Acceleration

Implications - With brands often finding it difficult to conduct effective surveys due to low user response, some are turning to social media polling systems in order to better engage with what consumers want, particularly Millennials and Gen Z. Though not a replacement for comprehensive research programs, these social media-friendly polling systems allow brands to make small but impactful decisions based on the popularity of specific products/services they offer.

Homework Question - Conceptualize a simple social media polling campaign that your brand could use to its advantage. [More]

Implications - Moving away from more utilitarian or strictly health value propositions, products designed to help consumers sleep are taking on more luxurious positioning. Speaking to the general shift to wellness as an aspirational goal, this shift aligns with consumers' willingness to spend on products that help them feel cared for.

Homework Question - How could you better integrate lifestyle aspirations into your product or service's positioning? [More]

Implications - Addressing consumer concerns around security and a need for convenience, financial institutions are rolling out and experimenting with emerging biometric security measures. Though somewhat unconventional, this more advanced approach to protection speaks to the way in which biometric technology will likely play a growing role in the future of security.

Homework Question - What is your customers' biggest concern when it comes to your brand? Brainstorm a concept solution that would perfectly solve that issue. [More]

Implications - Large brands are increasingly highlighting the trials, triumphs and activism of transgender communities in their products, services and campaigns. Where once trans people were largely included in the mainstream under umbrella campaigns related to the LGBT+ community as a whole, brands are now realizing the importance of singling out the unique experiences of the individuals they are trying to cater to.

Homework Question - How could your brand take a more nuanced approach to inclusion both internally and in the demographics it is trying to reach? [More]

Implications - Combining the in-person purchase journey with the comfort of ordering from home, retailers are incorporating shoppable VR ads and videos into their campaigns. For the most part, these unique campaigns are testing the functionality and potential of purchasing via virtual reality, all the while catering to consumers seeking the trial and error elements of in-person shopping, with the convenience associated with online shopping.

Homework Question - Conceptualize a shoppable VR platform that your customers could use in their homes. [More]

Implications - The incorporation of augmented reality into travel-based apps is enhancing travelers' experiences in everything from airport navigation to city exploration. This form of bettering travel experiences benefits consumers by both gamifying the travel experience, and enhancing its educational value.

Homework Question - Conceptualize how your brand could incorporate AR into its product, service or purchase journey. [More]

Implications - Some tech-related consumption habits have been a rising concern globally – as the prevalent use of smartphones has many, including those in the industry, concerned about widespread tech addictions. Though apps that aim to limit excess smartphone use are prevalent, brands and institutions are now creating programs that aim to mitigate such addictions, or at least some of the consequences associated with them. These programs are more common as conversations around "self-care" increasingly include taking time away from the digital world.

Homework Question - How could your brand help its customers or employees "unplug" temporarily? [More]

Implications - The use of tech in enhancing the way empathy is given or received–whether via robots, virtual reality, apps, or websites–is on the rise. In an age where mental illness and empathetic care is being prioritized more than ever, these technologies enhance human relationships and give people the tools they require to effectively give and/or receive empathy.

Homework Question - Where do you see the prioritization of empathy fitting into your brand's products, services, or processes? [More]

Implications - The use of tactile representations of cryptocurrencies are on the rise as more consumers learn about and turn to this form of digital currency. Cryptocurrencies' representation in the format of wearables, wallets and coins caters to consumers who are more comfortable using this currency in more familiar items, enhancing the perception of security.

Homework Question - How could your brand leverage cryptocurrencies? [More]

Implications - Consumers have been using wearables to track their everyday and fitness activities for some time now, but more recently, the degree of involvement these products are capable of is increasing. Thanks to developments in technology, wearable products are able to give more meaningful feedback and tailored coaching on workouts, providing a more personalized experience.

Homework Question - How well does your brand leverage technology in order to help consumers reach their goals? [More]