At last week’s Front End of Innovation (FEI) conference, Vijay Govindarajan of Dartmouth’s Tuck School of Business and the author of The Three Box Solution said “The future comes to us in daily doses”. This point was driven home for me in the recent announcement that came from GM and Lyft, about their plan to test autonomous self-driving cars as taxis as early as 2017. Not only did this give us a glimpse into the not-so-distant future, but it is a great example of a business following our five guiding principles of innovation: Think big, Understand shifts, Look outside-in, Fuse trends, and Think about the “Perfect Storm”.
One of the challenges that organizations face is how to gain a deeper understanding of their customers. As researchers, one way to deliver this understanding is through storytelling. We go to great lengths to convert our insights into digestible snippets. Recent advances in virtual reality (VR) have given us a new set of tools to provide a richer, more immersive story that allows you to visit the environments that your customers experience your products in.
Recently, I was in Mexico City observing a series of ethnography sessions to understand how people interact with products and services. Ethnography is designed to explore people’s needs and experiences in a much richer way than can be achieved through surveys or phone interviews.
“Build it and they will come” has long been the modus operandi for the retail sector. But two decades of unprecedented change both in terms of technology and the economic environment has shaken the retail sector. This is the age of the Connected Consumer who expects retailers to fulfill their needs before they even ask. Omni-channel is the word that now defines retail as we have moved to a model where retailers need to be constantly present, ready to engage with shoppers in the moment and on the move – as well as on the high street. This is what retailers must do to survive in the Future of Retail.
Most consumers (nine in ten*) have heard of the smart home, but what of the smart hotel? Whereas the smart home has so far been a manufacturer-led evolution, leading to slow take up by consumers, there is an opportunity for the smart hotel to be a consumer-led revolution and to excel. Smart products and services are all about making life and activities easier, less taxing and even more pleasurable – all things that travelers will value. But it isn’t quite that simple. For the smartness of the technology and service it provides to be really appreciated, they must offer something that consumers actually want. It’s vital that the smart hotel is guest-centric and that its services are generated around real customer needs and experience aspects that are most important to them.
Our lifestyles are changing. We are Connected Consumers and our fast-paced lives have created a need for convenience and personalization. When it comes to entertainment, connectivity has converted viewers into “media multi-taskers”. It has driven an evolution in the way we consume TV. Yet according to the statistics, TV reach is declining in all major European markets, particularly among younger viewers. But is traditional TV viewing really declining? Or is the industry facing increasing challenges in capturing and recording its reach? And, what does this mean for broadcasters?
Since the dawn of the smartphone, consumers around the world have been on a lightning fast path towards ubiquitous connectivity. Almost a third of U.K. consumers feel it’s essential to always be reachable1. This trend is driving change across almost all industries, with customers’ houses potentially being the next step on the ladder for the internet of things. The challenge for automotive will be how it integrates with this space. In this post I’m looking at key trends in how our cars are becoming more connected with our home.
The old phrase ‘Europe is like the US, but three to five years behind’. Where have we heard this before? It seems like every digital marketing generation needs to learn the same lesson over and over again. So here it is – Europe is different, and not a time delayed template copy of the US. The same lesson applies in programmatic and data activation in the media and advertising industry.
Programmatic media buys are increasingly part of every media plan, including premium campaigns. Programmatic approaches are spreading from the web to mobile and into television. A natural consequence of this traction is that, in Europe, advertisers, agencies and specialist providers are scrambling to develop programmatic and data activation strategies and to make this part of their marketing approaches.
Internationally, people with a ‘save now’ mindset just outnumber people with a ‘have fun now’ mindset – but the numbers are very close.
We asked over 27,000 people across 22 countries to indicate how strongly they agree or disagree with the statement “I want to enjoy life today and will worry about savings and investments later”.
Each year, thousands of people worldwide are injured or killed in motor vehicle accidents involving a distracted driver. Rapid growth in the installation and use of in-vehicle electronic features, along with an array of associated visual and auditory cues, are adding to driver distraction. Future in-vehicle electronic systems will need safer and more intuitive designs to enhance the driving experience while, at the same time, reducing the risk of distraction for today’s multitasking drivers.
As the world has become increasingly digitized, digital marketing and advertising ecosystems have grown into huge digital rivers of information where offline and online data converge.
Information collected via the “Internet of Things” – from our cars, heating systems, coffee machines and even our pets’ food bowls – will swell this river of data further still.
With such diverse digital data trails being created, the message for brands, media agencies and media owners is clear: move away from a siloed understanding of your audiences and embrace a data strategy to build a complete view of your customers – The Single Customer View.