Winning with trends by understanding current trends and predicting trends before they occur can be used to launch an on-trend product in the market, prepare the innovation pipeline to help businesses gain market share in the category and drive growth.
The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.
The Emerging Markets house the bulk of human populace, with China and India alone accounting for about 30% of the world's population. As these markets have developed and per capita income has risen in many of these countries, they have become growth engines for global consumer companies. For example China's per capita incomes tripled in nominal terms in the 1990s and India followed suit with its per capita income tripling between 2002 and 2011. The middle income group or the âaspirational classesâ grew by about 67% in numbers, in India and China, in the first decade of this century. Large CPG multinationals reported 37% - 57% of their sales from emerging markets in 2012, and this percentage is growing.
This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
The Future Foundation presentation, tailored exclusively for ESOMAR, is designed to stimulate debate, inspire ideas and encourage interaction. As well as setting the scene with an overview of the latest events in the world of digital, several new emerging trends will be revealed which are predicted to have an impact on brands, organisations, industries and sectors across the world. The aim is that delegates leave this session enlightened, inspired and armed with the tools needed to understand and tackle the challenges of an ever-evolving digital world.
An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move the right ideas forward in the value chain. FMCG companies particularly need to hit the market within a very short period of time. This research evaluates different key performance indicators with regards to their strengths in predicting the success of a product idea. Subsequently, the best predictor is then taken as the object for a co-creation task to effectively shape and rework ideas early in the innovation process. The method unites qualitative and quantitative methods: consumer's crowd voice (let them talk) and interaction (let them play).
The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static understanding of consumers) into a series of frames (future brand performance over time). Early applications and benefits include the identification of high return marketing initiatives scalable across regions, as well as the creation of a company-wide language able to connect business goals to marketing actions.