Abstract:

This paper outlines how consumer trends information can help manufacturers in developing and implementing strategy. it also details how this information needs to look beyond the issue directly at hand – that is, to look both at what else competes for consumer’s attention, and at where trends are likely to move in the future. examples are provided from the gfK global food, drink & Well-being Monitor – a partnership between Kraft and gfKnop – of the type of insights that can be provided and the actions that can be taken by manufacturers in response