NEW YORK--(BUSINESS WIRE)--At the intersection of passionate shoppers, early adopters, and “influentials” is a crucial group for marketers – Leading Edge Consumers (LECs). GfK research shows that, while they account for just 15% of the population, LECs exert an outsized influence on shopping trends and have been quick to adopt omnichannel behaviors.
In a presentation tomorrow, GfK’s Sarah Gleason (SVP, Shopper and Retail Strategy) will share insights on LECs from the company’s FutureBuy® research program, which tracks emerging trends among those who shop both online and in bricks-and-mortar stores.
Click here to learn more about FutureBuy research.
Using FutureBuy insights, Gleason will show that LECs are more likely to use mobile devices for making purchases and feel less loyal to product or retailer brands than average shoppers.
Her presentation will take place in Chicago at the Shopper Insights Forum sponsored by the Advertising Research Foundation (ARF). The event theme is “How Advertising Works in Omnichannel Retailing.”
Now in her 6th year at GfK, Gleason is expert at developing and institutionalizing actionable marketing strategies, before and in the store. Her background includes extensive experience in brand management, new product development, and strategy.
To request an interview with Gleason, contact David Stanton.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.