Tag Archives: Future Trends

Live from #TMRE14: How Will You Use Communications to Inform & Influence Consumers in 2020?

Steven Tramposch, VP of Consumer Market Intelligence at Heineken USA, Will Lehman, Central Nervous System Market Research, Teva Pharmaceutical Industries, Jee Ahn, Senior Manager, Consumer and Shopper Insights, the Clorox Company discussed how communications is changing in a panel moderated by Sourabh Sharma, Senior Manager, Strategy Consultant and Social Media Expert, at SKIM.

5×5 Reality:

Key Criteria:
Promise Value
Be specific
Put the benefit first
Set yourself apart

Avoid Pitfalls:

Be Positive
Be respectful
Avoid jargon

While CPG tries to showcase a more emotional pull, Heineken sees itself promoting more functional aspects and Pharma falls in between.

In the future, Pharma sees itself empowering the consumer to make their own choices rather than being completely dependent on Physicians’ message.

For Heineken, they see information democratizing consumers so they need to be clearer, crisper, and better at communicating emotionally so that they stand out among all the choices in the category, especially with craft beer accelerating.

For Clorox, the future holds the ability to micro-target based on consumer needs and relevant messaging. There will more information to leverage.

As researchers, it will be incredibly important to figure out the drivers, habits, influencing aspects of each market.

Social media is a huge repository of work waiting to happen for researchers, especially regulated industries like finance and pharma. The role of pushing products is going away whereas seeking out and finding the person who NEEDS your product to better their lives is what will be key for success in the future.

There is no perfect strategy for social channels, each platform is different, you can reach people on different occasions on different mediums. You just need to figure out how to be on the right one at the right time with the right message.

Stay true to the core truths of your brand’s principle.
And watch how you communicate your product’s benefits
We don’t leverage visual aspects enough to showcase benefits

As you move forward, consider complexity, and more tools for research, more content across platforms, be faster, work in stack sized chunks, be willing to take risks and fail fast. Don’t let data stand between you and your customer.

Don’t underestimate the importance of understanding fundamentally your consumer. You won’t have to test as much if you gets this right rather than go through 10 different tactics to see what sticks.


Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Call for Presenters: Future Trends 2010

The Institute for International Research (IIR) presents:

From: Jennifer Finer
Re: Future Trends 2010
Event Date: October 18-20, 2010
Location: Eden Roc, Miami, FL

Feed your mind. Build the future
Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, May 7, 2010 to Jennifer Finer, Event Director at jfiner@iirusa.com or call 1-646-895-7335.

This is your opportunity to join the most forward-thinking minds in the world.
Future Trends is the annual gathering of futurists, content experts, corporate visionaries, trendsetters, market researchers, product developers, innovation practitioners, insights professionals and revolutionaries to discover and uncover the trends that matter most to you, your business and society.

This event is a catalyst for attendees to embrace trends and incorporate them into business plans, track the top trends that will affect us most, measure the impact of trends, and make trends actionable- from strategy to design to product development.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium.

To find out more about the topics at the event, view the full Call for Papers here:

Customers 1st Speaker Profile: Michael Tchong, Ubercool

Michael Tchong will be presenting the keynote speech “I Want to Tweet You Up: What Emerging Customer Trends Mean for Your Business,” Wednesday, November 4 at the NACCM: Customers 1st conference in Phoenix, Arizona. Find out more about the conference here and download the conference brochure here.

Michael Tchong has spent more than 20 years living at the bleeding edge of consumer technology trends. His uncanny knack for being ahead of the curve has earned him a reputation as one of the savviest thinkers of the information age.

A serial entrepreneur, Michael developed a host of successful media and technology companies to help consumers and businesses harness the potential of new technologies. His successes include founding MacWEEK, Atelier Systems (personal communications), CyberAtlas (Internet market research), ICONOCAST (online marketing) and Ubercool, a media and entertainment company targeting trendwatchers and trendsetters.

Michael surfs the scene with relentless energy, translating trends to help businesses identify emerging opportunities. He maintains eight blogs, including China Trends and My Lappy, and is currently working on his sixth start-up, which will reinvent the marketing and media worlds. Michael’s a global citizen who sees the big picture from his perch in San Francisco’s Potrero Hill district.

A sought-after speaker, Michael has been quoted by, or appeared on, such leading media as Access Hollywood, BBC News, Bloomberg TV, Business Week, CNET, Fast Company, Fox News, UK’s Independent, PBS, The New York Times, Variety, USA Today, The Wall Street Journal and Wired.

Biography coutersey of iMedia Connection.

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