Why Conversations Are the New Consumer Research
In a world overflowing with content, today's consumers aren't just browsing—they’re talking. They’re podcasting, tweeting, texting, and sharing ideas at scale. These dynamic conversations, both public and private, offer brands like Nike real-time access to raw insight and emerging trends—if they’re listening.
What the Data Says
- 66% of U.S. consumers aged 12–34 have listened to a podcast in the last month. Backlinko, 2024
- 34% of consumers use social media to discover new products, services, or brands. Porch Group Media, 2024
- 69% of consumers prefer brand experiences over traditional advertising. Reach3 Insights, 2023
What Shoppers Told Us
“I learned from podcast. I definitely podcast. I also, I like, I think I go through a lot of different conversations that kind of like drift in different places... I’m always like just listening and learning and talking and just like in that constant flow of conversation... I’m always like trying to pop through what makes life more difficult. And like also try to figure out like what are what are ways to maintain like a fun world?”
Why this quote matters: This highlights how idea generation and brand expression stem from engagement with real-world stories, problems, and play. Nike can benefit from embedding itself within those flows.
Recommendations for Nike
- Build always-on listening tools across podcasts, Discord servers, and Twitter to capture real-time insight loops.
- Activate campaigns that remix user stories or consumer-generated content as creative springboards.
- Design physical and digital brand experiences that feel conversational, playful, and empathetic—like hanging out with a friend who gets it.