News Corp research service The Growth D_Stillery to uncover consumer habits

The Growth D_Stillery is a dedicated research and intelligence service offering consumer insights to agencies and senior business leaders to help drive growth.

News Corp managing director of national sales, Lou Barrett.

In the world of marketing, the eternal quest is to better understand consumer behaviour – it’s the secret sauce that allows businesses to know what to serve up to the wider world.

And with the pandemic shifting the purchasing priorities of so many consumers, the need for marketers to more effectively deliver the right message to the right target is more pressing than ever.

On Monday, News Corp Australia will launch of The Growth D_Stillery, a dedicated research and intelligence service offering consumer insights to agencies and senior business leaders to help drive growth, regardless of the economic environment.

The Growth D_Stillery is a branch of News Corp’s Growth Intelligence Centre and will focus on uncovering “the mind and mood of consumers and how they’re spending their money right now”, according to the centre’s director, Dan Krigstein.

“It’s looking at what’s going on underneath the hood of Australian consumers,” he told The Australian.

News Corp Australia’s Growth Intelligence Centre director Dan Krigstein.

“If you are a brand, there is no question that you would know a dimension of your consumers better than anyone else in the country. If you are in the business of flat panel TVs, for example, you understand your customers as it pertains to the buying of flat panel TVs. But that is a very, very small slice of them as a person.

“With consumer behaviour, we find that there are always much bigger things at play in the background, particularly so in the last few years, during the pandemic.

“Our job is to complement a business’ existing insights with the really deep understanding of what is going on at a cultural level in Australia, and what this means for brands that are looking for growth.

“Fundamentally, it’s behavioural science and consumer behaviour. How are they making their decisions? How and why has their purchasing criteria shifted?”

News Corp’s managing director of national sales, Lou Barrett, said: “Marketers will need to work harder than ever to retain existing customers but there has never been a better time to grow, and create new value for our brands.

“In launching The Growth D_Stillery we have set up a centre of excellence for clients, to deliver best-in-class consumer insights and help them navigate their brand challenges. We recognise that we have a role to play in the brands we support, and our investment in this new offering for marketers is us walking the talk.”

News Corp is the publisher of The Australian.