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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
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?
8.4
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?
6.8
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?
6.1
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?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diversified Internal
Big brands promote consumer-facing initiatives to highlight office diversity
Trend - Increasingly, bigger consumer-facing brands are unveiling initiatives that highlight inclusive office culture and diverse hiring practices. This speaks to the need for companies to attract top talent by leaning into diversity and inclusivity. This also signals the fact that consumers expect that the brands they love will align with their values not just for marketing purposes, but also in internal processes.
Workshop Question - How do the internal hiring processes for your company impact your overall brand identity?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Simplified Shopping Lists
Smart, predictive technology aids consumers with shopping list-makers
Trend - As more consumers turn to their phones to store their shopping lists, brands take this a step further with organization apps and predictive list-makers. New platforms that leverage AI, smart technology and voice-assistive tools make it easier than ever for consumers to keep track of what they need when they're shopping—it can even help navigate physical stores.
Workshop Question - How can you leverage smart brick-and-mortar technology to ease consumers' path to purchase?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incorporated Incubator
Businesses create innovation hubs to support emerging startups
Trend - Incubators offer a structure for corporations to foster the growth of small businesses while using them as a source for new developments. Such hubs offer businesses the opportunity to expand the influence of their own brand while giving startups access to the resources of a larger company.
Workshop Question - Conceptualize what an innovation incubator would look like within your company.
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Passenger
Travel-related brands curate personalized experiences for passengers
Trend - With travel and auto brands constantly seeking to enhance passengers' perceived comfort, these brands are offering personalized forms of entertainment for each customer. These designs allow brands to give the impression that they care for their customer, strengthening loyalty as a result.
Workshop Question - How could your brand better incorporate personalization into its product or service?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appified Purchase
Brands incorporate personal apps into the brick-and-mortar shopping journey
Trend - The incorporation of customized branded apps into the consumer’s in-person shopping journey is on the rise, with brands curating or elevating the brick-and-mortar experience by providing more information on the products in question, and by generally easing the shopping experience.
Workshop Question - Conceptualize an omnichannel shopping experience for your product/service.
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialty Loan
Businesses offer their customers distinct monetary or product loans
Implications - Businesses are offering their customers loans – whether financial or product-based – offering an explicit, enhanced mutual benefit for both the brand and the consumer. Whether used for marketing purposes or to enhance the customer experience, these loans serve to retain customer loyalty for their ability to show the brand's willingness to go above and beyond consumers' expectations.
Workshop Question - Consider a specialty loan your brand could offer its customer.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends