Schafer Condon Carter/Chicago and Leo J. Shapiro & Associates, a Chicago-based national market research company, have formed a strategic partnership to capture and deliver consumer behavior insights to marketers. Initially, the two firms will conduct a national monthly survey of consumers that focuses on top-of-mind market trends and influencing factors. A summary of key insights will be announced via news release, but marketers will be able to obtain more detailed findings by contacting either agency directly.
In conjunction with the announcement of the partnership, the two firms have released results of their first poll regarding consumer attitudes about spending during the current recession. The results indicate the ongoing threat of layoffs and living with less will dominate near-term behavior. The survey found that 51 percent of respondents said they've cut back their standard of living in the past month. Some 67 percent of respondents have cut back on clothing purchases, and 27 percent said they've cut back on medical expenses.
The results are based on a telephone survey of 450 United States households with a margin of error of plus or minus four percentage points.