David Lillewarg Head of Planning Britny STHLM david.lillewarg@britny.

se

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TRENDS INSIGHTS CASES

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Ngra ord om

TRENDER TRENDS
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Ngra ord om

Trend: a stable, long termed change in society regarding economy, demography, values, interests or consumer patterns.
source: Nationalencyclopedin

TRENDER
2010.05.03 EGN | Copyright Projector

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HARD TO RECOGNIZE HARDER TO TRACK

Megatrends

Gigatrends

Macrotrends

Microtrends

5 years

10 years

20 years

50 years

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GREAT INSIGHTS COMES FROM ALL OVER THE PLACE

CONSUMER INSIGHT

CULTURAL INSIGHT

FUTURE INSIGHT

PRODUCT INSIGHT

BRANDING INSIGHT

MARKET INSIGHT

BEHAVIOR INSIGHT

USER INSIGHT

OWNER INSIGHT

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CATEGORY & BUSINESS INSIGHTS

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CONSUMER BEHAVIOR & PATTERN RECOGNITION

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ANTHROPOLOGY

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PSYCHOLOGY

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BEHAVIORAL ECONOMY

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PHILOSOPHY

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POP CULTURE

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TRENDS

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PEOPLE

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TECH STUFF

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DAILY OBSERVATIONS AND CURIOSITY

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Vrdefulla

VERKTYG

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BRAND BUTLERS

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R.A.K

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MAPPINESS

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MAPPINESS

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MAPPINESS

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MAPPINESS

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CONSUMERISM

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Trender

CONSUMERISM

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Problem: Bollens kindergarten in Solna (suburb outside of Stockholm) had this problem: before homegames of AIK (local soccer team) happy fans gathered around the yard at the kindergarten. They had beers, smoked and occasionally peed in the bushes. Needless to say, neither the kids nor the personel enjoyed very much the following day.

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Goal: Get the fans of AIK to stop and change their behavior.

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Insight/Planning: Question: what is the absolute worst thing for an AIK fan? A fan from Djurgrden.

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One of the planners best friends:

K*

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One of the planners best friends:

K*

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One of the planners best friends:

K*
* DIFFERENTIATION RELEVANCE
ATTITUDE KNOWLEDGE

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This is your task:

DIVIDE INTO GROUPS

CHOOSE 1 OF 7 BRANDS

USE DRAK-MODEL & CREATE YOUR STRATEGIC RECOMMENDATION

YOU ONLY GOT 5 MINUTES

REALLY SHORT PRESENTATION

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Remember me?

K*
* DIFFERENTIATION RELEVANCE
ATTITUDE KNOWLEDGE

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This is your brands:

APPLE

7-11

SAAB

PEPSI

H&M

Wants to reach new, older target groups.

Wants to sell more fast food.

Wants to reach a female audience.

Wants to @ind a new way to challenge Coke.

Wants a more environmental approach.

GREENPEACE

SD

Need new ways of fund raising.

Wants help to become house-trained.

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