ConsumerWise
A 360° view of the consumer
To better serve today’s consumer, you need to understand what drives and motivates them.
How is consumer spend changing?
Who is and isn’t buying my products today? Is the buyer changing?
What do my core consumers want? How are they different than non-shoppers?
When will my consumer base change? How do I need to change with it?
Where and how should I talk to my consumers to be most effective?
Why are consumers changing? How do I engage with emerging trends?
How is the consumer feeling?
Economic conditions: How confident are consumers in the economy and how does this compare across regions globally?
Spending intent: What categories are consumers planning to spend in?
Purchasing behaviors: What spending behaviors are consumers adopting and why?
Environmental, social, and governance (ESG) considerations: How important are ESG factors to consumers when making purchasing decisions?
How can I adapt with the consumer?
Opportunities: Where are my strengths and opportunities?
Your customer: What defines my target customer base?
Competitive standing: How am I perceived versus competitors?
New products: Are my customers excited about a new product concept?
Business building: When do consumers use my products and where can I expand and grow my business?
Access a 360° view of the consumer
Consumers’ needs, buying patterns, and choices are constantly evolving. Understanding their underlying motivations is critical to driving your strategy.
ConsumerWise uses sentiment and spend data to illustrate how consumers are thinking, feeling, and behaving. These holistic insights will help you adapt to their needs and unlock new growth.
Bring the voice of the consumer to life
Direct feedback on brands, experiences, and products is essential for a consumer-focused strategy.
ConsumerWise’s longitudinal communities provide actionable insights from ~10,000 members across North America and Europe. Quick pulse surveys, self-recorded videos, and live discussions allow us to rapidly iterate on hypotheses to inform strategic decisions.
Uncover growth pockets through predictive analytics
Looking beyond what consumers say allows you to uncover hidden preferences and unlocks for growth.
ConsumerWise uses proprietary and organizational data to shed light on how consumers prioritize different products. Coupled with our competitive intelligence analysis, we can project sales and trends to identify untapped high-growth opportunities.
Featured insights
Article
State of the Consumer 2024: What’s now and what’s next
-
Amid massive shifts in the consumer landscape, companies can’t afford to rely on yesterday’s consumer insights. Here are nine trends that merit close attention.
Article
Brazil’s economy is stable, but consumers are feeling down
-
Despite low unemployment and strong GDP growth, Brazilian consumers are feeling the pinch. Some more than others—McKinsey’s...
Article
An update on US consumer sentiment: Is growing uncertainty casting a chill on spending plans?
-
US consumers remained optimistic about the economy at the beginning of the year, but caution around spending persisted. Here’s...
Article
Asia-Pacific consumer sentiment: A mix of growth and challenges
-
Our latest ConsumerWise research finds omnichannel shopping gaining momentum as consumer demand for value purchases persists.
Article
An update on European consumer sentiment: As pessimism grows, what happens to holiday spending?
-
Pessimism about the economy is rising again in Europe. Still, consumers said they plan to spend more this holiday season than...
Article
Consumers: Spending more to buy less
-
US consumers are purchasing fewer items across categories, reflecting subtle shifts in shopping behavior with meaningful consequences...
Podcast
Holiday shopping in 2023: ‘It started early and will end late’
-
In search of the best deals, US consumers are spreading out their spending across several months this holiday season. Here’s...
Commentary
For US consumers, it’s a matter of ‘and’—not ‘or’
-
Across the country, consumers’ spending habits are evolving—and, in some cases, going in opposite directions at the...
Article
US holiday shopping 2023: Consumer caution and retailer resilience
-
The final stretch of an increasingly long holiday shopping season is critical for retailers, particularly as consumers focus...
Article
Mexican consumers seek value and convenience—and find it online
-
Our latest consumer sentiment survey in Mexico reveals lasting pandemic effects on consumer behavior, including reduced spending...
Commentary
The world of ‘ands’: Consumers set the tone
-
Consumer behaviors are diverging in sometimes paradoxical directions. How can companies quickly detect—and respond to—these...
Article
Vietnamese consumers are coming of age in 2023: How businesses can stay ahead
-
Vietnamese consumers remain optimistic about the economy despite challenges, and are driving premium purchases even as they seek...
Article
The state of grocery retail in Latin America 2023
-
Persistent inflation and shifting consumer preferences will test grocery retailers across the region. Four imperatives—supported...
Article
US consumers send mixed signals in an uncertain economy
-
With inflationary pressures and a tight labor market, our latest Consumer Pulse Survey shows that shoppers across America are...
Survey
Survey: Filipino consumer sentiment during the coronavirus crisis
-
Filipino consumers who were surveyed remain optimistic on the economy post-COVID-19, with their optimism now reaching prepandemic...
Article
Digital consumers in the Middle East: Rising adoption and opportunity
-
The region’s consumers have embraced digital channels, and their spending is set to grow. New research highlights how companies...
Survey
European consumer pessimism intensifies in the face of rising prices
-
The latest Europe Consumer Pulse Survey shows an ongoing trend toward pessimism about economic recovery, coupled with widespread...
Video
How US consumer behavior is changing: Insights for CPG companies
-
With inflation at record highs and consumer sentiment at record lows, consumer-packaged-goods companies need to sharpen their...
Survey
Survey: Australian consumer sentiment during the coronavirus crisis
-
Australian consumers are feeling less optimistic and more pessimistic about the economic recovery than in prior weeks as they...
Collection
Generation Z
Understanding Gen Z can help retailers, marketers, and leaders seeking to build and maintain sustainable businesses that meet...
Our leaders
Christina Adams
PartnerDallas
Advises consumer-packaged-goods companies on growth strategies through a variety of channels and is a leader of ConsumerWise
Kari Alldredge
PartnerMinneapolis
Serves consumer-facing clients on commercial topics including growth strategy, marketing, and sales while helping to achieve...
Tamara Charm
PartnerBoston
Helps organizations drive holistic growth, innovation, and transformation by applying a deep understanding of consumer sentiment...
Becca Coggins
Senior PartnerChicago
Leads McKinsey’s Global Retail and Consumer Packaged Goods Practices, and advises clients on transforming performance, health,...
Eric Falardeau
PartnerMontréal
Advises leading consumer companies on strategy, branding, revenue management, and innovation, backed by advanced consumer insights...
Sajal Kohli
Senior PartnerChicago
Leads McKinsey’s Global Retail and Consumer Packaged Goods Practices and works with retail and consumer-goods companies to guide...
Jessica Moulton
Senior PartnerLondon
Helps multinational consumer-packaged-goods, retail, and food-service companies pursue strategic growth opportunities and strengthen...
Kelsey Robinson
Senior PartnerBoston
Partners with industry leading consumer-facing companies to drive top-line growth through ideation and implementation of strategies,...
Warren Teichner
Senior PartnerNew York
Coleads our Private Capital Practice globally and brings deep expertise in serving food, beauty, consumer-health and wellness,...
Anja Weissgerber
Leader of Strategy & Operations for ConsumerBerlin
Leads strategy and operations for our global consumer work using in-depth strategic, industry, and functional expertise supported...