Category: Trends

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With new product development, the difficult thing is that

+80% of new products fail

And while our processes changed some, because of changing consumer habits and the pandemic – really over the years, it’s just changing because when 80% of the products fail, you’re always trying to do better. So I think every company is really trying to improve their new product process and get better at it. For us,

what it really comes down to is just to better understand consumer habits, what are their wants, what are their needs

– and doing a lot of research around there to understand those habits along with just learning how to better communicate at the first moment of truth and how do we do better from a marketing support standpoint.

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For me, quick commerce is the space to go. It is very different from e-commerce, but it is a version of it that is much quicker. Instead of next day or 24 hours delivery, we will deliver within 20 to 25 minutes.

That’s the concept of Quick commerce – that is the space to grow, especially for impulse brands that do not thrive as much in the e-commerce sphere

– categories such as snacks, beverages, alcohol but also more planned purchases such as diapers, household, milk formula, etc. – they’re all growing as we speak. We do see that alcohol, snacks, beverages are more of an impulse purchase and not thriving as much, so I feel that quick commerce is the way to go.

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One of the big differences that I can see is the different brand landscapes and different types of emerging business models. For instance, in France, the main contributor is the drive – pick out in-store. In the ASEAN region, which is very different from one country to another, you have a big emergence of bricks and clicks. In Australia, 4-5 years ago, the market was at around 3-4% in e-commerce, and it is now slightly moving – and generating more than 10%. There has been a big shift with the emergence of online purchases, which can take various forms. Bricks and clicks have been developing themselves strongly towards e-commerce: in the Middle East, you have the appearance of players like aggregators – platforms that will connect the consumer with the closest store. But at the same time, lots of different players are emerging everywhere, and obviously, the strong presence of Alibaba Group in all South-East Asian countries and Amazon in the Middle East and Japan.

In this landscape, you cannot have a one-size-fits-all approach.

It is really about understanding the different environments, mapping the players, and learning the different patterns so you can build a strategy.

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There is a simple but effective framework we devised for interpreting the results and identifying consumer segments. Based on our tests, we realized that there are 4 types of shoppers when it comes to brand loyalty.

The first group are the instant switchers who abandon the brands immediately after the 1st round of shopping in the out-of-stock exercise and don’t pick the brand in the later steps. The second group are the switchers, who abandon the brand between the 2nd and 5th shopping exercise and don’t return to the brand by the end of it. We call the third group the risky ones – they abandon the brand at some point but come back to their initial choice in 5th attempt. And finally, the fourth group are the loyal shoppers – they are consistently buying the same brand in all the out-of-stock exercises.

When you know how the sample spreads across each of these 4 types of consumers, you can start to think about how to assist their shopping

and ensure your brand is not ignored due to a bad planogram or that you have a chance as a replacement for your competitor, and from where do these buyers come, what triggers them to make the switch. It very clearly ranks consumer priorities – if a shelf is not executed properly, it is frustrating and can affect sales.

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Brick-and-mortar is developing well, but we do see shoppers from brick and mortar trying e-commerce.

We do see a big trend in planned purchases such as pet care, mother and baby, household essentials are moving into online as well.

That means that our shoppers are getting more and more used to the 20-minutes delivery – a little bit more spoiled in that sense.

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Yes, absolutely. The work that you did around the space was really insightful and pretty consistent with what we see as well.

One of the key best practices that we have is really keeping it simple – in sustainability and manufacturers were living and breathing this all day long, and we can get a little bit technical as we think about describing the claims and talking about the different sustainability processes and benefits. But at the end of the day, the reality is – somebody is standing at the shelf in a store or online. So, we just want to be simple, clear, intuitive, and easy to understand.

One of the best practices is pulling away some of the jargon and really being crystal clear and telegraphic about what the claim actually is.

That said, we also want to make sure that it’s easy for people to learn more, so part of the challenge is greenwashing, and rightfully so. As a brand, how can we give them an opportunity to learn more? One way that we’ve done this is to put a QR code on the pack after your crystal clear, easy-to-understand claim. People can click into the QR code and go and learn more, whether you’re talking about being made in a plant with renewable energy or being made with 100% recyclable plastic.

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In North America, the market for research, data, and analysis has never been more vibrant and more evolving, and one of the things to remember is that clients don’t want to renew their research relationships every week, every month, or even every year. What clients are looking for is relationships with research providers, which allow them to consistently deliver good consumer understanding to their business without having to renew it and refresh it all the time. That puts pressure on research companies to evolve without being pushed to. The providers that I was most inspired by are always the ones that brought changes to me and treated is as a partnership. In client-agency relationships presenting and visualizing data often gets neglected and left up to the clients to think about how they want to visualize it internally, and some clients like that degree of control; it’s crazy not to share an agenda for how data is presented, especially to people who don’t deal with data every hour of every day. So for me, that was always a very big deal –

How can we get better at showing data? Data that can be easily understood can also be easily leveraged and used – and it was always a big deal.

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Broadly speaking, there are two different facets to this.

There are different considerations for different products, but one thing that cuts across is the selection of things, access to all these brands, and the variety to purchase.

The selection is always going to be one of the top reasons why I would come and buy on your platform. The second aspect would be pricing: offers, deals, sales. Delivery time is also important, but it is more prevalent for folks in the metro areas who have access to a hyperlocal delivery system.

People definitely want things right here and now – that majority is coming from the metro population.

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We are constantly working on perfecting our abilities, whether adding features to our 3D studio and its huge database, building online solutions or fine-tuning eye tracking and facial coding algorithms.

We try to stay proactive and responsive to the needs of our clients in the NPD area. There are so many great applications of our solutions that are flexible and verifiable.

Still, I would say that clients like Twitter are setting new standards of quality research on social media, and it shows how important partnerships like ours are for doing brave and impactful things in insights.

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We are only beginning to learn because Facebook is maybe 15 years old, relatively young, and it’s certainly evolving a lot as well – and we are learning how these interactions work. We can see how social media influences how people perceive, engage and interact with a brand. For me, it’s the first time that it is really coming together in a different way than in the past when social media marketing was more action-oriented. This is more brand-building oriented, and I think that we are at the very beginning of understanding it. The key now is how do you combine the stream of paid advertising content and user-generated content – importantly, how do you strike the right tone that all can become one.

Research that you are doing here is, for the first time, allowing us to understand how consumers interact and respond to the content.

For the first time, we are beginning to understand not only how it drives clicks and engagement but also brand awareness, brand understanding, and other things typical for TV advertising that now you can expect from this medium as well.