BOULDER, Colo., Aug. 3, 2010 — Consumers are sweet on the The Cheesecake Factory, according to a recent survey by Market Force Information that ranked it the favorite casual and family dining chain based on number of votes per restaurant location. Survey respondents ranked The Cheesecake Factory a clear first with 13%, while Texas Roadhouse and Red Robin tied for second place at 8%. The Olive Garden and Applebee’s tied for the most number of ”favorite family restaurant” votes overall.

Market Force, a customer intelligence and customer experience management (CEM) firm, surveyed consumers to find out which casual restaurants are their favorites and why, as well as to uncover trends in the casual and family dining category. The survey was conducted in June among Market Force’s network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. More than 5,000 consumers responded.

More encouraging to the restaurant industry, the research found an increased willingness to spend money to dine out than was reported in a similar survey taken in December of 2009. In June, one in four consumers indicated that they expected to eat out more in the coming months than they had in previous months. Just 8% said they expected to eat out less. Those numbers were more disheartening six months ago, when more than half said they expected to eat out less in the first months of 2010.

Olive Garden and Applebee’s crowd favorites by number of votes

When the consumers were asked to select their favorite casual and family dining establishment from a list of more than 60 of North America’s family restaurant chains, Olive Garden and Applebee’s tied with the highest response, each earning 9% of the vote, and Red Lobster came in second with 7% of the responses. Texas Roadhouse, The Cheesecake Factory, Outback Steakhouse and Chili’s all received 6% of diner mentions in what proved to be a tightly clustered category. See Graph 1.

The Cheesecake Factory moves to top spot when number of locations considered

However, not all chains are created equal because, while the Olive Garden and Applebee’s each have upward of 700 restaurants, The Cheesecake Factory has just around 150 locations. Market Force indexed its survey results by the number of restaurants each chain operates to find out which chains “earned more than their share” of votes, and The Cheesecake Factory emerged as the clear winner with 13% of the votes. There were ties for both second and third places, with Texas Roadhouse and Red Robin each landing 8% of the votes, and Olive Garden and Ruby Tuesday coming in third with 5% apiece. See Graph 2.

It was not difficult to understand why The Cheesecake Factory fared so well with consumers. When the respondents were asked to score these same restaurant chains for characteristics they appreciate most, The Cheesecake Factory scored highest in six out of 10 categories, including taste and quality of food, atmosphere and cleanliness. Red Robin won out for speed of service and for its accommodation of children.

The experience, not convenience, seems to drive consumers to casual and family dining restaurants

Casual and family dining is apparently not driven by a desire to avoid slaving over a hot stove, but rather to spend time with family and friends. The customer feedback survey showed that more than half (52%) said they visit casual dining restaurants to have time with family and/or friends and 37% go to celebrate birthdays or other special occasions, which has some great implications for marketing around factors such as atmosphere and kid-friendliness. Forty one percent said they visit casual restaurants when they are too tired to cook and 23% seek them out when they are pressed for time. See Graph 3.

It’s what’s for dinner!

Casual and family dining is nearly synonymous with dinner. Nearly three quarters of the survey respondents reported eating at casual restaurants for dinner, far more than any other meal. While, about one quarter said they stop by for a snack. See Graph 4. With only 1% saying that they visited a casual or family restaurant for lunch, there appears to be a large opportunity for a chain to carve out a niche as a go-to lunch destination.

One in five tried a new family restaurant in the last month

Seventeen percent of those surveyed said they tried a new casual restaurant in the last month. Of those, 34% were spurred by the recommendation of a friend and 27% stopped in after seeing the location on the street. A specific promotion or coupon was only mentioned as the main driver by 15% of consumers who tried a new restaurant.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 to 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Seventy six percent were women, the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information

Market Force Information Inc. is the leading global customer intelligence solutions company for business-to-consumer companies, including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo. – July 19, 2010 – With the dramatic impact of the Great Recession, many consumer-facing companies are working to regain consumer trust by investing in programs to increase customer satisfaction and loyalty. As evidence, Market Force Information, the world’s leading customer intelligence solutions company, today announced the addition of a wide range of new customers, as well as expanded business relationships with current customers spanning Retail, Grocery, Consumer Packaged Goods (CPG), Banking, Petro-Convenience, Telecom, Quick-Service and Family Casual Restaurant brands.

Market Force has won new business or worked in an expanded capacity with some of the best consumer companies in the world this year, including:  A&P Family of Supermarkets, Abercrombie & Fitch, B&H Foto & Electronics, Church’s Chicken, General Mills, Office Depot, Office Max, Panda Restaurant Group and Unilever.

Market Force counts more than 200 of the world’s largest consumer-facing companies as clients, and saw its business expand at more than a 20% clip in the first half of 2010 compared with the same time period last year.

The company provides a variety of customer intelligence solutions and analytics, from mystery shopping and customer feedback, to competitive price auditing and merchandising services – all designed to give its clients the intelligence they need to delight their customers and drive bottom-line results.

“We know our guests have many choices when it comes to eating out,” said Mel Deane, CEO, Church’s Chicken. “Our team is absolutely and fully committed to providing our guests an exceptional experience at Church’s Chicken restaurants. Market Force has been a great partner, and in a short amount of time working with them, we have seen a marked improvement in overall customer satisfaction.”

As companies invest in improving customer satisfaction, the need to obtain a consolidated, single view of their customers—gathered from customer feedback scores, operational store metrics, social media input and beyond—is becoming increasingly critical. That consolidated view, coupled with analytics and triggers to action, has become known in the industry as Customer Intelligence.

“Market Force is uniquely positioned to lead the Customer Intelligence solution space for consumer-serving companies,” said Market Force CEO, Karl Maier. “We enable these companies to see their stores through their customers’ eyes, so they can act quickly to assure consistently great performance in every restaurant, every branch, every store. There is a reason these are the best companies in their respective industries – they’re investing in their customer experience.”

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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Study reveals room for more growth in coffee and snack restaurants, with lower usage and new trial rates than other restaurant types

BOULDER, Colo., July 14, 2010 — There is substantial growth potential in the coffeehouse and snack chain segments, according to a new Restaurant Outlook survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. The survey looked at consumer preferences and trends as they relate to patronizing coffeehouses and/or snack restaurants – businesses such as Starbucks, Dunkin’ Donuts and even McCafé, McDonald’s coffeehouse chain

According to the survey, most consumers visit a coffee shop around once a week, with 70% reporting that they go to coffeehouses or snack restaurants less than five times a month. That came as a surprise considering the popularity of coffee among all types of consumers these days. Many reported that they use time at a coffee or snack restaurant to reflect, or as an escape. That, coupled with the fact that just 4% of consumers reported trying a new coffeehouse or snack restaurant in the last 30 days, indicates big room for growth for chains that can entice consumers in the door.

Playing Favorites

When asked which coffeehouse or snack restaurants were their favorites, Starbucks was cited by 36%, decidedly more than any other restaurant or coffeehouse. Dunkin’ Donuts (28%) and Krispy Kreme (16%) ranked second and third, respectively, followed by Tim Hortons, Caribou Coffee, Seattle’s Best, McCafé, Peet’s Coffee & Tea, and The Coffee Bean and Tea Leaf. See Graph 1.

Graph 1: Favorite coffeehouse & snack restaurant by number of votes

However, when the number of locations is factored into the results, Krispy Kreme wins by a mile – earning 35% of the vote. See Graph 2. And, when just coffeehouses are considered (with snack restaurants such as Krispy Kreme removed from the equation), Peet’s Coffee & Tea and Caribou Coffee stand out as favorites. Even though Starbucks seems to be synonymous with coffee, it falls all the way to the bottom of the rankings — just above McCafé — when the results are indexed by number of stores. The chain’s sheer number of locations seemed to dilute all of the votes for Starbucks.

Graph 2: Favorite coffeehouse & snack restaurant indexed by store count

Taste Outweighs All Other Factors

So Krispy Kreme has a cult following—who doesn’t love their doughnuts? But are their doughnuts the reason why the restaurant is so adored by consumers? In a word, yes. It’s all about the quality and taste of the food—especially taste, as the survey uncovered. Krispy Kreme outscored competing coffee shops and snack chains on eight of 10 attributes (attributes included Quality of Food, Taste of Food/Coffee, Speed of Service, Friendly Service, Cleanliness, Atmosphere, Accommodating, Overall Value, Healthy Choices, Green/Sustainability) and was off the charts for taste. All other competitors clustered together with virtually no differentiation. See Graph 3.

Graph 3: Coffeehouses & snack restaurants scored by attributes.

Consumers View Coffeehouses as an Escape

Coffeehouses/snack restaurants differ from two other categories that were also examined in this survey – quick-service restaurants (QSR) and casual dining establishments. This category is strikingly different from the others on two fronts. First, it had much fewer new trials. Only 4% of consumers said they tried a new national or regional brand in the last 30 days, whereas one in three tried a new QSR during that period. Second, this category had the most consumers who said they visited the establishment because they were seeking some alone time. That has some great implications for marketing around factors such as stress relief, time out and indulgence.

The desire to be with friends was not a hugely popular reason for consumers frequenting coffeehouses, with only 18% citing it. Instead, 42% say they go there when they are pressed for time. Visiting a coffeehouse/snack restaurant appears to be more “all about me.” When consumers need some time alone, are in a hurry, too tired to cook, etc., the coffeehouse/snack restaurant is the immediate answer. See Graph 4.

Graph 4: Reasons for visiting coffeehouse or snack restaurant.

Coffee Drinkers Stimulated to Try Starbucks

Only 4% of consumers said they tried a new national or regional coffeehouse/snack restaurant in the last 30 days. Of those, 38% are experimenters who said they tried more than one.

So which brands fared the best among that group? Here is where Starbucks rose to the top, with more consumers (16%) saying they tried a Starbucks for the first time more than any other coffee or snack shop. It is intriguing that an established brand like Starbucks would still be experiencing so many new trials.

Unlike with QSRs and casual dining establishments, recommendations from friends is less important in driving new trials than driving by the location—perhaps because this category represents that need for alone time for consumers. Traditional advertising drives few trials, and promotions drove about 11%, which is on the order of what was found with QSR and casual dining trials.

The study also found that seven in 10 new trials delivered on their promise. About two-thirds of consumers reported having a “GREAT” experience at a new coffeehouse or snack restaurant. The remaining one third of new trial experiences either were rated either just “OK” or “BAD.” So, the opportunity to delight new customers exists in this category and can make the difference between true growth for a brand and just maintaining the status quo.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. The pool of 4,600 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60% reporting incomes of more than $50,000 a year. Eighty percent work full or part time. Seventy-six percent were women – the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo., June 28, 2010 — Consumer confidence is on the rise when it comes to eating out, according to a new survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. The survey looked at dining preferences and trends, and indicated a much more robust picture of consumer confidence than was evident six months ago.

In December of 2009, just 5% of consumers said that they expected to eat out more in the coming months, while more than half said they were fearful of the economy and expected to eat out less than they had in prior months. That picture changed dramatically over the past six months, with the figures more than reversing. Today, one in four consumers expect to eat out more this summer, and just 8% remained pessimistic about dining out.  Sixty-seven percent expect their eating out patterns to remain the same. See Graph 1. These findings bode well for the restaurant industry.

Graph 1: How Often Consumers Plan to Eat Out—August 2010

Everyone’s a [food] critic

The survey also looked at social media trends and how they are influencing restaurant choices. In the past 30 days, almost one in two consumers had read an online review, blog or tweet about a restaurant to get a recommendation, and 13% had posted an online review after dining out. This further substantiates that consumers are the new “media” and that they are turning to social media to gather and share information and opinions on dining establishments. It also points to how crucial each customer interaction is to the success of restaurants.

“One of the most interesting findings from this survey was that a ‘Very Satisfied’ customer—one that gives a five out of a five rating—is three times more likely to recommend a restaurant (both on- and off-line) to a friend than a merely ‘Satisfied’ customer—a four out of five,” said Janet Eden-Harris, chief marketing officer for Market Force Information.” Because of the long-term effects that recommendations have on a restaurant’s reputation, a one point disparity in a rating scale can spell the difference between real sales growth and a stagnant business.”

Watching what we eat

Not surprisingly, the survey also revealed that consumers are paying more attention to what they are eating and the food choices they are making. Almost half of consumers indicated that it’s extremely important for restaurants to provide nutrition and calorie information, and about a third said they want portion control. This points to consumers actively thinking about how to make healthy choices in restaurants. However, the use of organically and/or locally grown foods fell further down the list of important factors compared to six months ago. See Graph 2.

Graph 2: Restaurant Trends Ranked by Importance

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. The pool of 4,600 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60% reporting incomes of more than $50,000 a year. Eighty percent work full or part time. Seventy-six percent were women – the primary household consumer purchasers. Half of the participants said they have children at home.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for business to consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. Market Force Information has pioneered the industry with a suite of customer intelligence solutions that provide clients with the business intelligence they need to delight their customers and drive bottom-line results. The company measures store-level operations and customer attitudes through mystery shopping, customer feedback, market audits and merchandising services, with the analytics to drive targeted improvements. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce

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BOULDER, Colo., June 23, 2010 — Five Guys Burgers and Fries is consumers’ favorite quick-service restaurant (QSR)/fast casual restaurant, according to a new survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions. Panera Bread ranked as the second favorite, followed by Chick-fil-A and then Chipotle.

The survey examined which restaurants consumers prefer and why, and what’s in store for the restaurant industry. It was conducted last month among Market Force’s network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. More than 5,000 consumers responded.

Panera netted most votes, but Five Guys No. 1 when number of restaurants was considered

When the consumers were shown a list of the country’s 52 top franchise QSRs* and asked to select their single favorite, Panera received the highest response, earning 10% of the vote. Subway and Chick-fil-A tied for second place with 8%, McDonald’s was third with 7% and Five Guys received 6% to come in fourth. See Graph 1. This was a marked shift from six months ago when Chick-fil-A and McDonald’s tied for favorite QSR/fast casual restaurant.

Graph 1: Favorite QSR/Fast Casual Restaurant Ranked by Number of Votes

However, these results only told part of the story. While Panera has more than 1,300 locations in the United States, Five Guys has less than half that number. Since consumers are only likely to vote for restaurants they visit, Market Force indexed the results to account for the number of restaurants to see which chains would dominate. When this component was factored in, Five Guys was a clear leader with 22% of the votes, Panera dropped to second with 15% and Chick-fil-A received 11% to rank third. See Graph 2.

Graph 2: Favorite QSR/Fast Casual Restaurant Indexed by Location Count

It was not difficult to understand why Five Guys fared so well with consumers. When the respondents were asked to score these same restaurant chains for characteristics they appreciate most, Five Guys scored highest in 8 out of 10 categories, including quality of food, friendly service and cleanliness. Panera bested Five Guys in the healthy choices and green/sustainable categories.

Which Restaurant Won on New Trials?
With 60% of respondents reporting that they eat at a QSR or fast casual restaurant five or more times per month, there is a lot of opportunity to capture wallet share. Consumers are experimenting with new restaurants too. Three in 10 had tried a QSR/fast casual restaurant in the last 30 days, and Five Guys was the most trialed restaurant. Sonic received the next highest number of mentions and Chipotle, Smashburger and Panda Express tied for third. See Graph 3. But, those who tried new places were not entirely satisfied. Only 64% said their experience was great, while a third said it was just okay or bad.

Graph 3: QSR/Fast Casual Restaurants Trialed Most

“With consumers trying new options with some frequency, quick serve and fast casual restaurants can’t afford to make operational missteps that taint the customer experience,” said Janet Eden-Harris, chief marketing officer for Market Force. “There’s a direct correlation between how satisfied a customer is and how much they spend, so delighting the customer can go all the way to the bottom line.”

Advertising was not the main reason behind the experimentation. In fact, less than 5% said they tried a new restaurant because of an advertisement. Most – approximately 30% – were prompted to try a new place by a friend’s recommendation. Around 28% said they drove by a restaurant and decided to try it.

The survey was conducted in May and June 2010 among the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 to 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Seventy six percent were women, the primary household consumer purchasers. Half of the participants said they have children at home.

These survey insights and others will be presented during a restaurant industry webinar today at 1:00 p.m. EDT. To join the free webinar, visit: http://www.marketforce.com/category/conferences-events

About Market Force Information
Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

* List of 52 obtained from QSR Magazine; included all with 4% or more responses

BOULDER, Colo., May 3, 2010 — Cover Girl is consumers’ favorite cosmetics brand, according to a Beauty survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions.

The survey examined which cosmetic brands are most popular among consumers and why, as well as their favorite places to shop for cosmetics. It was conducted last month among Market Force’s network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. More than 5,000 consumers responded.

Cover Girl dominates among cosmetic brands

Seventy percent of the survey respondents said they wear cosmetics. Out of 60 cosmetic brands, Cover Girl was cited by 14 percent as their favorite, placing it on top. Clinique was second on the list with 10 percent of the mentions, and Maybelline (L’Oreal) and Mary Kay tied for third with 8 percent each. See Graph 1.

Graph 1: Favorite Makeup Brand

Brand trust is greatest influencer in makeup selections

When the consumers were asked what they loved most about their favorite makeup line, they chose brand trust over all of the other factors – the actual product attributes mattered much less. More than two thirds said they love their makeup because they trust the brand, while only one third cited loving it “because it feels wonderful.” Factors like uses humane testing/is environmentally safe were not weighted strongly and emerged toward the bottom of the list. See Graph 2.

Graph 2: What Consumers Love Most About Their Favorite Cosmetics Brand

Cover Girl led the other brands in most of the attributes consumers care about most, scoring highest in categories such as great value, brand trust, wears well throughout the day and easy, no-mess application. Clinique was named second in brand trust and rated highest of all the brands in the uses humane testing/is environmentally safe category. Although Mary Kay was the fourth favorite cosmetics brand, it still scored well for several attributes, including ranking third for brand trust.

“When we drilled down into our data to determine which brands appealed to different types of makeup users, we discovered that the cosmetic enthusiasts—‘cosmaholics’ and ‘aspiring stylists’—experiment with lots of makeup and no single brand stands out to them,” said Janet Eden-Harris, chief marketing officer for Market Force. “Meanwhile, those characterized in the study as an ‘everyday woman’ or ‘minimalist’ exuded much more brand loyalty, and Cover Girl was their clear choice.”

Makeup wearers want simplicity from their brands

A common sentiment that emerged in the survey is that makeup wearers want a natural and authentic look, rather than something ultra-modern. More than 40 percent selected the adjectives ‘natural’ and ‘no fuss’ to describe their favorite makeup line. Conversely, adjectives like ‘edgy’ and ‘sassy’ were at the bottom of the list. See Graph 3.

Graph 3: Words Consumers Used to Describe Favorite Makeup Line

Most buy from mass retailers and drug stores, but Sephora a clear leader among specialty retailers

When consumers were asked where they go to purchase their cosmetics, their answers showed there is no one clear retailer category of choice. The majority – 29 percent – said they purchase them from mass retailers like Walmart and Target, and another 21 percent buy from drug stores such as CVS or Walgreens. Slightly fewer, about one in five, shop for cosmetics in department stores. Sephora was a crowd favorite in the specialty retailer category. Out of the 12 percent who reported buying cosmetics from specialty retailers, more than one third said they purchase from Sephora. Six percent of respondents had been to a home party in the past six months and two thirds of them saw the Mary Kay makeup line, although only 1 percent said they shop for cosmetics at home parties. See Graph 4.

Graph 4: Where Consumers Shop for Cosmetics

The survey was conducted in March 2010 among the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Eighty three percent were women, the primary household consumer purchasers. Half of the participants said they have children at home. 

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

BOULDER, Colo., April 27, 2010 —Aveda is consumers’ favorite hair salon, according to a Beauty survey conducted by Market Force Information, a worldwide leader in customer intelligence and customer experience management solutions.

The survey examined where consumers go for hair care and why. It was conducted last month among Market Force’s network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed The Force™. More than 5,000 consumers responded.

Aveda named favorite salon, Regis lands three of top seven salons

Most consumers prefer to visit locally owned salons for their hair services, with seven in 10 citing their local business, driven in large measure by having a favorite stylist in those salons.

But many also use the larger chains. When asked which of the major hair salons was their favorite, Aveda won accolades from consumers across the board. Aveda received the largest number of votes for favorite hair salon in the survey, with Great Clips coming in second and Supercuts in third. When the number of stores was factored into the count, Aveda remained on top, Hair Cuttery moved into second place and Regis Hair Salons came in third. Note that Regis Corporation owns three of the top seven favorite salons: Regis, Supercuts, and MasterCuts. See Graph 1.

Graph 1: Favorite Major Salons (Indexed to 100 by Store Count)

But, when it came to salons that consumers visited most often in the past six months, Great Clips and Supercuts tied for first place, followed by Aveda – an indicator that convenience and price often wins out in the decision. The survey showed that value brands like Great Clips and Supercuts attract young couples and families and rank high for characteristics like value and local. Meanwhile, brands like Aveda and Regis Salons tend to be frequented by more affluent consumers, and they rank high for stylist expertise and type of products used.

Salon brand preferences made at an early age

Great Clips was favored with the younger crowd. It was named the favorite place for parents to take their kids 10 years old and younger and their tweens. Supercuts was cited as the second favorite by both groups. But older children’s preferences swing to Supercuts. Teenagers ranked Supercuts above the other major salon brands with 15 percent mentioning it, followed by Great Clips with 14 percent, and Aveda and Fantastic Sams in a tie for second with 8 percent each.

“These findings show us that by the time children are teens, they are selecting where they will get their hair cut—and they’re opting for more expensive salon brands,” said Janet Eden-Harris, chief marketing officer for Market Force. “As a result, salons have the opportunity to create loyal patrons by influencing young buyers.”

Haircuts, styling and coloring most sought after services

Not surprisingly, the survey revealed that consumers leave haircuts to the professionals, with 90 percent of respondents indicating they go to a salon for haircuts. One third of them go to the salon as frequently as every six weeks, and another one third go at least four times a year. In addition to haircuts, one out of three respondents said they received style and/or color treatments on their last salon visit. Only 7 percent took advantage of spa services the last time they visited the salon. See Graph 2.

Graph 2: Salon Services Used in Last Visit

Consumers do not appear to be penny pinching when their hare care is concerned. One in six respondents reported that they paid $25 or more for their last salon visit, with one quarter paying $75 or more for their last visit. And, 20 percent also purchased products from the salon.

Stylists are the deciding factor

When asked why they selected their salon, the majority of respondents – 64 percent – said it was because of the stylist expertise. Other factors that were selected by 30 percent or more of consumers were value, the relationship with stylist and location. See Graph 3.

Graph 3: Why Salons Were Selected

Friends’ recommendations lead to salon experimentation

Even though consumers are loyal to their stylists, they seem to be willing to try new salons based on recommendations from a friend. Twenty percent of those surveyed said they had tried a new salon in the past six months and one quarter were prompted to do so based on a recommendation from a friend. Gift certificates and promotions also drove consumers to new salons. See Graph 4.

Graph 4: Factors that prompted visits to a new salon

The survey was issued in mid-March 2010 to the Market Force network of more than 300,000 consumers. The pool of 5,000 respondents ranged in age from 18 – 72 and reflected a broad spectrum of income levels, with 60 percent reporting incomes of more than $50,000 a year. Eighty three percent were women, the primary household consumer purchasers. Half of the participants had children at home. 

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

 BOULDER, Colo. and LAS VEGAS, March 16, 2010 —Market Force Information, the world’s leading customer intelligence solutions company, today announced that it has acquired the Ted Costas Group, a film print checking and digital quality-control business. This acquisition adds a key quality assurance service to Market Force’s roster of solutions for studios, theatres and integrator companies.

Effective March 1, 2010, this acquisition is the second by Market Force in the theatrical entertainment industry in the past two years. In February 2008, Market Force acquired Certified Reports, Inc. (CRI), the industry’s largest theatre-checking services company. Together, the companies provide services to every major studio and many of the major exhibitors in the industry. Market Force is combining its CRI and Ted Costas Group assets into a new entity known as Market Force theatre and production services.

With entertainment choices proliferating, competition for consumers’ entertainment dollars is increasingly intense, compelling studios and theatres alike to focus on delivering an impeccable movie experience. This acquisition means that Market Force can now provide studios and theatres with both in-theatre visits and print checking services so they can assure a quality experience for theatre patrons from every aspect.

“Market Force provides the business intelligence our clients need to delight their customers, and nowhere is that focus on delight more central to company strategy than in the entertainment industry,” said Karl Maier, CEO of Market Force. “We have our eyes on becoming the premier provider of customer intelligence solutions in this industry. The expertise of Ted Costas and his team will bolster our existing theatre-checking capabilities to help us do just that.”

More than a decade ago, Costas recognized the need for a service to quality-check the thousands of film reels produced for major movies. More recently, that business expanded to include digital quality control and alignment services. That expertise, along with Costas’ team and the company’s network of independent contractor quality control professionals, is now incorporated into Market Force.

Costas has an extensive background spanning all aspects of film quality and production. In 2007, he won an Academy Award for his work on the Cyan Dye Track Committee, and he currently serves as co-chairman of the Inter-Society Environmental Committee (ISEC).

“The industry is going through a major transformation right now and there is huge potential for growth. We wanted both the business and technology foundation to make those growth plans a reality,” said Costas. “By joining with Market Force, which has quickly become a premier provider of customer information to the industry, we are in a prime position to serve the market in new and profitable ways.”

Market Force will be hosting a suite during ShoWest (March 15 – 18, 2010 in Las Vegas) in the Planet Hollywood hotel. To learn more about Market Force and its offerings for the theatrical entertainment industry, or to meet with Market Force during ShoWest, call Jim Radcliffe at 518-755-8040, or email jradcliff@marketforce.com.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

Seven in 10 said they planned to see a movie in the first three months of the year; almost half say they also rent from kiosks; 15 percent download movies from cable

BOULDER, Colo. and LAS VEGAS (ShoWest), March 16, 2010 —Even before the blockbuster success of Avatar, consumers were bullish on seeing movies this year, according to a consumer survey conducted by Market Force Information, a worldwide leader in customer intelligence solutions. When asked in December 2009 if they planned on going to the movie theatre in the first three months of 2010, nearly 70 percent said yes, and one third of those said they planned on seeing three or more movies by the end of March, as noted in Graph 1.

Graph 1:  Expected excursions to the movie theatre in Q1 2010

When asked why they would go to a theatre instead of watching a movie in the comfort of their own home, one out of two pointed to the experience of viewing a movie on the big screen. One third of respondents said they did not want to wait to see the latest release, and one quarter also listed that they liked going to the theatre with friends. Another reason cited was that the theatre is a good venue for a date. The total experience – including movie, concessions and seating – rounded out the list, as seen in Graph 2.

Graph 2:  Reasons to choose a movie theatre over in-home

These results support the emphasis that studios and exhibitors alike are placing on the overall theatre experience, from focusing on comfortable seating and clean facilities to investing in the latest in digital effects and sound quality.

Kiosk movie rentals surpass other channels

But, as everyone in the industry knows, people do not just go to movie theatres to watch the latest films. They are also looking for alternative ways to watch them on their own schedules and at a lower price, driving movie consumption even higher. In this area, the biggest growth story is the explosion of kiosk movie rentals. More than four in 10 consumers reported they are using in-store or mall kiosks such as RedBox to rent the latest movie on DVD, surpassing the 36 percent that rent from physical stores, as noted in Graph 3.

Graph 3:  Alternative movie rental channels

Even more telling is that 26 percent of consumers said they will increase their use of kiosk DVD rentals, the highest percentage of any of the movie rental options. Less than half – only 12 percent – said they expect to rent more frequently from stores, while almost one in five expect to rent less frequently from stores in the future. Online rentals such as Netflix and Blockbuster Online are being used by 27 percent of the consumers surveyed, and 21 percent said they expect that to increase.

Fifteen percent of consumers said they watch movies from their cable TV subscriptions, with 18 percent saying they expect to increase that practice in the coming year.

TV and theatre previews drive movie awareness

When asked what drives them to seek out a new movie, more than 70 percent of consumers said television ads, followed by movie trailers that they see in-theatre. Recommendations from friends and written movie reviews were also cited by three in 10 consumers, as noted in Graph 4.

Graph 4:  Promotions driving movie awareness

The survey was conducted in December 2009 among the Market Force network of more than 300,000 consumers. The pool of 3,000 respondents ranged in age from 19 – 72 and reflected a broad spectrum of income levels, with approximately half reporting incomes of more than $50,000 a year. Approximately 75 percent were women, the primary household consumer purchasers. Half had children at home.

Market Force will be hosting a suite during ShoWest (March 15 – 18, 2010 in Las Vegas) in the Planet Hollywood hotel. To learn more about Market Force and its offerings for the theatrical entertainment industry, or to meet with Market Force during ShoWest, call Jim Radcliffe at 518-755-8040, or email Jradcliff@marketforce.com.

About Market Force Information

Market Force Information, Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.

LOUISVILLE, Colo. – (Feb, 09, 2010) — Wegmans and Costco were selected as the No. 1 grocery retailers in a consumer survey conducted by Market Force Information Inc., a worldwide leader in customer intelligence solutions. Wegmans was the consumer favorite in the supermarket category, and Costco ranked highest in the mass grocer category.

This finding emerged from a survey that Market Force conducted last month among its network of 300,000 independent mystery shoppers and merchandisers – consumers across the country dubbed “The Force™.” Nearly 6,000 consumers responded to a series of questions designed to shed light on which grocers are preferred in the leading grocery categories and why.

Insights from the Market Force survey will be presented in a webinar co-hosted by the American Marketing Association today, Tuesday, Feb. 9 at 12:00 p.m. CST. To register for the webinar or request a copy afterward, visit www.marketforce.com.

Kroger and Wegmans earn customer honors

When this consumer group was asked to select their single favorite from a list of the country’s 118 top grocery supermarkets, Kroger received the highest number of votes from consumers across the country. This initially placed Kroger atop the list with 11 percent of the votes, as seen in Graph 1. Publix and Safeway followed with 8 percent and 7 percent respectively.

But not all retailers are created equal. While Kroger has almost 2,500 stores in North America, Wegmans – with just 75 stores – has less than one-thirtieth that number. Yet, Wegmans scored 3 percent of the total votes for favorite supermarket. Since consumers are likely to vote for retailers most familiar to them, Market Force drilled down into its results to determine which store chain would win out when the number of store locations was factored in. This analysis moved Wegmans to the top ranking position with a 9 percent score, followed by ShopRite with a 5 percent score, and Albertsons and Whole Foods each with 4 percent, as captured in Graph 2.

Wegmans’ top score was reinforced by the answers to follow-on questions that asked consumers about the characteristics they appreciated most about these leading supermarkets. The breakaway winner with the hearts and minds of consumers was Wegmans, as noted in Graph 3.

“From high-quality produce to courteous staff, cleanliness to inviting atmosphere, Wegmans is a standout favorite grocer with consumers,” said Janet Eden-Harris, chief marketing officer for Market Force. “The fact that it can deliver all of these key performance attributes, and also rank highest on providing low prices, is an enormous accomplishment, and clearly earns the chain renowned customer loyalty.”

Costco leads mass grocers

When looking at mass grocers such as Walmart, Sam’s Club, Target and Costco, Market Force found similar results. While Walmart garnered the highest number of total votes, with fully 42 percent of the total, its store count must also be factored in. When re-indexed based on the number of stores, Costco took the lead, as shown in Graph 4.

That lead is again substantiated based on the consumer ranking of mass grocers against the attributes they care about most. Costco scored highest on 12 of 16 attributes, and tied for first for the remaining four. This can be seen on Graph 5.

The survey was conducted in January 2010 among the Market Force network of more than 300,000 consumers. The pool of 6,000 respondents ranged in age from 19 – 72 and reflected a broad spectrum of income levels. Approximately half had incomes of more than $50,000 a year. Approximately 75 percent were women, the primary household consumer purchasers. Half had children at home.

About Market Force

Market Force Information Inc. is the leading global customer intelligence solutions company for multi-location businesses including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. With more than 120 years of combined industry experience, Market Force Information has pioneered the industry with a suite of customer intelligence solutions – from 300,000 field associates, to real customer surveys, to proprietary decision support tools – that provides a holistic view of the customer’s on-site experience and identifies the actions required at the store level to increase customer loyalty and improve financial performance. For more information, please visit: www.marketforce.com and follow us on Twitter @MarketForce.