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eLearning > Innovation & Change > Culture of Innovation > Module 3 / 5

Customer Obsession

Instructor: Jeremy Gutsche
Breakthrough ideas and disruptive innovation stem from a deep understanding of the customer. Regardless of what you are trying to communicate, there is a continuum of impact based on how you convey your message based on how well it connects to consumer culture.

In this module, you will learn to do just that. A cultural connection is empowering. It aligns with the soul of one’s identity and beliefs. The goal is to enable you to not just speak to your customes, but with them.
Workshop Questions:
1. What does your customer actually purchase from you?
2. What is their end objective? Push harder; what is it, really? Why?
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Insights by Trend Hunter AI
Prebiotic Sodas
Sodas that contain prebiotic ingredients tout their nutritious benefits
Trend - Soda brands are trying to lose the label of being unhealthy by incorporating prebiotics into varying soda flavors. These items enhance gut health while still catering to consumers' desire for indulgence.
Workshop Question - How is your brand balancing indulgence and health for its customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Gifting
Artificial intelligence is being deployed for personal and corporate gift-giving
Trend - Tech companies are making the personalization and sending of gifts more efficient thanks to artificial intelligence. Whether deployed as a means of helping one choose a gift or as a service that tracks return-of-investment, these platforms are increasingly streamlining the experience.
Workshop Question - How can your brand streamline the gift-giving process?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psych Reframe
Designers are channeling difficult human emotions and the importance of acceptance
Trend - Contemporary designers are referring to problematic societal norms that are excusatory and harmful to people's perception of self. These concepts are realized through high-tech fashion or sculptural jewelry that seeks to directly or indirectly affect one's psychological state.
Workshop Question - How might your brand build safer spaces for individuals?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Big-Brand Subscription
Large brands adopt subscription models for accessibility
Trend - Global or soon-to-be global brands are replicating small brands by offering subscription models that make their products more accessible to the average person. These include everything from deliveries to the temporary use of luxury items.
Workshop Question - How could your brand create or improve a subscription model for its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Chatbots
AI chatbots in the retail space enhance customer service
Trend - Innovative technology in retail is increasingly popular as brands in this space compete with ecommerce, and chatbots are one piece of smart technology that these brands are integrating. These tools help personalize the customer experience, and help shoppers make purchase decisions faster.
Workshop Question - How is your brand creating convenient purchase journeys for its customers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Distance Design
Design and tech enforce physical distancing practices in public settings
Trend - Brands are creating or re-designing products and spaces that force mindfulness when people are too close to one another, encouraging safety as the COVID-19 pandemic continues. Whether they're retail space designs that enforce space between customers or tech innovations that serve as reminders to keep a distance, these alterations aim to enhance public health.
Workshop Question - How could your brand take measures to promote public health right now?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebritized Employee
The traditional brand influencer is replaced by brand advocating employees
Trend - In an attempt to move beyond influencer marketing while still retaining a sense of authenticity, brands are placing their everyday employees front-and-center. The celebritization of regular brand employees can be seen everywhere from marketing to media.
Workshop Question - How could you better leverage team members at all levels of the business?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Activist
Period brands are tapping activism in packaging and marketing materials
Trend - Many menstrual brands are opting in for powerful packaging and marketing designs that encourage awareness. Predominantly, these products are delivered with strong messages that empower consumers and place the focus on important issues like period poverty or period shaming, facilitating further discourse on social and higher levels.
Workshop Question - How can your brand bring awareness to an issue through its marketing tactics?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Meal-Planning
Connected meal-planning tools ease consumers’ daily routines
Trend - Brands are taking control of the organization involved in daily meal-planning with apps and services that ease the process of meal prep planning. With functions that include customization and AI, these apps enable simpler daily routines.
Workshop Question - How could your brand prioritize customization in its product/service?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Carry
Shopping cart systems adopt connected capabilities
Trend - With the rise of smart technology in retail spaces has come its integration into some of the less more inessential aspects of the purchase journey. Shopping carts that come with connected capabilities are able to ease the customer journeys in-store, with everything from artificial intelligence to self-stopping functions.
Workshop Question - How could your brand better utilize connected tech?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends