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2022 in Review: New & Original Research to Maximize Eyes & Connect Brands to Ideal Audiences

To help brands create the best business outcomes from their marketing dollars, Team TEGNA thrives on bringing relevant research and data points to the table. This year, we partnered with Provoke Insights to deeply dive into the mindset of two key audiences – Auto Intenders and Millennials – and how brands can leverage this research to create meaningful connections with their ideal audience. 

Meredith Cunningham Published: December 14, 2022
2022 in Review: New & Original Research to Maximize Eyes & Connect Brands to Ideal Audiences image

At TEGNA, our goal is to serve the greater good of our local communities. That includes helping businesses and economies thrive. We often share relevant research and insights with our clients to inform smart marketing decisions that can lead to outcome-focused strategies. We are focused on ensuring our accurate data leads to insights that catalyze results for our clients and 61 stations across the country. 

This year, we partnered with Provoke Insights to dive deeply into the mindset of two key audiences – Auto Intenders and Millennials. Why? Because audience-focused intelligence helps ensure we maximize eyes for our advertisers, and as audiences change, it’s critical that our partners stay ahead of the curve. 

Under the Hood: Unlocking the Car Buyer of Today

Auto dealerships faced many challenges in 2022, many of which will carry over into 2023. Production delays, chip shortages, and lack of inventory are just a few of the obstacles to overcome in the face of high consumer demand. To top off the tank, auto intenders’ wants and needs in purchasing a vehicle are changing lanes too. 

How can dealership executives capitalize on the consumer’s evolving path to purchase? These roadblocks and speed bumps aren’t anything to be afraid of. As auto marketing experts, we know that in order for auto dealerships to win the business, they need to know the audience. Under the Hood: Unlocking the Car Buyer of Today profiles today’s automotive consumer’s current attitudes, perceptions, and priorities to help inform marketing and advertising campaigns with insights to develop the best execution of creative and amplification tactics. 

Click here to download insights to develop real and applicable strategies to integrate into automotive marketing strategies today.

 

Mastering the Millennial Mindset of Today: A Post-Pandemic Deep Dive into Millennial Attitudes and Behaviors

Given the seismic shifts in consumer behavior in 2022, we felt it was time to check in with millennials – a demographic that is 72 million strong in the US, comprising 23% of the world’s population with more purchasing power than any other generation – bigger than Gen Z and Gen X (both have around 65M). We’ve admired their strength in numbers and tried to wrap our brains around their attitudes and behaviors in the last 10 years, making some sweeping generalizations about their deepest desires and needs. Are they accurate? 

Mastering the Millennial Mindset of Today: A Post-Pandemic Deep Dive into Millennial Attitudes and Behaviors takes a critical look at the attitudes and behaviors of millennials, and while they are not monolithic, we put them into six unique personas to better understand their priorities, media consumption habits, and how marketers can capitalize on their evolving path to purchase. 

To top things off, we even have a quiz: What Type of Millennial Are You? that can help put things into perspective. Enjoy! 

Click here to download insights to develop real and applicable strategies to reach millennials.

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