80% of millennial dads are either the primary shopper or share shopping responsibility in their households. It’s worth noting that this is a self-reported statistic, but the message remains – dads are spending more and more time in the shopping aisles. Knowing this, we recently embarked on a research study with Dads, digging into impulse purchases in particular. What types of unplanned purchases does dad make when he’s alone? How about when he brings the kids along? How do these purchases make him feel?
We reached out to 2,500 dads using our new (iM)merge solution, and found out that dad’s wallets and are open to marketers who catch his attention by tapping into a particular set of emotions. iModerate’s SVP of Client Services, Julia Eisenberg, presented a webinar last week outlining the findings and methodology. Watch the webinar to learn both the way to dad’s cart through his heart, and to learn about a new methodology that allows you to collect scalable qualitative feedback from your key audience.