Morning Consult developed a new survey framework focused on the average U.S. adult who is considering a purchase to capture behavioral responses to unanticipated changes in inflation and supply chain disruptions. From the nationally representative survey responses, we constructed six diffusion indexes quantifying consumer behaviors such as price surprise, walking away from a purchase due to sticker shock, trading down, stockouts, search effort and wait times on deliveries. The indexes capture how consumers perceive prices and how purchasing behavior has shifted in response to changes in inflation and supply disruptions at both the aggregate and product and service category levels.
More information on index calculation and interpretation can be found here and here. A white paper explaining the links observed between these indexes and spending outcomes can be accessed here.
Morning Consult collects data on 20 product and service categories within this survey, with demographic breakouts regularly reported across 16 different groups. Subscribers to MC Pro+ and Morning Consult Economic Intelligence can download interactive Excel dashboards to analyze the data by category and demographic group.
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