Posted September 05, 2018 10:24:11 The survey voice of our nation’s consumer is growing louder.
It’s becoming more diverse.
And it’s being listened to.
This year, for the first time in years, the consumer survey voices of all 50 states and the District of Columbia have been released.
This is a watershed moment.
We’re seeing that consumers across the country are increasingly engaged with the choices they make, and they’re making choices that reflect their interests and values.
For decades, consumers have been asked by retailers, advertisers, and others how much they love Dunkins Donuts, and Dunkin’ Brands is no exception.
And, like the rest of the consumer’s voices, this one is changing.
For the first year in the survey, consumers’ preferences for the brands have shifted from a love-hate dichotomy to a more nuanced and nuanced relationship.
Here’s a look at some of the findings.1.
Consumers are now more interested in Dunkin Brands than they were last year.
While consumer spending on Dunkin didn’t go up this year, they’re now more likely to tell survey respondents they are “very much in love with Dunkin,” “somewhat in love,” or “slightly in love.”
This is up from last year when consumers were more likely than ever to tell poll respondents they were “very” or “a little” in love.
Consumers say they are more likely this year to say they love a Dunkin, as compared to last year, when respondents were more willing to say that they love their favorite Dunkin.2.
Consumers were willing to share more about their favorite brands, but they weren’t willing to disclose more.
The same survey respondents who are more willing this year are also more willing than ever before to share about the brands they love and to reveal more about what they want.
In fact, just under half of survey respondents said they are willing to show more about the company they like, with only 37% saying they are not.
And just over half of respondents (52%) said they would be willing to give more about Dunkin to a stranger than they have ever given to anyone else.3.
Consumers like more customization than ever.
Consumers love to customize their purchases and how they spend money, but are less willing to reveal that customization when they shop.
The majority of respondents have said they want to be able to select what they buy online or at the store, but just under a third (34%) are willing and ready to share that customization with the survey.
That’s down from the last survey when respondents wanted to share as much as possible.
Consumers want to share their experience with Dunkins Brands.
Just over a third of respondents said that their experience buying at Dunkins was positive, and over half said they’d like to share it more.
However, just over one-third of respondents were willing and willing to make changes to their shopping experience, and just over six in ten (62%) said that they’d be willing and prepared to share what they did or didn’t like about their Dunkins experience.5.
Consumers said they were not satisfied with Dunkas current products.
Consumers didn’t buy much new or new-to-them products in 2018, but the survey found that they were also not satisfied that Dunkins didn’t have more variety of products.
In 2018, more than one in five consumers (18%) said Dunkas products were not new to them, compared to just 7% in 2017.6.
Consumers have fewer positive opinions of Dunkas overall brands.
The survey found consumers are less likely to say Dunkas is a great company (28%) or good (25%) than they are to say it’s a great brand (28%).
Consumers are also less likely than last year to have a positive opinion of Dunkins’ new line of products (27% vs. 37%).7.
Consumers would like to know more about all the Dunkins products.
A majority of survey participants said they wanted to know the details of Dunkin’s newest line of clothing and shoes, and nearly half said it would be helpful for them to know that Dunkin offers a variety of new line products.
More than six in 10 consumers (62%), however, would prefer to know less about Dunkins newest line products than they would like.8.
Consumers prefer to shop online and at the Dunkin Store, but not all consumers are satisfied with online and local delivery.
More respondents said online delivery was a major part of their shopping experiences, and more than a quarter said they wouldn’t shop online or in the DunkIN Store if they could.
This isn’t the first survey to show that consumers want to shop locally.
In 2016, more consumers said they shop in person, and online delivery still made up the majority of consumers’ choices for shopping.9.