What CMOs and Brand Strategists Should Know About Consumer Sentiment

Institutions like University of Michigan and Conference Board have been publishing consumer sentiment data – i.e., consumers’ expectations for the economy –  for decades. But Big Chalk testing reveals that the data have almost no predictive value for useful business planning metrics, like consumer spending, unemployment, or inflation.

What were the results of Big Chalk's predictive tests, and how should you be thinking about these data every 30 days when the U.S. business press widely reports on their ups and downs? This report gives you the details and some context about how to use -- and not to use -- the data in your own planning efforts.