The future consumer – Co-creating the 2020 kitchen

Darren Lewis
MetrixLab, United Kingdom

Koen van der Wal
MetrixLab, Netherlands

INTRODUCTION

So what does the future of online look like? This is an impossible question to answer? Taking the internet as a whole this may be true. While some broad predictions can be made, the internet will be more mobile. For example, the truly important developments such as You Tube, Facebook or Twitter always seem to take us by surprise.

With market research, however, the online future may be clearer through the emergence of some key themes.

  • The web has staged an interactive coup and has handed power firmly to consumers. Product innovation is now highly democratic.

  • Brands and companies are eager to maintain a dialogue with these informed and active consumers, whether through online communities or on an ad hoc basis.