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Consumer & Shopper Insights

Not for successful companies, who tailor the digital experience to provide easy authentication while still valuing customer security. Here’s how they do it.

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Meet today’s American consumer

McKinsey’s latest research shows US consumers feeling less economic pressure than at any time since 2008—but still cautious about spending.

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Are you really listening to what your customers are saying?

Too many companies squander the treasure that is customer feedback. The solution is creating a culture of continuous feedback.

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South Africa's cautious consumer

Given the country’s challenging economic environment, how can consumer-goods companies and retailers succeed in South Africa?

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Meet the new Brazilian consumer

Amid one of the country’s most severe recessions, how can consumer-goods companies and retailers succeed in Brazil?

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Saving, scrimping, and . . . splurging? New insights into consumer behavior

Our global survey of more than 22,000 consumers highlights recent shifts in buying behaviors that have important implications for retailers and packaged-goods companies alike.

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Changing times, shifting targets: Brands pivot to capture new sources of growth

Our most recent survey indicates that the challenge for the future Japanese luxury market is adaptation—to the needs of new customer segments and to the rising digital demands of the traditional customer base.