well-readdit

The vast majority of consumer goods companies have an in-house research department. Especially big ones like Apple. However, research insights departments are usually more focused on brand-specific or target-shopper behaviour research that centers on their company’s products and categories rather than overall consumer psychology. Good companies blend both; custom research on their products/services and secondary academic research that speaks to consumer behaviour theory and psychology. Very few insights people I’ve met have a background in psychology; most are business grads (myself included), but it happens :)

Larger companies can have big teams with researchers dedicated to each of their categories or brands (think about Coca Cola or Pepsi and all of the brands they own), mid-size can have a smaller team that provides insights to the whole company. And smaller companies either ignore research altogether or will hire consultants when they have specific questions that need to be answered.

Thank you for raising awareness about this. I work for a CPG company (not in your list, thankfully) and I’ve seen first-hand how much power these companies have. It’s hard to have a voice as a consumer when you know manufacturers, and especially retailers, only prioritize profit and then claim that it’s “in the interest of the consumer who deserves the lowest prices.” But at what cost?

I’m concerned about how we can effect change. Are there manuf/retailers that we should support instead of the identified offenders? Obviously smaller, local companies tend to be better but that’s not necessarily a feasible solution for shoppers with limited funds and/or those seeking products that simply aren’t sourced locally. (And I mean basics like coffee, bananas, etc)

Agree - the existing options are $$$ but more importantly don’t totally work. Monthly injections (pharmaceutical, not Botox) cost me almost $800 CAD per month. My work insurance plan didn’t cover any of the brands available but luckily my partner’s insurance company approved it after a lengthy process… and I was going to foot the bill if needed just to get any relief.