Consumer behavior does not exist in a silo; their decisions are impacted by forces outside the narrow purview of any industry or brand. So how do brands better understand their current and potential customers to ensure they make the right business decisions? In essence, they need consumer-centric information that is trustworthy, timely, and relevant. This is why we partnered with some of our best clients to create The CivicScience 360 Report.
The 360 Report scans the CivicScience database of thousands of always-on questions. It discovers key insights for your brand by comparing them to competitive and consumer segments, identifying differences and similarities, and alerting you to shifts in categories like financial outlook, media consumption, and health and wellness so you never miss an opportunity or threat.
We ran The 360 Report for Domino’s diners and compared them to Pizza Hut diners to provide a slice of this product. Below you’ll find insights from three of the report’s verticals.
About a third of Domino’s diners think their financial situation will improve in the next six months, which is on par with the national average. Similarly, 30% think the overall U.S. economy will improve, although that increased significantly from the prior month. Diners at both establishments are more confident in the job and housing markets than the average consumer. While just one-in-five Domino’s customers think it’s a good time to make a major purchase, this is more than two times higher than the average U.S. consumer.
As inflation is easing ever so slightly, price sensitivity among Domino’s diners was down from the prior month, as were those that say they are being careful about their spending. Seasonality is likely a contributing factor here, with holiday spending in full swing.
Domino’s diners skew slightly higher than both the national average and Pizza Hut diners on the CivicScience Consumer Financial Health Index. Their outlook on having a higher income and more investments is the current driver for this distinction.
Health & Wellness
Regarding emotional well-being, Domino’s and Pizza Hut diners mirror younger consumers. They skew lower than the national average on the CivicScience Emotional Well-Being Index. Among those favorable to Domino’s, nearly half (46%) are aged 18-34, so this alignment makes sense.
While the majority express happiness and excitement, this group is more likely to feel negative emotions like fear, worry, stress, and sadness. These high negative emotions are driving their lower Emotional Well-being Index score. Domino’s diners are using mindfulness/meditation apps more than the average U.S. adult, possibly to help manage these negative feelings.
Domino’s diners are more likely than the average U.S. adult to watch broadcast TV daily. This is across all major networks: CBS, Fox, ABC, and NBC. Regarding national news coverage, about a third (30%) turn to Fox News, nearly two times more than CNN.
The primary way that Domino’s diners watch TV is through streaming, which is on par with the national average. In fact, three out of five have cut the cord on traditional cable, which is significantly higher than the average U.S. adult.
There is much more to The 360 Report than what is provided in this summary. The report is customized to focus on what is essential to your business: the verticals shown above, industry-specific categories, emerging trends, shopping trends/behaviors, or social issues/concerns. CivicScience has you covered. Click on the link below to find out more!
About the 360 Report
In the time it takes to read this, your customer and the world around them will change.
Only CivicScience paints an always-on, ever-evolving, 360-degree picture of your current and potential customer – making sure you never miss an opportunity or risk.
Enter the 360 Report, a premiere product offering for CivicScience clients. The report:
- Delivers a complete and timely view of trends and shifts in consumer attitudes, lifestyle, and intent.
- Predicts consumer behavior and powers more forward-looking strategies and marketing investments, maximizing growth and profitability.
- Provides invaluable, timely knowledge to accelerate decision-making and give you a unique competitive edge.
- Alerts you to trends and changes as they happen, ensuring you never miss an opportunity or threat.
Ready to build your custom 360 Report? Start here.