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GfK Roper TrendKEY

GfK Roper Consulting TrendKey 3.0; framework for turning trend insight into competitive advantage.

 

The Situation

 

Today’s world is a very challenging place in which to do business. The relationship between consumers and brands is constantly evolving. Why? Because consumers are changing, and changing fast. They are more confident, more demanding and more dynamic than ever before and it is increasingly hard for marketers to keep up. And more than ever before, markets are changing faster than marketing.

The Approach

 

Recognising the existence of certain trends is just the beginning. After that come all kinds of questions –how big is the trend and how is it evolving? Which consumers is it affecting most? What effect does it have on the kind of products or services I should launch or the approach I should take to advertising or brand positioning? It is these questions that TrendKey3.0 is designed to help answer.

The Outcome

 

TrendKey3.0 provides marketers with a robust and actionable trends toolkit centred around 12 global attitudinal and behavioural consumer trends and key global drivers –these drivers, which are in the main outside consumers’ control, are the root causes of consumer change, affecting not only patterns of behaviour or lifestyles but also, over time, underlying value systems.

TrendKey3.0 is rooted in the unparalleled breadth and depth of data gathered by the Roper Reports Worldwide (RRW) annual quantitative study of 30,000+ consumers. Each of our twelve trends is monitored via a number of attitudinal and behavioural indicators included in the Roper Worldwide study.

TrendKey3.0 enables us to plot the trajectory of consumer trends globally to identify which markets and consumer groups are most or least likely to be impacted. Is there an opportunity to capitalise on trends that are established in developed regions but may still be nascent in emerging markets?