Consumer research solutions
TrendSetters®
Background
New trends are currently observed by analysing existing research
(multiple indicators, retail data, sociological surveys) or by
reviewing
new product releases (specialized press, exhibitions, internet).
These trends are ongoing, and not really new.To be a leader not a follower requires you to identify people who are likely to set or influence new trends for your target groups.
Accessing these people and understanding their current motivations, aspirations and behaviours can give you information on future trends to build new product concepts.
1WR has developed a way of capturing these important influencers so that you can benefit from an in-depth understanding of their lifestyles, needs and aspirations.
We will also be able to help you harness this information for your product creations or enhancements to help you develop or maintain competitive edge.
Sampling
1WR provides clear indications on future trends, well in advance and
before they are public, by generally interviewing two groups
responsible for setting new trends:- "opinion leaders" have professional expertise in the area of trends for instance from fashion, architecture, music, graphic design, technology, media, the arts (cultural), and social sectors
- "embryonic consumers" are individuals likely to be seeking new experiences on a regular basis or holding attitudes that could affect future trends relative to defined opportunity areas
Reporting
Creative reporting aims to offer future trend directions and their
related
opportunities. Interaction with client groups involved with product
creation,
development or special projects can help adapt and multiply creative
proposals, for instance in relation to corporate identity or budgetary
restraints.Typical reporting includes:
1. Selected Opinion Leaders and Embryonic Consumers
1.1. Opinion Leader types
1.2. Embryonic Consumer types
1.3. Similarities and differences within people types
2. Specific trend directions
2.1. Direct observations and indirect consequences influenced by ways of living/thinking
2.2. Original directions
2.3. Adaptive direction options for your corporate, category and specific products
3. Product creation and development proposals
3.1. New product creations
3.2. Existing product developments
3.3. New or refined positioning's
Background
Trends presented in this showcase are based on interviews conducted by
1WR in
London and Paris during 2002 from 24 carefully selected "opinion
leaders" and "embryonic consumers". The interviews were
conducted in a friendly, trustful and pleasant way to make respondents
at ease, comfortable, free to express themselves as they like.
Interview lasted around hour.The stages of the interview covered:
- influences on their life (friends, social life, family, and money); success and its importance; other influences may they be political, social, and more generally, personal aspirations
- favourite places for professional and personal occasions
- activities they chose to do
- understanding their agenda regarding professional aspects, personal projects, holidays, and related
- relation to various consumer categories: personal care, fragrances, home care, food, soft drink, mobile phones, banking services
Some findings
The original directions below should ideally be used for
internal adaptations
and developments:- Looking for ‘stability’ and traditional values: Stability in relationships, valuing adult to adult relationships, finding space within a busy lifestyle, seeking ‘home touches’ were all noticed. This is a neo-traditional direction, as respondents were also willing to accept new and different experiences. They would evaluate in a ‘traditionalist’ modality but with benefit of open mind, not bigoted and not dogmatic. Looking for ‘community’ values in a big city context was observed as a desire to combine opportunities afforded by big city with ‘caring’ found in small town/village life.
- Global identity: Increasing identification as European or World Citizen was noticed. Celebration of similarities and differences leads to the acceptance of changes within Europe.
- Searching for the unknown: Interest in self development both intellectually and spiritually was observed. Selected for their ability to set or seek trends our respondents are welcoming new ideas, new opportunities and experiences. They expressed interest in good vibrations and positive energies that conform to their personal spiritual development.
- The Anti-Trend: Those in high fashion careers seek, in their private lives, the very antithesis to fashion – intimacy; personalized services; not high profile. Recommendations were perceived as more powerful than advertising demonstrating the potential power of 'viral' marketing. Mass appeal is often considered superficial. They were not ‘elitist’ but individual, and were not attempting to belong to a group/set which leads to ‘next generation’ trends. "Trend setters" were in search of experiences which are adventurous, different, and not “in”.
- Street influences: An interest in looking for new ways of capturing living now for the future, seeking locations where there is a ‘bohemian’ and cosmopolitan ‘urban’ environment, hence become part of the ‘street’ seeking recognition for their work rather than fame and fortune.
© copyright 1 World Research (1WR.net)
2002-2008. All Rights Reserved.
updated last Sept. 2004
updated last Sept. 2004