October 10, 2025
Founder and Owner of Ready to Launch Research, Jenny Karubian shares that, in recent years, the US has seen an influx of foreign brands looking to expand their offerings into US markets.
But before taking this giant leap into the unknown, international brands often seek consultation with market research agencies like Ready to Launch Research in a bid to crack the US consumer code and optimize the launch of their product or service into newfound consumer territory.
In this vlog, Jenny shares the insights she’s garnered into the US consumer’s decision making processes at the inception of the purchasing journey. With everything from the online resources and tools they use to the US consumer’s general reluctance to accept or skepticism of marketing lingo, Jenny covers it all. Read on or watch the video to learn more.
‘In 2024’, Jenny reveals, ‘over 4,800 new companies from outside the country started business operations in the United States. So, it’s pretty expansive, it’s constant, it happens all the time and this is probably why we do quite a bit of research to help foreign companies who want to launch here.’
So, it’s self-evident then that conducting thorough market research into US consumer behavior is paramount for any foreign brand aiming to successfully penetrate the American market. The insights gleaned from this research allow companies to tailor their messaging, adjust their brand identity, and adapt their product or service specifically to the American audience.
Given that the US market is consistently expanding, with thousands of new foreign companies starting operations each year, understanding US consumer psychology is the most reliable way to guarantee success and maximize the return on investment for the new venture.
Without this foundational research, foreign brands risk being blindsided by cultural nuances and unique consumer expectations. American consumers exhibit distinctive behaviors, like varying their product research methods significantly by age and maintaining a healthy skepticism of corporate messaging. By performing market research, foreign companies looking to set up operations in the US can identify these specific trends and adapt their strategy, ensuring they connect with their target demographic and mitigate the risks associated with launching in a new, complex, and unknown market.
In a bid to lend viewers important insights into the American consumer’s purchasing habits, trends and the tools they use to decide which product or service to purchase, Jenny goes on to share 3 of her top strategies to understanding US consumer behavior and how, as a foreign brand, to leverage these insights in developing an effective marketing plan.
TIP #1: RESEARCH STYLES VARY BY AGE AND DOES NOT ALWAYS BEGIN WITH GOOGLE
One of the first critical insights clients seek is how Americans conduct product research before making a purchase. Jenny says that, in her experience in the field, she’s learned that this process varies significantly according to the age of the consumer.
For instance, a considerable number of people under 25 actually begin their research on social media. Many start with platforms like TikTok, Reddit, or YouTube, bypassing a standard Google or ChatGPT search altogether. On the other hand, for consumers 25 and older, the preference shifts to either ChatGPT or Google.
However, a common trend observed is a layering of these tools. Consumers may use ChatGPT to cast a very wide net, Jenny reveals, for broad searches, and then use a Google search when they need to find very specific product information.
Essentially, social media and ChatGPT are utilized for the broad initial searches, while Google is employed when consumers need to get a little more specific.
TIP #2: US CONSUMERS ARE PRODUCT SAVVY AND ARE LEERY OF MARKETING SPEAK
A recurring observation that genuinely surprises international clients, Jenny says, is the high degree of product savviness among American consumers.
These consumers are notably leery of marketing speak and, consequently, are keenly aware that they are being marketed to and that companies are after their dollars.
According to Jenny, Ready to Launch Research has observed consumers as young as 14 who can already differentiate between user-generated imagery and company-generated images used in marketing campaigns on home soil or abroad.
These consumers tend to trust content put out by other consumers, such as images or reviews, and maintain a healthy distrust, as Jenny puts it, for content originating from the companies themselves. This high level of sophistication isn't exclusive to older, seasoned buyers; this savviness is already present in young teens.
TIP #3: US CONSUMERS WANT GUARANTEES
In her third and final tip, Jenny shares that, ‘American consumers really want guarantees. They want to make sure that their money is being well spent.’
In other words, US consumers require assurances that their investment is sound.
These assurances often come in the form of free trials, product guarantees, money-back guarantees, or a warranty. Consumers utilize these offerings to mitigate the risk associated with the initial purchase.
Want to learn more about launching your brand in the US market? Feel free to get in touch and set up a consultation, today.
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