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TrendsToAnswers
Leigh
Householder
TREND
VIP-Pets
Humanization of pet traits
cluesA
Pet
Parent
Owners start to see
their pet as part of
the family
B
Humaniza...
TREND
VIP-Pets
Humanization of pet traits
TREND
Amazonification
Using online opportunities to buy
goods and services
cluesA
Trust
A new level of trust
in online ret...
TREND
Amazonification
Using online opportunities to buy
goods and services
TREND
“Know-me
Expectation”
Today most people expect brands to
use what they know about us to
create more personalized
exp...
TREND
“Know-me
Expectation”
Today most people expect brands to
use what they know about us to
create more personalized
exp...
The most profitable marketing innovations
of the last decade were created on the
upswing of a new consumer expectation - a...
Why Innovation By
Brainstorming
Doesn’t Work
The Myth Of The
Brainstorming
Session
Groupthink: The
Brainstorming Myth
The ...
A.
Trends
Trends are ways that people’s
expectations are changing
They let brands act systematically to
capture market opp...
A Clue
Hmmm....
A Clue, Really?
Shifting Point of Care
TREND
emergingmature
clues
B
43%
43% of doctors email with their
patients
A
12%
Telehealth is growing and in
2014, 12% of care will be
delivere...
1 Email and Text Check-ins
The trend has been slowly growing year over year. Today almost half of doctors are
emailing wit...
Telehealth
Over the last 12 years, the
U.S. Veterans Administration
has been building the Care
Coordination/Home Telehealt...
HealthSpot
HealthSpot represents the first true integration of telehealth and primary care. HealthSpot is a mobile
screeni...
Group Exams
More and more physicians are
offering shared medical
appointments. They can
include a few patients or up to
16...
The Data Debate
TREND
emergingmature
clues
B
Nike Fuelband
Criticism over Nike’s Fuelband
hints at “fuel points” not being
a standard metric
A
100M
The wearabl...
Does my doctor want a stream of my data?
What will my doctor do with the information?
Will they have time to research my d...
28% of
consumers plan
on buying a
device
1 in 3 consumers
say that they have
heard of wearable
fitness trackers
33% 28%
6%...
Competitive Data
TREND
emergingmature
A
Effective
Scientists have found that
seeing comparative data is
a more effective route to
behavior change
clues
B
Social...
Towel Reuse Rate
In one experiment, a team led by Noah Goldstein,
discovered that a simple sign telling people that “most
...
Automatic
Automatic is a auto accessory that connects
to your phone via low energy Bluetooth®
giving you insight to your d...
Nest and MyEnergy
Nest and MyEnergy compares your utility bills to similar homes and with
your friends and neighbors, moti...
Trends
Answers
Thank You
TEDX: Trends to Answers
TEDX: Trends to Answers
TEDX: Trends to Answers
TEDX: Trends to Answers
TEDX: Trends to Answers
TEDX: Trends to Answers
TEDX: Trends to Answers
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TEDX: Trends to Answers

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The most profitable marketing innovations of the last decade were created on the upswing of a new consumer expectation - a trend that was changing the marketplace – and the most profitable were the brands who took advantage of them first. In this recent talk, Leigh Householder shows how to uncover shifts in consumer expectations and use them to spur innovation and smart risks for your brand. See the video of the talk here: https://vimeo.com/101919022

Published in: Marketing
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TEDX: Trends to Answers

  1. 1. TrendsToAnswers Leigh Householder
  2. 2. TREND VIP-Pets Humanization of pet traits cluesA Pet Parent Owners start to see their pet as part of the family B Humanization Products started to give human characteristics to pet toys and foods C $35M In 2007, consumer spending was expected to double from $17M to $35M
  3. 3. TREND VIP-Pets Humanization of pet traits
  4. 4. TREND Amazonification Using online opportunities to buy goods and services cluesA Trust A new level of trust in online retail B Expectation An expectation that “The best deal” is only a few clicks away C Delivery The ease of at-home delivery
  5. 5. TREND Amazonification Using online opportunities to buy goods and services
  6. 6. TREND “Know-me Expectation” Today most people expect brands to use what they know about us to create more personalized experiences. cluesA Personalization Time and loyalty was increasingly being driven by the personalization of products B Sharing People share in short comments, pictures and videos C Recommendation Recommending a product seemed to give people a stake in the brand, a new kind of ownership and affinity
  7. 7. TREND “Know-me Expectation” Today most people expect brands to use what they know about us to create more personalized experiences.
  8. 8. The most profitable marketing innovations of the last decade were created on the upswing of a new consumer expectation - a trend that was changing the marketplace – and the most profitable were the brands who took advantage of them first.
  9. 9. Why Innovation By Brainstorming Doesn’t Work The Myth Of The Brainstorming Session Groupthink: The Brainstorming Myth The Brainstorming Process is B.S., But Can We Rework It?
  10. 10. A. Trends Trends are ways that people’s expectations are changing They let brands act systematically to capture market opportunities, take smart risks and spur innovation
  11. 11. A Clue Hmmm.... A Clue, Really?
  12. 12. Shifting Point of Care TREND emergingmature
  13. 13. clues B 43% 43% of doctors email with their patients A 12% Telehealth is growing and in 2014, 12% of care will be delivered remotely C Caregivers Almost 40% of Americans are acting as caregivers, up from 30% in 2010. - Pew Research, 2013
  14. 14. 1 Email and Text Check-ins The trend has been slowly growing year over year. Today almost half of doctors are emailing with their patients. Smaller groups are connecting with them in even shorter ways – like text and instant messaging. Secure Messaging Email 43% 19% 15% 9% SMS/Text Messaging Instant Message
  15. 15. Telehealth Over the last 12 years, the U.S. Veterans Administration has been building the Care Coordination/Home Telehealth (CCHT) program, one of the fastest-growing telehealth programs in the world. Program Growth Rate Reduction in patient bed days 58% 29% 2
  16. 16. HealthSpot HealthSpot represents the first true integration of telehealth and primary care. HealthSpot is a mobile screening kiosk that integrates telecommunication and traditional medical devices to create a quick and convenient medical care facility.
  17. 17. Group Exams More and more physicians are offering shared medical appointments. They can include a few patients or up to 16 people who share the same chronic condition. 13% of doctors offer shared medical appointments13% 3 85% of people who attend sign up for another 85%
  18. 18. The Data Debate TREND emergingmature
  19. 19. clues B Nike Fuelband Criticism over Nike’s Fuelband hints at “fuel points” not being a standard metric A 100M The wearable tech market is expected to grow to 100 million units by the end of 2014 C How much? “Unless we carefully think about what we're going to do with this data, it ends up being excessive and might not be very useful for the patient's health” – Dr. Fred N. Pelzman, MD
  20. 20. Does my doctor want a stream of my data? What will my doctor do with the information? Will they have time to research my data? Can I trust my wearables results? What if my doctor doesn’t know what to do? Which product should I use for my condition? How reliable is the information? What should I be tracking and why? Does it help my doctor identify problems?
  21. 21. 28% of consumers plan on buying a device 1 in 3 consumers say that they have heard of wearable fitness trackers 33% 28% 6% 58% 6% want to buy a device to share stats on social media Women outnumber men on wearable devices purchased Tracking the Tracker Market
  22. 22. Competitive Data TREND emergingmature
  23. 23. A Effective Scientists have found that seeing comparative data is a more effective route to behavior change clues B Social Proof When people are uncertain about a course of action, they tend to look outside of themselves C Reward & Status Social media outlets use reward & status motivators to drive users to participate
  24. 24. Towel Reuse Rate In one experiment, a team led by Noah Goldstein, discovered that a simple sign telling people that “most guests in this hotel reuse their towels at least once during their stay” increased reuse rates by 26%. 1 Increase towel reuse rate 26%
  25. 25. Automatic Automatic is a auto accessory that connects to your phone via low energy Bluetooth® giving you insight to your driving habits and comparing you EPA estimates 2
  26. 26. Nest and MyEnergy Nest and MyEnergy compares your utility bills to similar homes and with your friends and neighbors, motivating you to be more eco-friendly and save on your bills 3
  27. 27. Trends Answers
  28. 28. Thank You

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