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.

 

Keeping it simple; getting it right

Many European retailers want to
replicate the successful models applied by
discount stores, but the results are mixed.
Here is how to get it right. 
More 

Domestic consumers:
The "Sleeping Beauty"
of European luxury

Europe looks like a big and resilient luxury market.
But look closer: Most of the growth is coming from
Chinese, Japanese and Russia tourists. How
should the market adapt to these trends? More

Exploring a world of luxury

McKinsey takes a keen interest
in the luxury market. Here is a
sampling of some our most recent
in-depth research on the subject.
More

Cheers for Brazil:

In two articles, we look at what it takes
to win over Brazil’s middle class and
how to profit in the growing luxury market.

Finding profits and growth
in emerging markets

Consumer spending in emerging markets is expected
to grow three times faster than in developed nations,
reaching a total of $6 trillion by 2020. Consumer-goods
companies must understand and address these
changing patterns—by both geography and category.
This report suggests how.

Best of 2011

Here are some of the most popular
items from the last year, plus a few
things that we just liked.
More

Spoiled for choice:
How Asia's bank consumers
are changing channels

Asian banking consumers are
changing the way they do their business.
Here's how banks can adapt.
More

What's new

Customer engagement ecosystem
Chief Marketing and Sales Officer Forum

Building your customer engagement ecosystem

February 2012

Here is how to form a deeper relationship with your customers by creating an engagement ecosystem that reaches beyond your marketing team.

 

emerging economies, Internet, GDP growth, consumers
Telecoms, Media and High Tech extranet

Online and upcoming: How consumers in 30 "aspiring" countries use the Internet

February 2012

Together, these 30 aspiring countries represent 30 percent of global GDP—and the potential for the Internet to transform these economies is significant.

 

social media, CDJ, McKinsey, marketing
McKinsey analysis

Taking social media along on the Consumer Decision Journey

January 2012

Buying something is not just a destination; it is a journey of many steps.

 

china, mobile phone, retail, smartphone, China Telecom, China Mobile, Gome, Suning
McKinsey research

Ringing the changes: The dynamics of China’s mobile phone market

January 2012

The dynamics of China’s mobile phone market are changing, in particular the way that people buy their handsets. Who are the likely winners? And losers?

 

brazil, luxury, consumer, retail, consumption, trends
McKinsey research

What companies need to know about Brazil’s luxury consumers

January 2012

McKinsey estimates that about 3 million Brazilians can afford luxury goods. Here is how to reach this ambitious and surprisingly youthful market.

 

brazil, middle class, consumer, consumption
McKinsey research

Getting to know you: How to reach Brazil’s burgeoning middle class

January 2012

Europe is in crisis; the US is in the doldrums; China is worried about a property bubble; India has hit a rough patch. But Brazil is thriving. In the first of two articles on Latin America's largest economy, we look at what makes the middle class tick.

 

banks, finance, emerging market, Asia, South America, India
McKinsey Operations extranet

Going lean: How to bring financial services to emerging-market consumers

January 2012

In Asia, South America, and Africa, banks have undertaken lean transformations that have raised profits by 10 to 20 percent within a year. Here is how some leading institutions are using lean management to streamline their operations and expand their business.

 

China, go-to-market, consumer, Tier 1, Tier 2, retail channels
McKinsey analysis

The keys to going to market in China

January 2012

Consumer goods companies desperately want to reach China’s millions of emerging customers. To do so, they will need multiple strategies.

 

Best of 2011

Best of 2011

January 2011

Here are some of the most popular items from the last year, plus a few things that we just liked.

 

 

mobile, pre-paid, post-paid, emerging market
McKinsey research

Ringing up profits: How to crack the post-paid segment in new markets

December 2011

Mobile usage in new markets has been associated with the pay-as-you-go (or “pre-paid”) model. As incomes rise and prices fall, consumers are likely to shift to the contract (or “post-paid”) model. Here's what companies need to know to make the shift work to their advantage.

 

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Outside insights

Where the readers are

Where readers are

Where do readers live? Defined as adults who read books two or more times per week, GfK MRI  has the answers. One intriguing note — eight of the top 10 are in cold climates:

Burlington-Plattsburgh, VT-NY

Cleveland-Akron, OH

Salt Lake City, UT

Seattle-Tacoma, WA

Portland-Auburn, ME

Denver, CO

Portland, OR

Minneapolis-St. Paul, MN

Tucson, AZ

Ft. Myers-Naples, FL

 
Nielsen

Inflation and the Indian consumer

Inflation in India

India is in a sticky moment, with growth slowing and inflation rising. How are consumers adapting? And what can companies do to ride out the storm? Raj Hosahalli, an expert with Nielsen, a McKinsey partner, suggests some answers in this video and analysis. One surprise: CPG companies can actually benefit.

 
CMO survey

Selling to China

KFC in China

What strategies work for companies seeking to boost sales in China? The Chief Marketing Survey has some answers.

 
Elsewhere from McKinsey

The power of trust

Jennifer Aaker

Jennifer Aaker of the Stanford Graduate School of Business speaks at McKinsey’s recent Chief Marketing & Sales Officer Forum event in Stanford about how brands can connect with consumers. Among her topics: Trust, health, getting attention, and throwing brand parties.