Trends analysis has been part of the marketing consultancy landscape for a generation now. Clients feel fairly familiar with the ‘trend-spotters cannon’ – the litany of globalisation, an ageing population, greater focus on ethical and environmental issues, exceptional experiences, authenticity, creativity, the emergence of new channels for communication and consumption, the emergence of new segments, changing attitudes to marketing communication, and so on.
We believe our scanning and collation process provides a more relevant, nuanced, and specific set of trends to apply to any particular strategic question. But more important are our proprietary frameworks for providing a clear, evidence-based answer to questions such as:
- What link is there between such change processes and the performance of a particular brand, product or sector? Or,
- What link is there between such change processes and ROI on marketing spend?
Our collation process always also answers a further question:
Where does your current research base, along with government and academic sources, provide robust answers to key strategic questions, and where are there gaps?
And our research expertise can be brought to bear on answering:
How might we address such gaps in our evidence-base?
Trend-metrics outputs can take the form of presentations, workshops and/or written reports. Every project is guided by the principle that actionable trends insight comes from identifying the specific dynamics of particular markets and segments.
For further information please contact William Nelson
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