ResearchTalk » Trends

There’s a Better Way to Create a Good Customer Experience

ResearchTalk — Thu, 20 May 2010 15:32:25 +0000

We’re just back from the excellent two-day European Customer Experience Event where folks from Zappos and Harley-Davidson talked about how they build their ‘wow’ experience.

It’s our first time there and, to be honest, not the usual beat for us. But it should be – both for us and the insight community in general. Researchers who do anything related to loyalty or customer service should be attending this type of event because they get to meet the folks who actually put their work into practice – customer experience and service heads from major organisations, public and private.

We’ll blog more with some things that caught our eye. But first, in what’s becoming a tradition, here’s a wrap-up chat with three fellow delegates in which we talk highlights, learnings, customer experience in the public sector, digital natives vs. immigrants, behavioural economics, engendering loyalty by charging people (!), transparency and authenticity, convergence, and improvements for next year. Enjoy!

STARRING:

Brian Koma, VP Research, Vovici
Sharon Bayliss, London Borough of Hammersmith & Fulham
Toni Blumeris, MD, Harding & Yorke (S. Africa)

John Grant: “I wonder about the longevity of branding”

ResearchTalk — Fri, 24 Oct 2008 10:58:35 +0000

Famed planner John Grant is now well known as a sustainability consultant. But not only in the environmental sense – he holds strong views on the sustainability of brands in an era of greater transparency and accountability. An era in which brands are being compelled to stand for something relevant in peoples lives.

John is one of the keynotes at the upcoming trends conference Consumer Alchemy ‘08. Hosted by Gfk Roper, here’s a short teaser we prepared earlier.

And below you’ll find the actual podcast chat (c. 20mins) with two other keynotes as they talk through trends they are seeing and what brands are doing, and can do, to capitalise on these trends (as usual, there’s a full list of talking points after the fold).

STARRING

John Grant, independent brand strategy consultant (blog)
Nick Chiarelli, global trends expert, GfK Roper Consulting
Pamela Hamilton, head of creative development, ITV Imagine

TIMELINE [22:36]
00:00 Intro.
01:57 Trends being witnessed: global unevenness of credit crunch; adjusting to new realities; culture clashes as BRIC countries repurpose western values; megacities.
05:09 Climate change and confidence: the year of the small car, no longer eco luxury.
07:28 Consumers want simplicity of choice.
08:19 People want meaning (engagement, co-creation, spirituality).
10:36 Globalisation: developing economies have a huge appetite for cultural globalisation.
12:36 The globalisation paradox in entertainment.
13:46 Implications for brands: shifting from fantasy to authentic stories (Apple, Dove).
16:06 Resolving brand contradictions at Unilever.
17:30 Shifting curencies in an online world (reputation etc.).
19:37 Health: an example of globalisation in an holistic sense.

NOTABLE MENTIONS
“The Green Marketing Manifesto”, John Grant.
Apple.
BBC.
Brazil.
China.
Cisco.
Climate change.
Credit crunch.
Dove.
Economy.
Eric Hobsbawm.
GE.
Globalisation.
Health paradox.
IKEA.
India.
Kodak.
Levi.
Lynx.
Powergen.
Prius.
Steve Jobs.
Trends.
Unilever.
World of Warcraft.

MUSIC
Music courtesy of Jakit Patrick from the Podsafe Music Network.

Trends and Insights for Aug ‘08

ResearchTalk — Tue, 02 Sep 2008 12:36:48 +0000

Pic: smaku/flickr

Get these daily by subscribing to the RSS feed or via email.

Amazon should give away barcode readers (29 August)
Get a Whiff of This! The Amazing Power of Scent Marketing (28 August)
Publicis’ Tobaccowala: Mass Media Is Far From Dead (But It’s Not Growing Either) (26 August)
Is Google More Expensive Than TV? (26 August)
Is Paul Feldwick God? (26 August)
P&G Taps Bloggers, Moms for Unconventional Product Launch (23 August)
Lending to the poor has rich rewards (23 August)
Grabbing Lightning (21 August)
ESOMAR Ã¢â‚¬Ëœ08 keynotes on keeping pace with change (21 August)
Free Baby Free (20 August)
Profanity works (20 August)
Innovation and the Tragedy of the Anti-Commons (20 August)
Bus Stop Swing Set: A Public Transportation Playground [Bus Stop Playground] (20 August)
The Economist visits with three digital nomads (19 August)
Ofcom Communications Market Report 2008 (17 August)
Li Ning stays one step ahead of rivals in Olympic brand race (15 August)
Gartner Hype Cycle 2008 (11 August)
Planning's very own Clover Machines (7 August)

Series:AdTalk
Series:MarketingTalk

ESOMAR ‘08 keynotes on keeping pace with change

ResearchTalk — Thu, 21 Aug 2008 09:29:14 +0000

I think all the research industry should adopt a CFO, because what the CFO wants to know is not whether that ad. tested better than that ad., but does the whole program move us ahead in making brands more valuable in peoples’ lives and therefore dropping to the bottom line. (Alan C. Middleton)

ESOMAR’s 2008 Congress is nearly upon us and in this exclusive preCast, BrainJuicer Chief Juicer John Kearon chats with three of the keynotes about how cultural and technological changes are impacting peoples’ lives, and how the disciplines of marketing, branding and research need to adapt to keep pace with such change.

John is joined by former senior JWT executive Alan C. Middleton, popular anthropologist Grant McCracken, and design entrepreneur Richard Eisermann.

Listen to the podcast here

STARRING

Alan C. Middleton, Assistant Prof. of Marketing and Executive Director, Executive Education Centre, Schulich School of Business, York University
Grant McCracken, Anthropologist, Research Affiliate, MIT
Richard Eisermann, Co-founder, Prospect
John Kearon, Chief Juicer, BrainJuicer (host)

Listen to other podcasts in this series

Timeline [27:20]
00:00 Intro.
03:10 Brands as a shared construct (incl. 2-way conversations).
03:38 Edinburgh University’s research into the role of political brands (Alan).
04:52 “Designers will increasingly be providing the tools and methodologies for people to provide their own answers…the challenge is trying to provide a business model” (Richard).
06:20 Mass ethnography (Grant).
07:14 “In an experiment…noticed that everyone in a bar stopped drinking at the same time, even when they were blind!” (Grant).
07:33 Open-source branding (Grant).
08:29 User-created content is changing media consumption patterns (Alan).
10:10 Engaging people in the marketing process (“Marketers are becoming a symmetrical party in the relationship”) (Grant).
11:17 In a more complex world, research should be seeking themes and inspiration, not discrete answers (“Stop using research to invent products!”) (Alan, Richard).
13:38 Marketing needs to know when a prosumer vs consumer approach works (i.e. co-creation vs. prescriptive) (Alan).
14:30 Why ethnography can be more inspiring than traditional research approaches (Grant).
15:56 Designers need to understand ‘meaning’ and direct contact with consumers is the only source of this (Richard).
16:52 The need for ‘whole human research’ (Alan).
17:47 Innovation happens at the fringes, but most research doesn’t go there (e.g. off-road bicycles).
20:16 Overcoming risk-averse behaviour in corporations (“the high risk of not taking a risk”) (Alan).
21:59 Overcoming risk-averse behaviour in the MR industry (balanced score cards).
24:52 Wrap-up.

Notable Mentions
Andrew Keen, “Cult of the Amateur”.
Co-creation.
David Weinberger.
Design Council.
Disintermediation.
Economic downturn.
Ethnography.
IDEO.
JWT.
Naomi Klein.
Neil Gershenfeld.
Open source.
Sid Levy.
Edinburgh University.
UGC.
Whirlpool.

Music Theatrimus from the PMN

Series:AdTalk
Series:Events Series:ESOMAR Series:Congress08
Series:Commissioned

Trends & Insights for Jul ‘08

ResearchTalk — Thu, 31 Jul 2008 21:23:09 +0000

Image credit: smaku/flickr

Every day we scan hundreds of blogs and mainstream media for choice content that we think you should read/imbibe.

We’re picky and deliberately avoid articles that make it to the mainstream because this just adds to the echo chamber. The result is a manageable set of hopefully useful links that you may not have ordinarily come across.

To get these in real time, subscribe to the special Trends & Insights RSS feed or the daily email.

If you haven’t already subscribed then here’s what you’ve missed over the last couple of weeks:

Is Unilever running out of ideas? (31 July)
Thinking about design research? (31 July)
How big is the free economy? (31 July)
Portugal signs up for 500,000 Intel Classmate laptops (31 July)
Segment Watch: the businessthlete (31 July)
On broadband and oil (30 July)
P&G goes for design thinking (29 July)
Insight (27 July)
The World is Flat, for free (24 July)
The magic of marketing (24 July)
Ted Mininni: newly minted expressions? (22 July)
NEC technology identifies person’s age and sex, delivers targeted ads (22 July)
30 somethings & Age: a generation of denial (21 July)
John Steel "Planning at 40" (21 July)
The accountability of research (21 July)
Emily Bell: If Google should falter, how many others will follow? (21 July)
New face recognition system helps stores to identify VIP customers (18 July)
Nudge (18 July)
Georgie in Campaign (18 July)
Is user-friendliness a sure marketing bet? (13 July)

Series:AdTalk
Series:MarketingTalk

Digital Ethnography or Voyeurism?

ResearchTalk — Wed, 02 Jul 2008 21:56:38 +0000

The beauty of the internet for those keen to understand consumer needs and desires is that people naturally express these in social networks and other social media.

iWant is a simple, experimental tool we’ve built to mine this info from the twitter stream. Give it a spin if you dare

Series:AdTalk
Series:MarketingTalk

FREE: Why $0.00 Is the Future of Business

ResearchTalk — Mon, 25 Feb 2008 18:45:55 +0000

The trend towards free, as postulated by The Long Tail’s Chris Andersen

Surely economics has something to say about [the free model]?

It does. The word is externalities, a concept that holds that money is not the only scarcity in the world. Chief among the others are your time and respect, two factors that we’ve always known about but have only recently been able to measure properly. The “attention economy” and “reputation economy” are too fuzzy to merit an academic department, but there’s something real at the heart of both. Thanks to Google, we now have a handy way to convert from reputation (PageRank) to attention (traffic) to money (ads). Anything you can consistently convert to cash is a form of currency itself, and Google plays the role of central banker for these new economies.

There is, presumably, a limited supply of reputation and attention in the world at any point in time. These are the new scarcities â€” and the world of free exists mostly to acquire these valuable assets for the sake of a business model to be identified later. Free shifts the economy from a focus on only that which can be quantified in dollars and cents to a more realistic accounting of all the things we truly value today.

Links Worth Sharing?

ResearchTalk — Mon, 17 Dec 2007 11:03:14 +0000

Over 99% of the interesting stuff we come across during our sessions traversing the newsosphere (blogs etc.) don’t make it to this blog because we deliberately decided to focus on posting mainly podcasts and the odd article so as not to crowd things too much.

If you’re not reading this on the website then take a few moments to pop there. Because we’ve added a new box, top right, where we’re sharing interesting links from our cyber travels. As usual the coverage is broad, reflecting the diversity we try to cover on ResearchTalk, so this may not suit everyone.

But for those who are interested, come visit us often (list updated multiple times daily). Alternatively, given our RSS-enabled world, you can choose to subscribe to the link-blog feed here. And do let us have your feedback, good or bad.

Merci.

Series:AdTalk Series:MarketingTalk

Exclusive to Facebook: Oliver James

ResearchTalk — Fri, 09 Nov 2007 11:25:04 +0000

We have an exclusive video of Oliver James, the well known psychologist, author and broadcaster, talking at the recent AQR Trends ‘07 about his fascinating new book Affluenza. The chat is both thought-provoking and funny, and there’s an audience q&a session at the end.

But to see it you’ll need to join our Facebook group. So if you haven’t already done so, join now (300 already have). It’s free, easy, and you’ll find more exclusive content there, including discussions between you guys.

Series:Events Series:AQR Series:Trends07

William Higham: “The Teen is Dead”

ResearchTalk — Wed, 07 Nov 2007 12:18:21 +0000

10mins | Produced @ AQR Trends ‘07 | More podcasts in this series

STARRING

William Higham, Next Big Thing
Alison Fydler, Joint MD and co-founder, Firefish

Of all the trends discussed during the AQR Trends ‘07 conference, the one William talks about here could be one of the most significant, in our humble opinion. He suggests that age-based targeting is becoming significantly less relevant across many categories. For example, grey folks exhibit teen-like behaviour (eg. still into hedonism and rock ‘n roll) and vice versa (teens exhibiting social responsibility and an interest in politics).

Listen to William as he chats with Alison from the award-winning Firefish, about the wider implications of William’s theories. Interesting tidbit about Alison and William: we randomly paired them up for this chat but little did we know that the two already knew each other from years ago as they were growing up!

BTW, references to ‘Oliver’ are to Oliver James who spoke before this chat took place, and he spoke about his new book, ‘Affluenza’.

Our February ‘08 Spotlight column in ESOMAR’s Research World magazine.

Is Age Defunct?
As boundaries traditionally used to segment consumers become ever more blurry, William Higham of consultancy Next Big Thing (next-big-thing.net) argues that attitude and lifestyle could supplant age.

RIP, the teenager.

Thatâ€™s because, according to Higham, the teenager with their unique traits may have died: â€œThe grey consumer, the older consumer, is behaving like we traditionally think of as the teenager, to some extent. And teenagers are starting to behave like the grey consumer.â€

And the consequence of this increasing fusion and confusion, Higham believes, is that age will become increasingly irrelevant to marketers.

The Evidence
Politics, ideology and general attitudes to life are some areas that Higham believes best illustrate this stereotype reversal: â€œTeens are becoming more sensible and serious, and conservative and traditional. Whereas the older consumers are still quite hedonistic and into rock â€˜n roll.

â€œIf you look at it from a generational point of view, youâ€™ve got baby boomers, and to some extent generation X, whoâ€™ve grown up with the idea that there is a right and wrong, the idea of idealism, the idea that you either support the left or the right, that thereâ€™s something that drives you emotionally or spiritually or morally other than purely money.

â€œWe have a generation thatâ€™s growing up whoâ€™ve never experienced any politics apart from the politics of spinâ€¦whoâ€™ve grown up without this idea of organised religionâ€¦we are starting to see these kids saying we want the traditional things, marriage, religion.â€

That said, a penchant for retro fashion, tastes and ideology is hardly new. So is this cyclical or a long-term trend?

Lifestyle, Not Lifestage
Higham clearly views this as an evolutionary trend.

For one thing, he thinks that societal values are changing as affluence spreads and materialism becomes less influential in our lives: â€œI donâ€™t think the younger generation has that kind of â€˜keeping up with the Jonesâ€™ thing as muchâ€¦thatâ€™s almost being forced upon them [by the older generation]â€¦Teenagers donâ€™t really care about products so much, e.g. getting an iPod, itâ€™s what you do with the them.â€

This apparent quest for meaning and true fulfilment, rather than superficial consumerism, seems to parallel the proliferation of brands aiming to bring meaning into peoplesâ€™ lives (e.g Dove). Thereby suggesting that people increasingly long for â€˜interestingâ€™ over â€˜ostentatiousâ€™.

And just as Hollywood taps old TV series when original movie ideas are thin on the ground, Higham believes that people are apt to do a similar thing in the search for interesting ideas and pastimes. But rather than do this because it may be fashionable to go retro, he believes the motive is a genuine quest for inspiration: â€œThe boomer generation were the first one to really kick away the idea that you should respect your elders, because they grew up in a generation whereby you should respect young people was the mantraâ€¦the â€˜millennialsâ€™ is the generation that really will respect elders more. Itâ€™s one of the more conservative, traditional traitsâ€¦theyâ€™re getting interested in older ways of doing things, making things in wood and knitting!â€

In short, people have more â€˜freedomâ€™ to do what they want to do, be who they want to be, beyond the constraints of age or other categorisations: â€œThere is a kind of â€˜tribe liteâ€™. That you can be a punk one day, a chav the next, into hip hop the next and into grime (music) the next. Itâ€™s almost like trying on different fashions but itâ€™s not the [standard] sort of tribal thing.â€

The internet has arguably played a significant role in hastening this trend. The pace and nature of innovation has inspired more personalisation, resulting in people increasingly seeing themselves as an individuals rather than a consumer type. And the significant use of the internet now for social networking, and ability to quickly find groups or niche media/content of common interest (e.g. blogs, video, podcasts), ultimately enables them to cater to their specific tastes irrespective of age, location, or background.

Where Next?
The implications for Highamâ€™s observations are naturally significant.

Strategically, he believes that marketers need to rethink their preconceptions of different age groups: â€œ[The political parties] are saying the way to engage young people is to do lots of very media friendly things or do lots of things on the internet, because all that issue stuff, all that ideology stuff doesnâ€™t work. Rubbish! The way to engage young people is to talk ideology.â€

As a first step, though, he recommends that researchers ensure that studies stress attitude and lifestyle over age and lifestage.

Series:Events Series:AQR Series:Trends07

AQR Trends Day: The Teaser

ResearchTalk — Fri, 28 Sep 2007 08:45:53 +0000

We popped to the AQR Trends Day event yesterday, something that’s run every couple of years, and were pleasantly surprised by the interesting mix of speakers and excellent organisation thanks to AQR chair Rosie Campbell and her team.

Below is a teaser featuring the following bods while we beaver away on the full edits…

Sean Pillot de Chenecey, Captain Crikey
keynote Oliver James, psychologist, author and broadcaster
William Higham, Next Big Thing
Dr. Nick Southgate, Grey Advertising

Thanks to guest hosts Sarah Davies, Alison Fydler and Chloe Fowler for their sterling work.

Do remember to subscribe to ResearchTalk (top left sidebar) so you get the full podcasts as soon as they’re out. And as always, feel free to embed the video on your own blog/website.

3mins | Produced @ AQR Trends Day ‘07 | More podcasts in this series

Series:Events Series:AQR Series:Trends07

Rishad Tobaccowala: The Future is Now

ResearchTalk — Fri, 01 Jun 2007 13:53:20 +0000

Rishad Tobaccowala, CEO Denuo and Chief Innovation Officer, Publicis, chats about…

The business importance of authenticity
Why PR agency Edelman’s reputation suffered in the Wal Mart undisclosed blogger fiasco
Three big media trends he’s seeing including the shift to on-demand, the participatory culture, and the shift from segmentation to reaggregation
Why he’s ’short’ on Google’s ability to monetize YouTube and ‘long’ on Yahoo’s future

8mins | Recorded @ Wildfire ‘07 | More podcasts in this series

Notable mentions
AOL.
Apple.
Authenticity.
Bebo.
Denuo.
Edelman.
Google.
iPhone.
iPod.
MSN.
MySpace.
Publicis.
Richard Edelman.
Wal Mart.
Web 2.0.
Yahoo.
YouTube.

Series:MarketingTalk Series:AdTalk
Series:Events Series:Wildfire07

ESOMAR: Mortimer, Poynter, Cornish

ResearchTalk — Mon, 16 Oct 2006 11:46:15 +0000

“We’ve had two years of change [in MR], my guess is we’ve got another 25 to come…” (Ray Poynter)

EXCLUSIVE Brand Strategy magazine’s Ruth Mortimer talks about some hot issues in branding such as co-creation and branded content. Ray Poynter talks tech trends. And FDS’s new co-owner and MD, Charlotte Cornish, on the extraordinary story behind her acquisition of FDS

STARRING

Ruth Mortimer, Editor, Brand Strategy Magazine
Ray Poynter, Director, Virtual Surveys, and Head, The Future Place
Charlotte Cornish, MD, FDS and Director, Munro Global

Recorded live at ESOMAR CONGRESS 2006

Timeline [25m19s]
00m00s Intro.

1.Ruth Mortimer.
00m54s The rise of co-creation.
02m39s Are brands embracing the new web?
03m37s Editorial mix, city brands.
05m13s Sustainability and corporate social responsibility.
06m01s Fads vs. trends: branded content.
07m49s The value of research.
08m37s Inspirational research: word of mouth (Net Promoter Score).

Notable Mentions
Audi.
Branded content.
Charles Leadbeater.
City brands (e.g. Dubai, Shanghai, London).
Coca Cola.
Disney.
eBay.
Fred Reichheld (Net Promoter Score).
Google.
Harvard Business School.
MGM.
Old El Paso.
P&G.
Second Life.
Tremor Panels.
Triumph motorcycles.
Viral marketing.

2.Ray Poynter.
09m25s Intro.
10m22s Trends in online research.
10m57s The case for ’slow research’ and its applications.
12m49s The challenges using research to make reliable forecasts.
15m02s Research is fun!

Notable Mentions
Apple.
Blogging.
Burger King.
iPod.
McDonalds.
Multimedia messaging (MMS).
Pete Comley.
Quentin Ashby.
Text messaging (SMS).
Web 2.0.

3.Charlotte Cornish.
15m50s How Charlotte came to acquire FDS.
21m14s The positive state of FDS, recent wins.
22m33s Arrival of a new management style.
23m25s The switch from value-added outfit to mainstream research company.

Notable Mentions
Ace Fieldwork.
BT.
Electra Kingsway.
Experian.
The Future Foundation.
Henley Centre.
Janet Weitz.
John Samuels.
Michael Warren.
Munro Global.
Pim Cornish.
Richard Hepburn.
Venture Capital (VC).

Music Theatrimus from the PMN

Series:Events Series:ESOMAR Series:Congress06

ESOMAR: Sustainability and Branding

ResearchTalk — Mon, 09 Oct 2006 12:41:04 +0000

“A minority of British FTSE Boards have marketing representatives … a recent US study shows that public companies led by a marketer produce 7% more profit…” (Rita Clifton, John Kearon)

EXCLUSIVE ESOMAR Congress 2006 keynoters Julia Hailes MBE talks about the environment and sustainability, and Interbrand’s Rita Clifton talks about branding and engagement

STARRING

Julia Hailes MBE, prolific environmental author, and Sustainability Consultant
Rita Clifton, Chairman, Interbrand
John Kearon, BrainJuicer (Host)

Recorded live at ESOMAR CONGRESS ‘06

TIMELINE [21m30s]
00m00s Intro.

Julia Hailes.
00m33s Intro.
01m14s The new Green Consumer Guide.
01m32s Reducing carrier bag wastage.
03m30s The environmental tipping point.
04m46s Driving change: the role of consumers.
05m33s Driving change: being a consultant.
06m49s The next milestone.
07m48s Advising national and local government.
08m20s Using celebrity endorsement.

Rita Clifton.
08m45s Intro.
10m03s Advising FTSE boards.
11m33s Memes and viral branding.
12m42s The work of researchers Populus.
13m08s The state of the research industry.
14m57s The role of research in predicting future trends.
15m37s Tremor panels.
17m11s The best research: topping & tailing.
18m57s Better presentations.

Notable Mentions
Asda.
BA.
Charles Leadbeater.
Co-creation.
DSG Intl (formerly Dixons Stores Group).
Duke of Edinburgh’s Award.
eBay.
Emap.
(The) Green Consumer Guide.
iPod.
John Elkington.
M&S (Marks & Spencer).
P&G.
Populus.
Sainsbury.
Sony Walkman.
Tesco.
The Times
Tremor panels.
Unilever.
YouTube.

Quotes
“Money is a great motivator…if you can get it so that market forces are pushing in the direction you want then I think that’s all to the good.” (Julia Hailes)

“This isn’t a golden age in my view for market research…I don’t think I would talk about it being in decline…” (Rita Clifton)

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:Events Series:ESOMAR Series:Congress06

ESOMAR 2: Forecasting & Trends

ResearchTalk — Thu, 03 Aug 2006 09:30:04 +0000

EXCLUSIVE As official podcaster to the upcoming ESOMAR conference, we’ve secured some exclusive and meaty previews. In this, the second of four preview podcasts, we focus on trends and improving foresight accuracy

STARRING

Stephen Phillips, Spring Research
The ‘Snakes and Ladders’ Approach to Brand Choice
Roger Smith, Gfk NOP
Trends: Food, Diets and Wellbeing
Mark Whiting, MoÃ«t Hennessy (Host)

Learn more about ESOMAR CONGRESS ‘06

THANKS
A huge thanks to Mark Whiting, his guests, and to VÃ©ronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.

The ‘Snakes and Ladders’ Approach to Understanding Brand Choice (Stephen Phillips).
01m56s Introduction.
03m27s The use of ‘verbal ethnography’.
04m06s Validation.
04m39s Commercial applications.
06m16s New principles to define purchase process.
07m19s Mapping social influences and networks.
08m46s Counter-intuitive interviewing techniques.
10m07s Case study.
11m19s Is it a proprietary approach?

Trends: Food, Diets and Wellbeing (Roger Smith. Client: Kraft).
12m05s Genesis of study.
13m05s Scope.
13m53s Key trends identified including the health paradox.
14m40s Benefits for Kraft.
15m52s Segmentation.
16m52s Trends vs. trendy.
17m48s Influentials vs. early adopters.

Trends: Using Global Consumer Trends to Boost Business (Nadine Critchley).
19m18s Introduction.
20m08s Issues with previous trends information.
20m42s Key trends identified and their validation.
21m29s Multimedia output.
22m07s The challenges of working with multiple agencies.
22m29s Key success factors and the launch of MÃ¶venpick Ice Cream Naturals.
24m11s Applying trends information.
25m08s Keeping trends alive within NestlÃ©.
26m05s The creative use of budgets.
26m45s Benefits of new trends information.
27m31s Other aspects being covered at Congress.

Music Theatrimus from the PMN

Series:Events Series:ESOMAR Series:Congress06