Colman Brohan Davis
Older, Wiser and way more Demanding
As part of the baby-boom generation that grew up rather simply – that is, not thinking too hard about food or even knowing the right questions to ask – I’m thrilled to finally have the 24/7 access to information that defines today’s world.Whole Foods, Meijer, Trader Joe’s and HyVee as sources of information.
Colman Brohan Davis’s recent Food Shopping Survey 2009 turned up some interesting insights about my peers. Relative to the other segments measured (Women 
20 – 25 and Men), we are heavier readers and tv watchers, looking to books, magazines and the tube to gather information and form opinions. And we’ve avidly embraced life online, particularly search and mobile. We love exploring blogs, postings and sites that provide insight and data about food. We have fun sharing our opinions.
Here are some highlights of our research:
Word of Mouth: The Greatest Influencer
Want proof? On July 6th, Dave Carroll uploaded a self-made video to YouTube complaining about the poor treatment his luggage received on a United Airlines flight a year ago and the ensuing customer service runaround he has received. Big deal, right? Happens to many travelers according to various industry reports on domestic airline customer service complaints.
The difference is his video United Breaks Guitars was a well-produced music video with support from his band illustrating the storyline behind baggage handlers “playing catch” with his guitar on the tarmac in plain view of everyone on board the flight, and the personification of the “I don’t care” attitude he encountered afterward. Virally the news spread and within days his video had registered well over 3 million views and copycat complaints were making their way onto YouTube. United Airlines had their PR hands full. Word of Mouth. It can help you, or in this case it can hurt you.
