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Social Media Consumer Insights for brands
CAN YOU HEAR
THE CONSUMER
REBELLION?
September 2018
Everyday consumers are changing global consumption patterns
through social media. They have become the actors of their own deep
behavioral changes: organizing themselves into spontaneous online
communities, sharing experiences and influencing others at a
worldwide level.
Thus, this consumer empowerment leads to new challenges for
brands.
What if we already had the keys to decode this « consumer rebellion » ?
At Dynvibe, we combine artificial intelligence and strong human
expertise to map consumers’ minds and identify insights in order to
anticipate the future. As an international observatory of consumer
trends, we are the voice of consumers to help brands understand
changes in society that will inevitably impact their business.
In this presentation, we share 3 main trends that every brand should be
aware of for the future of their strategies.
Anne-Cécile Guillemot (Co-founder and Consumer Insight Director)
3 main consumer trends
Our international research expertise has allowed us to identify
3 major emerging social trends
GIVE
SENSE
Back to the roots
BLUR
BORDERS
Finding flexible boundaries
BE
FREE
Breaking the chains
1 Give sense
MASTER REDUCE UNDERSTAND VALUETHINK
Give sense
Back to the roots
WILLINGNESS
TO MASTER
THE PROCESS
EARTH
CONSCIOUSNESS
BECOMING
AN EXPERT
TO CHOOSE WISELY
CONSUME
ETHICALLY
SEARCH FOR
QUALITY AND
AUTHENTICITY
SLOW DOWN
TO FEEL ALIVE
HEALTH
AND WELLNESS
CENTRIC
UPGRADING
THE VINTAGE
TRENDS
Give sense
Back to the roots
THEYSAY…
« I like to do things
by myself to
reconnect with the
present time»
« I trust local and
niche brands
more than big
companies »
« I want less
packaging and
recyclable
products »
« I learn on the
Internet to be able
to understand
what I buy »
« I buy premium
and ultra-
premium brands
as I would buy a
piece of art »
CRAFT COFFEE REVOLUTION
Strong growth of manual pour-over
coffee machines. Users take pride and
pleasure in processing a high-quality
coffee, and the feeling of slowing time
while making it.
INGREDIENTS IN COSMETICS
Consumers are becoming experts in
ingredient benefits and choose their
cosmetics according to their formula.
ZERO WASTE MOVEMENT
More and more households try to limit
their waste by buying in bulk instead
of buying overpacked products.
Give sense
Back to the roots
CASES
Give sense
Back to the roots
Distill
niche brand spirit
in your storytelling
Incarnate
your deep brand
values
at all levels
Be prepared
to be challenged by
the “less packaging”
trend
Incorporate
art and design
into your products
Think of
crafting
and transmission
values
Reassure
on your
products
safety
FOODFORBRANDS
2 Blur borders
DESEGREGATE LIBERATE INSPIRE CONNECTREASSEMBLE
TRENDS
FROM GENDER
EQUALITY TO
GENDERLESS
IN SEARCH FOR
VERSATILITY
HOLISTIC
CONSUMPTION
WORLDWIDE TRENDS
SPREADING QUICKLY
MALE GROOMING
ON THE RISE
THE POWER OF
ONLINE COMMUNITIES
HUMAN TO HUMAN
INSPIRATION
FROM INFLUENCERS
TO GURUS
Blur borders
Finding flexible boundaries
Blur borders
Finding flexible boundaries
« I look for ‘super-
performing’
multifunction
products capable of
addressing all my
needs at once »
« I can wear my
boyfriend’s fragrance
and he can wear my
skincare or my
makeup »
« I consider my
consumption habits
as a whole : it’s my
values, it has an
impact for the planet,
it’s important for my
health »
« I trust online
communities that
I follow more than
brands »
« I like to follow real
people from all over
the world to be
inspired by their
lifestyle»
THEYSAY…
EVAPOLAR
An appliance that is an air cooler, a
humidifier and a purifier all in one.
A versatile product which is perceived
as cost effective (3 in 1) and space
saving.
GENDERLESS FRAGRANCES
Increasing attraction for unisex
fragrances in both western and
eastern countries. Users disregard
marketing-driven categorization and
believe that a unique sent add to
his/her personality.
FENTY BEAUTY
The success of Rihanna’s beauty brand
is partly due to the shade diversity in
the product range that addresses a
wide range of consumers. A brand
value that people praise.
CASES
Blur borders
Finding flexible boundaries
Create
brand + human
stories
Forget
influencers,
understand
communities
Think of
out-of-the-box
partnerships
Develop
new experiences
through the material
and the textures
Inspire
with a holistic
communication
strategy
Get ready
to address
professionalized
consumers
Blur borders
Finding flexible boundaries
FOODFORBRANDS
3 Be free
TRENDS
Be free
Breaking the chains
RELIEVE DELEGATE EXPRESS CLAIM EXPLORE
EXTREMIZATION
OF BEHAVIORS
WILLINGNESS TO GAIN
QUALITATIVE TIME
EXTREME CONSUMERS
SEEK EXTREME BRANDS
OUT-OF-THE-BOX
THINKING
BEING DIFFERENT
FROM THE MASSES
ADVENTURES TO FEEL
FREE AND ALIVE
FIND “ME TIME“
EVERYDAY
ACCEPT OURSELVES
AS WE ARE
« I’m not scared to be
different and for me,
mainstream trends
are for people with no
personality »
« I like when my
appliances do the hard
work for me so I can
spend qualitative
time with my kids, or
time for me »
« My dress style, my
home decor, the way I
travel, the brands I buy
and what I post on
Instagram express
who I am »
« I express myself
strongly about my
fights. I join people
online sharing the
same fights. I buy
brands close to my
fights. »
« Sports, travels,
passions, are
explorations and
adventures that make
me feel free and alive »
Be free
Breaking the chains
THEYSAY…
#SETITANDFORGETIT
A trending hashtag used by sous-vide
cooking connected appliances users. It
illustrates the fact that these tools
allow users to get rid of binding tasks.
VEGAN/CRUELTY-FREE COMMUNITY
People fighting for this cause look for
brands that don’t belong to big
companies that wouldn’t share this
value at all levels. Even more if they
sell in China where animal testing is
mandatory.
BRAND MUSES
The criteria of beauty is shifting.
People are now less sensitive to just
beauty models than to inspiring
muses with asperities, a spontaneous
allure and a radiating aura.
CASES
Be free
Breaking the chains
Benjamin Regnier
Dare to
break the codes
Create
‘me time’ tools
for your customers
Engage
your target through
new experiences
Liberate
your team
creative energies
Differentiate
yourself through
your asperities
Be prepared
to face extreme
consumer fights
Be free
Breaking the chains
FOODFORBRANDS
Who we are
We are a worldwide
consumer trends
observatory
We transform digital consumer data into
meaningful, powerful and actionable insights
Our story
Sea, sun and social media!
Dynvibe’s story started 17 000 km
away from France, on a morning
walk at Bondi Beach with a take-
away coffee in hand! Sounds
cliché but 100% true!
Dynvibe Sphere was the first
brick in the building.
2009
Enhance consumer’s voice
At that time brands were focusing
on their reputation only, but
customers were already yelling
strategic insights.
We created Dynvibe Intelligence
to help our clients understand
their customers and their market.
2011
2013
From the beach to the
vineyards
Our home country was calling us
back (our moms too!). We had
never been to Bordeaux before
but decided that it would be our
French Sydney. No regrets at all!
TO BE
CONTINUED!
A new era begins
After 2 years of research and
innovation, Dynvibe LIVE was
born. An exclusive platform to
explore and understand online
consumers communities. A
revolution in the Social Media
Intelligence era!
2017
+45%
Income growth in 2017
200
Nb of studies in a year
80%
of our studies are
multi-country research
Our clients
DYNVIBE SPHERE
WEB LISTENING
Smart Social Media Monitoring
platform to understand and drive
your category / brand / product
perception
DYNVIBE LIVE
COMMUNITY
LISTENING
Innovative and bespoke
consumer or influencer
communities
allowing a 360° and dynamic
understanding of their profiles
A stack of powerful listening tools
Insights are the pinnacle from a
process of continual refinement
Platforms are useless without
experts to drive them
Artificial Intelligence
powered by
People Intelligence
Our beliefs
40 consultants native to the
countries where our studies are lead
Profiles trained with our
methodologies and selected
precisely because of their ability to
deliver quality work that is up to our
standards
Native consultants who not only
master the language of the country
but also the cultural background
which is indispensable in order to
obtain and deliver precise insights
and objectives
Canada
US
Mexico Spain
Brazil
UK
Germany
Italy
Russia
China
Korea
Japan
Australia
India
UAE
France
Tools driven by our insight analysts
#1
TRACK
YOUR AND YOUR
COMPETITORS’
PERFORMANCE
#2
DECRYPT
YOUR CONSUMERS
& ONLINE
COMMUNITIES
#5
INSPIRE
NEW CONSUMER
TRENDS
#4
EXPLORE
MARKET & CATEGORY
CHALLENGES
#3
ENVISION
THE FUTURE OF YOUR
MARKET
Dynvibe intelligence to…
CROSS-MARKET EXPERT
We collaborate with the most prestigious
brands in the world on various markets
INTERNATIONAL FOOTPRINT
We produce international research with the
support of our network of local experts
CONSUMER OBSESSED
We capture social insights to empower your
understanding of your market and your
customer journey
TECHNOLOGY DRIVEN
We unleash the power of social data with our
innovative and bespoke social listening
platforms
+
Our stength
Please contact us for any question
you may have!
Contact
Anne-Cécile Guillemot
acguillemot @dynvibe.com
Marie-Alix Robert
marobert@dynvibe.com
Audrey Laurent
alaurent@dynvibe.com
Vanessa Moreno
vmoreno@dynvibe.com
+33 5 56 46 16 14
www.dynvibe.com
Copyright © 2018 Dynvibe. All rights reserved.
You must not edit or otherwise modify part or all of the contents of this
publication. Any distribution or reproduction of this publication other
than in its original form is prohibited.

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Dynvibe - can you hear the consumer rebellion

  • 1. Social Media Consumer Insights for brands CAN YOU HEAR THE CONSUMER REBELLION? September 2018
  • 2. Everyday consumers are changing global consumption patterns through social media. They have become the actors of their own deep behavioral changes: organizing themselves into spontaneous online communities, sharing experiences and influencing others at a worldwide level. Thus, this consumer empowerment leads to new challenges for brands. What if we already had the keys to decode this « consumer rebellion » ? At Dynvibe, we combine artificial intelligence and strong human expertise to map consumers’ minds and identify insights in order to anticipate the future. As an international observatory of consumer trends, we are the voice of consumers to help brands understand changes in society that will inevitably impact their business. In this presentation, we share 3 main trends that every brand should be aware of for the future of their strategies. Anne-Cécile Guillemot (Co-founder and Consumer Insight Director)
  • 3. 3 main consumer trends Our international research expertise has allowed us to identify 3 major emerging social trends GIVE SENSE Back to the roots BLUR BORDERS Finding flexible boundaries BE FREE Breaking the chains
  • 5. MASTER REDUCE UNDERSTAND VALUETHINK Give sense Back to the roots WILLINGNESS TO MASTER THE PROCESS EARTH CONSCIOUSNESS BECOMING AN EXPERT TO CHOOSE WISELY CONSUME ETHICALLY SEARCH FOR QUALITY AND AUTHENTICITY SLOW DOWN TO FEEL ALIVE HEALTH AND WELLNESS CENTRIC UPGRADING THE VINTAGE TRENDS
  • 6. Give sense Back to the roots THEYSAY… « I like to do things by myself to reconnect with the present time» « I trust local and niche brands more than big companies » « I want less packaging and recyclable products » « I learn on the Internet to be able to understand what I buy » « I buy premium and ultra- premium brands as I would buy a piece of art »
  • 7. CRAFT COFFEE REVOLUTION Strong growth of manual pour-over coffee machines. Users take pride and pleasure in processing a high-quality coffee, and the feeling of slowing time while making it. INGREDIENTS IN COSMETICS Consumers are becoming experts in ingredient benefits and choose their cosmetics according to their formula. ZERO WASTE MOVEMENT More and more households try to limit their waste by buying in bulk instead of buying overpacked products. Give sense Back to the roots CASES
  • 8. Give sense Back to the roots Distill niche brand spirit in your storytelling Incarnate your deep brand values at all levels Be prepared to be challenged by the “less packaging” trend Incorporate art and design into your products Think of crafting and transmission values Reassure on your products safety FOODFORBRANDS
  • 10. DESEGREGATE LIBERATE INSPIRE CONNECTREASSEMBLE TRENDS FROM GENDER EQUALITY TO GENDERLESS IN SEARCH FOR VERSATILITY HOLISTIC CONSUMPTION WORLDWIDE TRENDS SPREADING QUICKLY MALE GROOMING ON THE RISE THE POWER OF ONLINE COMMUNITIES HUMAN TO HUMAN INSPIRATION FROM INFLUENCERS TO GURUS Blur borders Finding flexible boundaries
  • 11. Blur borders Finding flexible boundaries « I look for ‘super- performing’ multifunction products capable of addressing all my needs at once » « I can wear my boyfriend’s fragrance and he can wear my skincare or my makeup » « I consider my consumption habits as a whole : it’s my values, it has an impact for the planet, it’s important for my health » « I trust online communities that I follow more than brands » « I like to follow real people from all over the world to be inspired by their lifestyle» THEYSAY…
  • 12. EVAPOLAR An appliance that is an air cooler, a humidifier and a purifier all in one. A versatile product which is perceived as cost effective (3 in 1) and space saving. GENDERLESS FRAGRANCES Increasing attraction for unisex fragrances in both western and eastern countries. Users disregard marketing-driven categorization and believe that a unique sent add to his/her personality. FENTY BEAUTY The success of Rihanna’s beauty brand is partly due to the shade diversity in the product range that addresses a wide range of consumers. A brand value that people praise. CASES Blur borders Finding flexible boundaries
  • 13. Create brand + human stories Forget influencers, understand communities Think of out-of-the-box partnerships Develop new experiences through the material and the textures Inspire with a holistic communication strategy Get ready to address professionalized consumers Blur borders Finding flexible boundaries FOODFORBRANDS
  • 15. TRENDS Be free Breaking the chains RELIEVE DELEGATE EXPRESS CLAIM EXPLORE EXTREMIZATION OF BEHAVIORS WILLINGNESS TO GAIN QUALITATIVE TIME EXTREME CONSUMERS SEEK EXTREME BRANDS OUT-OF-THE-BOX THINKING BEING DIFFERENT FROM THE MASSES ADVENTURES TO FEEL FREE AND ALIVE FIND “ME TIME“ EVERYDAY ACCEPT OURSELVES AS WE ARE
  • 16. « I’m not scared to be different and for me, mainstream trends are for people with no personality » « I like when my appliances do the hard work for me so I can spend qualitative time with my kids, or time for me » « My dress style, my home decor, the way I travel, the brands I buy and what I post on Instagram express who I am » « I express myself strongly about my fights. I join people online sharing the same fights. I buy brands close to my fights. » « Sports, travels, passions, are explorations and adventures that make me feel free and alive » Be free Breaking the chains THEYSAY…
  • 17. #SETITANDFORGETIT A trending hashtag used by sous-vide cooking connected appliances users. It illustrates the fact that these tools allow users to get rid of binding tasks. VEGAN/CRUELTY-FREE COMMUNITY People fighting for this cause look for brands that don’t belong to big companies that wouldn’t share this value at all levels. Even more if they sell in China where animal testing is mandatory. BRAND MUSES The criteria of beauty is shifting. People are now less sensitive to just beauty models than to inspiring muses with asperities, a spontaneous allure and a radiating aura. CASES Be free Breaking the chains Benjamin Regnier
  • 18. Dare to break the codes Create ‘me time’ tools for your customers Engage your target through new experiences Liberate your team creative energies Differentiate yourself through your asperities Be prepared to face extreme consumer fights Be free Breaking the chains FOODFORBRANDS
  • 20. We are a worldwide consumer trends observatory We transform digital consumer data into meaningful, powerful and actionable insights
  • 21. Our story Sea, sun and social media! Dynvibe’s story started 17 000 km away from France, on a morning walk at Bondi Beach with a take- away coffee in hand! Sounds cliché but 100% true! Dynvibe Sphere was the first brick in the building. 2009 Enhance consumer’s voice At that time brands were focusing on their reputation only, but customers were already yelling strategic insights. We created Dynvibe Intelligence to help our clients understand their customers and their market. 2011 2013 From the beach to the vineyards Our home country was calling us back (our moms too!). We had never been to Bordeaux before but decided that it would be our French Sydney. No regrets at all! TO BE CONTINUED! A new era begins After 2 years of research and innovation, Dynvibe LIVE was born. An exclusive platform to explore and understand online consumers communities. A revolution in the Social Media Intelligence era! 2017 +45% Income growth in 2017 200 Nb of studies in a year 80% of our studies are multi-country research
  • 23. DYNVIBE SPHERE WEB LISTENING Smart Social Media Monitoring platform to understand and drive your category / brand / product perception DYNVIBE LIVE COMMUNITY LISTENING Innovative and bespoke consumer or influencer communities allowing a 360° and dynamic understanding of their profiles A stack of powerful listening tools
  • 24. Insights are the pinnacle from a process of continual refinement Platforms are useless without experts to drive them Artificial Intelligence powered by People Intelligence Our beliefs
  • 25. 40 consultants native to the countries where our studies are lead Profiles trained with our methodologies and selected precisely because of their ability to deliver quality work that is up to our standards Native consultants who not only master the language of the country but also the cultural background which is indispensable in order to obtain and deliver precise insights and objectives Canada US Mexico Spain Brazil UK Germany Italy Russia China Korea Japan Australia India UAE France Tools driven by our insight analysts
  • 26. #1 TRACK YOUR AND YOUR COMPETITORS’ PERFORMANCE #2 DECRYPT YOUR CONSUMERS & ONLINE COMMUNITIES #5 INSPIRE NEW CONSUMER TRENDS #4 EXPLORE MARKET & CATEGORY CHALLENGES #3 ENVISION THE FUTURE OF YOUR MARKET Dynvibe intelligence to…
  • 27. CROSS-MARKET EXPERT We collaborate with the most prestigious brands in the world on various markets INTERNATIONAL FOOTPRINT We produce international research with the support of our network of local experts CONSUMER OBSESSED We capture social insights to empower your understanding of your market and your customer journey TECHNOLOGY DRIVEN We unleash the power of social data with our innovative and bespoke social listening platforms + Our stength
  • 28. Please contact us for any question you may have! Contact Anne-Cécile Guillemot acguillemot @dynvibe.com Marie-Alix Robert marobert@dynvibe.com Audrey Laurent alaurent@dynvibe.com Vanessa Moreno vmoreno@dynvibe.com +33 5 56 46 16 14 www.dynvibe.com Copyright © 2018 Dynvibe. All rights reserved. You must not edit or otherwise modify part or all of the contents of this publication. Any distribution or reproduction of this publication other than in its original form is prohibited.