How do we know that consumers are changing?

Nick Head

Nick Head describes the changes in techniques of trend monitoring. He introduces Cultural Trends Monitor (CTM) which looks at leading magazines and newspapers and collates primary and secondary research findings.

How Do We Know That Consumers Are Changing?

Nick HeadSynovate

A revolution it isn't, but consumers are changing. We hear of flux and change in behaviour, but we rarely see a complete re-orientation of direction. To answer questions about consumer change is difficult. For a start, what constitutes a change and what time-frame are we talking about? What we are seeing are lifestages less defined by age, more by circumstance and ideology. As marketing professionals we need to be asking questions all the time and looking at consumers and contexts multi-dimensionally.

Such is the state of flux, it is...

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