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Consumer & Shopper Insights

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.


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.


How to go small for big growth opportunities in Brazil’s consumer markets

Despite lackluster results in the Brazilian economy over the past decade, McKinsey analysis sees the country poised for significant near-term and long-term improvement.


Digital inside: Get wired for the ultimate luxury experience

This year’s Altagamma-McKinsey Digital Luxury Experience analysis of the omnichannel decision journeys of +/– 7,000 luxury shoppers across eight geographies, four product categories, and three pricepoints.


McKinsey Minute: Why retailers need to merge online and offline shopping

Despite the power of digital, most transactions will still happen in stores for the foreseeable future.


The big data trinity: Creating an analytics system to support a learning culture

For companies to build up their “test and learn” capabilities, they need to create a 3D-360° understanding of the customer, a plan for building insight models, and a self-learning ecosystem that scales.


Cracking the digital-shopper genome

Companies finally now have the tools to “crack the code” of digital shopping behavior.