PARTNERS WITH MARKET RESEARCH LEADER IPSOS TO DEVELOP PROPRIETARY RESEARCH
San Francisco, CA — Jan. 22, 2014 — POPSUGAR (www.popsugar.com), a global media, technology, and women’s lifestyle company at the intersection of content and commerce, today launched POPSUGAR Insights, a new research unit and online platform focused on providing marketers, ad agencies, and media with a unique and holistic perspective toward the attitudes and behaviors of today’s female millennials. All the research and information will be displayed in an online platform at insights.popsugar.com and will be free to access.
POPSUGAR Insights combines content consumption and social data from POPSUGAR, retail product data from ShopStyle.com, expert opinions from industry experts, and original, proprietary research conducted in partnership with Ipsos OTX, a respected voice on consumer behaviors and attitudes.
The platform will share easy-to-digest reports, articles, and infographics that enable industry and editorial experts to readily identify key marketplace trends, providing perspective around big topics driving conversation in key categories. POPSUGAR Insights will offer in-depth analysis on topics most important to marketers and will feature trending tools designed to unearth insights about the demographic responsible for over $7 trillion in US spending.
Rob McLoughlin has been tapped to lead POPSUGAR Insights. Prior to POPSUGAR, McLoughlin was the Sr. Vice President of of Consumer Insights at SpinMedia where he built a successful consumer insights department. He also served as Senior Director of Strategic Insights at AOL where he led the advertising research team.
“Millions of women consume POPSUGAR content every day and shop for retail products using ShopStyle, and this proprietary data, combined with the original research we’re conducting with Ipsos, will allow us to generate unprecedented insights into the mind and actions of the female consumer. We’re excited to share our perspective on women through the launch of POPSUGAR Insights,” says McLoughlin, vice president of POPSUGAR Insights.
POPSUGAR Insights will have constantly refreshed content as well in-depth research on new topics every quarter, all available.online.
“This combination of research with editorial insight offers a contextualized view into media consumption, shopping trends, and the mind of the female consumer,” adds Shelley Zalis, CEO of Ipsos OTX. “Too often with research, that context is missing, and POPSUGAR has found a way to add depth to the numbers, bringing unique and provocative perspective.”
The first topic POPSUGAR Insights will cover is a deep dive into the modern woman’s road to healthy living. The research, titled “A Nourished Life: POPSUGAR Insights 2014 Healthy Living Report,” provides a unique perspective on female attitudes about healthy living and offers recommendations on how marketers can engage with women interested in connecting with healthy living brands.
A key finding from the research shows that women actively seek out credible and trustworthy healthy living information and reward brands that help them make informed product choices while supporting causes that women believe in. Of women, 83% are more willing to purchase brands that bring healthy living activities into their neighborhoods, and 61% of women will pay more for a product if a percentage of the purchase benefits a cause. These insights underscore the importance for brands to connect their products to larger causes and invest in cause marketing to connect with today’s health-minded female consumer. The full findings can be found on POPSUGAR Insights.
POPSUGAR Insights plans to focus on additional marketing topics, vertical categories, and female audience segments over the course of 2014 and beyond.
POPSUGAR will be sharing these insights in a regular series of national events, POPSUGAR Tea Talks, where POPSUGAR’s team will join with industry leaders to discuss the findings in each report and bring new ideas into the marketplace.
POPSUGAR Inc. is a global media and technology company at the intersection of content and commerce — online, on mobile, and at your door. POPSUGAR.com is the go-to destination for the biggest moments, the hottest trends, and the best tips in entertainment, celebrity, fashion, beauty, fitness, food, and parenting. In addition to the best original lifestyle content, POPSUGAR's growing portfolio of commerce brands includes ShopStyle, the leading fashion search engine, and POPSUGAR Must Have, a monthly subscription box featuring editor-curated products. Targeting women 18–40, POPSUGAR draws over 20M users worldwide, 50M live and on-demand video views per month, and half a billion dollars in annual retail revenue. POPSUGAR Inc. is a privately held company funded by Sequoia Capital and Institutional Venture Partners with offices in Chicago, Los Angeles, New York, San Francisco, and London. For more information, visit POPSUGAR.com and follow @POPSUGAR on Twitter.