Harris Poll Revealed Consumer Preferences for In-Person Marketing

A new research report found that most American consumers feel more connected to brands after live, in-person experiences.

Updated on Sept. 22, 2026 in Marketing

Isometric editorial illustration of a modular event stage and lighting rig in a clean, empty public plaza. — A new Harris Poll report finds that 80% of U.S. consumers are more likely to consider a brand after participating in live, in-person experiences. AI Illustration. Upload story photo >

Live Poll

Do you find that live marketing events or local activations make you more likely to buy?

The Harris Poll reported that 80% of U.S. consumers are more likely to consider a brand after participating in an in-person experience. The data also highlighted that nearly 90% of adults expressed a willingness to attend live promotional events.

Why it matters

Authentic engagement has become a primary driver of consumer behavior, as shoppers increasingly prioritize human-centric interactions over traditional digital advertising. Brands that leverage outdoor and in-person experiences report higher sentiment and purchase likelihood among their customer base.

Approximately 73% of adults report a preference for retailers that utilize outdoor or in-person engagement tactics. Furthermore, 69% of consumers find out-of-home advertising more human compared to mobile or online marketing.

The players

Harris Poll

Harris Poll is a global market research and consulting firm that provides insights into consumer behavior and public opinion.

The details

Consumers engage with brands through various touchpoints, including product samples, live entertainment, and immersive experiences that trigger in-store product lookups. These interactions are shown to boost brand authenticity for 79% of shoppers while impacting final purchase decisions for over half of those surveyed.

The Harris Poll research report was published on September 22, 2026.

Market Landscape

The findings mirror the broader industry shift toward experiential marketing as brands seek to reclaim attention in a saturated digital landscape. This approach allows companies to differentiate themselves by prioritizing human-centric interaction over automated online ad placement.

Shoppers can expect to encounter more live pop-up events and interactive product demonstrations as retailers pivot to these high-engagement strategies. These experiences are designed to make finding and trying new products more accessible, potentially influencing how consumers allocate their weekly budgets.

The takeaway

Building brand loyalty now hinges on creating memorable, human-centric moments rather than relying solely on digital outreach. Consumers should prioritize attending these events when offered, as they often provide the best opportunities to trial products for free before committing to a purchase.