factors and feature sets.
  • Early product testing – evaluating consumer attitudes to the product itself, either in controlled settings, in the field or in everyday contexts; typically unbranded or with highly simplified packaging.
  • Late product testing – which might include feedback from earlier tests to refine messaging, packaging and final form factor.
  • Testing iterations of a product to forecast the impact (on sales and usage) of changes to features, formulations, targeting and marketing – often in response to changes in sales patterns or negative customer feedback.

In other words, product testing is distinct from concept testing. It’s all about refining the delivery of something that is (or soon will be) a finished product. This might include changes to feature sets, the marketing pitch, pricing, ideal target audience and other details. It’s not so much whether the product works – it’s how the product will work best.

Use cases for product testing research

In summary, then, you can apply product testing to:

  • Find out how a close-to-final version of a new product might perform.
  • Tweak that product to optimise its performance on launch.
  • See how a new product is performing post-launch.
  • Test the effect of changes to product design or presentation.
  • Evaluate or explore how a product is marketed.
  • See how well consumers in a new market will accept an existing product.
  • Undertake ‘penalty analysis’ to see which qualities, when changed, alter consumer options about a product.

Product testing in action – a case study

One way to think about the value of product testing is as a way to optimise the introduction or evolution of a particular product. A good example is work we’ve done with a beverage brand to launch a new range of iced teas. The client wasn’t launching a brand-new product – they had worked up some new flavours and wanted to know which they could launch successfully, how these might affect brand perception and what consumers made of them.

There were eight formulations to be tested. We added in an established variant to act as a benchmark, giving us a way to test the relative strength of the products. We measured various metrics with consumers to provide comparable scores as a key insights.

The product isn’t necessarily going to change in this case. It’s a chance for the client to check which variants might work best, to optimise the roll-out and then make minor refinements if the research delivers consistent feedback on particular elements. How research subjects describe the teas might also help shape marketing and packaging for instance.

In other cases, clients might test out product names and straplines on consumers while they’re testing the product to create a range of possibilities, not just on the branding and marketing, but also on likely target audiences and even pricing. Does the product live up to a premium positioning? Or will it chime with more down-to-earth messaging?

The role of product testing guidelines

We work with many clients that have well-established product testing guidelines – a set of standards that enable them to better evaluate products over time and give them clearer benchmarks for making decisions. For large corporates in particular, the product testing research project is an exercise in generating fairly standardised numbers – data that fits a well-established, almost algorithmic approach to evaluating potential product performance.

When this isn’t the case – or if the guidelines are relatively basic – it’s a good idea to establish some clear ground rules at the start of a project to ensure it delivers insights that will shape client decisions. You might need to agree:

  • How the product should be stored, prepared, presented and used.
  • The audience it should be tested with, and how to recruit them.
  • Where to conduct tests with participants (see below).
  • What metrics to record.
  • How to record their experiences – and other feedback.
  • The research methodologies that will work best.
  • Whether to use a control product for comparative purposes.

Introducing a framework helps everyone understand what success looks like for a product: for it to go forward, what will the research need to show? Is it being on par with an existing or rival product on overall performance? Does it need to be statistically stronger on key metrics?

In some ways, it’s akin to a science experiment: you outline the aim (proving it’s better than the existing product) based on your prediction (the product design); we provide a sound, rigorous methodology to test that assumption (the research); and the result gives conclusive result to tell you how to proceed.

How does product testing work? Where and how to test

Different objectives of product testing will suit different methodologies. A lot depends on what brands already know about the product and the way it’s perceived; on what they want to learn from the tests (see below); and the type of product under review.

There are broadly three environments to conduct product tests. Let’s look at the use-cases and the pros and cons.

1. Central Location Testing (CLT)

This is where participants are invited to a facility to undertake the test. This is ideal for evaluating products in controlled conditions, especially when testing a variety of use cases. It’s also suited to products that won’t be used as much in the home – especially in food outlets, for instance.

A good example would be a new foamless cappuccino we tested. To get comparable results, the same machine was used in different central testing centres, with the client providing an expert barista to produce the same product every time.

CLT is ideal for evaluating products under controlled conditions – testing different fragrances, say, is hard if the conditions allow for cross-contamination of scents. But it’s also very useful where confidentiality is important. We set up a CLT in a hotel, for example, so that a new tech product could be tested by invited consumers without the design leaking. Non-disclosure agreements might be a feature of any product test, but for this kind of commercially or technologically sensitive research, the controlled setting can be helpful too.

The other advantage of CLT is liability management. Some products – foodstuff and cosmetics, in particular – might cause adverse reactions with test subjects, and it’s easier to screen and monitor them on-site.

You can find out more about central location testing in our guide.

2. Street Intercept Testing (SIT)

This is literally grabbing participants in an ambient setting for a few minutes to get them to try something and test their reactions. This works well for relatively simple research – the questionnaire will need to be relatively quick in a supermarket or street setting – and for targeting particular participants. Testing a new cheese at the deli counter in a supermarket would be one application.

It’s also ideal for capturing insights within specific use locations – when a central facility would be a little abstract. We worked with a sports beverage brand to test a special protein-rich drink. The use-case is post-exercise, so intercepts with the target market in a gym setting yielded much more insights than a central location could have.

3. In-Home Testing (IHT)

For many products, the consumer’s home (or, in some cases, their workplace) will be the usual usage location. Getting the products into the home for a period of use, then running online, telephone or face-to-face follow-up questionnaires is a great way to see how they work ‘as intended’.

In-home testing tends to be ideal for more sustained testing. The taste of a new iced tea or reformulated cheese can be tested fairly immediately. But a toothpaste, cleaning product, in-home device or even lightbulb, will only reveal itself properly over a few days’ use. Out of the control conditions, we can learn more about how good instructions for use are; we can see how consumers might use the product in their daily lives or in combination with other products; and we can monitor evolving opinions about the product as they get used to it.

Obviously in-home testing has been popular during Covid-19 lockdowns – not least because many products are now being consumed or used in the home that might otherwise have been ambient products; but also because centralised or street intercept tests have been harder to run for biosecurity reasons.

Note also that IHT allows for different research methodologies. As well as post-use surveys, we can get consumers to keep diaries of use, highlighting a wider variety of situations and providing more qualitative inputs.

Woman scanning food in her fridge with her phone

How to do product testing

Where to start

For many companies, product testing isn’t the start of their journey with us. This kind of research is often part of a much bigger engagement process around a brand or product line; or it might be commissioned by a brand we already do different kinds of work with. So the starting point is rarely a cold introduction to a product.

But even with some engagement beforehand, the first step in product testing is to look at the product and the client’s requirements, and then design an approach that will answer their key questions.

For some, those questions will be extremely precise. For example, one detergent brand asked us to test out a new toilet cleaning product. They knew exactly what segment they wanted to target – ABC1 consumers in their 30s and 40s who were already familiar with the brand – and even the methodology they wanted (in-home testing).

That’s largely a logistical challenge – getting the product and a control cleaner into their homes, in plain packaging, so they can be tested side-by-side; then running an online survey to generate some quantitative data and some qualitative feedback comparing the product to a known comparator.

Another example might be a commercial-kitchen mayonnaise we tested. The client was keen to assess not just how the product performed against other formulations of mayo, but also what professional chefs thought of it in different applications. Will it be at least on par with the existing product? What recipes or dishes did it suit? And how did it compare commercially?

One thing to bear in mind is that you should be testing for things you might change as a result of the insights we generate. Knowing what can change (from packaging and marketing, to cosmetic attributes or even key design features) as a result of the research findings – and what you definitely can’t alter – will ensure the tests are focused and useful.

Methodology reflections

We find that CLT is generally better for ‘sequential monadic’ testing. ‘Monadic’ means the consumer is evaluating a single product, and this is obviously possible in any environment. Even ‘paired comparison’ testing – head-to-head – can be done in-home. But sequencing the comparisons scientifically (standalone, then in head-to-head, for example) often generates more reliable data.

In terms of participant recruitment, clearly targeting the audience accurately – whether in the field, via lists of consumers, or panels – is key. They are often motivated because they receive free products. But in some cases, especially with the more in-depth or time-consuming studies, the chance to earn money is also a motivator.

Hard and soft questions

Product testing can answer a lot of questions. For seasoned clients, they’re often very precise ones – they’re seeking standardised data on usage and performance that will help them contextualise the product within a portfolio.

A good example of a ‘hard’ question might be pricing. Using techniques such as the Gabor–Granger method (to understand price elasticity) or the Van Westendorp Price Sensitivity Meter (which creates an optimal price point for a given audience), research can reveal a lot about the economics of a product.

Hard questions like that are often central, even when we’re working with smaller companies that are looking to take a product from prototype to production and need to calculate the risk/rewards involved.

Smaller companies, however, are more likely to be asking ‘soft’ questions, too, where quantitative surveys are augmented with qualitative insights. They might be trying to learn more about consumer attitudes to the category as well as the product; or develop a deeper understanding either to tweak the product being researched – or inform future innovations.

A good market research agency can really help with this part of the process. For example, in some companies there might not be rigid product testing guidelines in place. But by explaining what they need to know to market the product, what they might be able to change about it and what they’re not sure about, we can help companies come up with fieldwork that will deliver clear metrics and provide answers to their key questions.

What’s the outcome?

A well-planned, well-run product testing project is rarely just looking for a blunt ‘go/no-go’ answer to a product roll-out or adjustment. Although many big brands have a well-established formula for conducting product tests – designed to plug data into their tried-and-tested algorithms – even these clients will often use the test as an opportunity to learn more about the product in different dimensions.

Sometimes that’s just a by-product of a sufficiently expert and thoughtful product test. As market research professionals, we learn a lot more about products during tests than the raw data suggests. Often it’s the degree of flexibility the market research team brings to the product test that makes it most valuable.

That’s true whether the primary objective is standardised data on product attributes – or semi-quantitative work with a healthy dose of qualitative inputs to shape decisions. By making sure the parameters for the product’s adaptation are clear and the questions about it well framed, we can ensure the right blend of methodology and insights meet the client needs.

A good example of that would be taste tests for a new formulation at a chocolate brand. ‘Super tasters’ working at the client will arrive at some finely calibrated formulation, created to be aligned to brand values and differentiate the product. But it’s ordinary consumers whose verdict will shape its ultimate success.

Looking to embark on product testing research?

With experience in product testing research, we can combine the inputs and recommend robust methodologies to make sure the product hits the sweet spot in the market. Find out more about our product testing capabilities or get in touch to discuss with our team.

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