You may know all about many of the issues affecting suppliers and distributors in promo. But here’s something that’s harder to ascertain: What exactly do end-buyers in different markets want?

There’s not a one-size fits-all answer. That’s why ASI Research decided to partner with a marketing research panel company to uncover the varied particulars, undertaking an in-depth study that’s resulted in a 26-part series on end-buyer preferences.

The expansive study covers eight markets – retail, automotive, construction, hospitality, finance & insurance, manufacturing, healthcare and education – and delves into various demographics, such as company size, regions and gender. The research was conducted from Q3 of 2023 to Q1 of this year, and around 100 end-buyers per market were surveyed.

In this Promo Insiders podcast, ASI’s Senior Executive Director of Research Nate Kucsma and Data Analytics Editor Sami Marshak discuss the study in-depth, exploring the impact the research can have on distributors and the leg up it can provide when approaching new clients and markets.

“My hope for when people look at the results of this study is that they see research confirming what they think they already knew, and that it opens their eyes,” Kucsma said. “ASI conducts all our research for the benefit of our members. I hope that everyone takes a few minutes every week to review what is being published. That way, you can understand what is most important to end-buyers and what they’re likely to be most interested in.”

Podcast Chapters

0.40: The need for this end-buyer research
2.19: Main influence of research
4.10: Methodology for end-buyer survey
6:18: Timeline from conceptualization to analysis
8:30: Limitations in research
9:51: Trends that confirm understanding of end-buyer habits
12:58: Results that stand out
16:20: How distributors can increase end-buyers’ marketing budgets
19:38: Feedback from distributors
20:25: Next segments
21:04: Further directions for research