Consumers turn to third parties to retrieve curated friendly advice
Trend - Brands are entering the business of friendly "advice-giving" by creating platforms, both virtual and otherwise, that consumers can take advantage of. This shift functions as both an extension of the expertise-based advice platforms that are popping up, as well as an officialized version of the consumer tendency to turn to the internet for guidance.
Insight - The anonymity and accessibility of the Internet has prompted many consumers to use the network to get guidance on a variety of issues. This demographic often views these peer-to-peer platforms as more "trustworthy," as responders are deemed as unbiased. Consumers are turning to brands to provide friendly opportunities to gain knowledge and advice in safe and convenient settings.
Insight - The anonymity and accessibility of the Internet has prompted many consumers to use the network to get guidance on a variety of issues. This demographic often views these peer-to-peer platforms as more "trustworthy," as responders are deemed as unbiased. Consumers are turning to brands to provide friendly opportunities to gain knowledge and advice in safe and convenient settings.
Workshop Question - How could your brand create a friendly advice tool for customer service purposes?
Trend Themes
1. Brands Providing Friendly Advice Platforms - Consumers are turning to brands to provide friendly opportunities to gain knowledge and advice in safe and convenient settings.
2. Pervasive Digital Communication - The 'Advice Me' app speaks to the pervasive nature of digital communication as consumers seek out ways to improve themselves on both a personal and professional level.
3. Monetizing Expertise Through On-demand Advice - The 'Guru' app is positioned as a versatile education and advice solution for consumers that will allow experts to monetize their skills and let users get the right kind of information they need in an on-demand basis.
Industry Implications
1. Healthcare - In offering a healthcare navigation system and consistent access to personal medical data, there are opportunities for healthcare providers to improve the medical experience.
2. Technology - There are opportunities for technology companies to create platforms and mobile applications that streamline travel planning and connect travelers to in-the-know locals.
3. Education - There are opportunities for educational institutions to create emotional aid card kits as a form of psychological first aid and to promote confidence and resilience.
