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The new mainstream consumer
Adam Chmielowski and Annie Auerbach, Admap, December 2013, pp. 14-15
A new type of mainstream consumer is driving change in the world of brands, as social, cultural and technological infrastructure developments have led to new societal norms.
A new type of mainstream consumer is driving change in the world of brands, as social, cultural and technological infrastructure developments have led to new societal norms. The drivers of this change are urbanisation, the blurring of lifestages, scarcity of resources, and technological advancement. These drivers have led to three key changes in norms. People are bypassing top-down wisdom from institutions, investigating the behaviour of corporations and sometimes adjusting their purchasing behaviour. Consumers are interested in creating and producing, including as part of entrepreneurial drives. With an overload of information and hyper-connectedness people are taking back their time and seeking to control the flow of information into their lives. Brands can capitalise on these trends by thinking like an upstart; give people ways to make, share and sell; and helping people manage their time.
Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Trendwatch: Rise of the joypreneur
Henry Mason, Admap, June 2013, pp. 8-8
Consumers are increasingly determined to do things differently and to align their working lives with their own values and dreams.
Consumers are increasingly determined to do things differently and to align their working lives with their own values and dreams. To do this, many choose to start up their own businesses, and to become what has been termed, ‘joyprenuers’. There is an opportunity for brands to help consumers fulfil their entrepreneurial goals by acting as facilitators, partners and cheerleaders.
Chaos, collision and crowdsourcing - key trends from SXSW 2013
Sarah Shearman, Event Reports, South by Southwest Interactive, March 2013
This article discusses many of the core trends which defined South by Southwest Interactive 2013. Wearable technology, exemplified by Google Glass and Nike's FuelBand, was one notable hot topic, working alongside the advent of voice-recognition tools like Apple's Siri and motion-sensor technology such as Leap Motion to close the gap between the digital and physical worlds.
This article discusses many of the core trends which defined South by Southwest Interactive 2013. Wearable technology, exemplified by Google Glass and Nike's FuelBand, was one notable hot topic, working alongside the advent of voice-recognition tools like Apple's Siri and motion-sensor technology such as Leap Motion to close the gap between the digital and physical worlds. The crowdsourcing initiatives of PepsiCo and Lego, and personalisation efforts of platforms like Foursquare, also show consumers are becoming more empowered, and that these companies are starting to find innovative ways through the chaos unleashed by the forces of digital.
SXSW Interactive 2013 wrap-up
Neil Carty, Joe Migliozzi, Gabe Misarti, Mark Evans, Smita Allex, Meg O'Brien, Mindshare, March 2013
This article summarises some of the key trends from the South by Southwest Interactive festival in 2013.
This article summarises some of the key trends from the South by Southwest Interactive festival in 2013. These include brand as narrator, behaviour design, digital health and wearable technology, 3D printing, location-based mobile and social media, the startup ecosystem, crowd-sourcing transportation solutions, local content curation, chameleon-ization of tech, big data and the return of analog.
SXSW 2013 summary and topline learnings
Richard Fitzgerald, Mindshare, March 2013
This article provides a recap of the developments seen at the South by Southwest Interactive 2013 event.
This article provides a recap of the developments seen at the South by Southwest Interactive 2013 event. A summary of trends covers wearable technology, Foursquare, the location-based social network and Buzzfeed, the social news aggregator. More detailed topline learnings include a general overview of SXSW themes, social media, mobile, video platforms and organisation focus.
Learn to innovate from start-ups
Renny Gleeson, Admap, January 2013, pp. 16-19
For the past four years, Wieden+Kennedy has been working with brand-friendly start-ups through its Portland Incubator Experiment (PIE) - an iterative collaboration built to explore a number of themes.
For the past four years, Wieden+Kennedy has been working with brand-friendly start-ups through its Portland Incubator Experiment (PIE) - an iterative collaboration built to explore a number of themes. PIE offers the agency and brands valuable lessons for innovation thanks to the 'lean start-up' methodology, which W+K draws inspiration from to evolve its own creative process and product. There is also the fact that start-ups intend to grow into viable business models, so W+K could incubate its next generation of clients. This article highlights nine things that start-ups have taught W+K and its brand clients about innovation and its implications for creative development.
From the editor: A New Year of innovation
Colin Grimshaw, Admap, January 2013, pp. 3-3
This editorial introduces the theme of the Focus section of Admap's January 2013 issue: innovation. The lead feature discusses Wieden+Kennedy's Portland Incubator Experiment - the agency's technology accelerator consultancy, which collaborates with start-up businesses to co-create value and learn from them.
This editorial introduces the theme of the Focus section of Admap's January 2013 issue: innovation. The lead feature discusses Wieden+Kennedy's Portland Incubator Experiment - the agency's technology accelerator consultancy, which collaborates with start-up businesses to co-create value and learn from them. The author Renny Gleeson identifies nine key lessons for agencies who want to find a new model for creating value. The Focus section also examines the concept of 'pervasive creativity' and looks at why commercial innovation can be more effective than NPD, which too often results in cannibalisation.
Why big company sales and marketing is wrong for startups
Chris Grannell, Market Leader, Quarter 1, 2013, pp. 20-21
Ambitious startups should resist emulating the sales and marketing practices of established companies if they want to succeed in new markets.
Ambitious startups should resist emulating the sales and marketing practices of established companies if they want to succeed in new markets. Copying big firms leads startup managers to make wholly inappropriate assertions, such as 'get it right before we ship', 'make sure it looks the part', and 'build awareness to support the sales process'. These can lead startups into what Steve Blank calls a 'death spiral', throwing good money after bad. Startups should listen to customers and listen to them early - and if possible, they should involve consumers in co-creating the product.
Future Trends Volume 2: Businesses of the future
Stuart Aitken, Anna Watkins, Tim Elkington, Arno Hummerston, Oli Newton and Dan Calladine, IAB (UK), December 2012
This report highlights some of the projects posted on crowd-sourced business funding website, Kickstarter, and describes the ones they think are most likely to succeed.
This report highlights some of the projects posted on crowd-sourced business funding website, Kickstarter, and describes the ones they think are most likely to succeed. The projects discussed are Projecteo, a tiny projector built to work with Instagram, the digital image sharing platform; FORM 1, an affordable 3D printer; BrainRead, a business selling apps and books that help people to read faster and comprehend more; Pi Flavours, a case for basic computer hardware Raspberry Pi; and Good & Proper Tea, a travelling tea bar. The reasons each are thought to have the potential to succeed are described by a range of industry experts.
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