MONITOR ENERGIES PRESENTERS CASEY FERRELL JENNIFER JAMES JUNE

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MONITOR ENERGIES PRESENTERS: CASEY FERRELL JENNIFER JAMES JUNE 2018 1

MONITOR ENERGIES PRESENTERS: CASEY FERRELL JENNIFER JAMES JUNE 2018 1

A ENDA 1 The Energies: What are they? 2 How can they help me

A ENDA 1 The Energies: What are they? 2 How can they help me with innovation and growth strategy? 3 How can they help me with content and communications? 4 How can they help me with targeting and segmentation?

The Energies: What are they? A set of leading-edge cultural and consumer lifestyle trends

The Energies: What are they? A set of leading-edge cultural and consumer lifestyle trends

How we look at consumer trends THE WORLD THE CONSUMER DRIVER ENERGIES EXPRESSIONS Drivers

How we look at consumer trends THE WORLD THE CONSUMER DRIVER ENERGIES EXPRESSIONS Drivers are discrete, measurable and sustained forces that change and shape the consumer landscape Energies are trends, and are the result of shifts in consumer attitudes, expectations and needs in response to the drivers Expressions are leading- edge manifestations of a particular energy in any given market, i. e. , new products or services THE WORLD THE CONSUMER ENERGIES and EXPRESSIONS are guided by CONSUMER NEEDS. Consumer needs are those basic desires that motivate consumer behavior. At Kantar Futures, we have organized our Energies into eight consumer needs: Wellbeing, Protection, Identity, Flow, Connections, Experiences, Responsibility and Simplicity. 4

Core consumer needs RESPONSIBILITY EXPERIENCES WELLBEING IDENTITY CONNECTIONS FLOW SIMPLICITY PROTECTION 5

Core consumer needs RESPONSIBILITY EXPERIENCES WELLBEING IDENTITY CONNECTIONS FLOW SIMPLICITY PROTECTION 5

Illuminating trend relationships DRIVER NEED ENERGY EXPRESSION Rise in urbanization Protection Wearable Defense Flu

Illuminating trend relationships DRIVER NEED ENERGY EXPRESSION Rise in urbanization Protection Wearable Defense Flu preventing scarf 6

Innovation and growth strategy Imagining the future and planning against it

Innovation and growth strategy Imagining the future and planning against it

“ What can consumer trends tell us about where we should focus our innovation?

“ What can consumer trends tell us about where we should focus our innovation? Home Care Brand 8 8

The Need To find and prioritize innovation spaces that Are grounded in consumer insight…

The Need To find and prioritize innovation spaces that Are grounded in consumer insight… But are future-focused Are stable enough for long-term bets… But are dynamic enough for short-term wins Can inspire a cross-functional team Can help us think outside-in 9 9

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE APPROACH Choose the Consumer Needs that are most dynamic within

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE APPROACH Choose the Consumer Needs that are most dynamic within the category… RADICAL SELF-CARE URBAN REPURPOSING HEALTHIER VICES PACKAGED HEADSPACE COLLECTIVE SECURITY REAL-TIME RISK DIFFUSION QUICK-FIRE ACTIVISM UPCYCLING DIGITAL CIVIL LIBERTIES CALL-OUT CULTURE WELLBEING UNADULTERATED FUN PROTECTION RESPONSIBILITY IMMERSIVE EXCURSIONS CALL OF THE WILD EXPERIENCES SINGULAR FOCUS VISUAL IMPERATIVE SIMPLICITY OUTSOURCING CHOICE FLEETING ENCOUNTERS FLOW LIVING SCREENS IDENTITY SIMPLICITY AS STATUS CONNECTIONS ZERO INTERFACE THE NEW AGENDER SPACE REMIXED TIME-TAILORED DESIGN SUBVERTING DAYPARTS REMOVING RETAIL RAILS AUDACIOUS AGING ALLEGIANCES MATCHING PEER-TO-PEER CURRENCIES NEXT-GEN INCLUSIVITY DIGITAL SHAPESHIFTING RECLAIMING TRADITIONS CULTURE GRAFTING 10 10

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE APPROACH … and ideate around the Energies within them that

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE APPROACH … and ideate around the Energies within them that offer the most inspiration for the R&D, brand, sales, insights and strategy teams RADICAL SELF-CARE URBAN REPURPOSING HEALTHIER VICES PACKAGED HEADSPACE COLLECTIVE SECURITY REAL-TIME RISK DIFFUSION QUICK-FIRE ACTIVISM UPCYCLING DIGITAL CIVIL LIBERTIES CALL-OUT CULTURE WELLBEING UNADULTERATED FUN PROTECTION RESPONSIBILITY IMMERSIVE EXCURSIONS CALL OF THE WILD EXPERIENCES SINGULAR FOCUS VISUAL IMPERATIVE SIMPLICITY OUTSOURCING CHOICE FLEETING ENCOUNTERS FLOW LIVING SCREENS IDENTITY SIMPLICITY AS STATUS CONNECTIONS ZERO INTERFACE THE NEW AGENDER SPACE REMIXED TIME-TAILORED DESIGN SUBVERTING DAYPARTS REMOVING RETAIL RAILS AUDACIOUS AGING ALLEGIANCES MATCHING PEER-TO-PEER CURRENCIES NEXT-GEN INCLUSIVITY DIGITAL SHAPESHIFTING RECLAIMING TRADITIONS CULTURE GRAFTING 11 11

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE RESULT Two key demand spaces were chosen, and within those,

BIO-PERSONAL PERFORMANCE SCRAMBLE-WARE THE RESULT Two key demand spaces were chosen, and within those, five Energies provided key inspiration for early-stage prototype development. RADICAL SELF-CARE URBAN REPURPOSING HEALTHIER VICES PACKAGED HEADSPACE COLLECTIVE SECURITY REAL-TIME RISK DIFFUSION QUICK-FIRE ACTIVISM UPCYCLING DIGITAL CIVIL LIBERTIES CALL-OUT CULTURE WELLBEING UNADULTERATED FUN PROTECTION RESPONSIBILITY IMMERSIVE EXCURSIONS CALL OF THE WILD EXPERIENCES SINGULAR FOCUS VISUAL IMPERATIVE SIMPLICITY OUTSOURCING CHOICE FLEETING ENCOUNTERS FLOW LIVING SCREENS IDENTITY SIMPLICITY AS STATUS CONNECTIONS ZERO INTERFACE THE NEW AGENDER SPACE REMIXED TIME-TAILORED DESIGN SUBVERTING DAYPARTS REMOVING RETAIL RAILS AUDACIOUS AGING ALLEGIANCES MATCHING PEER-TO-PEER CURRENCIES NEXT-GEN INCLUSIVITY DIGITAL SHAPESHIFTING RECLAIMING TRADITIONS CULTURE GRAFTING 12 12

Content and communications Finding and fixing misaligned positioning

Content and communications Finding and fixing misaligned positioning

“ To connect with women, we need to renovate our brand positioning. What can

“ To connect with women, we need to renovate our brand positioning. What can the Energies tell us about how to do it? Beverage Brand 14 14

DIAGNOSING THE PROBLEM ENGINEERING THE SOLUTION 15

DIAGNOSING THE PROBLEM ENGINEERING THE SOLUTION 15

The path forward, one Energy at a time WOMEN RISING Aligned with emerging aspects

The path forward, one Energy at a time WOMEN RISING Aligned with emerging aspects of female identity, including heritage, celebration of self, and empowerment. ALLEGIANCES Committed to developing an understanding of women’s communities and relationships through qual and quant. THE NEW AGENDER CULTURE GRAFTING Expanded their brand lexicon beyond its traditional, male-centric language to take down gendered barriers to entry for women. Learned which aspects of polyculturalism were in and out of bounds when developing new campaigns aimed at women of color. 16

“ We need help understanding how Millennial aspirations differ and what we can to

“ We need help understanding how Millennial aspirations differ and what we can to do tap into them. Financial Services Brand 17 17

DIAGNOSING THE PROBLEM ENGINEERING THE SOLUTION 18

DIAGNOSING THE PROBLEM ENGINEERING THE SOLUTION 18

The path forward, one Energy at a time #SHRUGLIFE Began repositioning effort to tone

The path forward, one Energy at a time #SHRUGLIFE Began repositioning effort to tone down its lofty depictions of financial aspirations. Considering semiotics and social listening to better understand evolving Millennial/Centennial aspirations. INSURANCE INTERRUPTED Recognized that nontraditional lifestage trajectories and consumer insecurities required alternative forms of insurance. DE-BRANDING Re-evaluated the role/primacy of branding in the way the brand communicated its value proposition. DIGITAL CIVIL LIBERTIES Tweaked marcom to weight data privacy and security benefits more heavily, with particular emphasis on realtime transactions. 19

“ We’re pitching to a travel client in three days. How do we push

“ We’re pitching to a travel client in three days. How do we push our thinking? Agency 20 20

Energy Expressions—along with MONITOR consumer insights—provided quick-turn inspiration 21

Energy Expressions—along with MONITOR consumer insights—provided quick-turn inspiration 21

Targeting and segmentation Identifying the trends that matter most to your consumers and finding

Targeting and segmentation Identifying the trends that matter most to your consumers and finding new growth segments

Energy Framework Compare and prioritize consumer energies (trends) across our 25 Global MONITOR markets

Energy Framework Compare and prioritize consumer energies (trends) across our 25 Global MONITOR markets and key consumer groups. Organized into eight broad consumer needs: Wellbeing, Protection, Identity, Flow, Connections, Experiences, Responsibility and Simplicity. 23

“ Which trends should we prioritize in order to be relevant with Centennials Beverage

“ Which trends should we prioritize in order to be relevant with Centennials Beverage Brand 24 24

Prioritizing trends among a Centennial target Identity and Experiences are differentiating needs for Centennials

Prioritizing trends among a Centennial target Identity and Experiences are differentiating needs for Centennials For Centennials, the ability to express who you are is the most important Identity dimension Culture Grafting is one of the strongest Energies for self-expression CONSUMER NEED INDEX IDENTITY DIMENSIONS IDENTITY ENERGIES Total Market Centennials . . . 123 145 IDENTITY EXPRESSION 110 122 79 THE NEW AGENDER INDEPENDENCE 100 AUDACIOUS AGING 75 79 WOMEN RISING 105 108 #SHRUGLIFE RECLAIMING TRADITIONS CULTURE GRAFTING CREDIBILITY 49 44 130 86 93 151 0% 25% 50% 75% 100% 25

Prioritizing trends among a Centennial target Allow for contradictions and identify mash-ups Don’t be

Prioritizing trends among a Centennial target Allow for contradictions and identify mash-ups Don’t be afraid to stay niche Celebrate don’t appropriate 26

“ Which of these trends presents the greatest opportunity in Germany Technology Brand 27

“ Which of these trends presents the greatest opportunity in Germany Technology Brand 27 27

TREND INDEX WHERE GERMANY SCORES HIGH Germany Global 146 131 P. . . 92

TREND INDEX WHERE GERMANY SCORES HIGH Germany Global 146 131 P. . . 92 91 Id. . . GERMANY 81 WHERE GERMANY SCORES LOW 59 Fl. . . 107 39 69 155 149 W. . . C. . . CONNECTIONS 115 R. . . Si. . . RESPONSIBILITY 72 83 E. . . 122 FLOW SIMPLICITY 89 28

Clashing Connections with Wellbeing HEALTHIER VICES RADICAL SELF-CARE What type of niche health tribes

Clashing Connections with Wellbeing HEALTHIER VICES RADICAL SELF-CARE What type of niche health tribes might offer you a new opportunity for growth? WELLBEING OPTIMIZED SELF TRIBAL WELLNESS 29

NOW WHAT? 1 APPLY 2 SOCIALIZE 3 PUT US TO WORK

NOW WHAT? 1 APPLY 2 SOCIALIZE 3 PUT US TO WORK

MONITOR ENERGIES PRESENTERS: CASEY FERRELL JENNIFER JAMES JUNE 2018 31

MONITOR ENERGIES PRESENTERS: CASEY FERRELL JENNIFER JAMES JUNE 2018 31