Sr. Manager Consumer Insights
Head of Global Trends Network
General Motors, USA
Spendrups Brewery, Sweden
Trend Management Manager
Gallina Blanca Star, Spain
Kristel van Dam
Senior Investment Strategy & Research Analyst
Corio, The Netherlands
Market Research Manager
Sonae Sierra, Portugal
Canon Europe, United Kingdom
Manager: Information, Research & Trends
InterContinental Hotel Group, US
Unilever, the Netherlands
Global Marketing Director
Program Manager and co-author of IMD global trends materials
Jason de Kauwe
Global Innovation Manager
Head of Strategic Research and Insights
Paul Freeman - Marketing Leader
“We are very pleased with the report: the content is great and is a good start for idea brainstorming — for individual use and for our whole team. ”
Using trend information as a tool
As one of the largest purveyors of coffee, teas & groceries to consumers around the world, Douwe Egberts Marketing Leader Paul Freeman uses the Premium Service for a variety of uses, from strategic to creative ideation and implementation. For example, the Annual Trend Report is used as brainstorming inspiration, a strategic thought-starter and an activation insight tool, “We are very pleased with the report: the content is great and is a good start for idea brainstorming — for individual use and for our whole team.
Nele van den Broeck - Market Researcher
“The Premium Service helps us look beyond our walls and see what the world is doing.”
Applying consumer trends across multiple retail sectors
One of the largest retail chains across Belgium, France, the Netherlands and Luxembourg, Colruyt own and operate brands across a wide range of sectors including supermarkets, grocery stores, toys, baby goods, gas stations and gifts.
Nele van den Broeck, Corporate Marketing, uses an understanding of consumer trends to drive communications and marketing strategies, as well as store design.
With such a diverse retail portfolio, she needs to understand how her stores are competing in the marketplace and with each other – and what opportunities this competition gives rise to. “We need to make sure our stores are ultra competitive and that all comes down to understanding what our customers want.” says Nele van den Broeck. “I find the Premium Service fun and inspiring – whenever I type in a search term, I always come across something inspirational. It’s reassuring too because I know I will find something useful.”
Operating in so many sectors, she finds the Industry Updates particularly useful, giving her a different angle on projects - thus helping her team and her stores seek inspiration from other industries.
One of the most useful ways she’s found to incorporate Premium Service content into decision making is to run internal workshops mapping trendwatching.com trends into key consumer shopping mindsets such as belonging, recognition and power. “I then get the participants to physically place about 40 innovation examples from Premium onto a radar of these trends and then map our own brands to them. We can then see where the opportunities for us as a business are.”
Kristel van Dam - Senior InvestmentStrategy & Research Analyst
“We need to always be adapting our malls to changing consumer behavior. trendwatching.com help us do that.”
Putting consumer behavior at the heart of strategy
As a leading retail property investor and manager, understanding consumer behavior is key to Corio’s drive to stay at the forefront of their industry. With a portfolio of €7.1billion invested in shopping malls across The Netherlands, France, Italy, Spain, Germany and Turkey, they have put that success down to making sure they understand what is important to their customers and how that is constantly evolving.
In 2012, recognising that retail was changing from a shopping experience to a social experience, they decided to fully focus on Favorite Meeting Places (FMP) - places where people not only browse and buy, but eat and drink, meeting up with friends as a regular part of their social activity. Looking for greater insight into consumer behavior to add to their own knowledge, they turned to trendwatching.com.
“trendwatching.com’s Premium service is so useful for us to adapt our shopping malls to changing consumer behavior and to take advantage of future opportunities,” says Kristel van Dam, Senior Investment Strategy & Research Analyst, “and their Trend Report helps us define future drivers for our FMPs.”
Using trendwatching.com’s Trend Report, Innovations Database and Monthly Updates, Kristel and her team created their own internal trend report, to share their vision for ‘Corioworld’ with their organzsation. Alongside exploring key trends for the year ahead (and beyond), their report also offers practical tools to help colleagues apply trendwatching.com’s trends and turn them into new concepts.
Rebecca Huston - Principal, Strategy
“trendwatching.com do a fantastic job of highlighting the trends that my clients must take action on.”
Translating trend ideas into action
Huen work with some of the biggest global players such as Nike, adidas and Starbucks, envisaging and designing highly engaging retail environments for their stores, showrooms and tradeshows.
To ensure their design concepts resonate with the target audience of these highly consumer-focused brands, Huen use the Premium Service to both inform their understanding of the fundamental elements of human behavior and (via the Industry Updates), to get greater insight into how trends are being represented in their clients’ industry – and crucially, which businesses are already acting on them. By looking across industries, they seek inspiration beyond traditional competitors to innovators in other consumer areas.
“The best insights often come from other sectors to help our clients find new role models they can learn from,” says Rebecca Huston, Principal, Strategy, "innovative products in consumer electronics for example can inspire new ideas for financial services companies.”
Rebecca’s role is to both illustrate trend theory with visual innovation examples (from the Innovations Database) that her design team can work with, as well as translating trends into activation strategies for her clients – helping them to apply trends and adapt them to the needs of their industry. “We translate ideas into a language our clients understand and that is right for their brand,” Huston says. For example, she worked with Sephora, the international cosmetics retailer, to identify and apply key trends to inform the evolution of Sephora’s retail model using multiple examples from trendwatching.com.
“What I also value about trendwatching.com, is that they help validate what I’ve heard or seen myself – by seeing it in Premium, it’s raised up a level in my thinking. In today’s world, where we don’t always have the time we’d like for research, trendwatching.com is my go-to idea bank!”
Rick Holman - Head of Global Trends Network
“We’re always investing in our future: trendwatching.com gives us quick and meaningful access to trends and innovations, in a world that never stands still.”
Utilizing trends and innovations to stay head of the game
For a leading global automotive manufacturer (operating 11 brands in 157 countries), understanding trends in consumer behavior, needs and wants is critical for the innovation process. As such, GM set up their Global Trend Network 5 years ago to provide an essential internal feed of trends and ideas to the organization at large – using trendwatching.com’s Premium Service as a key tool.
“trendwatching.com’s strength is that they keep moving, keep showing me the latest trends and how existing trends are evolving as consumer needs and desires change,” says Rick Holman, Head of Global Trends Network. “We use the Premium Service to help us identify significant trends, both those that we’re already investing significant time and resources in (such as environmental ones) and also those that we could be doing more with - for example, we feel that the Sharing Economy is becoming hugely important to consumers, something that trendwatching.com’s OWNER-LESS trend focuses expertly on.”
GM needs to be keeping its eye on many different geographical markets and what has increasingly become clear to them are the commonalities of behavior around the world, “What no longer surprises me is the amount of overlap across regions in the consumer trends. Everyone across GM is talking about the same trends - the only difference is timing.
GM also feels it’s essential to look cross-industry for examples of innovative products, services and experiences from which they can draw inspiration, “If we just look at our own industry, we’re going to be following, not leading. The Premium Service gives us that cross-industry coverage that we need.”
Finding time to keep up-to-date with those changes can be exhausting, “What trendwatching.com gives me back is time. They’re continually reading and scanning global information sources, synthesizing all the information out there into consumable bites. They also help me move trends from my ‘weak signals’ bucket (things I know are interesting but am not sure how important they are, or what to do with them yet) to my trends list – concepts I need to let my colleagues know we need to be taking action on”.
“I also like the creative way that information is displayed and packaged. The images that accompany their trends help keep the content alive and makes it ‘pop’ when I present it to colleagues who may only get to occasionally look at this kind of information. They do a great job of helping me make an impression and I really value that. Their language is succinct and full of pithy insights giving me a quick and useable summary.”
Juan Diego Peláez - Planner
“We use all that the Premium Service offers to inspire our creative team and to open our clients’ minds."
Optimizing information and searching using strategic tools.
Pérez y Villa is an ATL agency with more than 30 years of experience in the local market, advising brands with domestic and international presence. Experts in a comprehensive support ranging from strategic planning to creative execution and monitoring of results, Pérez & Villa also belongs to a communications holding, El Grupo, which has experience in dealing with partners in BTL and Digital solutions.
“The main way we use the Premium Service, and especially the Trend Report, is for strategic planning. We offer this info as a part of our internal tools, and approach prospects with trends adapted for their industries.” says Andrea Mejía, Strategic Planning Director, “trendwatching.com is very useful to inspire the creative process and provide context and rationale for our presentations.”
The Planning team also use extracts of the Monthly Updates in bespoke client reports, and additionally, “the Industry Updates are useful too, when we need to understand a new category or to give an update of the industry to our regular clients”, says Andrea.
They also run frequent workshops using Premium content as an inspiration for their clients to evaluate how their story is being told and where they’re heading.
Judy Blessing - Market
“...to look beyond our industry, to seek inspiration from others..”
Using consumer awareness to develop innovative concept cars
As a global automotive component and system supplier to major vehicle manufacturers, Visteon base their product development process around an intimate understanding of who their consumer is, how they think and what they need from their driving experience.
Before working on new concept vehicles, they use the Premium Service as an input into “persona” generation – exploring who exactly they’re building the vehicle for and what motivates them.
As well as understanding the consumer of today, part of Judy Blessing’s role is working on vehicle forecasting, looking at who the consumer of the future is. She and her team create Trend Awareness days, showcasing trends and innovation examples to senior decision makers, followed by hands-on workshops to help take trends from theory to reality, applying them to real-life scenarios and business cases.
The Premium Service is part of their overall understanding of consumerism and where it’s heading, adding it their industry experience and the company knowledge pool.
“Where trendwatching.com help us, is in allowing us to look beyond our industry, to seek inspiration from other industries that we don’t normally come across in our everyday working lives,” says Judy Blessing, “trends are usually interlinked as they focus on core elements of consumer behavior. In a busy role like mine, having an information source I can call on, with everything already put together, saves time and provides inspiration that we can use immediately.”
Felicity Kelly - Brand Director
“Our clients need to know the crucial trends affecting their business now, and what’s around the corner.”
Looking for trends that resonate with their clients and the opportunities these create for them.
saintnicks is an award-winning marketing communications agency, producing creative campaigns, online content and business consultancy for clients around the world. For them, being close to their clients, understanding what’s important to them and exploring how consumer trends impact their business is crucial.
“Our clients have very specific needs and we use trendwatching.com as a key information source, to add to our understanding of trends and the opportunities they offer” says Felicity Kelly, Brand Director, “we take a wider view of the consumer trend landscape and then bring it down to the client level”.
saintnicks use trendwatching.com’s Premium Service according to their varying needs. They use the Innovations Database to research innovations their clients may be interested in, while Industry Updates provide an industry view of how trends are manifesting in a particular industry, such as Financial Services or Food & Beverage. When planning brand positioning workshops or creating bespoke trend report booklets for their clients, trendwatching.com helps them keep uptodate on the latest trend thinking.
Tatiana Romão - Market Research Manager
“We see Premium as a way of feeding our inspiration as both a research and call to action tool.”
Informing marketers on what trend-related themes need to be addressed
Sonae Sierra is an award-winning international shopping centre specialist based in Portugal. They own, develop and manage centres around the world from Spain to Brazil, Germany to Morocco with 48 centres under their ownership and 70 under management.
trendwatching.com’s Premium service powers several aspects of their activities throughout the year. During annual strategic planning sessions, the Trend Report is a valuable input, providing insights into key trends for the year ahead. On a monthly basis, emailed Monthly Updates and the latest product, service and experience examples from the Innovations Database allow them to adapt their tactical plans to evolving consumer behavior and to address specific issues.
“We see Premium as a way of feeding our inspiration as both research and call to action tool”, says Tatiana Romão, Market Research Manager. “It not only helps our marketing team understand what trend-related issues we should be addressing and which channel to use above and below the line, but also means we can modify our communications and promotions to use the right messages and tone that will resonate best with our consumers. Additionally, the insights are also shared with property managers at our centres that constantly need to be aware of shifts in consumer behavior”.
Just a few of the brands and agencies (small & big) already enjoying Premium access:
See a list of all clients by country, from the US to China
Contact us now and we’ll get back to you right away. Really.
Ellie Damashek - Client Services Director - North America
+1 (646) 762-2995
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