This is a proposal from Banana Trends, consumer insights and trends agency. We are specializing in identifying, interpreting consumer trends in Russia for business use (product concepts, communications, brand positioning, business organization).
TechnoWeb Split Test in the context of validated learningMichael Heiss
This talk was given at the i-know 2013 and the IEEE TMC Chapter CE Meeting in November 2013. Authors are Andreas Oertl (frist author), Michael Heiss, Bettina Laenger, Barbara Kavsek. This time a more detailed presentation about a split test for the urgent request notification within Siemens TechnoWeb (and it's statistical significance analysis)
The current Balanced Score Card for Enterprise Social Networks. The goal was to define actionable metrics which help to steer the internal social media application TechnoWeb at Siemens.The talk was presented at the Knowledge Management Days in Krems, Austria in May 2014.
Lessons Learned from the Siemens Smart Grid Innovation ContestMichael Heiss
Presentation at the Front End Innovation (FEI) Europe 2012 in Zurich. Repeated as webinar. Recordings available at http://www.frontendofinnovationblog.com/2012/12/webinar-recording-available-siemens.html . The talk includes some experience (and numbers) about crowd recruiting and conversion rates.
TechnoWeb Split Test in the context of validated learningMichael Heiss
This talk was given at the i-know 2013 and the IEEE TMC Chapter CE Meeting in November 2013. Authors are Andreas Oertl (frist author), Michael Heiss, Bettina Laenger, Barbara Kavsek. This time a more detailed presentation about a split test for the urgent request notification within Siemens TechnoWeb (and it's statistical significance analysis)
The current Balanced Score Card for Enterprise Social Networks. The goal was to define actionable metrics which help to steer the internal social media application TechnoWeb at Siemens.The talk was presented at the Knowledge Management Days in Krems, Austria in May 2014.
Lessons Learned from the Siemens Smart Grid Innovation ContestMichael Heiss
Presentation at the Front End Innovation (FEI) Europe 2012 in Zurich. Repeated as webinar. Recordings available at http://www.frontendofinnovationblog.com/2012/12/webinar-recording-available-siemens.html . The talk includes some experience (and numbers) about crowd recruiting and conversion rates.
Trend-Driven Innovation: book launch webinarTrendWatching
Our brand new book, Trend-Driven Innovation (Wiley), shares the secrets behind our end-to-end trend methodology.
Exploring a wide range of examples, and drawing powerful insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine customer expectations, this highly visual and intensely practical new book will reconfigure your view of the business world and act as a step-by- step manual to help readers build organisations that matter, products customers love and campaigns people can’t stop talking about.
More at www.trenddriveninnovation.com
Business Model Innovation: Designing and testing business model in a corporat...Milan Vukas
A hands-on workshop about how to design and test business models in a corporate environment. This workshop will empower you to create better value propositions for your innovative ideas.
This workshop was part of the Knowledge in Focus Conference 2016 organized by Podravka on 24. November 2016 in Zagreb, Croatia (More information about the event here: http://www.podravka.com/company/knowledge-in-focus-2016/)
Cyber-Physical Systems - contradicting requirements as drivers for innovationMichael Heiss
my talk from the CPS-Week 2015 in Seattle, For full text see: Heiss, M., Oertl, A., Sturm, M., Palensky, P., Vielguth S., Nadler, F.: Platforms for industrial cyber-physical systems integration: contradicting requirements as drivers for innovation. Proc. of the 2015 Workshop on Modeling and Simulation of Cyber-Physical Energy Systems (MSCPES), CPS Week, IEEE, Seattle 2015, pp. 1-8. DOI: 10.1109/MSCPES.2015.7115405
The shorter version of these slides was presented at Amuse UX 2015 Special Meetup (Budapest, Hungary) — http://www.meetup.com/UXbudapest/events/225944151/.
Advertising agencies are obsessed with innovation. They also have one of the most unique sets of creative talent of any industry. Yet the creative department is the most suspicious of "innovation" of any group at the agency. Could it be that actually Creative Directors hold the keys to converting ad agencies into what so many desire: innovation partners to clients?
(special thanks to @seelydiaplay for presentation design help)
With innovation cycles becoming shorter and shorter, the foresight skills become one of the most important in building sustainable brands, businesses and products. Here is a short introduction outlining the ways in which we can systematically think about trends and their impact.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Trend-Driven Innovation: book launch webinarTrendWatching
Our brand new book, Trend-Driven Innovation (Wiley), shares the secrets behind our end-to-end trend methodology.
Exploring a wide range of examples, and drawing powerful insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine customer expectations, this highly visual and intensely practical new book will reconfigure your view of the business world and act as a step-by- step manual to help readers build organisations that matter, products customers love and campaigns people can’t stop talking about.
More at www.trenddriveninnovation.com
Business Model Innovation: Designing and testing business model in a corporat...Milan Vukas
A hands-on workshop about how to design and test business models in a corporate environment. This workshop will empower you to create better value propositions for your innovative ideas.
This workshop was part of the Knowledge in Focus Conference 2016 organized by Podravka on 24. November 2016 in Zagreb, Croatia (More information about the event here: http://www.podravka.com/company/knowledge-in-focus-2016/)
Cyber-Physical Systems - contradicting requirements as drivers for innovationMichael Heiss
my talk from the CPS-Week 2015 in Seattle, For full text see: Heiss, M., Oertl, A., Sturm, M., Palensky, P., Vielguth S., Nadler, F.: Platforms for industrial cyber-physical systems integration: contradicting requirements as drivers for innovation. Proc. of the 2015 Workshop on Modeling and Simulation of Cyber-Physical Energy Systems (MSCPES), CPS Week, IEEE, Seattle 2015, pp. 1-8. DOI: 10.1109/MSCPES.2015.7115405
The shorter version of these slides was presented at Amuse UX 2015 Special Meetup (Budapest, Hungary) — http://www.meetup.com/UXbudapest/events/225944151/.
Advertising agencies are obsessed with innovation. They also have one of the most unique sets of creative talent of any industry. Yet the creative department is the most suspicious of "innovation" of any group at the agency. Could it be that actually Creative Directors hold the keys to converting ad agencies into what so many desire: innovation partners to clients?
(special thanks to @seelydiaplay for presentation design help)
With innovation cycles becoming shorter and shorter, the foresight skills become one of the most important in building sustainable brands, businesses and products. Here is a short introduction outlining the ways in which we can systematically think about trends and their impact.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
The slide consists of the basics of the fashion trend analysis terms, you will get to know about the basics of FAD MICRO MACRO and MEGA trends. and the difference between a fashion forecaster and fashion analyst
10,000 people started turning 65yo in Jan. 2011, and will for another 16+ years. Is your BUSINESS structured and trained to capitalize on this and capture this specific and powerful consumer group, the BABY BOOMERS?
- 78 million people
- 5x the NET WORTH of the US average
- 70% of the U.S. disposable income
- 49% of the U.S. CPG (Consumer Packaged Goods)
- 48% of all home ownership
- Highest Median Income
- Earned and Inherited more $$ than any demographic EVER
- 60% of all health care spending
- 25% of all TOYS
- 75% control of America's wealth
- $7 BILLION in online purchasing each year
- 74% of all prescription drugs
- 41% of all new car buying
- 80% of all luxury travel
SO.... What do you KNOW ABOUT THEM? Enough? If not, take a look at this slide deck, and then Join us for our new 2015 Video Podcast "BOOMING! Your Bottom Line" by signing up here:
http://ageinplace.com/small-business/podcast/
We're looking forward to having you join our community, and begin to understand what YOUR BUSINESS needs to be DOING NOW to position itself to correctly REACH, CONNECT, and ENGAGE with what's being called the "Silver Tsunami" - Your BOOMER CONSUMER and their family members, friends, caretakers, and MORE!
Similar to Consumer Trends in Russia regions for your business [ENG] (20)
Post-crisis/pandemic world. New consumer behaviour and trends Banana Trends
we believe that in these new times when going after growth and quantity in all spheres of human life has resulted in disasters there is a need for looking at people, their needs and how to cater to them commercially with:
more empathy and less quantitative KPIs
more creativity and less science
more insight and less formulas
this is where Banana Trends is strong and ready to deliver if you need guidance in the the post-pandemic, climate crisis, economic recession world.
We have put together a collection of consumer trends that we lately have started noticing more and more present in Russia. Feel free to use! Language: English, Russian
Banana Trends. South Korea tourism and Russian Tourists. Case StudyBanana Trends
Case study of the work Banana Trends did for South Korea Tourism Organization in partnership with Havas Digital (Russia) to unearth current insights of Russian tourists, global and local tourism trends and the workshop to come up with a positioning for South Korea as a tourism destination for Russians.
Banana Trends. KFC Russia Charity project and Teens. Case StudyBanana Trends
Case study of the work Banana Trends did for KFC Russia to help understand the world of current teens (born between 1995 and 2005) to help understand their needs in self development, professional orientation and social activity to develop a charity platform.
Design Against Crime. Ethnography in Russia. Banana Trends
This is a presentation done for the British School of Design (Moscow, Russia) for Design Management by Banana Trends. We are a consumer insights and trends agency. We specialize in discovering what happens in the consumer's world and how to use it in the world of marketing, design, urban development and so on.
Потребительские тренды в регионах России для вашего бизнесаBanana Trends
Это предложение агентства потребительских инсайтов и трендов, Banana Trends. Мы специализируемся в определении, анализе и применении потребительских трендов в бизнесе (для разработки продуктовых концепций, маркетинговых коммуникаций, позиционирования бренда, организации бизнеса).
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. BANANA TRENDS
Understanding how consumers are changing is absolutely critical. If you
haven’t a razor-sharp consumer insight at the very beginning you’ve got
problems. It’s integral to the marketing process.
Andy Routley, International Brand Marketing Director, Miller, SAB Miller
3. BANANA TRENDS
Segway thought their market was all the pedestrians
in the world, so they wrongly went for global PR
coverage instead of cheque-book holders.They are
still looking for their market. Expenses as of today:
$200 mln.
Four Steps to the Epiphany. Steve Blank
BUSINESS AND TRENDS
4. BANANA TRENDS
“We were surprised to find out that low sales in one of
the regions is an almost virtual absence of federal chains.
The entire market is shared by local chains and
independent pharmacies.And you can’t interact with
them using our standardized approach.”
Research director, international pharmaceutical company
REGIONAL PECUILIARITIES
5. BANANA TRENDS
The trends that matter are the trends that show how consumers are changing.
Wayne Garvie, Director of Production and Content, BBC
6. BANANA TRENDS
CONTENTS
TREND CLASSIFICATION
GLOBAL CONSUMER TRENDS
WHY DO WE NEED TO TRACK CONSUMER TRENDS IN THE REGIONS OF RUSSIA?
EXAMPLES OF APPLYING TRENDS IN BUSINESS IN RUSSIA
METHODOLOGY FOR IDENTIFYING AND VALIDATING TRENDS
11. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are trends that exist in a certain category or sector, are driven by
technology or innovation, but not necessarily by human needs
Example
• Large screens of mobile phones
• Booming low-costers in the airlines sector
PRODUCT TRENDS
12. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the changes in the behavior and / or attitude of people towards
their surroundings that point to the
Examples
• Horizontal development
• FOMO
• FSTR
CONSUMER TRENDS
13. BANANA TRENDS
RELATION BETWEEN TRENDS
MOLECULAR CUISINE
GOOGLE GLASS
E-CARS
CONSUMER
TRENDS
PRODUCT
TREND
FOODIES
INTERNET OF THINGS
LACK OF INFRASTRUCTURE
15. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the trends that reflect changes in the attitude of people. First hey
change their attitude and then their behaviour, but it takes time.These
trends help understand “why” and “how” the changes are happening on the
level of behaviour.They also help forecast how the reaction of consumers
will change towards a product.Attitudinal trends do not cause direct
change in sales like Behavioral trends.Attitudinal trends are applied in
development of brand positioning, communication concepts.
Examples
In 1990s the Materialism trend was dominating, In 2000s
people started switching to “I am my beliefs, values,
interests, intellect, experience - and not the things I own”.
ATTITUDINAL TRENDS
16. BANANA TRENDS
TREND CLASSIFICATION
Definition
Trends that are manifested in the behaviour and actions of the consumers.
Behavioural trends are the holy grail of marketers as they affect sales
directly. For example, Healthy Eating affects sales of carbonated drinks
Examples
“Being over having”.
People buy less and share / borrow more.Why buy an
apartment in a dormitory district if you can rent
apartments in different parts of downtown and experience
more?
BEHAVIOURAL TRENDS
19. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the trends that affect a wide range of demographic segments,
markets and sectors and exist for a significant period of time
Examples
Great Outdoor trend - passion for nature, going out of
town, outdoor sports.
MACRO TRENDS
20. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the trends that exist in a single sector, affect only one consumer
segment and span over a significant amount of time. Micro trends are larger
than Fads, but smaller than Macro trends.A micro trend affects about 1% of
the population*
Examples
Ruralism - rural design, natural materials - wood, stone,
etc.
MICRO TRENDS
* Microtrends, Mark J. Penn
21. BANANA TRENDS
The Great Outdoor trend is manifested in the revival
of the passion for all things natural, going out of town,
etc.Today over 30% of the first time buyers in realty
sector want to live in the country or a small town.
Previously 12% wanted to live only downtown, and
14% in the suburbs.
RELATION BETWEEN TRENDS
Natural Fintess
walking,
running, cycling
Farmer’s
Market -
natural food
produced at
farms
Ruralism -
rural design
macro trend
micro trends
23. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the trends that are present in multiple countries with similar
cultural and socio-economical development
Examples
Mobile phones penetration - as strong and obviously as
global as it gets a trend now
GLOBAL TRENDS
24. BANANA TRENDS
TREND CLASSIFICATION
Definition
These are the trends that are characteristic for a country or a region, or a
market due to local peculiarities - climate, legal, moral and ethics, etc.
Examples
New Old - senior generation that is hedonism-inclined
much more than the previous generations.The trend is
characteristic of the Western countries as the New Old
were preceded there by the conservative wartime
generations. New Old are the aging Baby Boomers. In
other countries this trend is not observed or is
insignificant.
LOCAL TRENDS
25. BANANA TRENDS
RELATION BETWEEN TRENDS
Russian employees start
following this trend and
employers begin to
support them.
global trend local trend
Year 1 Year 2 Year 3…5
Remote Work
A growing number of
employees prefer remote
work to office hours.
31. BANANA TRENDS
SIGNS OF A FAD
• FAD IS OFTEN STARTED BY A BRAND OR MEDIA (WITH MASSIVE PUBLICITY)
• FAD IS NOT BASED ON PEOPLE’S NEEDS
• FAD STAYS WITHIN ONE SECTOR AND DOES NOT CROSS OVERTO OTHER SECTORS
• FAD IS A SHORT-TERM PHENOMENON
32. BANANA TRENDS
USING A FAD
FAD CAN POINTTO A FUTURETREND AND HELP IDENTIFY IT EARLY ENOUGH
FAD CAN BE USED FORTACTICAL CAMPAIGNS. OR WHENYOU NEEDTO COME UP WITH
PROMPT REACTIONTOTHE CHANGING MARKET
34. BANANA TRENDS
EXAMPLE OF A FAD
TACTICAL CAMPAIGN OF MCDONALD’S 2015
FAD - BURGERS ARE A THING, AS PART OF A
TREND FOR HERITAGE,AMERICANA, LUMBERJACKS
TREND - FOODIE: DESIRETO LEARN CUISINES,
BECOME A SOPHISTICATED FOOD CONSUMER
36. BANANA TRENDS
CONSUMERTREND APPEARS AS A REACTION FOR NEW B2C
INNOVATIONS
THAT IS WHY OBSERVING,ANALYZING AND STUDYING B2C
INNOVATIONS AND CONSUMER REACTIONSTOTHEM IS ATTHE HEART
OFTREND WATCHING
48. BANANA TRENDS
ORDER A TAXI FROM ABOARD
THE PLANE
AEROFLOT ALLOWS ORDERINGTAXI ABOARDTHE PLANE ON
DOMESTIC FLIGHTS (12 DESTINATIONS). PASSENGER FILLS OUT A
FORM AND CREW ORDERS ATAXI ATTHE AIRPORT.
53. BANANA TRENDS
OPEN LECTURES BOOMING
BOOMING KNOWLEDGE ECONOMY BROUGHT AN EXPLOSION OF
OPEN LECTURES AND A RISING INTEREST FOR INTELLECTUAL
DEVELOPMENT, EXPANDING HORIZONS
MOSCOW, DOSTOEVSKY LIBRARY - LECTURES ON GADGETS AS
HUMAN EXTENSIONS, ROOTS OF MINIMALISM,WHAT IS ANARCHY
54. BANANA TRENDS
POPULARIZATION OF SCIENCE
SCIENCE BATTLES.AUGUST 2014. GORKY PARK, OPEN MOVIETHEATER
PIONER. ENVIRONMENTAL SPECIALIST, GERONTOLOGIST,
EMBRYOLOGIST,ASTRONOMER AND PSYCHOPHYSIOLOGIST WILL
COMPETE FORTHETITLE OFTHE GREATEST POPULARIZER OF
SCIENCE BYTELLING ABOUTTHEIR OWN RESEARCH WORK USING
ONLYTHE SIMPLEST PROPS
57. BANANA TRENDS
MY DREAMS
THE WORLD GETS CLOSER, DREAMS ARE EASIER
TO COMETRUE. CONSUMERS PREFERTO
VISUALIZETHEIR DESIRES - IT IS EASIER, FASTER. IT
IS REFLECTED INVISUAL DIARIES, MOOD
BOARDS -THEME-BASED COLLECTIONS AT:
TUMBLR. PINTEREST
58. BANANA TRENDS
MY LIFE AND ME
VISUAL REFLECTION OF INDIVIDUALITY IN SOCIAL
NETWORKS - INSTAGRAM,VKONTAKTE.
59. BANANA TRENDS
ICONS INSTEAD OF VOLUMES
OF ‘WAR AND PEACE’
REFLECTING EMOTIONS WHILE ONLINE CHATTING
WHERE MESSAGESTENDTO BE SHORTER IS EASIER
AND FASTER WITH ICONS
62. BANANA TRENDS
STATUS STORY
No more keeping up with Mr Joneses. Now consumers
want to be unique, one of a kind.They want to stand out
thanks to the objects that reflect their values, their world.
63. BANANA TRENDS
STORIES ABOUT ME
PEOPLE OBSERVE AROUNDTHEM AND CREATE
FORTHEMSELVES “A LIFE RICH WITH EVENTS”
AND ARE EQUIPPEDTO CREATETHEIR OWN
STORY (PHOTO,VIDEO SHARING, SELFIE,
INSTAGRAM).
“ME, MYSELF AND I - MY OWN REPORTER, ME
AND MY LIFE INTHE CENTER OF EVERYTHING”
64. BANANA TRENDS
HUBWEAR
HUBWEAR OFFERST-SHIRTS WITH FAVORITE DESTINATIONS
OFTHE OWNER IN AIRPORT CODES - JFK, SVO, HKG, BKK
EVERYT-SHIRTTELLS A STORY - AN ADVENTUROUS JOURNEY,
A WEDDINGTRIP
65. BANANA TRENDS
MY SIGNATURE PIZZA
DOMINO’S PIZZA OFFERSTO CREATE AN INDIVIDUAL
DREAM PIZZA - INGREDIENTS AND NAME OFYOUR
CHOICE - FOR 10.99 USD. EACH PIZZA INTHE DATA BASE
CAN BE ORDERED BY OTHER CONSUMERS AS WELL.
OVER 12000 PIZZAS WERE CREATED
66. BANANA TRENDS
MY COLA
IN 2014 СOCA-COLA LAUNCHED NEW PACK CAMPAIGN
WITH NAMES ON BOTTLES. PREVIOUSLYTHIS CAMPAIGN
PROVEDTO BEVERY SUCCESSFUL IN AUSTRALIA IN 2012
68. BANANA TRENDS
EXPERIENCES ARE
THE NEW
CURRENCY
Standing out is much easier now with
experiences you lived through - this is always
unique and speaks about you much more than
anything you could own and it can be shared
long after it happened.
69. BANANA TRENDS
UNUSUAL EXPERIENCES
GROWING MIDDLE CLASS IS HAPPYTO EXPLORE
MATERIALISTIC NEEDS,WHICH INCREASES DEMAND
FOR GOOD SERVICE AND ENTERTAINMENT.
OPEN-AIR CINEMA, SWIMMING POOLS FOR
EMPLOYEES ONTHE ROOF.
FOOD FESTIVAL BOOM IN MOSCOW -
CONFECTIONARY FESTIVAL, FOODTRUCK FESTIVAL,
JAM FESTIVAL, ITALIAN CUISINE FESTIVAL.
70. BANANA TRENDS
UNUSUAL EXPERIENCES
SCHIPHOL AIRPORT AND KLM LAUNCHED A POP-UP
3D OPEN-AIR CINEMA.VISITORS WERETHE LUCKY
FAMILIES WITH CHILDREN WHO WONTHE
COMPETITION “PAINTYOUR AIRPLANE”TO SEETHE
DISNEY FEATURE “PLANES” (OVER 8000 PARTICIPANTS).
71. BANANA TRENDS
SAMPLE AIRPLANE FOOD IN
THE CITY
AIR FRANCE.AUSTRIAN AIRLINES AND NOW
ARLADNA AIPORT IN STOCKHOLM OFFER
AIRPLANE FOOD. YOU CAN GET FOOD AND
DRINKS FROM FOODTRUCKS. STANDARD
LUNCH PRICE - 10 USD.
73. BANANA TRENDS
CARING BRANDS
Brands always claim they care about consumers, but most consumers
don’t believe them
Now consumer demand from brands authentic care that can be
felt in real life.
If the brand really cares about consumers, it’s very easy to prove ;)
74. BANANA TRENDS
GULF AIR BAHRAIN WERETHE FIRSTTO LAUNCH A PROGRAM FOR PARENTS WITH KIDS - SKY NANNY. IT ASSISTS WITH
GETTING ABOARD, PROVIDES SPECIAL ENTERTAINMENT FOR CHILDREN, SPECIAL MENU AND EVEN BABYSITTINGTHE
CHILDREN SOTHAT PARENTS CAN GET A REST. SIMILAR PROGRAMS NOW LAUNCHED BY SRI LANKAN AIRWAYS (CHILD
CARE STEWARDESS),AND ETIHAD AIRWAYS (FLYING NANNIES).
76. BANANA TRENDS
UBER
TRANSPORTATION APP UBER OFFERED DISCOUNTS
FOR DURING PUBLIC TRANSPORTATION STRIKES IN
LONDON AND BOSTON.
IN APRIL 2014 DURINGTHE 48 HR METRO STRIKE IN LONDON UBER
OFFERED 50 % FOR PASSENGERS READYTO SHARE A RIDE WITH
ANOTHER PASSENGER.
IN OCTOBER 2013 UBER OFFERED FREE RIDESTO STUDENTS DURINGTHE
24HR BUS STRIKE.
77. BANANA TRENDS
THE WOLF & I
FREE DRINKS FOR PATRONS WITH PARKING TICKET
IN MELBOURNE
EVERYTHURSDAYTHE WOLF & I OFFERS FREE COMPASSIONATE
DRINKS.
78. BANANA TRENDS
BGH
DISCOUNTS ON AIR CON SYSTEMS IN THE HOTTEST
APARTMENTS IN ARGENTINA
IN DECEMBER 2013 HOUSEHOLD ELECTRONICS BGH LAUNCHD
SUMMER CAMPAIGN “MY HOME IS A STOVE” IN ARGENTINA.
CONSUMERS COULD USE WEBSITETO MEASURE INSOLATION LEVEL IN
THEIR APARTMENTSTO DETERMINETHE DISCOUNTTHEY WERE
LEGIBLE FOR.
79. BANANA TRENDS
RATP
FREE PUBLIC TRANSPORTATION RIDES TO FIGHT WITH
POLLUTION
TO MOTIVATE CAR OWNERSTO LEAVETHEIRVEHICLES AT HOME FOR
A DAY,ALLTHE PUBLICTRANSPORTATION OF PARIS OFFERED FREE
RIDES FOR A WEEKEND.THIS WAS OFFERED AFTER AIR POLLUTION
LEVEL WAS DETERMINED AS DANGEROUS.
80. BANANA TRENDS
SYMPATHY INSIDE THE
COMPANY
IN MARCH 2014 PANASONIC ANNOUNCED HEY WILL OFFER
MONETARY COMPENSATION FOR CONTAMINATED WORK
ENVIRONMENT.
REALLY ADVANCED BRANDS CARE ABOUTTHEIR EMPLOYEES AS MUCH
ASTHEY CARE ABOUTTHEIR CONSUMERS.
82. BANANA TRENDS
AIR BALTIC
AWARDS BONUS MILES FOR RUNNING POINTS
BURN AS MAN CALORIES ASTHE MILESYOU FLEWTOTHIS
DESTINATION WITHIN 24 HRS FROM ARRIVAL ANDYOU WILL GET
REWARD.
84. BANANA TRENDS
“GLOBALTRENDS
WORK ONLY AT STRELKA
AND INSIDE SADOVOYE
KOLTSO”
“THESETRENDS ARE
RELEVANT ONLY FORTHE
YOUNG AND HIP,AND WHAT
ABOUTTHE URALS
REGION?”
“THIS WILL REACH US IN
SOME FIVEYEARS”
86. BANANA TRENDS
THE EXPANSE OF VARIETY IN RUSSIA
147 MLN POPULATION
180 ETHNICITIES
10 MLN MORE WOMENTHAN MEN
THE NUMBER OFTIME ZONES WAS REDUCED FROM 11TO 9.AND IT’S STILL A LOT
40 UNESCO BIOSPHERE RESERVES AND WORLD HERITAGE SITES
THERE AT LEAST 15 CITIES IN RUSSIA REMAINING WITHTHEIR NAME AND LOCATION
UNKNOWNTO PUBLIC AT LARGE
92. BANANA TRENDS
IMPLEMENTING TRENDS IN RUSSIA
GLOBAL TREND
LIFE OF USUAL PEOPLE AND INTERESTS OF
CONSUMER IN THE FOCUS OF THE BRAND
ATTENTION
MANIFESTATION OF THE
TREND IN RUSSIA
IN 1MLN+ POPULATION CITIES AND REGIONS - ACTIVE USE
OF SOCIAL NETWORKS’ FEED ASTHE NEWS CONTENT
SOURCE FROM FRIENDS AND ACQUAINTANCES, EVERYONE
IS ON INSTAGRAM
IMPLEMENTATION
S7 - 2013-2014 CAMPAIGNS, MTS 2015 CAMPAIGN,
PROMO FOR NEW CITY LIBRARIES IN MOSCOW 2013
97. BANANA TRENDS
GLOBAL TREND
LOCAL LOVE
MANIFESTATION OF THE
TREND IN RUSSIA
PEOPLE START LOOKING INTOTHEIR ROOTS,THEIR NATIVE
TOWN,THEIR NEIGHBORHOOD,THEIR HISTORY
IMPLEMENTATION
WALKING CITYTOURS (MOSCOW OF GILYAROVSKY),
BLOGS AND ONLINE COMMUNITIES DEDICATEDTO CITY
NEIGHBORHOOD, LOCAL ‘ROOTS PRIDE’ BRANDS, E.G. I*M
SIBERIAN
IMPLEMENTING TRENDS IN RUSSIA
99. BANANA TRENDS
GLOBAL TREND
NO INTERFACE
MANIFESTATION OF THE TREND
IN RUSSIA
USING PHYSICAL FORM-FACTORS IN BANKING PAYMENTS
BECOMES PART OFTHE PROBLEM NOT SOLUTION. SO BANKSTRY
OUT BIOMETRIC PAYMENTS
IMPLEMENTATION
SBERBANK IS RUNNING A PILOT ON PALM SCAN PAYMENTS
FOR SCHOOL CANTEENS
IMPLEMENTING TRENDS IN RUSSIA
101. BANANA TRENDS
IMPLEMENTING TRENDS IN RUSSIA
GLOBAL TREND
BOOMING MOBILE MESSENGERS - FASTER, SIMPLER,
MORE CONVENIENT - REPLACE SOCIAL NETWORKS
MANIFESTATION OF THE
TREND IN RUSSIA
SINCE 2013YAKUTIA IS EXPERIENCING A WIDE SPREADING
OFTHE MOBILE APPLICATION WHATSAPP WITH WIDE
POPULATION FROM 8TO 88
IMPLEMENTATION
IN SEPTEMBER 2014 ELECTION CAMPAIGNS FORTHE
HEAD ВЫБОРНЫЕ КАМПАНИИ КАНДИДАТОВ НА ГЛАВУ
OFYAKUTIA EMPLOYED WHATSAPP AS ONE OFTHE
COMMUNICATION CHANNELS
103. BANANA TRENDS
ON THE IRONY OF TRENDS
“NOBODY GOES THERE ANY MORE. IT’S
TOO CROWDED”.
YOGI BERRA.
BASEBALL PLAYER, AUTHOR OF ICONIC
QUOTES
104. BANANA TRENDS
IF THE TREND IS SUPPORTED BY A
SIGNIFICANTVOLUME OF DATA, MOST
PROBABLY IT IS ALREADY ACTIVELY
EXPLOITED BY OTHER BRANDS. ITS NOVELTY
AND RELEVANCE IS GONE.
105. BANANA TRENDS
THAT ISWHY FOR US TREND SPOTTING IS
FIRST OF ALL ETHNOGRAPHY AIMED AT
IDENTIFYING NEW BELIEFS AND SHIFTS IN
THE SOCIETY BY COMMUNICATINGWITH
PEOPLE AND OBSERVING THEM
106. BANANA TRENDS
YET,WE DO ADHERE TO A MULTI-METHOD
APPROACH AND USE STATISTICAL DATA AT
THE STAGE OF LOOKING AT THE BIG PICTURE
AND / OR TOVALIDATE THE RELEVANCE AND
COVERAGE OF THE IDENTIFIED TREND
107. BANANA TRENDS
TREND SEARCH
DESK
TREND SEARCH
ETHNOGRAPHY
WORKSHOP
Research and gather
info from open and closed
sources.
trendwatching.com,Afisha.ru
the-village.ru, and local news,
business, entertainment, etc.
resources.
A list of global trends validated
by manifestations occuring in
local market on the whole.
Depth ethnographic
interviews with consumers and
observers in the regions (in the
field).
Gather insights, identify new
expectations, models of
behaviour, that can point to
new consumer trends in the
region.
Workshop whee
trends are selected and
innovation ideas for business,
comminications or products
are developed. Participants -
client team/ agency/ guest
experts.
Results - presentation with
selected trends and
generated ideas, based on
relevent trends.
RESEARCH CONSTRUCTOR | METHODOLOGY
TREND
VALIDATION
DESK
Find validation of the
gatherer statements and trends
from open and closed resources
including resources with open
statistical quantitative data.
TREND
VALIDATION
FOCUS GROUP
Validation and
refining of gathered
statements and trends in
focus groups with specially
selected respondents.
108. BANANA TRENDS
METHODOLOGY | TREND SEARCH | DESK
GATHER INFORMATION FROM OPEN SOURCES
Identify changes in the behaviour of consumers in different sectors - from movies to trending words in
Google Search - that can help spot or validate a new consumer trend.
NEWS RESOURCES AND INFORMATION OUTLETS
• Niche resources (culture/ fashion/ technology)
• Social networks
• Specialized resources for studying and gathering data on trends in different sectors
109. BANANA TRENDS
DEPTH ETHNOGRAPHIC INTERVIEWS
Conversations with selected respondents to identify, validate and elaborate the trends in the given
region.
Conducting 5 to 8 depth interviews with consumers and observers in the region, spanning 3 to 4 hours along ethnography
observation (visiting the consumers’ places: cafe, apartment, culture venues, etc.).
CONSUMERS
innovators
influentials
early adopters
OBSERVERS
journalists
scientists
researchers
entrepreneurs and experts
METHODOLOGY | TREND SEARCH | ETHNOGRAPHY
110. BANANA TRENDS
ONLINE OBSERVATION JOURNAL
Selected consumer and observers are keeping a daily journal of their observations on a selected topic
(available online in real-time) for 2 weeks.
METHODOLOGY | TREND SEARCH | ETHNOGRAPHY
CONSUMERS
innovators
influentials
early adopters
OBSERVERS
journalists
scientists
researchers
entrepreneurs and experts
111. BANANA TRENDS
METHODOLOGY | TREND VALIDATION | DESK
VALIDATING THE IDENTIFIED TREND WITH OPEN-SOURCE DATA
AND MEDIA OUTLETS
Correlating the available open-source data with the identified consumer trends to validate or refine / adjust or
disprove an identified trend.
• Government data resources, polls and census results, for example Federal Government Statistical Service, etc.
• Media monitoring - media coverage can help determine the trend size
112. BANANA TRENDS
METHODOLOGY | TREND VALIDATION | FOCUS
GROUPS
VALIDATING THE DISCOVERЦED TREND, STUDYING THE MOTIVATIONS BEHIND IT,
IDENTIFYING THE NEW EXPECTATIONS AND CHANGES IN THE CONSUMER
BEHAVIOR
113. BANANA TRENDS
METHODOLOGY | WORKSHOP
PRESENTATIONS
• Review of general trends in the category, society, etc.
• Innovative products that inspire or change the behaviour of consumer
• Attitudinal trends
• Behavioural trends
BREAKOUT SESSIONS
• Trend analysis with the use of the СONSUMER TREND CANVAS
• Generate innovations (for the business model, communications, product or brand positioning) based on the trend
115. OUR ROOTS
Saatchi & Saatchi
Leo Burnett
Louder
Team Red (Венгрия)
BBDO
Including client side:
British Airways, Swissair /Tourism in
Switzerland
Realty and development
Museums
Jewelry
Airlines
Whisky, vodka
Fast food
Retail
Small business
OUR INDEPENDENT EXPERIENCE
BANANA TRENDS
116. CORETEAM
PARTNERS, STRATEGIC DIRECTORS
Knows everything there is to know about clients and
service. Period. Keen insight into matching brand’s
goals and issues with consumer world to unlock the
full potential of the client’s business.
From 2008 to 2014 - Client Service Director |
Group Account Director at Saatchi & Saatchi Russia
for clients such as P&G,The Coca-Cola Company,
Novartis, Dixy, Moscow Public Libraries, etc. Prior to
that 3 years with Leo Burnett P&G account
management and 5 years of marketing experience in
the client-camp before moving to agency side.
Strategic planner with a strong creative side.
An inquiring mind with solid trend-watching experience.
A culture junkie with deep understanding of human
insights.
Bloomed as strategic planner in Saatchi & Saatchi Russia
working with such clients as Head&Shoulders, Novartis.
My interest in how consumers live in cities led to
independent work experience with regional branding.
Cut teeth as a journalist to hone creative writing skills.
BANANA TRENDS
A C-level executive with a rock star attitude
A creative mind and a strategic visionnaire
17 years of marketing and communication
experience through 4 different countries and in the
best communication networks in the world - BBDO,
Havas,Y&R, Publicis, Saatchi & Saatchi.Top Manager
and Entrepreneur, worked for all categories and all
types of companies. Specialist in brand culture, brand
and entertainment content and emerging countries
dynamics.
Writer, screenwriter, musician, composer...let's simply
say that he is the ultimate storyteller.
AISENA
NOGOVITSINA
ILIA BURLAKOV FRANCK
VINCHON
117. OKSANA KUZMINA
Field research and regional insights. 10+
years of experience in a research agency,
field research in regions and Moscow (for a
variety of brands ranging from Novartis to
Ikea)
Lazer-sharp analytical mind that knows
when to avoid generalization to preserve
the target audience truth.
WE COOPERATE WITH A WIDE NETWORK OF INDEPENDENT EXPERTS (CREATIVES, PR, SOCIOLOGY. BRANDING, SOCIAL MEDIA, ETC.)THAT CAN
JOIN US ON AD HOC BASIS. PLEASE FIND SOME OF THEM BELOW:
KRISTINA FARBEROVA
Kristina laid foundations of her career in
Novosibirsk, which gave her a deep
understanding of the regions. In Moscow she
worked as editor in the online city newspaper
TheVillage where she gained knowledge of
how people in modern cities live and what
they expect from their environments.
In BananaTrends Kristina expands her
knowledge of the media to the context of
marketing.
EXTENDEDTEAM
BANANA TRENDS
ANASTASIA CHERKASHINA
Seasoned researcher experienced in quantitative
and qualitative projects. Mastered various research
tools including the ones aimed at implementing
obtained data in the client business.
Worked atVCIOM, Synovate Comcon, Ipsos.
Currently helming quant research at a growing
company. Some of the past clients include
MegaFon,Yota, Procter&Gamble,ABinBev, L’Oreal,
Pepsico. Managed international projects in
European markets.