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
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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