Taking a consumer centric view of business is now an imperative! Understanding change via trend can give you a competitive edge.
We no longer live in a marketing environment where we can effectively tell consumers what to think, believe, hear or buy. In fact, consumers tell us what they want all the time – but we need to listen at frequent intervals to capture the consumer trends that can drive our marketing and media actions
- Public opinion (e.g. health, security, environment) is in flux
- Media fragmentation makes targeting costly
- Market and product information is obtainable from multiple sources, and consumers share their "reviews"
We can, and must, go beyond a view of "what" consumers are doing to a quantification of what they are trying to tell us, and why they make the choices they make – all in the context of what is changing.
Our suite of consumer trend-focused capabilities accommodates not only your tracking requirements but changes in media and technology usage.
KnowledgePanel® Pulse Tracker:
- Uncovers consumer beliefs and attitudes about societal or public policy trends such as Health and Wellness
- Determines which changes in beliefs, attitudes and category-related behaviors sustain themselves over time and become trends, and which are short-lived fads
- Identifies opportunities to introduce new products or services that round out your brand/service portfolio
- Helps you understand where key current offerings sit on a societal dimension, such as Health & Wellness
In order for Pulse Tracker to have corporate utility, it is important to understand what consumer trends are emerging in your population of interest. We examine change over time using trend analysis as opposed to point-to-point difference.
Trend testing is typically more sensitive to changes in metrics and therefore serves as an early warning sign that attitudes and behaviors are beginning to shift.
Further, choice-based measurement techniques are applied in any survey about consumer trends to determine, via analysis, which attributes or other metrics drive perceptions of the topic of interest, and how their relative strength shifts over time. Our Pulse Tracker analysis provides the relative strength of those metrics in defining brands or services and prioritization of metrics most critical to leverage for brand identity elements such as claims, positioning, messages.
The cost effective benefits of this approach are derived from Maximum Difference Scaling (MaxDiff) modeling, which provides clearer differentiation than traditional measurement approach (e.g., ratings and ranking).
Knowledge Networks moves beyond Pulse Tracker to put the consumer trend information into strategic action through our analytic suite depicted in this table.
Consumer Trend Syndicated Offerings
Knowledge Networks also provides a suite of syndicated products that will meet your need to understand how consumer media trends are changing, and what technology adoption trends exist. To learn more, click on the following links:
FEATURED INSIGHTS
- A Fresh Look at Hispanic Lifestyles: Social Cocooning, Stress, and Struggle
Patricia Graham - Bringing Branding and Research Together to Understand Consumers
Interview with Christopher Piotrowski - Outsourcing Research Only Makes Sense when your "Vendor" Is Really a Partner
Patricia Graham - Digital Realities
Martin Zagorsek - Marketing to Hispanics. Can You Afford Not to Research this Consumer Group?
Patricia Graham and Jannet Torres - Is the Digital Divide Still Closing? New Evidence Points to Skewed Online Results Absent Non-Internet Respondents
Mario Callegaro and Tom Wells - Making Quality Real: Delivering an Accurate, Highly Service-oriented Approach to Online Research
Audrey Rosen - "Engagement" is in the Eye of the Beholder
Maura Clancey - Making Quality Real: Adding Analytics to the Mix
Ellen Veccia and Wendy Wallner - When Does a Fad Become A Trend—And A Trend An Opportunity?
Phil Abrahamson - Distinguished Boomers: Portrait Of A Generation Defined By Change
Linda L. Fisher and J. Michael Dennis - Identifying Opportunity Spaces In Fast-growing Consumer Product Categories
Patricia Graham - The DIY Phenomenon
Larry Kaagan and Patricia Graham - Chasing the American Dream
Larry Kaagan and Patricia Graham
