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Unlocking the power of consumers

Unlocking the power of consumers: meet the 90, 9 and 1 [infographic]

Dive into our ‘Unlocking the power of consumers’ infographic and discover how to involve the right consumer for the right task!

Understanding consumer trends and local culture [an interview with GSK]

Understanding consumer trends and local culture [an interview with GSK]

We invited Jo Stanbridge, Global Insight Lead Sensodyne at GSK, to share her experience on collaborating with leading-edge consumers to fully understand the importance of consumer trends and how they manifest within different cultures.

The consumer-centricity lighthouse [an interview with L’Oréal]

We invited Gaël Chevé, CMI International at L’Oréal Active Cosmetics (Cerave, La Roche Posay and Skinceuticals), to talk about the value of collaborating with ‘the 90’ or everyday consumers, and how this helps L’Oréal to further develop their consumer-centric thinking.

Drag Queens, Activists & Sneakerheads

Drag Queens, Activists & Sneakerheads

Our industry loves to talk people; we talk to ‘the consumer’ all day, every day. Yet, for the most part this is our consumer, today’s consumer, and generally the mass market. There’s a problem with this; it’s all a bit too comfortable. It reinforces our existing beliefs and leads to short-termism in marketing.

Brand lessons from the UBA Trends Day 2021

Brand lessons from the UBA Trends Day 2021

What is trending in marketing, branding and culture, and what can brands learn from it? This question gathered a record number of brand managers, communication specialists and marketing professionals at the UBA Trends Day on Thursday, March 18.

Meet-‘the-1-the-creative-consumers

Meet ‘the 1’: the creative consumer

“Creativity isn’t a luxury, it’s a necessity!” , says Duncan Wardle. With these words, the former Walt Disney Company’s Head of Creativity & Innovation argues that creativity can give companies a competitive edge. He refers to tech giant Apple as an example; this brand became a synonym for creativity; it also dominated BCG’s top 50 list of most innovative companies for the last 15 years.

Post-COVID Consumer Trends in Travel & Tourism

Post-COVID Consumer Trends in Travel & Tourism

The global pandemic has significantly impacted the travel & tourism industry; but there is a light at the end of the tunnel. We explore the key trends that are most relevant in the travel & tourism sector; they are all anchored around universal drivers of happiness.

SkyTeam x Experience Marketing - podcast

SkyTeam x Experience Marketing [podcast]

When we think about brands, we generally think about whatever it is they sell. Apple sells phones and computers, Disney sells entertainment, McDonald’s sells fast food. There is a key aspect to each that is incredibly important to what they sell; but it is far less tangible: experience.

Meet-‘the-9-the-leading-edge-consumers

Meet ‘the 9’: the leading-edge consumers

All of us everyday consumers can share our everyday needs and frictions; but only a limited number of people can signal ‘things to come’, thereby curating the future. Those are the ones living on the edge – heavy users, trendsetters or early-adopters; they know precisely what is hot and next in a particular area.

You are not your consumer

You are not your consumer

Any idea what the ‘Facebook Phone’, the ‘Microsoft Band’ and ‘Apple’s butterfly keyboard’ have in common? No, it has nothing to do with technology; all three products failed, with ‘a misfit with the market’ as most cited reason.

Wie verändert sich die Welt weiterhin in 2021?

Wie verändert sich die Welt weiterhin in 2021?

Die Welt hat sich verändert durch Covid-19 und anderen Faktoren. Wir fragen uns alle, wie verändert sich die Welt weiterhin in 2021? Um dies herauszufinden, haben wir eine globale Studie in 16 Ländern durchgeführt, um die Trends für 2021 zu prognostizieren. Anhand qualitativen und quantitativen Studien (mit über 1000 Teilnehmern pro Markt), konnten insgesamt 14 globale Trends identifiziert werden.

Think outside the box, in the year of the ox

Think outside the box in the year of the ox

At times like these, it is important that brands strive to put consumers first, connecting and collaborating with them continuously….