5
Trends for market
researchers
Sue Cardwell is Brand & Customer Experience Manager at Public Trust. She is a keen trend-spotter, believing that what makes great market researchers is our ability to stay on the pulse and curious.
with Sue Cardwell
“5 Trends” is Sue’s regular contribution to InterVIEW magazine. Sue helped re-launch the magazine in 2011 and she continues to stay involved in RANZ communications. Get in touch! Sue loves to hear what you think - and your ideas for trends which should be covered here. Let her know your thoughts with a Tweet or LinkedIn shoutout. 6
InterVIEW March 2019
Written by Sue Cardwell @tuesdaysue
1. NOSTALGIA MARKETING Using nostalgia in marketing is nothing new. But what has changed is its target. Millennials, once the babies of the workplace, are all grown up and having babies of their own. It’s the perfect time to remind them fondly of their own 90s childhood. Not convinced? Look at Air NZs latest 90s-fest safety video. Look at the relaunch the toy of the 90s, Polly Pocket, by Mattel. Nokia reminding people how much they loved their phone’s durability and battery life. Oh and encouraging us to beat our Snake game high score. The list goes on. Nauseated by the 90s the first time around? Brace yourself. They’re coming back. Share this trend!
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