76% Of Consumers Likely To Try Brand They’ve Never Heard Of

In today’s fragmented media landscape, where attention is limited and brand discovery is scattered, understanding how consumers assess and embrace new brands has never been more important.

MX8 Labs, a recently launched research platform designed to streamline the survey process and leverage AI for faster and better results, conducted a study around “challenger” brands (those that are smaller, newer and/or independent from large corporations). 

The report reveals a few key insights about consumer behavior and trends. Most consumers are open to trying unfamiliar brands, creating a strong opportunity for challenger brands to make inroads and build loyalty.

• 76% of consumers say they’re either “very likely” or “somewhat likely” to try a brand they’ve never heard of.
• Just 7% say they’re unlikely to do so. 
• 60% say they’ve switched from a big brand to a smaller one and never looked back, rising to 68% among those aged 25-34.

However, while openness is high, consistent preference for smaller brands remains more occasional than habitual.

• Over half (51%) of consumers say they choose smaller brands “sometimes,” with that figure even higher among women (57%) and adults 55–64 (67%). 
• Just 10% of consumers report that they “always” opt for smaller brands.

For more insights around consumers and challenger brands, download the full report from MX8 Labs here.