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MONITOR ENERGIES PRESENTERS: MONITOR ENERGIES PRESENTERS:

MONITOR ENERGIES PRESENTERS: - PowerPoint Presentation

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MONITOR ENERGIES PRESENTERS: - PPT Presentation

CASEY FERRELL JENNIFER JAMES JUNE 2018 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 ID: 752880

energies consumer trends identity consumer energies identity trends brand culture time simplicity wellbeing connections digital experiences responsibility flow protection

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Slide1

MONITOR

ENERGIES

PRESENTERS:

CASEY FERRELL

JENNIFER JAMES

JUNE 2018Slide2

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

?Slide3

The Energies: What are they?

A set of leading-edge cultural and consumer lifestyle trendsSlide4

DRIVER

Drivers are discrete, measurable and sustained forces that change and shape the consumer landscape

ENERGIES

Energies are trends, and are the result of shifts in consumer attitudes, expectations and needs in response to the drivers

EXPRESSIONS

Expressions are leading- edge manifestations of a particular energy in any given market, i.e., new products or services

How we look at consumer trends

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.

THE WORLD

THE CONSUMER

THE WORLD

THE CONSUMERSlide5

RESPONSIBILITY

EXPERIENCES

IDENTITY

WELLBEING

CONNECTIONS

FLOW

PROTECTIONSIMPLICITY

Core consumer needsSlide6

Illuminating trend relationships

EXPRESSION

Flu preventing scarf

ENERGY

Wearable Defense

NEED

Protection

DRIVER

Rise in urbanizationSlide7

Innovation and growth strategy

Imagining the future and planning against itSlide8

8

What can consumer trends tell us about where we should

focus our innovation?

Home Care BrandSlide9

9

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-inSlide10

IMMERSIVE

EXCURSIONS

CALL OF

THE WILD

UNADULTERATED

FUN

FLEETING

ENCOUNTERS

LIVING

SCREENS

SUBVERTING

DAYPARTS

SPACE

REMIXED

REMOVING

RETAIL RAILS

TIME-TAILORED

DESIGN

ZERO

INTERFACE

ALLEGIANCES

PEER-TO-PEER

CURRENCIES

MATCHING

AUDACIOUS

AGING

RECLAIMING

TRADITIONS

CULTURE

GRAFTING

DIGITAL

SHAPESHIFTING

THE NEW

AGENDER

SINGULAR

FOCUS

OUTSOURCING

CHOICE

SIMPLICITY

AS STATUS

VISUAL

IMPERATIVE

QUICK-FIRE

ACTIVISM

URBAN

REPURPOSING

CALL-OUT

CULTURE

UPCYCLING

REAL-TIME

RISK DIFFUSION

COLLECTIVE

SECURITY

DIGITAL CIVIL

LIBERTIES

SCRAMBLE-WARE

HEALTHIER

VICES

RADICAL

SELF-CARE

BIO-PERSONAL

PERFORMANCE

PACKAGED

HEADSPACE

NEXT-GEN

INCLUSIVITY

WELLBEING

EXPERIENCES

CONNECTIONS

PROTECTION

RESPONSIBILITY

SIMPLICITY

IDENTITY

FLOW

Choose the

Consumer Needs

that are most dynamic within the category…

THE APPROACH

10Slide11

WELLBEING

IMMERSIVE

EXCURSIONS

CALL OF

THE WILD

UNADULTERATED

FUN

FLEETING

ENCOUNTERS

LIVING

SCREENS

SUBVERTING

DAYPARTS

SPACE

REMIXED

REMOVING

RETAIL RAILS

TIME-TAILORED

DESIGN

ZERO

INTERFACE

ALLEGIANCES

PEER-TO-PEER

CURRENCIES

MATCHING

AUDACIOUS

AGING

RECLAIMING

TRADITIONS

CULTURE

GRAFTING

DIGITAL

SHAPESHIFTING

THE NEW

AGENDER

SINGULAR

FOCUS

OUTSOURCING

CHOICE

SIMPLICITY

AS STATUS

VISUAL

IMPERATIVE

QUICK-FIRE

ACTIVISM

URBAN

REPURPOSING

CALL-OUT

CULTURE

UPCYCLING

REAL-TIME

RISK DIFFUSION

COLLECTIVE

SECURITY

DIGITAL CIVIL

LIBERTIES

SCRAMBLE-WARE

HEALTHIER

VICES

RADICAL

SELF-CARE

BIO-PERSONAL

PERFORMANCE

PACKAGED

HEADSPACE

NEXT-GEN

INCLUSIVITY

EXPERIENCES

CONNECTIONS

PROTECTION

RESPONSIBILITY

SIMPLICITY

IDENTITY

FLOW

11

… and

ideate around the

Energies

within them that offer the most inspiration for the R&D, brand, sales, insights and strategy teams

THE APPROACHSlide12

WELLBEING

IMMERSIVE

EXCURSIONS

CALL OF

THE WILD

UNADULTERATED

FUN

FLEETING

ENCOUNTERS

LIVING

SCREENS

SUBVERTING

DAYPARTS

SPACE

REMIXED

REMOVING

RETAIL RAILS

TIME-TAILORED

DESIGN

ZERO

INTERFACE

ALLEGIANCES

PEER-TO-PEER

CURRENCIES

MATCHING

AUDACIOUS

AGING

RECLAIMING

TRADITIONS

CULTURE

GRAFTING

DIGITAL

SHAPESHIFTING

THE NEW

AGENDER

SINGULAR

FOCUS

OUTSOURCING

CHOICE

SIMPLICITY

AS STATUS

VISUAL

IMPERATIVE

QUICK-FIRE

ACTIVISM

URBAN

REPURPOSING

CALL-OUT

CULTURE

UPCYCLING

REAL-TIME

RISK DIFFUSION

COLLECTIVE

SECURITY

DIGITAL CIVIL

LIBERTIES

SCRAMBLE-WARE

HEALTHIER

VICES

RADICAL

SELF-CARE

BIO-PERSONAL

PERFORMANCE

PACKAGED

HEADSPACE

NEXT-GEN

INCLUSIVITY

EXPERIENCES

CONNECTIONS

PROTECTION

RESPONSIBILITY

SIMPLICITY

IDENTITY

FLOW

12

Two key demand spaces were chosen, and within those, five Energies provided key inspiration for early-stage prototype development.

THE

RESULTSlide13

Content and communications

Finding and fixing misaligned positioningSlide14

14

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

Beverage BrandSlide15

DIAGNOSING

THE PROBLEM

ENGINEERING

THE SOLUTIONSlide16

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

Expanded their brand lexicon beyond its traditional, male-centric language to take down gendered barriers to entry for women.

CULTURE GRAFTING

Learned which aspects of

polyculturalism

were in and out of bounds when developing new campaigns aimed at women of color. Slide17

We need help understanding how Millennial aspirations differ and what we can to do tap into them.

Financial Services Brand

17Slide18

DIAGNOSING

THE PROBLEM

ENGINEERING

THE SOLUTIONSlide19

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 non-traditional

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 real-time transactions.Slide20

20

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

AgencySlide21

Energy Expressions—along with MONITOR consumer insights—provided quick-turn inspiration Slide22

Targeting and segmentation

Identifying the trends that matter most to your consumers and finding new growth segmentsSlide23

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. Slide24

24

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

Beverage BrandSlide25

IDENTITY DIMENSIONS

EXPRESSION

INDEPENDENCE

CREDIBILITY

CONSUMER NEED INDEX

IDENTITY ENERGIES

0%

25%

50%

75%

100%

IDENTITY

CULTURE

GRAFTING

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

Prioritizing trends among a Centennial target

AUDACIOUS

AGING

RECLAIMING

TRADITIONS

#SHRUGLIFE

THE NEW

AGENDER

WOMEN

RISINGSlide26

Allow

for contradictions and identify mash-ups

Don’t be afraid to stay niche

Celebrate

don’t appropriate

Prioritizing trends among a Centennial targetSlide27

27

Which of these trends presents the greatest opportunity in Germany

Technology BrandSlide28

GERMANY

TREND INDEX

WHERE GERMANY SCORES

LOW

WHERE GERMANY SCORES

HIGH

RESPONSIBILITY

CONNECTIONS

FLOW

SIMPLICITYSlide29

Clashing Connections with Wellbeing

WELLBEING

TRIBAL

WELLNESS

OPTIMIZED

SELF

RADICAL

SELF-CARE

HEALTHIER

VICES

What type of niche health tribes might offer you a new opportunity for growth? Slide30

NOW WHAT?

1

APPLY

2

SOCIALIZE

3

PUT

US TO WORKSlide31

MONITOR

ENERGIES

PRESENTERS:

CASEY FERRELL

JENNIFER JAMES

JUNE 2018