In the last years, it has become a classic that, in the end of December or early January, numerous consulting firms publish prognostics of trends that mark the entrance of the year, normally since a technological perspective.

1. Marzo 2016
Trends review 2015
The 12 lessons that 2015 leaves us

2. Content
Introduction: Why Trends Review?
Millennial Consumer or how to make a virtue from a need2
My standard is NOW3
A vulnerable citizen looks for refuge1
2
From anger to long friendship5
Transfer of references among categories4
Customer Centric: the paradox of the enterprises6
Self-Learning as an opportunity for brands8
The Low Cost metamorphosis9
Educated for comparison7
Don’t ask me what you already know11
The micro-moments of Smartphone: shuttles or self-sufficient?12
Internet privacy: from the fear of Big Brother to the market of data10

3. Introduction:
Why Trends
Review?

4. Why Trends Review?
4
In the last years, it has become a classic that, at the end of December or early
January, numerous consulting firms publish prognostics of trends that will
define the beginning of the year, normally since a technological perspective.
The Cocktail Analysis wanted to go a step beyond and build over what the
consumer has taught us during 2015:
1. We believe in the importance of understanding nowadays reality as a
first gauge of the consumer trend in the future.
2. As a consumer knowledge agency that we are, we are passionate about
going deeply in consumer’s behavior and that our analysis focuses and
rounds around the consumer and not so much in the potentialities of the
technology.

5. 5
So, in this perspective The Cocktail Analysis has developed a document that
gathers the 12 lessons about the Spanish consumer in 2015, it’s important to
mention:
● They were developed in a transversal way from our studies for different
clients.
● While we identify them as lessons acquired in 2015, logically its origin
can be traced in the previous years.
● They may be actionable insights for brands, companies or organizations.
In this regard, they will be presented as follows: learning, description, facts that
endorse / exemplify, and implications for brands.
We hope that it will be of your interest !!!
Why Trends Review?

6. 12 lessons that 2015 leaves us

7. 1. Vulnerable
citizen looks for
refuge

8. 8Vulnerable citizen looks for rfuge//
And the perception of little likelihood of return to the model of the Welfare State.
The individual vulnerability feeling prevails
Public universities have lost more
than 1500 million Euros of funding in
the past four years
Source: nuevatribuna.es - 21/01/2015
http://goo.gl/jdkQYp
The consumer/citizen identifies as one of
the main consequences of the crisis, the
weakening of lots of support networks,
specially regarding the institutions of the
classical Welfare State.
Facing some years ago, there is the feeling
that this will become a structural and
ultimate status, which produces fear
regarding an eventuality of not having
covered certain needs and / or desires in the
short or medium term.
The tax authority foresees that the
piggy bank of pensions will run out of
funds by 2018
Source: El Confidencial - 24/02/2016
http://goo.gl/nuPn47

9. They are addressing and solving needs (transportation, energy, health, etc.) that were
traditionally addressed by the public welfare from the private and collaborative perspective
Private & common alternative for public emptiness
With more or less
acceptance, citizenship
perceives inevitable that the
market and civil society will
end up taking care of those
need neglected and / or
abandoned by the public
sector areas.
9Vulnerable Citizen looks for refuge
Som Energy: consumer cooperative green energy
www.somenergia.coop/es/
Caja Rural Pension Plans
Santander Bank: Generación Encontrada
https://youtu.be/zYHNBRfp5OA
https://www.youtube.com/watch?v=8jHiRYxJqSM
www.somenergia.coop/es/

10. 10Vulnerable Citizen looks for refuge //
Beyond the ideological thoughts, it is
assumed –since the feeling of no return-
that the private or common initiative
develops competencies up to this
moment proper of the public sector.
The feeling of no
return

11. 2. Millennial
consumer, or how to
make a virtue from
needs

12. (...) more than a
third of employees
(34%, 6.7 million)
are
seiscientoeuristas.
For them, being
mileurista is an
utopia.
12
The inability of the Millennial population to
become part of the labor market under
conditions that allow them to access large
goods, leans toward the micro-consumption or
short consumption- (electronics, small trips ...).
These micro-consumption meet small
immediate goals without compromising a
future that from a personal point of view is
anticipated uncertain and unstable
(intermittent labor careers and cycles of
abundance and "shortage" in the personal
finance).
Source: bez.es - 02/02/2016
(http://goo.gl/cs8a0M)
El Mileurismo como utopía – Joaquín Estefanía
(El País - http://goo.gl/RZYVJz)
Variation of the workforce in the last four
years, by age segment
Millennials have given an answer in terms of consumption values for the structural disability to
access high cost products
The experience of use and enjoyment without purchase
Millennial consumer, or how to make a virtue of need //

13. 13Millennial consumer, or how to make a virtue of need //
Millenials look for the benefit of use & enjoyment without the compromise that implies the
ownership or the long-term agreements.
Meet the need without the toll of the property
This situation opens the door to new
proposals for leasing, collective properties,
shared uses and innovative ways of renting.

14. In products of high and medium value,
new generations of consumers try to
avoid property leaning to "Rent
experiences of use."
Millennial: the
benefit of use and
enjoyment without
going through the
property
14Millennial consumer o cómo hacer de la necesidad virtud //

15. 3. My standard is
NOW

16. 16
Waiting periods have become a source of anxiety that the user perceives “preventable”
Little tolerance to not immediate
Whether as a consumer, user, or customer, it has
been standardized the instantaneity as a settled
reality, demanding it to all areas and categories of
their daily life (from the answer in WhatsApp, to
the content access or the delivery of an online
purchase).
This instantaneity is also accompanied by the
demand for permanent control over the specific
situation they are facing and the status from their
communication, order or transaction are in every
moment: if their message has been received (and
read), where their purchase is, how long their taxi
will take to arrive, etc...
My standard is the RIGHT NOW //

17. 17
The immediate service and instant communication are taken for granted: the expectations
have become risk factors in relationships, whether commercial or personal.
Immediacy is a standard for the consumer, but still
a difference between companies.
36% of Spaniards
left an
establishment
without buying
anything if they find
a queue in the
checkout
Source: State of Retailing
Study-2015 (Epson)
36%
Buyers that don't
expect more than
three seconds
before
abandoning an e-
commerce web or
travel
Source: ForresterConsulting
on behalf of Akamai
Technologies (Online
Consumers )
40%
My standard is the RIGHT NOW //

18. Stress factor that drives and electrifies
organizations. Great potential for
innovation accompanied by service
attention, POS management and
logistics.
The dictatorship of
NOW!
18My standard is the RIGHT NOW

19. 4. Transfer of
referents among
categories

20. Directivo responsable servicio Post-
Venta
Estudio paracliente TCA (2016)
20
They are those companies that provide the best experience, regardless of the sector in which
they operate.
The reference is not necessarily the leader in same the category
The standard assessment of a service is no longer the
best player in each category: references and
requirements are transferred among categories.
Thus, disruptive companies are establishing
demands requirements, whether in service or
technology. Expectations regarding to incorporate
innovations are transferred instantly, to every
moment of the customer journey.
Likewise, during the product development “the
minimal viable product” is a consideration, for the
consumer there is a “minimum assessment criteria”
among categories.
(...) the consumer
does not understand
that when they come
to our post-selling,
they don’t need to
have a selection
process and a
definition of the visit
(time, location, type
of visit), this is
different from what
happens when going
to Sanitas or when
buying a ticket.
I don’t understand how
the people over the
phone can tell me
exactly, each second, the
consumption of my
mobile data, but when
talking about the light,
the gas and the water.
They need to do “an
estimation”
Electricity CompanyCustomer
Study for a TCA client (2016)
Transference of referents among categories //

21. 21
The consumer expects to find best practices of each category in all their consumption.
The meaning of "competitive environment" is expanded
It is in the use of technological
solutions where the consumer takes
for "granted" and with more intensity
the transference: once a device /
technology solution provides a
significant benefit in a category, it is
claimed of the rest of the companies.
They
already has
it
They will buy it
before 12 months
They will buy it in the
next 1-3 years
Source: Engaging the Digital Consumer in the New Connected World-2015(Accenture)
Devices they own and the intention of acquiring it
1212 17
12 17 11
12
8
17 14
9 1316
9
10
8 14 14
8 12 10
Wearable fitness
monitor
SmartWatch
Camera or System of
Internet surveillance
Car entertainment system
Smart thermostat
Health device wearable
3D Printer
Personal Drone
40
41
7
41
7
7
37
6
3814
38
6
16 13
35
5
28
4
16
10
They will buy it in the
next 3-5 years
Transference of referents among categories //

22. A significant disruption of service that
transforms the customer experience in
any category, it is requested immediately
to all other
Transference
among categories

23. 5. From anger to
long friendship

24. 24
Facing any issues, the consumer is prepared to the worst
They are not used to take care of the experience in the
management of errors.
Only 25% of respondents
worldwide said they feel
that employees "are on
their side".
Investigación global sobre la experienciadel cliente
(AchieveGlobal)
25%
Consumers and users have accepted errors and
problems as part of usual relationship with
brands. It is part of the humanization of
organizations: fallible, "smelling" the people
behind.
At the same time, they have also been used to
mismanagement of errors and they got very
surprised when the problems are solved with
warmth and efficiently.
From annoyance to a long friendship //

25. 25
Management of errors, crucial for an optimal
experience.
According to consumers, the best two
positive employee behaviors were
"apologize" (28% of comments) and
"be polite" (17%).
Global Reseacrh about customer experience (AchieveGlobal - 2013)
Sometimes, an adequate resolution
“at the right moment", with an
appropriate emotional tone might
mean a really differential added
value in the customer experience
and on the brand image, especially
for those companies that are not
leaders in their category (in the
case of leaders, the degree of
discomfort by the incidence is not
lowered despite great attention).
The two main negative employee
behaviors that were mentioned: "being
rude" (23% of comments) and give an
"automatic or false" response (17%).
From annoyance to a long friendship //

26. The number of incidents does not
necessarily affect satisfaction with the
company: companies with a larger
number of incidents may have a better
NPS, thanks to their management of
incidents.
An adequate error
management can
improve the NPS

27. 6. Customer Centric: The
paradox of enterprises; the
most vulnerable employees are
also the protagonists.

28. 28
The customer- centric attitude involves a shot of stress in organizations that lies
especially in the human touch point of direct contact with customers (attention &
commercial)
The Customer-Centric enterprises place a great strain on
the front line of service
Consumers and their demands to
organizations ( the standard of the
Now, level of demand transferred from
other categories, relevance of the
management of incidence) operate as a
stress factor that tense the companies,
take them to the limit, blowing their
seams and question both,
organizational structures as processes.
And that stress is managed essentially
from the profiles of first line.
The easy and routine things will
not need qualified staff, but P2P
interactions will become more
sophisticated, and companies
should be aware and having
adequate staff to handle these
situations. Achieving this
symbiosis requires people who do
actually have certain skills, but
also requires that companies give
them a special treatment, invest in
their development and really place
them in the "front line" within their
organizations.
Fuente: LauraAbarquero
(Director Client Strategy.ING
Spain&Portugal)
Customer Centric: The paradox of the enterprises //

29. 29
The responsibility to provide optimal customer experience lies on highly precarious profiles, outsourcing, worse working
conditions, high turnover, etc.
The responsibility lies with the more precarious profiles
Average annual salary in Spain (2013) and variation in acquisitive power over the previous year
80.330€
Senior Executive Mid-level managers
36.552€
Employees
21.307€
Source: Evolución de las retribuciones durante la crisis 2007-2014(ICSA y EADA Business School)
+3,42%
- 8,56%
- 4,72%
Customer-Centric: The paradox of the enterprises //

30. The most vulnerable employees, the
protagonists. The commitment for the
"first line" is not limited to the design of
attention processes, onboarding or sale:
it also involves a professional
revaluation of the profiles in contact
with the customer
Customer-Centric:
The paradox of
enterprises

31. 7. Educated in
comparison

32. 32
In certain sectors (insurance, mortgages,
flights, ...) where the comparators have
achieved to place themselves as reference
mediators, the consumers have learnt to
assess the offer, exclusively by the consumer
contemplated criteria, where the price is
central.
This dynamic standardizes the market and
impacts on shaping the offer: companies
decide to develop a "minimum comparable
product" that allows contrast with other
competitors in the category from the available
platforms.
Insurances buyer
Relevant when the consumer is in front of products that are difficult to understand
(insurance, mortgages, ...) or products whose offer is unmanageable (cars, travel, ...).
Buyers: Solving the complexity of the decision at the same time
that they provide standardization to the market
Educated in comparison
rastreator.com
momondo.es
Travel Buyer

33. 33
The "Education" of consumers that has been driven
by comparators force the companies to deploy a
progressive enhancement of the product when
they already have the consumer in their
environment (lead) or when is already a customer:
is the moment of the ancillary, cross selling or
loyalty programs.
At the same time, new products with disruptive
character that are launched using categories set by
comparators does not face only the acknowledge of
the consumer but also the standardizing logic of
the comparison.
Educated in comparison //
Also, they hamper the launch of disruptive products because of difficulties in introducing
new assessment criteria.
Comparators tend to force an initial simplification of the product
Usage-Based Insurance: Global Study
(Ptolemus - 2016)
Vehicle policy app that
varies depending on driving
habits
Adventure Travel agency flexible, personalized
and oriented to the integration with destination
(public transport, family accommodation, ...)
pasonoroeste.es

34. They solve the complexity of decision
making of user, while they assume a
great challenge to innovation in product
configuration.
Comparators and
their “teachings”

35. 8. Self-Learning as an
opportunity for brands

36. 36
The result of three fundamental realities: the lower relevance of academic
credentials, availability and accessibility to micro-content
The impulse and the self-learning boom
Internet has made cheaper and
universal the access to learning
environments. This accessibility,
particularly used by younger people,
often takes place outside apart from
the classical education institutions,
without taking in consideration the
"credentials" that formally education
provides.
Self-Learning as opportunity for brands//
La sociedad de la información en España
(Fundación Telefónica - 2014)
Media
10
20
30
40
50
De 14
a 19
años
De 20
a 24
años
De 25
a 34
años
De 35
a 44
años
De 45
a 54
años
De 55
a 64
años
De 65
a 99
años
People over 14 years who have made online courses
from May to July 2014

37. 37
Brands can play their role within self-learning
environments
Learning environments (Youtube,
MOOC, blogs ...) are spaces of access
to valuable content, propelled content
equally, educational organisms..., but
where the brands and organizations
can play an important role is from
educational programs to micro-
contents associated to their products /
services. Source: VII Estudio Anual de Redes Sociales
http://goo.gl/mlfGtG
(The Cocktail Analysis- 2015)
www.google.es/landing/activate
miriadax.net
Self-Learning as opportunity for brands//

38. The consumer / citizen self-learning
attitude facilitates a relationship with
brands / organizations supported on a
proposal content, whether micro, or
even "study plans" of certain ambition.
Brands as learning
facilitators

39. 9. The metamorphosis
of low cost enterprises

40. 40
The saturation of Low Cost players makes that the affine consumer, without abandoning the centrality of
price, also contemplates criteria such as customer experience or quality of service / product
Enriching assessment criteria
The Low Cost's consumer (almost all, in at
least one category) has learned to
sophisticate its relationship with a
conglomerate of companies that compete
with the same model (in any category there
are several LowCost). Whether by this
sophistication of the relationship or by a
more economic breathing space, begins to be
receptive to use new selection criteria in
addition to the price that is now taken for
granted.
The metamorphosis of low cost enterprises//
Satisfaction with operator services (0-100)
Source: encuesta “Satisfacción con los operadores de telefonía” (OCU-2014)
Voice
coverage
Data
Coverage
Customer
support
Invoicing
SATISFACTION
86
78
78
81
76
74
73
68
77
69
68
71
62
59
56
61
89
76
73
71
70
55
52
57
91
83
74
74
74
55
55
56
85
77
76
74
70
64
62
67

41. 41
The expectations are higher: they take for granted the price, but some specific brand criteria
appear, of shopping experience or service, of product configuration ...
Being cheap is not enough anymore
Part of the exercise of Low
Cost companies is to
identify the possible
existence of sub-segments
within a target that has
been maturing relationship
and thus fragmenting.
Source: Libremercado.com -
10/06/2015(http://goo.gl/WDNn9v)
Source:
02B.com - 10/01/2016(http://goo.gl/JIHhJd)
Ryanair bets for a "most stylish" cabin.
DIA creates a new brand aimed at fresh produce
The metamorphosis of low cost enterprises //

42. The new challenge for Low Cost lies on
identifying and implementing those
elements of value for a client, which in
turn, has become sophisticated and
diversified.
The expectations
are higher, being
cheap is not
enough anymore.

43. 10. Internet privacy:
from the fear of Big
Brother to the market of
the data

44. 44
Cookies have indicated to the consumer the relevance of their digital behavior.
From suspicion to value
In recent years, several regulatory
developments have been imposed as
mandatory warns for users about the
capture of their browsing data
through cookies.
This, along with the expansion and
standardization of services based on
navigation knowledge, which end up
being perceived by the consumer,
have favored the user become aware
of itself and their data as a business
object.
Internet privacy: from the fear of Big Brother to the market of the data //
Spain
30 40 50 60 70 80 90 1002010
Italy
Total Europe
Netherlands
Germany
France
UK
Denmark
% - Think that their personal data have economic value
State of PrivacyReport(Symantec - 2015)

45. 45
Since special offers, personalized services or an extremely individualized attention.
The consumer demands a tangible performance at
the data capture
Likewise, the consumer
requires maintain the
control of their information
in order to respond to
failures or dissatisfaction of
their expectations with the
withdrawal of concessions.
Fuente: Transformacióndigital en banca: la perspectiva del consumidor (The Cocktail Analysis - 2015)
http://goo.gl/gjcfWQ
Promotions based on
their use of the card,
in establishments they
usually visit
Investment
products
based on the
customer data
Home
insurance if
they just take
out a
mortgage
% - Spaniards respondents very interested that their
bank would offer them proactively
51%
28%
Car insurance if they
just take out a loan to
purchase a vehicle
22%23%
Internet privacy: from the fear of Big Brother to the market of the data //

46. The consumer has not only lost the "fear
of being watched”, but also demands
"the best deal" in exchange for its data.
The consumer
willing to negotiate
for its information

47. 11. Don’t ask me what
you already know

48. 48
This is a derivative of the learning of "data market" and "standard of right now" if you
know me don’t make me wait or repeat information
If you know me… then anticipate
The user is accustomed to receive
any kind of offers and advertising
adapted to its profile (needs and
demands), its hobbies and even its
navigation.
In occasions they get upset if they
need to introduce profiles, interests
or product preference settings in
sites they have previously visited.
Don’t ask me what you already know //
Save data of its last purchasesQue guarde los datos de mis últimas compras
5 10 15 20 25 30 35 40 5045 55 60 65
Need to register o the siteTener que registrarme en la página
Receive personalized offers regarding my purchases
That all my searches are saved so, while I navigate I can see related advertising
% - Spanish respondents report they agree or strongly agree with
each of these aspects of eCommerce
Source: encuesta “Los hábitos de compraonline de los consumidores españoles”
(IAB - 2015)

49. 49
Transverse to all categories: financial institutions, retailers, the hotel chain where I usually
stay, the usual websites...
It is recognized the interest for the anticipation
Beyond the benefits of the
personalized offers, the claim is
anticipate the consumer desires,
translated in the customization of the
product, service and navigation (when
the interaction is digital).
Customization will
be more important
for me in the coming
years
Personalization
and targeted
offers encourage
my brand loyalty
I am glad that the brands
register my purchase
habits in order to give me
a tailored advertising
and personalized offers
% - Spanish respondents that report they agree with the following
statements
Source: State of Retailing Study (Epson - 2015)
79% 73% 73%
Don’t ask me what you already know //

50. Anticipation to consumer desires and
needs becomes a structuring element of
a good customer experience.
If you know me,
anticipate my
desires...

51. 12. The Micro-moments
of the smartphone:
shuttles or self-
sufficient?

52. 52
The Smartphone is the Hub which pivots presence management and relationship to the
digital realm.
The Smartphone, the device by excellence in micro-moments
The Smartphone has become and
consolidated as the device by excellence
when it is talking about filling some “micro-
moments” (or no-moments, those which
happen among tasks or activities:
displacements, waitings, short breaks…).
Those instants are dedicated in the
accomplishment of some tasks that do not
need great concentration neither imply great
compromise: consultations, locations,
communication, little purchases or micro
transactions...
Occasionally, more demanding activities are
conditioned to time disposal and of other
device.
51% 41% 41%
36% 33% 26%
Among those who see content on smartphone, moments and places that
access to it.
Out of home; in
transportation, during meal
time, ...
At home when I can not use
the TV (in bed, in the kitchen,
...)
On vacations or weekends out
of home
At home when the TV is being
used by others
At home, even if the TV is not
being used
At other people home
Source: VIII Oleada Televidente (The Cocktail Analysis - 205)
http://goo.gl/1ql9q5
The Micro-moments of the smartphone: shuttles or self-sufficient? //

53. 53
The understanding of needs (intentions) and contexts of use should guide the design of the
service and the role of the Smartphone: starting point or complete experience.
The Smartphone, the starting point
A starting point always
determines the route: the
Smartphone is the first
contact to activities that
imply greater concentration
and commitment
(contracting, assessments ...),
whose design should include
an initial start on the mobile
device even if they are
concluded in another
https://www.youtube.com/watch?v=QvMqzRilvnY
Another alternative in terms of design is to
facilitate at maximum processes that can be
solved from the Smarthpone (click & close)
These micro-moments are critical touch points
within the current customer journey, and when
they are together, ultimately determine how the
trip ends up.
Source: Micro-Moments: your guide to winning the
shift to mibile (Google - 2015) https://goo.gl/6aXaH2
Contexto
Inmediatez Intención
MICRO
MOMENTO
The Micro-moments of the smartphone: shuttles or self-sufficient? //

54. 1) Designing for "guiding" its closure in
other device different than where
initiate the process
2) 2) or simplify at maximum to finalize
them in the Smartphone itself
.
Strategies at the
micro-moments

55. Thank you.
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