Blog: A new type of consumer research

Catherine Sleep | 13 November 2003

Last month Style-Vision, a publisher of future trends and scenarios, held a round table conference in Nice. Style-Vision's ethos is that traditional demographic analysis of the consumer is increasingly valueless and should be replaced by a closer understanding of how consumers’ moods change. So for marketing, targeting people is no longer about age, sex or other demographic data but more about fashion, inner beliefs and social attitudes.

At the event, participants were asked to vote for their favourite future trend concept published by Style-Vision during 2003. The winner for the food category was "proactive aging", whereby consumers realise they are going to live longer but want to stay young through the food and drinks they consume.

As traditional forms of advertising become less effective due to overexposure, these types of trends may be vital to future marketing.

Style-Vision has recently published a report on trends in global consumer moods in the food industry, which combines techniques and processes from the fields of psychology and social science, along with real-world data from product launches, technology and culture, to visually illustrate mood consumption in practice.

Find out more about "Mega Trends in global consumer moods to 2006 - food industry"


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