Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.
Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Coca-Cola's K&I Director Begonia Fafian interviews Pastificio Rana's Global Consumer Insight Manager Luca Gentile, as they discuss the headline topic: Is food a trend, a culture or a need?
Founded in 1850, Levi Strauss is now the largest clothing manufacturer in the world. The historical development of the Company is traced, and the astonishing growth in the blue jean market from the 1950s onwards. The way that the Levi Strauss Company has organised itself to stay ahead is briefly described. Social trend information is used to provide forecasts of likely volume on a one and five year basis. Typical trends that are taken into account are discussed. The role of social trend information in the development of advertising is then discussed, with emphasis on the researcher's role as a link between the target market and the creative people. Advertising for Levi's is shown to illustrate the need for this understanding of the audience.
Limited research was conducted specifically for the purposes of this paper to investigate the Gatsby phenomenon, with particular emphasis upon the facets of the problem discussed above. Budgetary constraints prevented our conducting an elaborate or sophisticated study. Nonetheless the research has provided some fairly clear answers to some of the more specific questions posed about Gatsby, and has provided guidelines as to the ways in which one might examine the usefulness of such a vehicle in the future.
To face this situation our team has worked for several years to perfect a system designed to detect and to monitor socio-cultural trends. The system presently functions as a syndicated service.
TNA has been investigating social trends as they affect consumer behaviour. Five groups of trends have been covered and the fifth group of trends, namely Consumerism, which is discussed in detail in this paper. The paper discusses studies of consumerism carried out in the U.S.A. Some background to the development of consumer trends in the U.K. is discussed. In the Monitor pilot several independent factors including consumer scepticism and concern about environment have emerged. Consumerism is not one factor.