katrien barrat: the new consumer, so what?
Post on 17-Dec-2014
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So what ? Using this research
opens the door to new ways of thinking about media usage, market sizing, ideation, concept testing, product positioning, and other aspects of innovation
@katrienbarrat
See the change. Make it happen.
75% household budget
14%
10%
10% 22%
8%
17%
20%
A B
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scope 1 & 2
transport van personen
scope 1 & 2
televisie thuis
scope 1 & 2
niet energie
Fermob colors
materialen & diensten
transport van personen
energieverbruik
vaste activa
vracht
direct afval - water
afval verpakking producten
niet energetisch
Future-proofed
Future
proofed
5
prosperous
less prosperous
do it myself do it for me
Making segmentation actionable
“my way” “sell it to me”
“from me to you” “I’m in your hands”
80% self-reliant New Consumers
56% is constantly looking for
new and better solutions
For 2 out of 5 Belgians reality has become very harsh …
Find solutions, come into action
Out of necessity though
passive, very bleak outlook on future overwhelmed by the situation
A generational thing
54-70 driven by opportunity
Young split in 2 !Overwhelmed !Or !‘change is our middle name’
35-54 make drastic choices drive the change are in control
From throw in the towel to self-reliant and pragmatic fixing
Seriously pragmatically
self-reliant
Fix old things in new ways
Self-reliant thanks to techno
Throw in the towel
Self-reliant thanks to group
From individual responsibility to collectivity
WeWe
We
Me We Me
1 clear group of change makers though changing behaviour on all fronts
influencing those round them, collectivity solutions
never
maybe next year
recently
since long
changing behaviour
13
autodelen
wonen waar werk, ontspanning dichtbij zijn
openbaar vervoer, multimodaal
zelf energie opwekken
slimme meters, slimme toestellen
kleiner wonen
minder of geen vlees
online kopen
fairtrade, etisch
investeren in projecten van vrienden, familie, crowdfunding
100% online bank
with quality products good for me & world
making me self-reliant & resilient
So what ? Using this research
opens the door to new ways of thinking about media usage, market sizing, ideation, concept testing, product positioning, and other aspects of innovation
Internet + Television + Print
On demand … Traditional media via internet platforms
Media - example
Different aspirations, needs and expectations
Peace of mind Escapism
Entertainment Protection
Exploration Opens my world
Experiences Empowerment
Media - example
Paying by Smart Phone Because it enables me to
beat the market
Positioning - example
Public Transport “out of pleasure, not necessity”
Positioning - example
prosperous
less prosperous
do it myself do it for me
http://www.forumforthefuture.org/
Innovation - example
@katrienbarrat
See the change. Make it happen.
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