Welcome to McKinsey's Consumer & Shopper Insights (CSI) site. Find the best thinking on why and how people shop, as well as perceptive analyses that can help your company connect to consumers around the world.

 

Luxury goods in Japan:
A 2013 preview

Japan’s luxury shoppers have altered the
way they think and shop. Here are four trends
marketers need to grasp in order to meet
the changing consumer expectations in the
world's third largest luxury market.

iConsumers: Life online

New digital technologies are changing consumer
behavior and spending. This compendium
highlights what multinationals need to do to
recognize and respond to these changes.

The new Indonesian consumer

The Indonesian economy is on the move,
thanks largely to its robust and growing
domestic consumption. Here’s how to
understand the emerging class of
Indonesian consumers.

Luxury without borders:
2012 Chinese luxury consumer survey

Chinese consumers have leapt into first place
among the world’s spenders on luxury goods.
Yet this market is undergoing tumultuous changes.
Here’s what you need to know.

Making sense of e-detailing in
Japan's pharmaceutical sector

Japan is the world leader in the use of e-detailing
in the pharma sector. Is this the end of the line for
sales representatives? How far can this go?

Read related interviews with Japan-based executives:
Dimitri Livadas, Eli Lilly and Philippe Auvaro, GSK

A graphic journey:
The Global Digital Diaries in pictures

The participants in the Global Digital Diaries
project told us how they went about buying
a smart phone and we captured the tale of the
Global Digital Diaries project in images

View infographic on the CMSO Forum.

What's new

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McKinsey's African Consumer Insights Center

Daring dreamers: Today’s (and tomorrow's) African youth consumers

May 2013
Unlike their debt-saddled counterparts in the West, the new African generation is brimming with hope. Growing in numbers and spending power, they are poised to become one of the most important and dynamic consumer groups on the planet.
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McKinsey research

Dollar stores: The next wave of growth in consumer healthcare and beyond

May 2013
Americans across many income groups are flocking to dollar stores, making this sector one of the brightest in retail. Here's how to win in this new growth channel. 
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McKinsey Global Institute

Beyond Korean style: Shaping a new growth formula

April 2013

Once an economic darling, South Korea is showing signs of a society in distress. Slowing wage growth and soaring spending on housing and education have left more than half of middle-income households cashflow-constrained and debt-laden. For the country to continue to prosper, a new growth model is needed.

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McKinsey Quarterly

The coming era of ‘on-demand’ marketing

April 2013

Emerging technologies are poised to personalize the consumer experience radically—in real time and almost everywhere. It’s not too early to prepare.

What are Indonesian consumers buying?
McKinsey Quarterly and Consumer Packaged Goods Practice

Understanding the diversity of Indonesia’s consumers

April 2013

In one of the world’s fastest-growing consumer markets, focusing on regional preferences is the key.

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McKinsey research

The power of points: Strategies for making loyalty programs work

April 2013

Three-quarters of Americans households have enrolled in at least one shopper's card or loyalty program, but most of them aren't being used. Here's how to change that. 

Luxury market in Japan
McKinsey research

Luxury goods in Japan: A 2013 preview

April 2013

Japan’s luxury shoppers have altered the way they think and shop. Here are four trends marketers need to grasp in order to meet the changing consumer expectations in the world's third largest luxury market.

 

e-tailing in China
McKinsey Global Institute

China’s e-tail revolution: Online shopping as a catalyst for growth

March 2013

China’s retail sector is among the most wired anywhere—e-tailing commanded about 5 to 6 percent of total retail sales in 2012, compared with 5 percent in the United States. Yet it is distinctly different from that of other countries.

 

Social media in Brazil
Telecom, Media & High Tech

Word of mouth: Social networking and online sales success in Brazil

March 2013

Social networking is higher in Brazil than in many other, more developed online markets. Understanding this is critical to building a brand and communicating with consumers in Brazil.

 

Premium auto market in China
Automotive & Assembly Practice

Upward mobility: The future of China’s premium car market

March 2013

China is set to surpass the US as the world’s largest premium auto market by 2016. Find out what you need to know to address this fast-growing but increasingly complicated market.

 

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Outside insights

All dressed up: Luxury labels head to South East Asia

Brands such as Chanel and Carolina Herrera are bringing their cruise collections and limited edition $2,000 handbags to places like Singapore, where they expect double digit sales increases this year.  

 
Outside insights

Japan’s new optimism has a name: Abenomics

People are buying $20,000 watches again. The stock market soared by 60 percent over the past year. Is this the turnaround Japan has been waiting for?

 
Outside Insights

11 supermarket categories where customer loyalty is on the decline

 

All bargain-brand decisions are not created equal—turns out we’re more likely to “buy down” on certain products over others, whether it’s on sale products or generic “private-label” brands.

 
Outside insights

Why downplaying logos is the new trend in luxury

In logos, small is the new big. A University of Chicago study found that the smaller the logo is on a luxury item, the higher the price it can command.

 
Outside insights

Nine innovative apps for luxury consumers

You’re wealthy and you don’t want to wait out a flight delay? There’s an app for that -- and lots more. According to a 2012 survey, 64 percent of wealthy consumers view luxury brands more favorably if they have their own app.