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With recent unsettling world events further undermining the consumer sense of safety, the motivation to secure control over our lives is only intensifying as 2016 progresses. The need to recover a sense of order and strength is influencing many buying decisions and disparate consumer behaviour including ‘helicopter parenting’, the interest in smart homes and where we holiday. In response, brands across all sectors are creating new products that promise to return a sense of being in control to consumers – many crowdfunded to be quick off the mark and test likely consumer interest.
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