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Connecting with the craft-seeking, switching Millennial generation: an interview with Carlsberg

Aug 23, 2018 Future Talkers
Chats, Insights, Millennials, NextGen

How Cool Brands Stay Hot recently launched frAGILE, a bookzine on NextGen marketing based on 26 interviews with senior Marketing Executives.

As part of the interview series, they connected with Morten Boye, Vice President Marketing Carlsberg Group Denmark, to hear his take on how NextGen marketing has changed and what is important when connecting with these young consumers today and tomorrow.

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6 words that define the new ‘cool’ for Gen Z

Aug 14, 2018 Future Talkers
Cool Brands, GenZ, Insights

Gen Z, the demographic cohort after Millennials or Gen Y, can be defined as a tech-savvy generation living in an (fr)agile reality where everything is within reach. This triggers Gen Z to explore and experience a wide variety of interests to fuel their personal preferences. Mixing these micro-interest ultimately allows them to craft their unique selves and define their self-identity.

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The era of averages is over

Jun 11, 2018 Future Talkers
Insights, Marketing, Research

The life expectancy of humans is increasing year after year, yet that of brands and companies is declining at an ever-inclining rate. It is clear that the new reality, characterized by a shift from linearity, craftmanship and scarcity to one defined by acceleration (e.g. of decision-making), automation (e.g. of services) and abundance (e.g. of data) is pressuring brands and marketers to do things differently.

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Around the world with NextGen: 3 things brands can learn from their Wanderlust

Mai 30, 2018 Future Talkers
Insights, NextGen

Wander-WHAT?

To quote the Urban Dictionary (or just Wikipedia), Wanderlust can be defined as ‘a strong desire for or impulse to wander or travel & explore the world’ – which is basically something lots of NextGen’ers (including me) suffer from. According to a recent Ypulse study, 96% of our generation is interested in traveling and getting out of our comfort zones. We aim to explore the world, discover new places and spend our money on unique experiences (rather than big purchases), which leads to us going on at least 3 or 4 trips a year – the further, the better.

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Why insights should be(come) your company language

Mrz 21, 2018 Future Talkers
Insight Academy, Insights

As consumer insights professionals (aka insight leaders) we have the sometimes-arduous task of providing provocation and inspiration to our business stakeholders. Powerful consumer or end-user insights can be the key currency here – yet how often do we actually involve our stakeholders in this process? Why do we assume that insighting can only be the responsibility of insight managers?

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How brands are jumping on the Galentine’s Day bandwagon

Feb 14, 2018 Future Talkers
Insights, marketing, Valentine

Although the number of singles is growing every year (one of the key trends of the frAGILE bookzine), with recent figures of Euromonitor projecting that 120 million new single households will be added by 2030, being single around February is never a pleasant thing. 

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The future of work? Empower flexible working

Feb 06, 2018 Future Talkers
gen Y, innovation, Insights, millennials, work

The Adecco Group asserts that the emergence of the gig economy is disruptive and that the “growth of the gig economy in which digital technology rapidly matches short-term employment needs with willing labor is reshaping the employment landscape”.

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6 tech predictions for 2018

Jan 16, 2018 Future Talkers
AI, insights, tech

New year, new gear!

2017 was a dark year for the tech  industry, peppered with cool gadgets, preductable upgrades and spectacular downfalls. What excitement will 2018 bring? Here are a few predictions for this year:

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The state of market research: keep and gain relevance

Nov 20, 2017 Future Talkers
Innovation, Insights, Market Research

As published in Research World – September 2017 issue. 
One may feel overpowered and dazzled looking at what is going on in the insights and research industry and by extension in the bigger marketing sphere. The technological developments around social media, the IoT, AI, AR or VR, are fast and furious. The offspring of it shifts the scope of the business we operate in so drastically that you may be thinking the end is close to near and there is nothing we can do.
One should not think that way! We should constantly repeat to ourselves that we are good at understanding human behavior and that we are hired to change executive decision making based on delivering human insights. The fundamentals of doing that have not changed. What has changed is how we generate and process data. Because of that our overarching challenge in market research and insights centers around generating relevance. To keep and gain that relevance, I feel we need to develop a razor-sharp focus on 4 key points.

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Increasing the ROI of consumer insights for Danone

Okt 27, 2017 Future Talkers
Activation Studio, CCB, Client Case, Insights

Danone, a multinational food products corporation, recently launched the Danone 2020 Manifesto, a business transformation program designed for a sustainable, collaborative and community-engaging future. Inspired by this Manifesto, the Danone Benelux Consumer Insight Team wanted to create an environment where consumer insights come to life, stimulate collaboration and catalyze bottom-up innovations. But how to engage and unite employees and how to trigger meaningful actions from consumer insights?

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Studying Up for Back-to-School

Sep 05, 2017 Future Talkers
data, Insights, sales

Back-to-school is big business for retailers. How big? It’s the second most-popular shopping window of the year, behind the holidays, and for the past two years, shopper spend has increased by 10% or more. If that trend holds for 2017, back-to-school spend will surpass $80 billion.

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A Millennial take on food consumption

Aug 11, 2017 Future Talkers
Eco-friendly, Insights, Millennials

Kimberly Egan, CEO of the Center for Culinary Development, already stated in 2009: “Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xers and Baby Boomers, shop and eat”. (Progressive Grocer, 2009)

Now, seven years later, this quote is even more relevant. We call Gen Y the foodie generation and their behavior and attitudes towards food are more important than ever. Their appetite and food needs are changing the entire culinary landscape and on top of that they are influencing the evolution of restaurants and food concepts.

Nowadays, food brands and chefs are forced to design new creative concepts that meet the needs of Gen Y. These concepts are based on three emerging trends…

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How youngsters are consuming for a better world

Jul 31, 2017 Future Talkers
Cool brands, Insights, NextGen

The headlines are not hiding it: natural disasters, extreme weather circumstances and scores of shortages are hitting our planet. The attention for the consequences of global warming is rising and people seem to become increasingly aware of the fact that they might be the culprit behind it all. And this growing conscience is making people prepared to act. But also brands should take this into account and react to this need for action. But how can they do that concretely? The answer seems simple: by integrating durability in their offer. For instance by focusing on the plastics issue and tackling the mountain of plastic waste via recycled or ecological alternatives…

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3 steps towards a truly consumer-centered organization

Mai 19, 2017 Future Talkers
consumer centric, Insights, marketing

Do you think your company is consumer-centered? Think again. Many companies have different practices in place for defining and delivering great consumer experiences, like voice of the customer programs, co-creation, journey mapping, etc. But the question is: do they make a difference? Is this impacting the loyalty of your customers and does this make you stand out from your competitors? Do they truly bring an outside-in approach and make staff members think and act differently?

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The next big thing in conversational commerce? Chatbots!

Mai 12, 2017 Future Talkers
digital communication, insights, millennials

While chatbot development is still in its infancy relative to other digital communication, this cutting-edge software is believed to be the next big thing in conversational commerce (i.e. the use of messaging apps, chat or voice technology to interact with the consumer and sell products).

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The No Bullshit Brand Diet

Mai 04, 2017 Future Talkers
insights, marketing, Millennials

Healthy living is no longer a trend or fad followed by a select group of people. It’s a mainstream way of life which consumers strive to achieve every day and apply to every decision they make.

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A Millennial view on mobility

Mrz 30, 2017 Future Talkers
Insights, Millennials, NextGen

Despite the growth of population and economy, the transportation of people has reached its peak. There is a general phenomenon of reduced mobility.

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