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May 16, 2008
Food for thought
I love demographic information because the more you know about who you’re trying to reach, the more effectively you can communicate.
And I love behavioral data even more, because you gain even greater insights by studying what people do. After all, that old cliché rings true: Actions speak louder than words.
That’s why I collect behavioral data on topics that might, at first (or even second) glance, have nothing to do with communication. First, the data helps me think about how people are wired and what motivates them. And second, this stuff stimulates my creativity—sometimes it holds the key to solving a tough communication problem by pushing me outside my usual box.
Here’s some fascinating information about what people eat for breakfast. And, since I’m in a hungry mood, I’ll share some other food-related behavioral data with you next week.
Kid breakfast items remain constant over decades
Do your kids eat the same breakfast foods you ate when you were a child? According to a study conducted annually for the past 22 years, the chances are good that they’re eating the exact breakfast you did.
Conducted by the NPD Group, the study finds that the top 10 breakfast items for kids under age six have remained the same for decades: cold cereal, a glass of milk, and fruit juice, followed by toast, eggs, pancakes, fruit, hot cereal and bacon. The one change in today’s list is the appearance of waffles, which has pushed out fruit drinks from the list.
The list has remained constant, according to the NPD Group’s research, because mothers’ needs have also remained consistent: Stretched for time, they choose items that are quick and easy to prepare.
What do adults eat for breakfast? According to the 2006 NPD report, the list is very similar, except, of course, for the addition of coffee. (The list includes cold cereal, milk, juice, bread, etc.) But the difference between adults and kids can be summed up in one word: routine. “Familiarity” is a key reason adults choose their breakfast foods.
In other words, we eat what we do in the morning because we’ve always done it that way, stretching way back to childhood.
It makes me wonder whether familiarity and routine also play a role in employees’ communication preferences. Food for thought?
Posted by Alison Davis at May 16, 2008 05:18 PM
Comments
Allison:
your article on behavioral data is the breakfast of champions. I read it while I ate my morning coffee and bagel at the office - plain raisen, whole wheat, no cream cheese or butter.
All the best,
Tim
Posted by: Tim Fidler at May 22, 2008 07:38 AM