The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade. Alternative lifestyles were emerging with downsizing and the pursuit of more spiritual fulfilment being noticeable trends. This medium term combined with the shorter term economic trend leaves us with a new normal. So what are the new long term consumers behaviours that we need to immerse in to bring new and actionable insights to the brands? This multimedia presentation explores 'the evolved consumer'.
This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising. We compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.