"The World in 2014" was the theme of the Trajectory Partnership's first breakfast briefing of this year, which was held in London last month. Paul Flatters, chief executive of the consumer insight and futures consultancy, highlighted some of the key themes likely to affect consumers around the globe in the coming months.
Where a product comes from is a bigger driver of consumer choice than price, availability and style, according to new research.
FutureBrand Worldwide launched its new Made In: The value of Country of Origin for future brands report in London yesterday with presentations from Christopher Nurko, its global chairman, and Tom Adams, its global head of strategy.
Quantitative data drawn from 1,050 consumers in seven countries – the US, France, Brazil, India, China, Japan and Australia – and qualitative research undertaken with expert practitioners and academics culminated in the following "Country of Origin" rankings…
I attended the Warc 2014 Next Generation Market Research Conference in London last week - as
a Keynote speaker, no less. It was - as per the last two I attended in 2013 and 2012 - a great event, well attended, plenty of interesting papers. What did I take away from the Event?
The immediate presence of Admap - surely one of Warc's most valuable assets - is always reassuring and inspiring. Seeing its pre-eminent Editor, Colin Grimshaw, sitting in the front row of the Audience looking pensive is both exciting and slightly unnerving at the same time for speakers, at least for myself. Did I say something intelligent or stupid?
Another year is upon us!
As we re-commit to a fresh list of resolutions and reflect on the year gone by, we can't help but notice the buzz hitting our newsfeeds on the 'hot topics' marketers need to embrace to stay at the top of their game this year. Predictions, Top 10 things to watch out for, 5 'must-know' areas to master – what a lot to get our heads round.
To help simplify, we've reflected on a few trends that consistently emerge in our work with leading global clients - Data, Digital and Customer Experience - and what that means for organisations' marketing capability development.
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good.
We came across something unusual the other day – two words not often heard together. But two words that remind us of a common myth. The scene was a research debrief. Two alternative ad ideas had been explored in qualitative research. It was a tricky bit of research to interpret. This was a new campaign. The two routes were very different. And the stimulus material was rudimentary.
Who owns consumer data? Who has access to it? Where is it stored? Can it be deleted? These were some of the questions raised at a recent breakfast briefing about the future of personal data hosted by Trajectory Partnership, the London-based consumer insight and futures consultancy. A more in-depth analysis of these issues is covered in our report, Personal privacy and consent marketing: The new competitive battleground?
At the recent ESOMAR Qualitative Conference in Valencia, Spain, one of the papers that stuck in my mind was on the topic of "online" versus "offline" identity. Entitled "Freedom to Reveal or Freedom to Project" and given by Peter Totman of London based Jigsaw Research, it outlined the results of a qualitative project comparing the views of people given in a face-to-face versus an online context.
The discussion topics were relatively emotive: immigration and sexism. A split design was employed, with five of the 10 respondents sharing their views face-to-face first, then giving their online views - with the rest in the opposite order.
There's a growing amount of attention being given to customer experience: the critical moments when your desired brand positioning is expressed in practice, across every touchpoint, every interaction and every step of the customer journey. Not only does it require a strong, joined up and insightful brand plan – it also requires stretching leadership to join up every business function in delivering a coherent, brilliantly branded, customer-centred experience.
Digital technology has catalysed this growing attention – it offers superb opportunities to deliver value and connectivity with customers – but also brings omnichannel complexity while raising customers' expectations of what brands should deliver.
A recent article in Research Live highlighted the re-branding of WPP's Insights Division from "Consumer
Insights Division" to "Data Investment Management". CEO Sir Martin
Sorrell explained the move as a way to bring the Insights and Media
divisions closer toghether, thereby making it easier for Clients to
manage and synthesize various data streams.
Makes sense - but why re-brand, removing the word "Insights" completely, with the new entity sounding more like a financial services offering?
There was a time long ago when the job of a marketer was simpler. Skills were learned and honed on the path to marketing mastery. Your media choices could be counted on one hand, customer feedback was in a timely and controlled fashion and your working day ended generally at the end of the day.
As we now know all too well our customers now live and interact in this constant, "always on" world. It is normal for them to engage with our brands and with each other on their own terms, in their own time – and as marketers and brands, we must ensure that we listen, interact and engage with them in real-time too.
Social Media has been the fuel to turbo charge this behaviour change but brands now understand that a planned content strategy needs to sit behind it to ensure that that your content conversations stand out from the pack.