Mintel will commission post-election research

Market research firm Mintel said it will commission research to analyze how the outcome of the election has impacted consumers and how key consumer markets are likely to be affected.

“Americans are grappling with what it means to have a new president following a grueling and contentious election campaign that has divided the nation,” said Andrew Davidson, Mintel’s senior vice president of research. “Whether buoyed or unhappy with the result, most Americans will be left with the question, ‘what now?’”

Davidson said history shows that consumer confidence tends to take a temporary dip when a non-incumbent president is elected.

“But for now and for most people, life goes on — they still need to buy groceries, they will still be preparing for the holidays and everyday spending is unlikely to change dramatically,” he added.

While it’s too early to predict what Donald Trump’s presidency will have on consumers, know that brands should be mindful of how consumer attitudes may have been magnified by the election process. In the coming months, there is an opportunity for brands to focus more attention than ever on their customers and adapt their campaigns to develop messages of unity, support and reassurance for what has been a divisive period for the nation.”