What are the latest trends insights professionals should know?

5 trends for market researchers

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.

2. COLOURING IN FOR ADULTS TAKES NEW FORM

Remember those mindfulness colouring in books for adults? They are designed to slow down over-active and stressed out minds with a creative activity. Now Lego wants to do the same thing, and it has launched Lego Forma on crowdfunding platform Indiegogo to do just that.

These aren’t Lego blocks as we know them, but more complex kinetic creations that can be coloured in by the adults who use them. The forms are beautiful organic koi with a variety of skins, and the challenge of building something with mechanical movement set this apart from the blocks aimed at children.

For me, it lacks the delight of building anything you want with Lego blocks, but it will be interesting to watch this attempt to rebrand a child’s toy into an adult hobby.

3. HUMAN EVERYTHING

Have you noticed how the words “humanise” and “human-centred” are cropping up in every other thought piece you see these days? 2019 is tipped to be the year of the human. I’ve been trying to work out what that means - and if we all mean the same thing when we say it.

Some describe a human approach as being inclusive: accessible design for customers, and inclusive approaches for employees.

Others claim humanisation is about brands showing what they stand for. Ray Poynter describes this as taking a position, a trend I’ve previously talked about in this column. Take a look at these ideas on how market research companies can converse with conviction.

Still others suggest that to humanise our customer interactions, we need to reconsider using technology in place of humans (customer service chatbots are one example; another is the Uberisation of the workforce / employer relationship).

4. MORE THAN A PURCHASE: EXPERIENTIAL COMMERCE

Traditionally brands have competed in the four Ps: product, price, place and promotion. But now goods are widely available online, price competition can lead to a “race to the bottom” and a no-frills experience.

Smart brands are realising they can compete on the experience of buying something, with physical stores complementing websites where products can be browsed and purchased. What does the store add? Experts to help with your purchase. Certainty of getting the product you want. The ability to interact with the product physically.

This new paradigm will need experts who understand both great digital experiences, and experiential marketing. It’s a great example of a branded customer experience: cleverly blending clicks and mortar into a harmonious and uniquely branded shopping experience.

5. SISU: THE MOST POWERFUL WORD IN THE FINNISH LANGUAGE

Sisu, it’s said, is the silent relentlessness that got Finland through WW2. It’s realism, stoicism, and perseverance against hopeless odds with dignity. Sisu has been part of the Finnish psyche for generations, but now this powerful idea is spreading, just as the Danish idea of hygge or cosiness did before it.

Sisu gets the credit for some of Finland’s admirable qualities: its high levels of happiness, its sporting achievements. But of course there are also negative sides to extreme endurance - the risk of burnout for example, and the pressure that is put on the people around you who aren’t following the principle of sisu.

Want to try sisu for yourself? The classic way to introduce sisu into your life, practised widely in Finland, is to take a dip in a freezing cold ocean. Before you know it, it’ll feel great.

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.

“5 Trends” is Sue’s regular contribution to Inter- VIEW 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.