iConsumer Global Research Initiative
From 2008 to the end of 2011 McKinsey surveyed more than 100,000 consumers across North America, Europe, India, and China. Our goal is to understand how consumers conduct a range of activities, from core communications like e-mailing or socializing, to consumption of types of content (video, audio, games, etc.), to commerce and creative applications. iConsumer research now covers 15 countries globally, and expanded to South America in 2012.
As discussed in the articles and reports below, digital has upended how we interact, how we entertain ourselves, how we buy, and how we work. The analytics and insights from our iConsumer data helps companies identify new trends at the global, market, and consumer segment levels, as well as isolate consumer use, buying factors, and attitudes. Accordingly, iConsumer is used by companies in the high tech, media, and telecom industries, as well as consumer-centered companies in other industries, to identify investment themes, augment proprietary research and segmentation, improve multi-channel execution, and build value-creating customer lifecycle management capabilities.
For more on consumer and shopper insights as well as digital strategy visit our Marketing & Sales Practice and the Chief Marketing & Sales Officer Forum.