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Consumer intelligence for decisions that define markets. Voxpopme helps insights leaders turn customer truth into organisational confidence. We can help.

At Voxpopme, we believe you shouldn't sacrifice quality to get the insights you need quickly, at a reasonable cost. Insights teams are under immense pressure to deliver reliable answers to crucial business questions with limited resources. Voxpopme transforms insights teams by collecting, centralizing, and analyzing qualitative data. Voxpopme's Qualitative Insights Platform combines the speed of Video Surveys, our complete video survey tool, with the depth of Live Interviews, our IDI and focus group product, and the power of AI Insights for 60x faster analysis. More brands trust Voxpopme to enrich their research studies and fundamentally transform how they build better products and shape visionary companies. Want to learn how we help solve these problems? Visit www.voxpopme.com to learn more or contact us at [email protected].

10/13/2026

Two people in the same study, answering the same question about where they get their information on food.

The first told us the sources she trusts most are her primary care doctor and her dietitian, and that she follows their guidance rather than anything printed on a pack.

The second told us they really don't trust nutrition labels at all, and that what they do trust are apps like Yuca and Oasis, which scan a barcode and report back on what's genuinely in the thing.

A third simply said they trust Google, ChatGPT and WebMD, and that they look at WebMD rather a lot.

Roughly seven of the twenty-nine people we could transcribe anchor themselves to institutions, to doctors and dietitians and the USDA and the FDA. Roughly six anchor to people and apps instead, and several of that second group volunteered that they actively distrust the very agencies the first group treats as final.

The genuinely uncomfortable part is that the FDA turns up in both columns. For one respondent it's the reason a claim has to be true. For another it's precisely the reason to go and check for yourself.

Which means that if you're writing a claim, you're writing it for both of them at the same time, and there isn't an obvious way to satisfy the two at once.

Here it is: https://www.voxpopme.com/learn/resources/the-new-food-and-beverage-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-food-beverage

10/12/2026

Here's a small detail about how the restaurant study was actually made, which I've found myself thinking about rather more than most of the findings.

It went live on a Monday evening. It closed the following day. Forty-five US consumers, seven open-ended questions, every answer recorded on video, and the whole thing was finished inside about twenty-one hours.

Anybody who has commissioned qualitative work knows roughly what that used to cost in weeks. Recruitment, then scheduling, then moderation, then transcription, and finally the analysis, by which point the question you originally asked has quite often stopped being the question you actually needed answering.

What changes when that timeline collapses isn't really the speed, though the speed is the part people notice first. It's what you become willing to ask. When a study takes six weeks you tend to spend it only on questions you're already fairly confident matter. When it takes a day you can afford to be curious instead, and curiosity is where the finding about home kitchens came from, because nobody set out looking for it.

The study itself is published and free; https://www.voxpopme.com/learn/resources/the-new-restaurant-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-restaurants

10/02/2026

We never asked anybody about tipping.

It wasn't among the seven questions we put to forty-five US consumers about how they choose where to eat, and it hadn't honestly occurred to us to include it. One of them raised it anyway, describing how she now picks fast-casual over sit-down specifically so that she doesn't have to leave a twenty percent tip.

Which is a different mechanism from anything else in the study. Hunting down a coupon lowers the price of the meal. Skipping a drink lowers the size of the bill. Choosing a counter over a table removes an entire category of cost, and it does it by changing the service model rather than by changing the spend.

If that generalises, and I'd want a considerably larger sample before claiming that it does, then service-model decisions are being driven by a cost that operators don't set and can't discount.

Three other things surfaced that nobody had asked about either, including a respondent on GLP-1 medication who wants smaller portions, and one who has started cooking more at home in order to make content for social media. They're all in section 7.

Free to read: https://www.voxpopme.com/learn/resources/the-new-restaurant-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-restaurants

10/01/2026

We asked twenty people what they reach for when things get difficult, fully expecting to hear about food.

What we mostly heard about was people.

One woman told us about opening her late father's Betty Crocker cookbook for the first time in a decade, and how the recipes themselves have quietly become the comfort, rather than anything she actually cooks from them. A man described making his mother's chicken pot pie for his own children now, from her recipe, because that's what she used to make for him. Eighteen of the twenty attached their comfort food to a specific person rather than to a dish.

One person didn't, and hers is the answer I keep coming back to. She told us it doesn't feel connected to her past at all, because she didn't grow up eating those things. She grew up on Caribbean food.

In a sample of twenty that is a single voice. It's also exactly the kind of finding a larger and better-balanced sample would multiply, and a fair warning that comfort food built on one assumed childhood won't reach everybody it's pointed at.

Free to read: https://www.voxpopme.com/learn/resources/the-new-food-and-beverage-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-food-beverage

09/28/2026

When holiday budgets tighten, what do shoppers protect?

The answer is not captured by spend alone. Consumers are weighing the cost of the season against the meaning attached to thoughtful gifts, shared meals and familiar family rituals.

For retail insights teams, the opportunity is to understand the choices beneath the transaction. Which parts of the season are flexible? Which feel non-negotiable? And how can brands respond without sounding disconnected from the financial pressure consumers already feel?

Tomorrow, Erica Dinger and Chandra LaFrentz will explore these questions in Consumer Blueprint: Retail. The session brings consumer video into the conversation so you can hear the tensions in shoppers' own words.

September 29
11 AM ET / 4 PM BST

Register free
https://voxpopme.wistia.com/live/events/lpuiwikxef?utm_campaign=Consumer+Blueprint+Retail&utm_source=Social+Media

Cannot attend live? Register to receive the recording. Registrants will also receive the research report, consumer video clips and show reels.

09/24/2026

Holiday shopping can feel like a scavenger hunt at exactly the moment consumers have the least patience for one.

Participants in our latest research describe the mental load of finding the right products, comparing offers and moving between digital discovery and the store. They are not simply asking retailers for more advertising. They are looking for useful guidance that makes decisions easier.

That creates a bigger question for retail insights teams. Where is friction quietly weakening the customer experience before the purchase even happens?

Join Erica Dinger and Chandra LaFrentz for Consumer Blueprint: Retail. Hear shoppers explain the pressures shaping their decisions and consider how your organization can ask sharper questions ahead of Q4.

September 29
11 AM ET / 4 PM BST

Register free
https://voxpopme.wistia.com/live/events/lpuiwikxef?utm_campaign=Consumer+Blueprint+Retail&utm_source=Social+Media

Registrants will receive the recording and accompanying research report.

09/23/2026

Here's a question we put to people in one of our food and beverage studies, and I'll admit up front that it isn't a very good one.

"Do you ever feel pulled between wanting to eat healthy and wanting the comfort of foods you grew up with?"

You can see the trouble with it. The question names the tension and then invites you to agree that you feel it, which is precisely what fourteen of our twenty respondents went ahead and did.

Six of them didn't, and they turned it down for genuinely different reasons. One eats both without any conflict whatsoever. One has no interest in comfort food and is perfectly content about it. One is constrained by cost, so the question never really arises for her. And one has simply compartmentalized the whole thing, making comfort food when she wants comfort food and healthy food when she wants that instead.

A minority that resists a leading question is better evidence than a majority that accepts one, and we've written exactly that into the report, because it happens to be true.

Free to read: https://www.voxpopme.com/learn/resources/the-new-food-and-beverage-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-food-beverage

09/22/2026

There's a neat rule that came out of our restaurant research, and then there's the considerably more useful thing that happens when you go and look at where the rule breaks.

The rule is that dishes people believe they could make themselves are exposed, and dishes they can't are protected. Simple pasta, plain burgers, basic chicken and simple salads sit on one side of the line. Slow-smoked barbecue, sushi and wood-fired pizza sit quite comfortably on the other.

Then you meet the respondent who orders a bacon ranch burger precisely because it isn't something they'd ever make at home, which drops a plain burger straight into the protected column. And Brian, who orders a vegan steak sandwich because buying the ingredients for one costs him rather more than the restaurant charges, which inverts the economics altogether.

So the test isn't really "could I make this." It's "would making it actually be better, or cheaper." For most simple dishes the answer is yes. For anything requiring an ingredient a household will use once and then abandon at the back of a cupboard, it isn't, however straightforward the cooking happens to be.

That second version is the useful one, and we only arrived at it by paying attention to the people who didn't fit the first.

Free to read: https://www.voxpopme.com/learn/resources/the-new-restaurant-consumer/?utm_source=social&utm_medium=social&utm_campaign=consumer-blueprint-restaurants

09/17/2026

Holiday shoppers are planning around deals. But some are no longer convinced the deal is worth the wait.

In our latest consumer video research, participants describe saving earlier, spreading purchases across weeks or months and watching Black Friday and Cyber Monday closely. Alongside that planning sits a growing question about promotional value.

If shoppers approach a sale with skepticism before it begins, what does a retailer need to do to earn their trust?

Join Erica Dinger and Chandra LaFrentz for Consumer Blueprint: Retail. We will examine the tensions shaping holiday purchase decisions and the implications for retail research, promotions and customer experience.

September 29
11 AM ET / 4 PM BST

Save your seat
https://voxpopme.wistia.com/live/events/lpuiwikxef?utm_campaign=Consumer+Blueprint+Retail&utm_source=Social+Media

The 30-minute session includes consumer video clips and live Q&A.

09/14/2026

What makes the holiday spend worth it?

Holiday shoppers are entering Q4 with two things on their minds. The pressure to spend carefully and the desire to make the season feel meaningful.

That tension changes how people think about gifts, deals, shopping journeys and the traditions they are determined to preserve.

It also creates an important challenge for retail insights teams. Understanding what consumers will spend is no longer enough. Brands need to understand what makes that spending feel worthwhile.

Join Erica Dinger and Chandra LaFrentz for Consumer Blueprint: Retail, a 30-minute webinar based on video research with 40 US consumers.

You will hear directly from shoppers and explore the questions retail teams should be asking as the holiday season approaches.

September 29
11 AM ET / 4 PM BST

Register for free: https://voxpopme.wistia.com/live/events/lpuiwikxef?utm_campaign=Consumer+Blueprint+Retail&utm_source=Social+Media

Registrants will receive the recording, research report, consumer and showreels.

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