consumer trends in russia regions for your business [eng]

BANANA TRENDS

CONSUMER TRENDS IN RUSSIA

HOW TO USE LOCAL TRENDS FOR COMMUNICATIONS, PRODUCT CONCEPTS, BUSINESS MODELS AND BRAND POSITIONING

BANANA TRENDS

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Understanding how consumers are changing is absolutely critical. If you haven’t a razor-sharp consumer insight at the very beginning you’ve got problems. It’s integral to the marketing process.

Andy Routley, International Brand Marketing Director, Miller, SAB Miller

BANANA TRENDS

Segway thought their market was all the pedestrians in the world, so they wrongly went for global PR coverage instead of cheque-book holders. They are still looking for their market. Expenses as of today: $200 mln.

Four Steps to the Epiphany. Steve Blank

BUSINESS AND TRENDS

BANANA TRENDS

“We were surprised to find out that low sales in one of the regions is an almost virtual absence of federal chains. The entire market is shared by local chains and independent pharmacies. And you can’t interact with them using our standardized approach.”

Research director, international pharmaceutical company

REGIONAL PECUILIARITIES

BANANA TRENDS

The trends that matter are the trends that show how consumers are changing.

Wayne Garvie, Director of Production and Content, BBC

BANANA TRENDS

CONTENTS

TREND CLASSIFICATION

GLOBAL CONSUMER TRENDS

WHY DO WE NEED TO TRACK CONSUMER TRENDS IN THE REGIONS OF RUSSIA?

EXAMPLES OF APPLYING TRENDS IN BUSINESS IN RUSSIA

METHODOLOGY FOR IDENTIFYING AND VALIDATING TRENDS

BANANA TRENDS


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TREND IS A MANIFESTATION OF A NEW TENDENCY IN SOCIETY

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CONSUMER TRENDS

PRODUCT TRENDSATTITUDINAL TRENDS

BEHAVIOURAL TRENDS

LOCAL TRENDS

GLOBAL TRENDS

MICRO TRENDS

MACRO TRENDS

BANANA TRENDS


DefinitionThese are trends that exist in a certain category or sector, are driven by technology or innovation, but not necessarily by human needs

Example • Large screens of mobile phones• Booming low-costers in the airlines sector

PRODUCT TRENDS

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DefinitionThese are the changes in the behavior and / or attitude of people towards their surroundings that point to the

Examples • Horizontal development• FOMO• FSTR

CONSUMER TRENDS

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RELATION BETWEEN TRENDS

MOLECULAR CUISINEGOOGLE GLASSE-CARS

CONSUMER

TRENDSPRODUCT TREND

FOODIESINTERNET OF THINGS

LACK OF INFRASTRUCTURE

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CONSUMER TRENDS


BEHAVIOURAL TRENDS

LOCAL TRENDS

GLOBAL TRENDS

MICRO TRENDS

MACRO TRENDS

BANANA TRENDS


DefinitionThese are the trends that reflect changes in the attitude of people. First hey change their attitude and then their behaviour, but it takes time. These trends help understand “why” and “how” the changes are happening on the level of behaviour. They also help forecast how the reaction of consumers will change towards a product. Attitudinal trends do not cause direct change in sales like Behavioral trends. Attitudinal trends are applied in development of brand positioning, communication concepts.

Examples In 1990s the Materialism trend was dominating, In 2000s people started switching to “I am my beliefs, values, interests, intellect, experience - and not the things I own”.

ATTITUDINAL TRENDS

BANANA TRENDS


DefinitionTrends that are manifested in the behaviour and actions of the consumers. Behavioural trends are the holy grail of marketers as they affect sales directly. For example, Healthy Eating affects sales of carbonated drinks

Examples “Being over having”.People buy less and share / borrow more. Why buy an apartment in a dormitory district if you can rent apartments in different parts of downtown and experience more?

BEHAVIOURAL TRENDS

BANANA TRENDS

attitudinal

trend


behavioural trend

I am my beliefs, values, interests, intellect, experience -

and not the things I own.

Experience is the new currency.

BANANA TRENDS


CONSUMER TRENDS


BEHAVIOURAL TRENDS

LOCAL TRENDS

GLOBAL TRENDS

MICRO TRENDS

MACRO TRENDS

BANANA TRENDS


DefinitionThese are the trends that affect a wide range of demographic segments, markets and sectors and exist for a significant period of time

Examples Great Outdoor trend - passion for nature, going out of town, outdoor sports.

MACRO TRENDS

BANANA TRENDS


DefinitionThese are the trends that exist in a single sector, affect only one consumer segment and span over a significant amount of time. Micro trends are larger than Fads, but smaller than Macro trends. A micro trend affects about 1% of the population*

Examples Ruralism - rural design, natural materials - wood, stone, etc.

MICRO TRENDS

* Microtrends, Mark J. Penn

BANANA TRENDS

The Great Outdoor trend is manifested in the revival of the passion for all things natural, going out of town, etc. Today over 30% of the first time buyers in realty sector want to live in the country or a small town. Previously 12% wanted to live only downtown, and 14% in the suburbs.


Natural Fintesswalking, running, cycling

Farmer’s Market - natural food produced at farms

Ruralism -rural design

macro trend

micro trends

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CONSUMER TRENDS


BEHAVIOURAL TRENDS

LOCAL TRENDS

GLOBAL TRENDS

MICRO TRENDS

MACRO TRENDS

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DefinitionThese are the trends that are present in multiple countries with similar cultural and socio-economical development

Examples Mobile phones penetration - as strong and obviously as global as it gets a trend now

GLOBAL TRENDS

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DefinitionThese are the trends that are characteristic for a country or a region, or a market due to local peculiarities - climate, legal, moral and ethics, etc.

Examples New Old - senior generation that is hedonism-inclined much more than the previous generations. The trend is characteristic of the Western countries as the New Old were preceded there by the conservative wartime generations. New Old are the aging Baby Boomers. In other countries this trend is not observed or is insignificant.

LOCAL TRENDS

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Russian employees start following this trend and

employers begin to support them.

global trend local trend

Year 1 Year 2 Year 3…5

Remote Work A growing number of

employees prefer remote work to office hours.

BANANA TRENDS

OUR SPECIALIZATION

CONSUMER TRENDS


BEHAVIOURAL TRENDS

LOCAL TRENDS

GLOBAL TRENDS

MICRO TRENDS

MACRO TRENDS

BANANA TRENDS

CONSUMER TREND - A SIGNIFICANT MANIFESTATION OF NEW NEEDS AND DESIRES OBSERVED IN CONSUMERS BEHAVIOR,

ATTITUDE OR EXPECTATIONS

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FREQUENTLY ASKED QUESTIONS ABOUT

TRENDS

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HOW TO TELL A FAD FROM A TREND?

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FADS COME AND GO. TRENDS EXPAND AND DEVELOP.

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SIGNS OF A FAD

• FAD IS OFTEN STARTED BY A BRAND OR MEDIA (WITH MASSIVE PUBLICITY)• FAD IS NOT BASED ON PEOPLE’S NEEDS• FAD STAYS WITHIN ONE SECTOR AND DOES NOT CROSS OVER TO OTHER SECTORS• FAD IS A SHORT-TERM PHENOMENON

BANANA TRENDS

USING A FAD

FAD CAN POINT TO A FUTURE TREND AND HELP IDENTIFY IT EARLY ENOUGH

FAD CAN BE USED FOR TACTICAL CAMPAIGNS. OR WHEN YOU NEED TO COME UP WITH PROMPT REACTION TO THE CHANGING MARKET

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EXAMPLE OF A FAD

HOOLA HOOP

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EXAMPLE OF A FAD

TACTICAL CAMPAIGN OF MCDONALD’S 2015

FAD - BURGERS ARE A THING, AS PART OF A TREND FOR HERITAGE, AMERICANA, LUMBERJACKS

TREND - FOODIE: DESIRE TO LEARN CUISINES, BECOME A SOPHISTICATED FOOD CONSUMER

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HOW DOES A TREND APPEAR?

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CONSUMER TREND APPEARS AS A REACTION FOR NEW B2C INNOVATIONS THAT IS WHY OBSERVING, ANALYZING AND STUDYING B2C INNOVATIONS AND CONSUMER REACTIONS TO THEM IS AT THE HEART OF TREND WATCHING

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HOW DO I USE TRENDS?

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“I DON’T CREATE TRENDS. I JUST FIND THEM AND

EXPLOIT THEM”.

DICK CLARK, ICON OF AMERICAN TV

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TRENDS PER SE ARE NOT THE POINT. WHAT’S IMPORTANT IS WHAT OPPORTUNITIES THEY POINT AT - THESE ARE WHAT YOU USE

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HOW DO I TELL IF A GLOBAL TREND WORKS IN

MY MARKET?

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THE CONTEXT OF A LOCAL MARKET IS VERY IMPORTANT.BUT PEOPLE ARE PEOPLE. ANY BRAND IS BASED ON FUNDAMENTAL HUMAN NEEDS AND DESIRES

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GLOBAL CONSUMER TRENDS

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FSTRHORIZONTAL DEVELOPMENT

VISUAL CULTURESTATUS STORYEXPERIENCES

CARING BRANDS

BANANA TRENDS

FSTR [FASTER] EVERYTHING IS SPEEDING UP - INTERNET CONNECTION, INFORMATION ACCESS, FINDING AN ANSWER TO THE QUESTION, PACE OF IMPRESSIONS.

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LEARN TO DRAW IN ONE DAY

A GROWING NUMBER OF ART SCHOOLS PROMISING TO TEACH YOU TO DRAW IN ONE DAY

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DISTANCE EDUCATION

RUSSIAN MARKET FOR DISTANCE EDUCATION GROWS BY 23% PER YEAR. TWICE FASTER THAN ANYWHERE ELSE IN THE WORLD.

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ORDER A TAXI FROM ABOARD THE PLANE

AEROFLOT ALLOWS ORDERING TAXI ABOARD THE PLANE ON DOMESTIC FLIGHTS (12 DESTINATIONS). PASSENGER FILLS OUT A FORM AND CREW ORDERS A TAXI AT THE AIRPORT.

BANANA TRENDS

FSTR

HORIZONTAL DEVELOPMENTVISUAL CULTURE

STATUS STORYEXPERIENCES

CARING BRANDS

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HORIZONTAL DEVELOPMENT

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HOBBIES, COURSES, SCHOOLS

DUE TO GROWING SOCIAL AND ECONOMICAL INSTABILITY PEOPLE RESORT TO DEVELOPING THEIR PASSIONS, VISITING COURSES, SCHOOLS - SCIENCE, YOGA, DRAWING, COOKING, FOREIGN LANGUAGES

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NORDIC WALKING ON THE RISE

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OPEN LECTURES BOOMING

BOOMING KNOWLEDGE ECONOMY BROUGHT AN EXPLOSION OF OPEN LECTURES AND A RISING INTEREST FOR INTELLECTUAL DEVELOPMENT, EXPANDING HORIZONS

MOSCOW, DOSTOEVSKY LIBRARY - LECTURES ON GADGETS AS HUMAN EXTENSIONS, ROOTS OF MINIMALISM, WHAT IS ANARCHY

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POPULARIZATION OF SCIENCE

SCIENCE BATTLES. AUGUST 2014. GORKY PARK, OPEN MOVIE THEATER PIONER. ENVIRONMENTAL SPECIALIST, GERONTOLOGIST, EMBRYOLOGIST, ASTRONOMER AND PSYCHOPHYSIOLOGIST WILL COMPETE FOR THE TITLE OF THE GREATEST POPULARIZER OF SCIENCE BY TELLING ABOUT THEIR OWN RESEARCH WORK USING ONLY THE SIMPLEST PROPS

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CARING BRANDS

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VISUAL CULTURE

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MY DREAMS

THE WORLD GETS CLOSER, DREAMS ARE EASIER TO COME TRUE. CONSUMERS PREFER TO VISUALIZE THEIR DESIRES - IT IS EASIER, FASTER. IT IS REFLECTED IN VISUAL DIARIES, MOOD BOARDS - THEME-BASED COLLECTIONS AT: TUMBLR. PINTEREST

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MY LIFE AND ME

VISUAL REFLECTION OF INDIVIDUALITY IN SOCIAL NETWORKS - INSTAGRAM, VKONTAKTE.

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ICONS INSTEAD OF VOLUMES OF ‘WAR AND PEACE’ REFLECTING EMOTIONS WHILE ONLINE CHATTING WHERE MESSAGES TEND TO BE SHORTER IS EASIER AND FASTER WITH ICONS

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VISUAL CULTURE

STATUS STORYEXPERIENCES

CARING BRANDS

BANANA TRENDS

STATUS STORY No more keeping up with Mr Joneses. Now consumers want to be unique, one of a kind. They want to stand out thanks to the objects that reflect their values, their world.

BANANA TRENDS

STORIES ABOUT ME

PEOPLE OBSERVE AROUND THEM AND CREATE FOR THEMSELVES “A LIFE RICH WITH EVENTS” AND ARE EQUIPPED TO CREATE THEIR OWN STORY (PHOTO, VIDEO SHARING, SELFIE, INSTAGRAM).

“ME, MYSELF AND I - MY OWN REPORTER, ME AND MY LIFE IN THE CENTER OF EVERYTHING”

BANANA TRENDS

HUBWEAR

HUBWEAR OFFERS T-SHIRTS WITH FAVORITE DESTINATIONS OF THE OWNER IN AIRPORT CODES - JFK, SVO, HKG, BKK

EVERY T-SHIRT TELLS A STORY - AN ADVENTUROUS JOURNEY, A WEDDING TRIP

BANANA TRENDS

MY SIGNATURE PIZZA

DOMINO’S PIZZA OFFERS TO CREATE AN INDIVIDUAL DREAM PIZZA - INGREDIENTS AND NAME OF YOUR CHOICE - FOR 10.99 USD. EACH PIZZA IN THE DATA BASE CAN BE ORDERED BY OTHER CONSUMERS AS WELL. OVER 12000 PIZZAS WERE CREATED

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MY COLA

IN 2014 СOCA-COLA LAUNCHED NEW PACK CAMPAIGN WITH NAMES ON BOTTLES. PREVIOUSLY THIS CAMPAIGN PROVED TO BE VERY SUCCESSFUL IN AUSTRALIA IN 2012

BANANA TRENDS


VISUAL CULTURESTATUS STORY

EXPERIENCESCARING BRANDS

BANANA TRENDS

EXPERIENCES ARE THE NEW CURRENCY Standing out is much easier now with experiences you lived through - this is always unique and speaks about you much more than anything you could own and it can be shared long after it happened.

BANANA TRENDS

UNUSUAL EXPERIENCES

GROWING MIDDLE CLASS IS HAPPY TO EXPLORE MATERIALISTIC NEEDS, WHICH INCREASES DEMAND FOR GOOD SERVICE AND ENTERTAINMENT.

OPEN-AIR CINEMA, SWIMMING POOLS FOR EMPLOYEES ON THE ROOF. FOOD FESTIVAL BOOM IN MOSCOW - CONFECTIONARY FESTIVAL, FOOD TRUCK FESTIVAL, JAM FESTIVAL, ITALIAN CUISINE FESTIVAL.

BANANA TRENDS

UNUSUAL EXPERIENCES

SCHIPHOL AIRPORT AND KLM LAUNCHED A POP-UP 3D OPEN-AIR CINEMA. VISITORS WERE THE LUCKY FAMILIES WITH CHILDREN WHO WON THE COMPETITION “PAINT YOUR AIRPLANE” TO SEE THE DISNEY FEATURE “PLANES” (OVER 8000 PARTICIPANTS).

BANANA TRENDS

SAMPLE AIRPLANE FOOD IN THE CITY

AIR FRANCE. AUSTRIAN AIRLINES AND NOW ARLADNA AIPORT IN STOCKHOLM OFFER AIRPLANE FOOD. YOU CAN GET FOOD AND DRINKS FROM FOOD TRUCKS. STANDARD LUNCH PRICE - 10 USD.

BANANA TRENDS



CARING BRANDS

BANANA TRENDS

CARING BRANDS

Brands always claim they care about consumers, but most consumers don’t believe themNow consumer demand from brands authentic care that can befelt in real life. If the brand really cares about consumers, it’s very easy to prove ;)

BANANA TRENDS

GULF AIR BAHRAIN WERE THE FIRST TO LAUNCH A PROGRAM FOR PARENTS WITH KIDS - SKY NANNY. IT ASSISTS WITH GETTING ABOARD, PROVIDES SPECIAL ENTERTAINMENT FOR CHILDREN, SPECIAL MENU AND EVEN BABYSITTING THE CHILDREN SO THAT PARENTS CAN GET A REST. SIMILAR PROGRAMS NOW LAUNCHED BY SRI LANKAN AIRWAYS (CHILD CARE STEWARDESS), AND ETIHAD AIRWAYS (FLYING NANNIES).

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SYMPATHETIC PRICING PRICE DISCOUNTS THAT ARE RIGHT ON TIME TO SOFTEN THE HARDSHIP OFREALITY, OR SITUATION. OR SHARE SIMILAR VALUES.

BANANA TRENDS

UBER

TRANSPORTATION APP UBER OFFERED DISCOUNTS FOR DURING PUBLIC TRANSPORTATION STRIKES IN LONDON AND BOSTON.

IN APRIL 2014 DURING THE 48 HR METRO STRIKE IN LONDON UBER OFFERED 50 % FOR PASSENGERS READY TO SHARE A RIDE WITH ANOTHER PASSENGER. IN OCTOBER 2013 UBER OFFERED FREE RIDES TO STUDENTS DURING THE 24HR BUS STRIKE.

BANANA TRENDS

THE WOLF & I

FREE DRINKS FOR PATRONS WITH PARKING TICKET IN MELBOURNE

EVERY THURSDAY THE WOLF & I OFFERS FREE COMPASSIONATE DRINKS.

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BGH

DISCOUNTS ON AIR CON SYSTEMS IN THE HOTTEST APARTMENTS IN ARGENTINA

IN DECEMBER 2013 HOUSEHOLD ELECTRONICS BGH LAUNCHD SUMMER CAMPAIGN “MY HOME IS A STOVE” IN ARGENTINA. CONSUMERS COULD USE WEBSITE TO MEASURE INSOLATION LEVEL IN THEIR APARTMENTS TO DETERMINE THE DISCOUNT THEY WERE LEGIBLE FOR.

BANANA TRENDS

RATP FREE PUBLIC TRANSPORTATION RIDES TO FIGHT WITH POLLUTION

TO MOTIVATE CAR OWNERS TO LEAVE THEIR VEHICLES AT HOME FOR A DAY, ALL THE PUBLIC TRANSPORTATION OF PARIS OFFERED FREE RIDES FOR A WEEKEND. THIS WAS OFFERED AFTER AIR POLLUTION LEVEL WAS DETERMINED AS DANGEROUS.

BANANA TRENDS

SYMPATHY INSIDE THE COMPANY

IN MARCH 2014 PANASONIC ANNOUNCED HEY WILL OFFER MONETARY COMPENSATION FOR CONTAMINATED WORK ENVIRONMENT.

REALLY ADVANCED BRANDS CARE ABOUT THEIR EMPLOYEES AS MUCH AS THEY CARE ABOUT THEIR CONSUMERS.

BANANA TRENDS

MARS

EMPLOYEES ARE PAID 10% SALARY PREMIUM FOR PUNCTUALITY.

BANANA TRENDS

AIR BALTIC

AWARDS BONUS MILES FOR RUNNING POINTS BURN AS MAN CALORIES AS THE MILES YOU FLEW TO THIS DESTINATION WITHIN 24 HRS FROM ARRIVAL AND YOU WILL GET REWARD.

BANANA TRENDS

WHY DO WE NEED TO TRACK TRENDS IN THE REGIONS

BANANA TRENDS

“GLOBAL TRENDS WORK ONLY AT STRELKA AND INSIDE SADOVOYE

KOLTSO”

“THESE TRENDS ARE RELEVANT ONLY FOR THE

YOUNG AND HIP, AND WHAT ABOUT THE URALS

REGION?”

“THIS WILL REACH US IN SOME FIVE YEARS”

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THE EXPANSE OF VARIETY IN RUSSIA

147 MLN POPULATION

180 ETHNICITIES

10 MLN MORE WOMEN THAN MEN

THE NUMBER OF TIME ZONES WAS REDUCED FROM 11 TO 9. AND IT’S STILL A LOT

40 UNESCO BIOSPHERE RESERVES AND WORLD HERITAGE SITES THERE AT LEAST 15 CITIES IN RUSSIA REMAINING WITH THEIR NAME AND LOCATION UNKNOWN TO PUBLIC AT LARGE

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VLADIVOSTOK BURGEONING URBAN DESIGNER SUBCULTURE

EXAMPLES OF REGIONAL PECULIARITIES

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NOVOSIBIRSK STUDENT CITY IN SIBERIA WITH HIGH SOCIAL ACTIVITY OF YOUTH


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ROSTOV-ON-DON DESPITE BRUTAL EXTERIOR LOCAL MEN ARE NOT SHY OF THE TACTILE MANIFESTATIONS OF BROTHERLY SENTIMENTS


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YAKUTIA SHORT LIGHT DAY AND -50OC IN WINTER AFFECT THE LIFESTYLE OF THE POPULATION


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EXAMPLES OF IMPLEMENTING TRENDS IN BUSINESS IN RUSSIA

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IMPLEMENTING TRENDS IN RUSSIA

GLOBAL TREND LIFE OF USUAL PEOPLE AND INTERESTS OF CONSUMER IN THE FOCUS OF THE BRAND ATTENTION

MANIFESTATION OF THE TREND IN RUSSIA IN 1MLN+ POPULATION CITIES AND REGIONS - ACTIVE USE OF SOCIAL NETWORKS’ FEED AS THE NEWS CONTENT SOURCE FROM FRIENDS AND ACQUAINTANCES, EVERYONE IS ON INSTAGRAM

IMPLEMENTATION S7 - 2013-2014 CAMPAIGNS, MTS 2015 CAMPAIGN, PROMO FOR NEW CITY LIBRARIES IN MOSCOW 2013

BANANA TRENDS

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GLOBAL TREND LOCAL LOVE

MANIFESTATION OF THE TREND IN RUSSIA PEOPLE START LOOKING INTO THEIR ROOTS, THEIR NATIVE TOWN, THEIR NEIGHBORHOOD, THEIR HISTORY

IMPLEMENTATION WALKING CITY TOURS (MOSCOW OF GILYAROVSKY), BLOGS AND ONLINE COMMUNITIES DEDICATED TO CITY NEIGHBORHOOD, LOCAL ‘ROOTS PRIDE’ BRANDS, E.G. I*M SIBERIAN


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GLOBAL TREND NO INTERFACE

MANIFESTATION OF THE TREND IN RUSSIA USING PHYSICAL FORM-FACTORS IN BANKING PAYMENTS BECOMES PART OF THE PROBLEM NOT SOLUTION. SO BANKS TRY OUT BIOMETRIC PAYMENTS

IMPLEMENTATION SBERBANK IS RUNNING A PILOT ON PALM SCAN PAYMENTS FOR SCHOOL CANTEENS


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GLOBAL TREND BOOMING MOBILE MESSENGERS - FASTER, SIMPLER, MORE CONVENIENT - REPLACE SOCIAL NETWORKS

MANIFESTATION OF THE TREND IN RUSSIA SINCE 2013 YAKUTIA IS EXPERIENCING A WIDE SPREADING OF THE MOBILE APPLICATION WHATSAPP WITH WIDE POPULATION FROM 8 TO 88

IMPLEMENTATION IN SEPTEMBER 2014 ELECTION CAMPAIGNS FOR THE HEAD ВЫБОРНЫЕ КАМПАНИИ КАНДИДАТОВ НА ГЛАВУ OF YAKUTIA EMPLOYED WHATSAPP AS ONE OF THE COMMUNICATION CHANNELS

BANANA TRENDS

METHODOLOGY FOR IDENTIFYING AND VALIDATING TRENDS

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ON THE IRONY OF TRENDS

“NOBODY GOES THERE ANY MORE. IT’S

TOO CROWDED”.

YOGI BERRA.

BASEBALL PLAYER, AUTHOR OF ICONIC

QUOTES

BANANA TRENDS

IF THE TREND IS SUPPORTED BY A SIGNIFICANT VOLUME OF DATA, MOST PROBABLY IT IS ALREADY ACTIVELY EXPLOITED BY OTHER BRANDS. ITS NOVELTY AND RELEVANCE IS GONE.

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THAT IS WHY FOR US TREND SPOTTING IS FIRST OF ALL ETHNOGRAPHY AIMED AT IDENTIFYING NEW BELIEFS AND SHIFTS IN THE SOCIETY BY COMMUNICATING WITH PEOPLE AND OBSERVING THEM

BANANA TRENDS

YET, WE DO ADHERE TO A MULTI-METHOD APPROACH AND USE STATISTICAL DATA AT THE STAGE OF LOOKING AT THE BIG PICTURE AND / OR TO VALIDATE THE RELEVANCE AND COVERAGE OF THE IDENTIFIED TREND

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TREND SEARCH DESK

TREND SEARCH ETHNOGRAPHY

WORKSHOP

Research and gather info from open and closed sources.trendwatching.com, Afisha.ruthe-village.ru, and local news, business, entertainment, etc. resources.A list of global trends validated by manifestations occuring in local market on the whole.

Depth ethnographic interviews with consumers and observers in the regions (in the field).

Gather insights, identify new expectations, models of behaviour, that can point to new consumer trends in the region.

Workshop whee trends are selected and innovation ideas for business, comminications or products are developed. Participants - client team/ agency/ guest experts. Results - presentation with selected trends and generated ideas, based on relevent trends.

RESEARCH CONSTRUCTOR | METHODOLOGY

TREND VALIDATION DESK

Find validation of the gatherer statements and trends from open and closed resources including resources with open statistical quantitative data.

TREND VALIDATION

FOCUS GROUP

Validation and refining of gathered statements and trends in focus groups with specially selected respondents.

http://trendwatching.com

http://village.ru

BANANA TRENDS

METHODOLOGY | TREND SEARCH | DESK

GATHER INFORMATION FROM OPEN SOURCES Identify changes in the behaviour of consumers in different sectors - from movies to trending words in Google Search - that can help spot or validate a new consumer trend.

NEWS RESOURCES AND INFORMATION OUTLETS

• Niche resources (culture/ fashion/ technology)

• Social networks

• Specialized resources for studying and gathering data on trends in different sectors

BANANA TRENDS

DEPTH ETHNOGRAPHIC INTERVIEWS Conversations with selected respondents to identify, validate and elaborate the trends in the given region.

Conducting 5 to 8 depth interviews with consumers and observers in the region, spanning 3 to 4 hours along ethnography observation (visiting the consumers’ places: cafe, apartment, culture venues, etc.).

CONSUMERSinnovatorsinfluentials

early adopters

OBSERVERSjournalistsscientistsresearchers

entrepreneurs and experts

METHODOLOGY | TREND SEARCH | ETHNOGRAPHY

BANANA TRENDS

ONLINE OBSERVATION JOURNAL

Selected consumer and observers are keeping a daily journal of their observations on a selected topic (available online in real-time) for 2 weeks.

METHODOLOGY | TREND SEARCH | ETHNOGRAPHY

CONSUMERSinnovatorsinfluentials

early adopters

OBSERVERSjournalistsscientistsresearchers

entrepreneurs and experts

BANANA TRENDS

METHODOLOGY | TREND VALIDATION | DESK

VALIDATING THE IDENTIFIED TREND WITH OPEN-SOURCE DATA AND MEDIA OUTLETS Correlating the available open-source data with the identified consumer trends to validate or refine / adjust or disprove an identified trend.

• Government data resources, polls and census results, for example Federal Government Statistical Service, etc.

• Media monitoring - media coverage can help determine the trend size

BANANA TRENDS

METHODOLOGY | TREND VALIDATION | FOCUS GROUPS

VALIDATING THE DISCOVERЦED TREND, STUDYING THE MOTIVATIONS BEHIND IT, IDENTIFYING THE NEW EXPECTATIONS AND CHANGES IN THE CONSUMER BEHAVIOR

BANANA TRENDS

METHODOLOGY | WORKSHOP

PRESENTATIONS • Review of general trends in the category, society, etc.• Innovative products that inspire or change the behaviour of consumer• Attitudinal trends• Behavioural trends

BREAKOUT SESSIONS • Trend analysis with the use of the СONSUMER TREND CANVAS• Generate innovations (for the business model, communications, product or brand positioning) based on the trend

BANANA TRENDS

GET IN TOUCH

OUR ROOTS

Saatchi & SaatchiLeo BurnettLouderTeam Red (Венгрия)BBDOIncluding client side:

British Airways, Swissair / Tourism in Switzerland

Realty and developmentMuseumsJewelryAirlinesWhisky, vodkaFast foodRetailSmall business

OUR INDEPENDENT EXPERIENCE

BANANA TRENDS

CORE TEAMPARTNERS, STRATEGIC DIRECTORS

Knows everything there is to know about clients and service. Period. Keen insight into matching brand’s goals and issues with consumer world to unlock the full potential of the client’s business.From 2008 to 2014 - Client Service Director | Group Account Director at Saatchi & Saatchi Russia for clients such as P&G, The Coca-Cola Company, Novartis, Dixy, Moscow Public Libraries, etc. Prior to that 3 years with Leo Burnett P&G account management and 5 years of marketing experience in the client-camp before moving to agency side.

Strategic planner with a strong creative side.An inquiring mind with solid trend-watching experience.A culture junkie with deep understanding of human insights.Bloomed as strategic planner in Saatchi & Saatchi Russia working with such clients as Head&Shoulders, Novartis. My interest in how consumers live in cities led to independent work experience with regional branding. Cut teeth as a journalist to hone creative writing skills.

BANANA TRENDS

A C-level executive with a rock star attitudeA creative mind and a strategic visionnaire17 years of marketing and communication experience through 4 different countries and in the best communication networks in the world - BBDO, Havas, Y&R, Publicis, Saatchi & Saatchi. Top Manager and Entrepreneur, worked for all categories and all types of companies. Specialist in brand culture, brand and entertainment content and emerging countries dynamics.Writer, screenwriter, musician, composer...let's simply say that he is the ultimate storyteller.

AISENA NOGOVITSINA

ILIA BURLAKOV FRANCK VINCHON

OKSANA KUZMINA

Field research and regional insights. 10+ years of experience in a research agency, field research in regions and Moscow (for a variety of brands ranging from Novartis to Ikea)Lazer-sharp analytical mind that knows when to avoid generalization to preserve the target audience truth.

WE COOPERATE WITH A WIDE NETWORK OF INDEPENDENT EXPERTS (CREATIVES, PR, SOCIOLOGY. BRANDING, SOCIAL MEDIA, ETC.) THAT CAN JOIN US ON AD HOC BASIS. PLEASE FIND SOME OF THEM BELOW:

KRISTINA FARBEROVA

Kristina laid foundations of her career in Novosibirsk, which gave her a deep understanding of the regions. In Moscow she worked as editor in the online city newspaper The Village where she gained knowledge of how people in modern cities live and what they expect from their environments.In Banana Trends Kristina expands her knowledge of the media to the context of marketing.

EXTENDED TEAM

BANANA TRENDS

ANASTASIA CHERKASHINA

Seasoned researcher experienced in quantitative and qualitative projects. Mastered various research tools including the ones aimed at implementing obtained data in the client business.Worked at VCIOM, Synovate Comcon, Ipsos. Currently helming quant research at a growing company. Some of the past clients include MegaFon, Yota, Procter&Gamble, ABinBev, L’Oreal, Pepsico. Managed international projects in European markets.

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