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IREP, VEILLE SOCIOLOGIQUE III, juin 2005

IREP, VEILLE SOCIOLOGIQUE III, juin 2005. Enlarged Consumer Insight Network “Copernicus” revolution François Laurent WW Marketing & Sales Consumer Insight Network Manager THOMSON. Consumer society is dead.

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IREP, VEILLE SOCIOLOGIQUE III, juin 2005

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  1. IREP, VEILLE SOCIOLOGIQUE III, juin 2005 Enlarged Consumer Insight Network“Copernicus” revolutionFrançois LaurentWW Marketing & SalesConsumer Insight Network ManagerTHOMSON

  2. Consumer society is dead • How to market new products in a world difficult to understand and impossible to foresee ? • Where there are more concerns than motivations • Standards, obsolescence, loss of meaning, etc.

  3. Consumer society is dead • How to market new products in a world difficult to understand and impossible to foresee ? • Where there are more concerns than motivations • Where consumer is always changing • Rising values as ethic, solidarity but individuality, etc. • Contradictions

  4. Consumer society is dead • How to market new products in a world difficult to understand and impossible to foresee ? • Where there are more concerns than motivations • Where consumer is always changing • Where consumer doesn’t accept brands supremacy • Nike • No Logo

  5. Consumer society is dead • How to market new products in a world difficult to understand and impossible to foresee ? • Where there are more concerns than motivations • Where consumer is always changing • Where consumer doesn’t accept brands supremacy • Where consumer doesn’t accept institutions supremacy • Porto Alegre, Linux versus Microsoft, etc.

  6. Toward high tech society 1995 New world – Global village • Technological foundation • Progress as the only ancient acceptable value • “Bobo” phenomena or “Bobo” paradox? • Definitive rejection of consumer society values

  7. 2001 High Tech crash Nothing further • Technological foundation definitively damaged • But technology still there • No more (ancient and new) values • Something else to be built – what ?

  8. Understanding crash Social stress • Speed Mobile phone : WAP – i.Mode – UMTS • Loss of meaning “Fatal error in [xxx]” • Big Brother is everywhere ! • Stooooop !

  9. 20xx Toward a new society “New economy” failed … • Based on advertising revenues • Merging pipes and contents • Big is beautiful … but tools still exist • Internet, mp3, etc. • Consumer empowered • Small, intelligent, ethic, etc.

  10. Successful high tech products • Technological product • i-Mode, SMS, Ipod • But not WAP, Digital VHS • Packaged goods • Ethnic foods • Sportswear for nomadic life • Retail • Résonances, Hardware restoration • H&M, Zara • A successful product takes place on an emerging trend Consumer Insight Network (internal)

  11. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution

  12. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution

  13. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution

  14. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Step #2 – Material to support research • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation

  15. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution

  16. ConsumerInsight Network • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution

  17. New Tools • Innovation process in 4 steps • Step #1 – Products hypothesis from • Short and long term trends analysis • Technological bricks • Step #2 – Material to support research • Mock up • Demonstrators • Step #3 – Testing phase  Consumer Labs • Methodology based on usage, experience and observation • Step #4 – Back to the trends • Linking and explaining with the trends surveys “Copernicus” revolution ² # 1 Trends Surveys

  18. # 1 – Trends Surveys • Short term • Fine tuning  Positioning  Advertising • Short term • Fine tuning  Positioning  Advertising • Mid term • Long term

  19. # 1 – Trends Surveys • Short term • Fine tuning  Positioning  Advertising • Short term • Mid term • Long term • Building long term strategy

  20. # 1 – Trends Surveys • Short term • Fine tuning  Positioning  Advertising • Short term • Mid term • Understanding values sedimentation • Long term

  21. # 1 – Trends Surveys • Mid term • Understanding values sedimentation • Partnership with agency • Valorisation of knowledge • Better and actionable information Consumer Insight Network (enlarged)

  22. Young parents Empty nester Mature couples wo children Young couples wo children Mature parents Mature singles At homes singles Left alone single Starting out singles Single parents # 2 – NewTargetingSystem • From Life Styles and Usages & Attitudes • To Life Stages Citizen as a whole

  23. Young parents Empty nester Mature couples wo children Young couples wo children Mature parents Mature singles At homes singles Left alone single Starting out singles Single parents # 2 – NewTargetingSystem • From Life Styles and Usages & Attitudes • To Life Stages Citizen as a whole Starting out singles

  24. Enlarged Consumer Insight Network

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