Companies spend lot of money on market research, which is essential to understand the customer's untapped voice. TrenDNA methodology helps companies capture that untapped vocie. The research, summary of which is presented here has captured around 160 trends common to human population across generations and thinking style. The methodology further establishes the relation between these trends classifying them into ' leading' or "contradicting' pairs. This perfectly sets the platform for brainstorming ideas around these relationships while designining, modifying product, service or human interventions such as employee engagement. Read this book summary and I would love to interact with you if you want to know more. My dream to put such survey for indian population.
Why Customer Personas Still Matter - Innovate & Create Meaning Through EmpathyMarco Gervasio
The document discusses the importance of using customer personas in product development. It argues personas counter skepticism by being based on both quantitative and qualitative customer data, and help teams empathize with customers through humanizing representations of them. The author advocates bringing personas to life through tools like profiles, relationship maps, experience cycles and journey maps to guide the development process. Ultimately, the author believes personas can help companies create more meaningful customer experiences and value by understanding customers as people rather than just market segments.
The document discusses the need for companies to adopt a "cosmopolitan approach" to be truly global. It notes that most people will never leave their home country, and news and culture is still largely domestic. It argues that while customers, employees, and suppliers are deeply rooted locally, managers must understand cultural differences across borders. The document presents strategies for adaptation, aggregation, and arbitrage to both address differences and exploit opportunities across markets. Finally, it stresses that developing cosmopolitan leaders requires management training, international experience, and appreciation of diversity rather than seeking to eliminate cultural distances between countries.
The document discusses the importance of identifying trends, patterns, and cultural shifts by keeping an open mind and observing behaviors. It provides examples of a rural Indian family using mobile phones and how businesses spend millions analyzing cultural trends. Key to understanding users is determining the relevance and impact of trends through a socio-cultural lens. Various tools and websites that can help track emerging trends on social media and elsewhere are also mentioned.
This document discusses identifying emerging patterns and trends. It defines trends as ideas that originate from individuals and groups and grow over time, influencing other trends. Emerging patterns can be identified through documentation, archiving observations, analysis including brainstorming and grouping, and presentation of findings. Causes bring about consequences in trends. Identifying parts of trends and their relationships can provide understanding of cultural origins. Tools for trend spotters include recording observations, organizing documentation for retrieval, examining patterns through various analysis methods, and representing findings.
Lesson 1- Trends, Networks, Critical Thinking in the 21st Century CultureJENNIFERFORTU1
This document discusses trends, networks, and critical thinking in the 21st century. It begins by differentiating between trends and fads, explaining that trends last for a long period of time and influence future generations, while fads are short-lived interests or styles. The document then provides examples of trends, like social networking sites and cashless transactions, and fads, such as fidget spinners and mannequin challenges. Finally, it outlines five ways to spot and capitalize on trends: anticipate change, see trends coming, distinguish between fads and long-term trends, ensure solutions are realistic, and create a competitive advantage.
Digitas Health LifeBrands took a trip to The Lone Star state and immersed ourselves in all things South by Southwest (SxSW).
The days went by fast and furious as we were pulled into speed sessions, meet-ups, brainstorms, demonstrations, hack-a-thons, pitches, accelerators, and a myriad of other Austin-style opportunities.
The next few slides are our attempt to bring some of these learnings home with an emphasis on why the message is relevant to healthcare marketers. Enjoy!
Why Customer Personas Still Matter - Innovate & Create Meaning Through EmpathyMarco Gervasio
The document discusses the importance of using customer personas in product development. It argues personas counter skepticism by being based on both quantitative and qualitative customer data, and help teams empathize with customers through humanizing representations of them. The author advocates bringing personas to life through tools like profiles, relationship maps, experience cycles and journey maps to guide the development process. Ultimately, the author believes personas can help companies create more meaningful customer experiences and value by understanding customers as people rather than just market segments.
The document discusses the need for companies to adopt a "cosmopolitan approach" to be truly global. It notes that most people will never leave their home country, and news and culture is still largely domestic. It argues that while customers, employees, and suppliers are deeply rooted locally, managers must understand cultural differences across borders. The document presents strategies for adaptation, aggregation, and arbitrage to both address differences and exploit opportunities across markets. Finally, it stresses that developing cosmopolitan leaders requires management training, international experience, and appreciation of diversity rather than seeking to eliminate cultural distances between countries.
The document discusses the importance of identifying trends, patterns, and cultural shifts by keeping an open mind and observing behaviors. It provides examples of a rural Indian family using mobile phones and how businesses spend millions analyzing cultural trends. Key to understanding users is determining the relevance and impact of trends through a socio-cultural lens. Various tools and websites that can help track emerging trends on social media and elsewhere are also mentioned.
This document discusses identifying emerging patterns and trends. It defines trends as ideas that originate from individuals and groups and grow over time, influencing other trends. Emerging patterns can be identified through documentation, archiving observations, analysis including brainstorming and grouping, and presentation of findings. Causes bring about consequences in trends. Identifying parts of trends and their relationships can provide understanding of cultural origins. Tools for trend spotters include recording observations, organizing documentation for retrieval, examining patterns through various analysis methods, and representing findings.
Lesson 1- Trends, Networks, Critical Thinking in the 21st Century CultureJENNIFERFORTU1
This document discusses trends, networks, and critical thinking in the 21st century. It begins by differentiating between trends and fads, explaining that trends last for a long period of time and influence future generations, while fads are short-lived interests or styles. The document then provides examples of trends, like social networking sites and cashless transactions, and fads, such as fidget spinners and mannequin challenges. Finally, it outlines five ways to spot and capitalize on trends: anticipate change, see trends coming, distinguish between fads and long-term trends, ensure solutions are realistic, and create a competitive advantage.
Digitas Health LifeBrands took a trip to The Lone Star state and immersed ourselves in all things South by Southwest (SxSW).
The days went by fast and furious as we were pulled into speed sessions, meet-ups, brainstorms, demonstrations, hack-a-thons, pitches, accelerators, and a myriad of other Austin-style opportunities.
The next few slides are our attempt to bring some of these learnings home with an emphasis on why the message is relevant to healthcare marketers. Enjoy!
The document provides guidance on developing "world-bettering communications" by using creativity and compassion. It discusses the intersection between creativity and compassion as the "g-spot" for good communication. Various behavioral psychology principles and case studies are presented to inspire creative ideas that add value to people's lives, such as comparing energy use to motivate conservation, personalizing stories to increase donations, and turning difficult tasks into games to encourage positive behaviors. The document advocates understanding people's needs and challenges to develop communications that simplify lives and challenge conventions.
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
Running head: MARKETING
MARKETING
2
One of the major goals of marketing is to study markets facts, industry tendencies and equally important consumption behaviors to enable an organization to produce goods and services that create value for diverse consumers. Therefore, having been hired as a market researcher to complete an exploratory study brief on the innovative market sector of games, apps and social media, the paper will analyze consumer behaviors, anticipated consumer behaviors, anticipate consumer needs, research goals and also in this perspective I will also explain how I would conduct primary research for this product.
According to (Plunkett 2017) research , Global Social media ad spending has more than doubled from 16 billion in 2014 to almost 31 billion in 2016 which clearly portrays how much advertising and target marketing is done through social media platforms like facebook, Instagram, youtube etc. Social media, as well as device powered applications, have affected consumer behaviors. For instance, before the days of online shopping people had to travel to the store, and spend long hours in lines just to make a simple purchase. However, with the power of social media (online shopping) through such platforms as Twitter or Facebook among others, people can make orders from anywhere. For example with the help of mobile enhanced applications, it easy to purchase products. In this case, the power of social media greatly controls the way consumers shop. Nowa day’s consumers would rather conduct research on a product than buy a product they know little about (Ashley, & Tuten, 2015). On the other hand, consumers have become fond of reading what other people have posted on social media. As a result, social media generally trust their family or friends to an extent they would even trust a stranger opinion about a product. Similarly, shopping decision is as well affected by social media in the sense that consumers have figured another approach of researching about a product using their devices to reinforce their decisions. Therefore as consumer behavior changes so does sales and marketing strategies. Business is forced to market their product differently in a way that makes their brands more personal and in a way that communicates with their consumers more personal.
Organizations are nowadays better equipped to handle more consumers’ issues with the assistance of social media because the process is faster and enables instant feedback (Ashley, & Tuten, 2015). One of the best things about social media is that it allows companies to turn negative situations into positive ones. This is an approach that has been used by many companies to counterattack such negative circumstances such as Delta Airlines that use twitter as a tool to communicate with a large number of people. Therefore with the current trends in social media as well as other device powered applications, consumers are highly connected to such changes ...
Workshop 2 new business opportunities and customer's discoveryMario Reyes
The document provides guidance on understanding new business opportunities and customers through discovery. It discusses exploring the problems and needs that opportunities address, and the importance of understanding the customer's context through methods like ethnography. The document instructs on identifying relevant problems, their intensity, and who experiences them. It emphasizes gaining empathy for the customer through techniques like empathy mapping, and using storytelling to understand the customer's experience. Fieldwork and interviews are presented as ways to validate understandings with direct observation and questions.
A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.
Thinking like Humans - Tools to improve how we solve problems for our usersLenae Storey
The document discusses the importance of using personas to think like humans when designing products and services. It argues that personas go beyond just being used by designers - they should be used throughout businesses. Personas are built from real user research through methods like field studies and interviews to understand users' goals, pains, behaviors and motivations. They help minimize risk by ensuring the problem is understood correctly. Personas also help establish empathy for users and create a shared understanding across organizations. The overall message is that personas are a tool to combat egocentric thinking and help product teams think more like the humans who will use their creations.
Essay on Knowledge is Power for all Class in 100 to 500 Words in English. Knowledge Is Power Essay Essay on Knowledge Is Power for Students and .... SOLUTION: Essay knowledge is power - Studypool. Knowledge is Power Essay in English 20 lines Writing on Knowledge is .... Knowledge is Power-Essay Writing//Essay about knowledge is power .... Write a short story on knowledge is power. Essay on Knowledge is .... Knowledge Is Power Essay Knowledge Is
Essay Knowledge Is Power. Knowledge Is Power Essay Example Topics and Well W...Erin Anderson
Essay on Knowledge is Power for all Class in 100 to 500 Words in English. Knowledge Is Power Essay Essay on Knowledge Is Power for Students and .... SOLUTION: Essay knowledge is power - Studypool. Knowledge is Power Essay in English 20 lines Writing on Knowledge is .... Knowledge is Power-Essay Writing//Essay about knowledge is power .... Write a short story on knowledge is power. Essay on Knowledge is .... Knowledge Is Power Essay Knowledge Is Power Essay in English. Essay on Knowledge is Power Short amp; Long Essays for Students. Knowledge is power Speech and essay in English by Smile please world. School essay: Knowledge is power essay. Knowledge is Power Essay - Your Personal Online Tutor. Knowledge is Power: Origin, Meaning, Explanation Essay, Speech - My .... Essay on Knowledge is Power for Students 500 Words Essay. Essay on knowledge is power - Class Of Achievers. Short essay on the meaning of Knowledge is power. Knowledge Is Power Essay Example Topics and Well Written Essays - 500 .... Knowledge is Power Essay Quotes Top 15 Essay Quotations on Knowledge is Power. English Essay: Essay About Knowledge is Power for Students - Best .... Knowledge is power essay conclusions. Is Knowledge Power. Essay on knowledge is power 11 models Topics in English. Knowledge is Power Essay - NInis Tutor Academy. Essay on knowledge is power. The power of knowledge essays. Knowledge is power essay - College Homework Help and Online Tutoring.. Essay on Knowledge is power - Brainly.in. Paragraph On Knowledge Is Power. Essay writing knowledge is power... Francis Bacon - Wikiquote Essay Knowledge Is Power Essay Knowledge Is Power. Knowledge Is Power Essay Example Topics and Well Written Essays - 500 ...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Brian Solis
Leaders Magazine features Brian Solis in an in-depth interview that explores innovation, digital Darwinism, distractions and wellness, and the future of business.
LEADERS Magazine Features Brian Solis on Innovation and PurposeBrian Solis
In this must read interview in LEADERS Magazine, Brian Solis explores the challenges and opportunities executives face in this Novel Economy.
Brian also details how companies can create a culture of innovation to grow and scale in uncertain times.
Prolific is the world's first PCM (Personal Creativity Management) software platform. Founded by writer, artist and entrepreneur Scott Ginsberg, this slide deck takes you through the origin story of this revolutionary new business discipline. Try any of the 300+ tools for free at getprolific.io
Which comes first; the consumer or the marketplace?
It’s really a philosophical question and depending which piece of the pie you own, the answers will vary.
Google firestarters 8 - agency innovationGraeme Wood
This document summarizes the speaker's presentation at Google Firestarters 8 about how planners can inspire innovation in agencies by intermediating knowledge from outside.
The speaker argues that planners should translate research and new technologies from other industries into commercially valuable insights for clients. They also note that innovation in agencies means simplifying complex ideas for those without time to study them in depth.
To demonstrate, the speaker intermediates the work of behavioral economists Mark Earls and Daniel Kahneman on human decision-making. They simplify key concepts into a grid showing how social and individual factors influence conscious and unconscious choices. This framework is then used to analyze category purchasing behaviors and guide media strategies for different types of brands.
An introduction to Listen & learn Research Jeremy Hollow
This document summarizes the services of a social media research company called Listen & Learn Research. They analyze social media data to provide insights into customers, brands, and markets. Unlike other agencies, they use human analysts to read all social media data, which allows them to develop deeper insights. Their approach informs and inspires clients to improve their business. They have expertise in markets, brands, and ideas and work with large companies to address various business questions through social listening.
The Rise of Mental Illness and Its Devastating Impact on Society Free .... MentalHealthEssay clean. Mental Illness Essay | NUR210 - Health Sociology - CDU | Thinkswap. mental health essay. Mental Health Essay — ADVERTISEMENT. WHAT IS MENTAL HEALTH Essay Example | Topics and Well Written Essays .... Free mental health essays and papers 123helpme 2017. Mental health and illness - PHDessay.com. Mental Health Essay : NIH announces winners of high school mental .... Question 2 essay, mental health. - Question 2: How might stigma impact .... Mental Illness and Symbolic Interaction Essay Example | Topics and Well .... (PDF) Essays and Debates in Mental Health. College Essay About Mental Illness Example. Mental health essay :: Short essay on the importance of Mental Health. Short Essay On The Importance of Mental Health | PDF. Essay on Mental Health and Mental Illness. 006 P1 Essay Example Mental Illness ~ Thatsnotus. Essay on mental health - Docsity. How To Write An Essay On Mental Health - Agnew Text. 009 Mental Illness Essay Topics Example ~ Thatsnotus. Mental Health Essay | Essay on Mental Health for Students and Children .... Essay Summary of Mental Health - PHDessay.com. Mental illness opinion essay - What can be done: Some Ideas about .... Essays on Mental Illness : Real People, Real Life, Real Hope (Paperback ....
Technology as a Cultural Practice - UX AustraliaRachel Hinman
How do you design a mobile money service for people in rural Uganda who’ve never had a bank account? How do you test the usability of a mobile phone’s address book for users in rural India who’ve never had an address… yet alone an analog address book?
As cheap PCs and inexpensive mobile phones flood the global market, usability and user experience professionals will encounter more and more questions like these – questions that challenge not only our research tools and methodologies, but our fundamental assumptions about how people engage with technology. In this talk, Rachel will share insights she’s gained through creating experiences that must scale across vastly different cultures. She’ll share her thoughts on the challenges and opportunities designing for global markets will present to the user experience industry in the years to come.
This document discusses how social media affects consumerism. It begins by outlining the objective and research question, which is to understand the impact of social media on consumer perceptions and choices. It then discusses why this topic is important, noting that social media allows brands to closely monitor and target consumers. The document explores how social media marketing works and how it can encourage spending on unwanted products. It also examines how consumerism shapes identity and individuality. The document concludes by emphasizing the need to make consumers aware of how social media manipulates them and encourages unwarranted consumption.
The document introduces the Consumer Trend Canvas, a framework for understanding and applying consumer trends. It provides a blank canvas template with sections to understand the basic needs addressed by a trend, the drivers of change enabling the trend, emerging consumer expectations, and inspiration from other businesses applying the trend. An example is provided analyzing the "Pretail" trend of consumers treating crowdfunding platforms like online shopping malls. The canvas is intended to help users unpack trends, generate new ideas, and structure innovation sessions.
The presentation deck shows a way business contradictions are formulated and using systematic innovation tool kit how the possible solutions can be derived using ideas (inventive principles) that other innovators used to solve a similar contradiction. Begin your organisation's systematic innovation journey using Systematic Innovation Tool Kit.
Regards,
Prashant
prashantj@bmgindia.com
Knowledge on a variety of problem solving / analytical tools is required. The candidate should have typically spent 125-200 days per year for 5-7 years on Operational Excellence consulting on-site. Candidates are expected to have a strong deadline orientation, good written/oral communication skills and excellent MS Office skills. Lean Six Sigma Black Belt / Master Black Belt Certification would be an added advantage. Strong grasp on data analysis software such as Minitab or SPSS would be an added advantage.
Candidates must be MBA / MTech from premier institutes such as IIT, IIM, BITS, HBS, Wharton, Kellogg and Engineers from Tier 1 institutes such as IIT, BITS, Stanford and MIT (US).
More Related Content
Similar to Trend DNA : Understanding Population Better Than They Understand Themselves
The document provides guidance on developing "world-bettering communications" by using creativity and compassion. It discusses the intersection between creativity and compassion as the "g-spot" for good communication. Various behavioral psychology principles and case studies are presented to inspire creative ideas that add value to people's lives, such as comparing energy use to motivate conservation, personalizing stories to increase donations, and turning difficult tasks into games to encourage positive behaviors. The document advocates understanding people's needs and challenges to develop communications that simplify lives and challenge conventions.
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
Running head: MARKETING
MARKETING
2
One of the major goals of marketing is to study markets facts, industry tendencies and equally important consumption behaviors to enable an organization to produce goods and services that create value for diverse consumers. Therefore, having been hired as a market researcher to complete an exploratory study brief on the innovative market sector of games, apps and social media, the paper will analyze consumer behaviors, anticipated consumer behaviors, anticipate consumer needs, research goals and also in this perspective I will also explain how I would conduct primary research for this product.
According to (Plunkett 2017) research , Global Social media ad spending has more than doubled from 16 billion in 2014 to almost 31 billion in 2016 which clearly portrays how much advertising and target marketing is done through social media platforms like facebook, Instagram, youtube etc. Social media, as well as device powered applications, have affected consumer behaviors. For instance, before the days of online shopping people had to travel to the store, and spend long hours in lines just to make a simple purchase. However, with the power of social media (online shopping) through such platforms as Twitter or Facebook among others, people can make orders from anywhere. For example with the help of mobile enhanced applications, it easy to purchase products. In this case, the power of social media greatly controls the way consumers shop. Nowa day’s consumers would rather conduct research on a product than buy a product they know little about (Ashley, & Tuten, 2015). On the other hand, consumers have become fond of reading what other people have posted on social media. As a result, social media generally trust their family or friends to an extent they would even trust a stranger opinion about a product. Similarly, shopping decision is as well affected by social media in the sense that consumers have figured another approach of researching about a product using their devices to reinforce their decisions. Therefore as consumer behavior changes so does sales and marketing strategies. Business is forced to market their product differently in a way that makes their brands more personal and in a way that communicates with their consumers more personal.
Organizations are nowadays better equipped to handle more consumers’ issues with the assistance of social media because the process is faster and enables instant feedback (Ashley, & Tuten, 2015). One of the best things about social media is that it allows companies to turn negative situations into positive ones. This is an approach that has been used by many companies to counterattack such negative circumstances such as Delta Airlines that use twitter as a tool to communicate with a large number of people. Therefore with the current trends in social media as well as other device powered applications, consumers are highly connected to such changes ...
Workshop 2 new business opportunities and customer's discoveryMario Reyes
The document provides guidance on understanding new business opportunities and customers through discovery. It discusses exploring the problems and needs that opportunities address, and the importance of understanding the customer's context through methods like ethnography. The document instructs on identifying relevant problems, their intensity, and who experiences them. It emphasizes gaining empathy for the customer through techniques like empathy mapping, and using storytelling to understand the customer's experience. Fieldwork and interviews are presented as ways to validate understandings with direct observation and questions.
A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.
Thinking like Humans - Tools to improve how we solve problems for our usersLenae Storey
The document discusses the importance of using personas to think like humans when designing products and services. It argues that personas go beyond just being used by designers - they should be used throughout businesses. Personas are built from real user research through methods like field studies and interviews to understand users' goals, pains, behaviors and motivations. They help minimize risk by ensuring the problem is understood correctly. Personas also help establish empathy for users and create a shared understanding across organizations. The overall message is that personas are a tool to combat egocentric thinking and help product teams think more like the humans who will use their creations.
Essay on Knowledge is Power for all Class in 100 to 500 Words in English. Knowledge Is Power Essay Essay on Knowledge Is Power for Students and .... SOLUTION: Essay knowledge is power - Studypool. Knowledge is Power Essay in English 20 lines Writing on Knowledge is .... Knowledge is Power-Essay Writing//Essay about knowledge is power .... Write a short story on knowledge is power. Essay on Knowledge is .... Knowledge Is Power Essay Knowledge Is
Essay Knowledge Is Power. Knowledge Is Power Essay Example Topics and Well W...Erin Anderson
Essay on Knowledge is Power for all Class in 100 to 500 Words in English. Knowledge Is Power Essay Essay on Knowledge Is Power for Students and .... SOLUTION: Essay knowledge is power - Studypool. Knowledge is Power Essay in English 20 lines Writing on Knowledge is .... Knowledge is Power-Essay Writing//Essay about knowledge is power .... Write a short story on knowledge is power. Essay on Knowledge is .... Knowledge Is Power Essay Knowledge Is Power Essay in English. Essay on Knowledge is Power Short amp; Long Essays for Students. Knowledge is power Speech and essay in English by Smile please world. School essay: Knowledge is power essay. Knowledge is Power Essay - Your Personal Online Tutor. Knowledge is Power: Origin, Meaning, Explanation Essay, Speech - My .... Essay on Knowledge is Power for Students 500 Words Essay. Essay on knowledge is power - Class Of Achievers. Short essay on the meaning of Knowledge is power. Knowledge Is Power Essay Example Topics and Well Written Essays - 500 .... Knowledge is Power Essay Quotes Top 15 Essay Quotations on Knowledge is Power. English Essay: Essay About Knowledge is Power for Students - Best .... Knowledge is power essay conclusions. Is Knowledge Power. Essay on knowledge is power 11 models Topics in English. Knowledge is Power Essay - NInis Tutor Academy. Essay on knowledge is power. The power of knowledge essays. Knowledge is power essay - College Homework Help and Online Tutoring.. Essay on Knowledge is power - Brainly.in. Paragraph On Knowledge Is Power. Essay writing knowledge is power... Francis Bacon - Wikiquote Essay Knowledge Is Power Essay Knowledge Is Power. Knowledge Is Power Essay Example Topics and Well Written Essays - 500 ...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Brian Solis
Leaders Magazine features Brian Solis in an in-depth interview that explores innovation, digital Darwinism, distractions and wellness, and the future of business.
LEADERS Magazine Features Brian Solis on Innovation and PurposeBrian Solis
In this must read interview in LEADERS Magazine, Brian Solis explores the challenges and opportunities executives face in this Novel Economy.
Brian also details how companies can create a culture of innovation to grow and scale in uncertain times.
Prolific is the world's first PCM (Personal Creativity Management) software platform. Founded by writer, artist and entrepreneur Scott Ginsberg, this slide deck takes you through the origin story of this revolutionary new business discipline. Try any of the 300+ tools for free at getprolific.io
Which comes first; the consumer or the marketplace?
It’s really a philosophical question and depending which piece of the pie you own, the answers will vary.
Google firestarters 8 - agency innovationGraeme Wood
This document summarizes the speaker's presentation at Google Firestarters 8 about how planners can inspire innovation in agencies by intermediating knowledge from outside.
The speaker argues that planners should translate research and new technologies from other industries into commercially valuable insights for clients. They also note that innovation in agencies means simplifying complex ideas for those without time to study them in depth.
To demonstrate, the speaker intermediates the work of behavioral economists Mark Earls and Daniel Kahneman on human decision-making. They simplify key concepts into a grid showing how social and individual factors influence conscious and unconscious choices. This framework is then used to analyze category purchasing behaviors and guide media strategies for different types of brands.
An introduction to Listen & learn Research Jeremy Hollow
This document summarizes the services of a social media research company called Listen & Learn Research. They analyze social media data to provide insights into customers, brands, and markets. Unlike other agencies, they use human analysts to read all social media data, which allows them to develop deeper insights. Their approach informs and inspires clients to improve their business. They have expertise in markets, brands, and ideas and work with large companies to address various business questions through social listening.
The Rise of Mental Illness and Its Devastating Impact on Society Free .... MentalHealthEssay clean. Mental Illness Essay | NUR210 - Health Sociology - CDU | Thinkswap. mental health essay. Mental Health Essay — ADVERTISEMENT. WHAT IS MENTAL HEALTH Essay Example | Topics and Well Written Essays .... Free mental health essays and papers 123helpme 2017. Mental health and illness - PHDessay.com. Mental Health Essay : NIH announces winners of high school mental .... Question 2 essay, mental health. - Question 2: How might stigma impact .... Mental Illness and Symbolic Interaction Essay Example | Topics and Well .... (PDF) Essays and Debates in Mental Health. College Essay About Mental Illness Example. Mental health essay :: Short essay on the importance of Mental Health. Short Essay On The Importance of Mental Health | PDF. Essay on Mental Health and Mental Illness. 006 P1 Essay Example Mental Illness ~ Thatsnotus. Essay on mental health - Docsity. How To Write An Essay On Mental Health - Agnew Text. 009 Mental Illness Essay Topics Example ~ Thatsnotus. Mental Health Essay | Essay on Mental Health for Students and Children .... Essay Summary of Mental Health - PHDessay.com. Mental illness opinion essay - What can be done: Some Ideas about .... Essays on Mental Illness : Real People, Real Life, Real Hope (Paperback ....
Technology as a Cultural Practice - UX AustraliaRachel Hinman
How do you design a mobile money service for people in rural Uganda who’ve never had a bank account? How do you test the usability of a mobile phone’s address book for users in rural India who’ve never had an address… yet alone an analog address book?
As cheap PCs and inexpensive mobile phones flood the global market, usability and user experience professionals will encounter more and more questions like these – questions that challenge not only our research tools and methodologies, but our fundamental assumptions about how people engage with technology. In this talk, Rachel will share insights she’s gained through creating experiences that must scale across vastly different cultures. She’ll share her thoughts on the challenges and opportunities designing for global markets will present to the user experience industry in the years to come.
This document discusses how social media affects consumerism. It begins by outlining the objective and research question, which is to understand the impact of social media on consumer perceptions and choices. It then discusses why this topic is important, noting that social media allows brands to closely monitor and target consumers. The document explores how social media marketing works and how it can encourage spending on unwanted products. It also examines how consumerism shapes identity and individuality. The document concludes by emphasizing the need to make consumers aware of how social media manipulates them and encourages unwarranted consumption.
The document introduces the Consumer Trend Canvas, a framework for understanding and applying consumer trends. It provides a blank canvas template with sections to understand the basic needs addressed by a trend, the drivers of change enabling the trend, emerging consumer expectations, and inspiration from other businesses applying the trend. An example is provided analyzing the "Pretail" trend of consumers treating crowdfunding platforms like online shopping malls. The canvas is intended to help users unpack trends, generate new ideas, and structure innovation sessions.
Similar to Trend DNA : Understanding Population Better Than They Understand Themselves (20)
The presentation deck shows a way business contradictions are formulated and using systematic innovation tool kit how the possible solutions can be derived using ideas (inventive principles) that other innovators used to solve a similar contradiction. Begin your organisation's systematic innovation journey using Systematic Innovation Tool Kit.
Regards,
Prashant
prashantj@bmgindia.com
Knowledge on a variety of problem solving / analytical tools is required. The candidate should have typically spent 125-200 days per year for 5-7 years on Operational Excellence consulting on-site. Candidates are expected to have a strong deadline orientation, good written/oral communication skills and excellent MS Office skills. Lean Six Sigma Black Belt / Master Black Belt Certification would be an added advantage. Strong grasp on data analysis software such as Minitab or SPSS would be an added advantage.
Candidates must be MBA / MTech from premier institutes such as IIT, IIM, BITS, HBS, Wharton, Kellogg and Engineers from Tier 1 institutes such as IIT, BITS, Stanford and MIT (US).
Innovation has become one of the top priorities of leadership irrespective of the industry they lead.
Improvement in any business metric by minimum of 30% require business teams to think differently. The real question is how can organisations achieve this fate without overly being dependent on their top talent to do it.
The question then is ‘How to develop innovation talent capability that can consistently deliver ‘30+’ % Inprovement in the business results’
Well answer is simple leaders need to plan & facilitate systematic learning of talent on ‘HOW TO INNOVATE’ on current and near & distant future challenges
BMGI offers innovation learning workshops designed for various levels of the organisation.
When everyone in the organisation becomes ‘Innovation Capable’ there will be obviously less drag and more flow of ideas and innovations.
Regards
Prashant
Prashantj@bmgindia.com
www.bmgindia.com
The document summarizes key findings from the book "In Search of Excellence" by Tom Peters and Robert H Waterman Jr. It discusses eight attributes of excellent companies identified in the research: a bias for action, being close to customers, autonomy and entrepreneurship, productivity through people, being hands-on and value-driven, sticking to the core business, keeping an organization simple with lean staff, and maintaining simultaneous loose-tight properties. It provides examples and mechanisms used by top companies to demonstrate these attributes.
This document provides details on a proposal for a design thinking engagement. It outlines two engagement options, with Option 1 being a 3-day design thinking workshop for INR 10 lakhs, and Option 2 being a more comprehensive engagement involving 3 workshops over 12 weeks for INR 40 lakhs. The document discusses BMGI's design thinking methodology, roles and responsibilities, investment details, and terms and conditions.
World Leader in Performance Excellence
BMGI’s Business Excellence Roadmap provides a recommended engagement roadmap for organizations seeking to implement a business excellence program. It discusses business excellence and its benefits, including improved business performance, profitability, and competitive advantage. The roadmap includes assessments, quick win actions, an implementation plan, and establishing governance structures to ensure successful transformation.
For successful innovation its important to first identify opportunities to innovate. If that's not done properly, whatever efforts one might put will not yield any results. The presentation gives insight into how to find innovation opportunities at customer interface and across the value chain.
Connect : prashantj@bmgindia.com in case you want this presentation
Many times companies are not able to understand as to why their strategy implementation is not effective despite senior management believing that they have a perfect strategy in place. BMGI's Balanced Score Card Approach perfectly addresses this design to implementation gap. We have lot of experience working with many organisations implementing 'Balanced Score Card'.
Connect : prashantj@bmgindia.com if you need this presentation.
Employee engagement is a function of quality of leadership. Employees are disengaged because their leaders not able to devote the quality time and addressing their engagement needs. Its really time to think what all a leader does and taking an independent view of doing what is needed for better engagement with their teams. Hope you will like this presentation
Every organisation in this world is gearing up to innovate & stay ahead of competition. This includes identifying new needs and markets. Organisation compete on quality of people they have, quality is essesntially a function of learning & development that an individual go through in an organisation. L& D builds capability that percolates in the entire organisation. Presentation highlights training in innovation techniques of TRIZ, experienced facilitation & a robust knowledge management systems are the foundations on which an organisation can build its innovation capability. Please let me jave your feedback and get in touch if you want to know more.
How would I add value. Here is menu of possibilities with my skills and compertancies.
The first question I answered here is why I want to do what I want to do, this is followed by what, how, business benefit. In the last column reference to my selected articles is given, this is to present the viewer a greater insight.
My credentials given at the end of the document. Let's connect.
HR is being looked as a key business function and no more a support function, responsible for delivering its contribution towards achieving business results. Presenting here my comprehensions of different facets of HR.
Its almost a prerequisite to ask "Why" we are doing " What" we are doing. This way we define 'value' to be delivered before we plan execution. So this value proposition starts with why followed by what & how. The last column gives expected business benefit out of what we do and how we do it.
Let me have your feedback to enhance it further.
Regards,
Prashant
Organisation's Excellence Journey through Process Innovation Prashant Joglekar
Business processes are reflections of organization's DNA. It differentiates one organization from another. Here is a snap shot of an approach to business process management and innovation.
Presentation covers all the aspect needed to build innovation ecosystem viz. Innovation environment assessment, Innovation landscape ( where to innovate) and Introduction to systematic innovation alias. TRIZ. It also gives access to my blog posts, articles on innovation .
Enjoy!!!!
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Trend DNA : Understanding Population Better Than They Understand Themselves
1. trenDNA 1 – Exploring Innovation Challenge
(Understanding Populations Better Than They Understand Themselves)
Prashant Y. Joglekar
joglekarprashant@gmail.com; www.twitter.com/ideabound
My Blog: http://innovationnukkad.blogspot.com
Introduction:
Successful Innovation requires right answer/s to the right problem/s. It is said, “Once what is to
be done” is known, “How To” part merely follows. The biggest challenge however is recognizing
the “What” part. Before going further let us remind ourselves of Einstein’s definition of a problem
or an opportunity “Problem is the gap between what we want and what we have”. Many times
falling prey to prevalent thinking “If ain’t broke don’t fix it” & “All is Well” we fail to
recognize what might be needed. (Opportunities = Un-recognized customer desire /need/ want
etc,)
The successful innovation therefore requires answering three questions
1. “What does Customer Want or Need?”
2. “How do we recognize what he wants”
3. “How we meet that unmet need? (What product/ services we will design & create to
meet the unmet need).
Absolutes of Innovation 1
If we have to have a simple definition of what successful innovation means to most of us then
we can say it is something which has all of good things ( Both for customers and business ) and
less or none of bad things again for both. Thus if we now have to define what a successful
innovation must have; it leads us to state two necessary absolutes
1. Solving a trade-off or compromise
2. Adding a new function or an attribute that no competitor is offering
Recognizing Unmet Needs = F (Trend)
Innovation requires organizations to go beyond understanding the ‘Voice of The Customers”
“Slipping into their shoes” or “knowing their conscious mind” to a newer level -“Seeping into
their unconscious mind observing several of their behavioral trends” to comprehend what
they will appreciate in future products and services by way of its unique functional features &
attributes (tangible and intangible).
TREND 2 is all about understanding people, the populations they form part of, and most
important of all for a business, understanding what motivates them to spend their money. The
basic idea behind recognizing trend is that the most powerful forces in our society are the
emerging, counterintuitive trends that are shaping tomorrow right before us. For e.g. need to
1
2. stay fitter, Yeh DIL MANGE MORE attitude, a smaller car but a bigger house first, few years
later both get bigger & bigger, getting attached to one “sect” & creating more diversity of sects
are all forming part of trends. “Jain food” is one such trend which does not meant food for
“Jains” but food that is devoid of onion or garlic which is even preferred by the rest of the
population. While people are eating healthier food than ever, number of chat shops shows an
increasing trend as they are frequented by a sizeable population.
I-pod, I-phone are not the result of customer surveys but a deeper understanding of behavioral
pattern observed in few individuals which soon was embraced by the rest. The power of
extreme individual choices has never been greater and the reasons and patterns for those
choices never harder to understand and analyze. Identifying small, intense subgroups and
communicating with them about their individual needs and wants has never more critical in
marketing than now. Small groups, drawn together by shared needs, habits and preferences are
on the rise.
Late Sh.C.K.Prahalada & M. S. Krishnan in their book “The New Age of Innovation” 3 has put
forth a concept of N=1, R=G which means product / services that are truly innovative can cater
to the individual need (N=1) by leveraging global networks resources (R= G). I-pods are popular
not because we can carry music around- we could do that with the walkman, they are popular
because it gives us the ability to choose our own songs thus personal technology has become
personalized technology. (N=1, R=G)
Thus a trend is a behavioral aspect by an intense identity group that grows a need and influence
behavior of a larger population not met by the existing businesses.
TREND and Its Relevance to Business 4
Most managers can articulate the major trends of the day. But in the course of conducting field
and market research in a number of industries and working directly with the companies, they
often fail to recognize the less obvious but profound ways these trends are influencing customer
aspirations, attitudes, and behaviors. This is especially true of trends that managers view as
peripheral to their core markets. Consequently, they ignore trends in their innovation strategies,
include product features that only superficially address a trend’s impact on consumers, or they
adopt a wait-and-see approach and let competitors take the lead. At a minimum, such
responses result in missed profit opportunities or wasteful investments in R & D. At the extreme,
they can jeopardize a company by ceding to rivals the opportunity to transform the industry.
Why Firms Fail To Leverage Trends 4
Ignoring trends that originate outside their markets
Most firms naturally think of themselves as offering products within defined categories. (“we
make cosmetics” We make Automobiles” “We are apparel company” “We are bank” etc This
often directs innovation efforts toward customer needs that have been considered relevant to
the category and need of the population as a whole is ignored.
2
3. Responding to a trend in a superficial way
Siemens launched Xelibri 6, (http://www.canadiancontent.net/mobile/phone_pictures/siemensxelibri-6.jpg), a Smartphone for women that contained two mirrors and was designed like a
makeup compact but could not actually hold make up. The rise of digital media has prompted
consumers to seek products that allow them to multitask, but Siemens didn’t appreciate that
people expect such products to deliver this benefit in substance, not just in form.
Ill-conceived offerings that don’t speak to consumers new needs or desires often dilute, rather
than enhance, the brand’s equity, thus responding to a trend in a superficial way doesn’t help.
Waiting Too Long to Respond
Sometimes waiting to watch the competitor to make the first move can often lock valuable
assets. Nike was able to secure a partnership with Apple to co create Nike +, a sports kit and
web service that allows runners to track their performance with their i-pods and share
information with others. (http://www.apple.com/ipod/nike/) Given the i-pod’s popularity among
joggers, a firm that now seeks to enter the new space has lost an opportunity to launch their
services with a capable partner
What is trenDNA?
The approach I am going to discuss hereon is summary of my understanding of “trenDNA” a six
years of research by Systematic Innovation GURU Darrell Mann and his Turkish
counterpart Yekta Ozozer. The main theme of the book is “Understanding Populations Better
than They Understand themselves” by understanding trends and their connections with each
other
Figure 1: trenDNA & Maze of Trend Interactions
trenDNA is about observing patterns of behaviors that form a trend & re-focusing the way we
look at world. It is a tool for firmer predictions about the future not just by looking at the trends
but looking at the conflicts and synergies between trends.
3
4. The book contains 160 + trend cards each describing a unique behavioral pattern (trend) which
is distinct from the other. Authors claim that during their research they have come across more
than 1000 trends & were considered for a detailed assessment, after intense deliberations they
rationalized them based on their resemblance finally sizing them up to 160+ unique trends.
Each trend-card describes the trend in brief, the other side of it lists other trends that the trend in
review leads to or contradicts with. The greatest opportunity for innovation is realized by solving
a conflict between the trends. It also relates trend with the thinking style (based on the work of
“Spiral Dynamics” by late Dr. Clare Graves) and the generation archetype (Hero, Nomad,
Prophet and Artist) theory put forth by Strauss & Howe through their work on “Generation Cycle”
One chapter is exclusively devoted to trend mapping strategies suggesting use of these trends
for getting customer insight & into their probable needs. At the back of the book a list of winning
solution strategies have been summarized. The strategies may appear abstract for people who
do not have basic orientation to systematic innovation methods, for others it can help pointing
towards possible innovation directions based on the clues provided by trend mapping strategies.
trenDNA Map
This first part being an introductory part, I will touch upon briefly the key concepts of trenDNA
and its overall map.
Figure 2: trenDNA Map
At the core of the map, is ‘as-is’ and ‘to-be’ the two key elements of any innovation project.
‘As-is “part is where the things are as they are as on date and ‘to-be’ part is the future state
which might be an ideal state as foreseen by the team or sponsor of the project. It might happen
4
5. that there is no ‘as-is’ part and the canvas is completely blank, these are typical situations
where a CEO asks his team a need to create new growth engines & business verticals.
The next in the map is “absolutes’ where we identify the function delivered by a product &
services few may term this as ‘jobs to be done’ or ‘likely benefit’. The reason to think more
deeply about the function is to unravel the functions beyond tangibles and finding the likely
areas to innovate or finding out an alternate way of delivering the same function as is done by
some of the other industries who may not be your direct competitors.
The ‘inevitable’, next in the map is all about data driven predictions may be a simple example
of this could be if a shaving products company wants to predict the demand for their products in
next few years then they can have the data of the number of students passing out of the college
and starting their carrier as a professional. They may or have to shave regularly in their new life,
(They may not be shaving daily in their earlier “student life”) So such a prediction if not accurate
can provide a reasonable estimate of the product sales growth.
The next in the map is ‘inherent’ which will make us understand the higher order effects.
Taking the shaving example further we might realize that “shaving is not considered as a “cool
thing” and it’s best to have some trimmed beard on one’s chin to attract & retain attention of
“interested parties”. This may make you think about the investments that you might make in
augmenting the production facilities of your existing products. Instead you might think of
something else for making your top line grow or at least stay even.
The two key themes have been introduced here may be we can call them vehicles of trenDNA.
The first one is based on the different thinking styles (thinking gears) that an individual, group or
society at large have. This is based on pioneering work by Dr. Clare Graves on “Spiral
Dynamics”5 which is about how thinking style changes depending on the change in the external
situations and affect the behavior of an individual, group or society at large. These thinking
styles are used as a dimension in comprehending the trend thereby understand customer &
plan out future things (e.g. transformations in the organization, predicting buying behaviors etc).
The other concept is based on “William Strauss & Neil Howe’s” pioneering work on generation
cycles (The Forth Turning6) the basic premise of the work is; generation cycle repeats itself after
certain years so one can have a better understanding of the current generations based on the
attributes possessed by its equivalent generation of the past. Each generation cycle is known to
repeat after every 80 years, so if you want to understand the GEN Y or HERO generation (born
during 1980-2001) then it is best to correlate them with people born previously between 19001925. This provide good basis for understanding different generations & their key attributes as a
consumer/ customer. Each trend is further classified based on the thinking style it represents
and generation with which it finds the closest match.
The next stage is “Probables” where all the market and consumer trends that marketers spend
so much of their time talking about are found. The job is describing this forth level is to make
sense out of what is going to turn out to be close to two hundred individual trends. The section
5
6. also help us arrange the trend database in a meaningful manner so that if we know what age
group our customers are and what is probably their thinking style is then we can consider only
those trends to work with that fits the selection. This can give us some early lead in innovating in
products and services that will satisfy this segment.
The last one is “Possible” the authors here are quite open to accepting any such event which
may have a distant correlation with the purchases made by the consumers. Now in India we
already have such correlation where certain days are considered auspicious for purchases as
the planetary position favors to do so. As we know smart Marketers in India are already
exploiting and cashing out on such events.
We will see in some detail each area of the map in the next section.
Why we need trenDNA
Why should I consider trenDNA approach for scouting new business opportunities or
understanding the missing ones in the existing one? Once motive is clear commitment follows
let us see some of these motives.
Motive 1: Any innovation project or for that matter any improvement project starts with
documenting “As-Is” & “To-Be” state of improvement parameters e.g. “Increase Revenue By X
% or by X folds in next Y years” or “Cut Cost By Z %” “Improve Customer Satisfaction Score by
“S” units or “Develop New Business with Product & Services that will add R % to the top line”
etc”. If you are leading the project which has goals like this then you are completely lost at the
start. Where & How to start is the next question on top of your mind. You may just start doing it
to know later that what was started was not the best of the approach. You might then feel that I
should have got enough time for thinking before doing. But most of the time need of the moment
is action rather than thinking and unfortunately time spend on thinking is considered as
procrastination. This happens because there is no methodical approach available to our thinking
According to me trenDNA coupled with Systematic Innovation can best aid our efforts.
Motive 2: If your company is undertaking a market survey trying to talk to customers &
understand what they want better from your products & services, then advice by the author is to
think again. Sometimes people are asked to find out what customer wants within few days
before a product development cycle is undertaken. The result of such quick survey often leads
to a product that either overshoots or undershoots existing customer requirements & looks like a
sibling or at best a cousin of what is already available in the market. They however recommend
with their experience that the resources otherwise spent on surveys can be better utilized in
testing the product before launch. In author’s own words more you practice (with concepts) with
trend mapping the luckier you will get. One of the companies they work with, depend
significantly on trend mapping & build its understanding of customer’s unrealized needs to come
up with a differentiated product / service.
Motive 3: I am not a market analyst or a strategist but when I see everyone spending around
me ( except me, my frugal up-bringing does not allow me to spend unnecessarily ) I believe
there is a growth happening. Numbers are helpful and bring seriousness to the discussion. The
6
7. US GDP is $ 14 trillion and the contribution of personal consumption expenditure accounts for
nearly @ 65%. The further break up amongst products & services include 35 % by products and
65 % by services. (Annexure I)
Some of the growth indicators in the Indian context are summarized in Annexure II. Every
organization would like to have maximum share of those growth numbers and hence would like
to innovate and introduce products and services that creates differentiation. The organization
that understands the need of the customer who is at the core of these numbers will stay ahead
in the race.
Motive 4: Consumer Expectation Trend follows a following path
Commodity- Product- Service- Transformation- Experience
The trend shows that customers are more and more interested in ultimate NIRVANA (The
experience) and at that stage they are ready to shell out more from their wallet t that they would
at all the previous stages. The forward trend is “customization” & the backward is
“commoditization”, to stay well ahead of the competition organizations needs to create more
experiences through their product & services else they will have to fiercely fight in the “RED”
sea instead of creating a “BLUE”. 10 The figure below depicts the point. For moving upward in
the graph in order to have more pie of the customer’s wallet the organizations need to observe,
recognize and capture trends & create experiences.
Progression of Economic Value 8
7
8. Motive 5
The Halo Effect 9 Observes that those organizations that correctly determine “What” part, stays
ahead of competition because from start their resource productivity and efficiency is far better
that their competitors. For competitors it becomes difficult to catch up and eventually even if
they do, they exhaust themselves by then, losing stamina in the process for their possible next
run.
Mind Map of trenDNA
The Way Forward
The next parts will describe in sequence the trenDNA concept in some more detail, the
innovation challenge identification process and finally integration with Systematic Innovation to
unfold a structure of an “end to end” innovation process which any organization would like to
implement.
References
1. Mann Darrell, Yekta Ozozer trenDNA – “Understanding Populations Better than They
Understand Themselves”, IFR Press, UK, 2009
2. Penn Mark “Micro trends”, Penguin Allen Lane
3. Prahalada C.K., M.S.Krishnan, “ The New Age of Innovation” Mc-Grawhill 2008
4. Elie Ofek, Wathieu Luc; A” Are You Ignoring Trends That Could Shake Up Your Business?
Harvard Business Review July-August 2010
5. Cowan , Beck “Spiral Dynamics”, Blackwell Business 1996
6. Strauss & Howe “The Fourth Turning”, Broadway Books,1997
7. Business World “ The marketing Handbook” 2011
8. Pine B.J. Gary Gilmore “ The Experience Economy” Harvard Business School Press, 1999
9. Rosenzweig Phil “The Halo Effect” Free Press, 2007
10. Kim & Mauborgne “ The Blue Ocean Strategy”, Harvard Business School Press
8
9. Annexure I: The US GDP breakdown figures
(http://upload.wikimedia.org/wikipedia/en/f/f6/GDP_Categories_-_United_States.png)
Annexure II: The Growth Forecast (India) 7
Sr.
No.
01
Category of
Consumption
Product
Sub Category
Past :
Market Size (Year)
185 USD Billions (2008)
Food / Beverages
Automobile
FMCG / Consumer
Goods
Personal Care
Accessories
Future :
Market Size ( Year)
318 USD Billions (2020)
The commercial vehicle Sale
= 4 Lacs ( 2008-09)
25 USD billion (2008)
10 Lacs ( 2020)
74 USD billion (2020)
Rs.23,000 Cr (2008)
Rs.35,000 Cr. ( 2013)
Rs.326 Cr.(2008)
@Rs. 443 Cr. (2013)
/
Baby Care Products
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10. Sr.
No.
02
Category of
Consumption
Services
Sub Category
Past :
Market Size (Year)
Future :
Market Size ( Year)
The Media and
Entertainment
Industry
Healthcare
&
Wellness Services
Hospitality
&
Tourism
Rs. 386 Billion (2008)
Rs. 1052 billion (2013)
Data Not Available
$ 14.2 billion (2013)
16 Billion USD (2008)
35.7 Billion USD (2018)
Data Not Available
Food : 252 Billion $ (2015)
Apparel : 40 Billion USD
(2015)
Electronics : 20-25 Billion
UDS ( 2015)
Telecom BPO Revenue–
1933 USD ( 2012)
Banking BPO Revenue- 1483
USD ( 2012)
Insurance Sector BPO
Revenue – 389 million
(2012)
Travel Sector BPO Revenue
– 214 Million ( 2008)
Retail Services
Domestic
Services
BPO
Telecom BPO Revenue - 661
Million USD (2008)
Banking BPO Revenue – 379
Million USD (2008)
Insurance Sector BPO
Revenue – 187 Million
(2008)
Travel Sector BPO Revenue
– 76 Million ( 2008)
Similarly Customer Care BPO, Sales and Marketing BPOs,
Finance & accounting BPOs also shows an upward trend
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