consumer

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Change Peoples Minds and Behaviour…

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This post is for the students Consumer Insights working on their individual assignment and would like to receive more inspiration on ‘a self-selected urgency where you want/need to change the behavior of people’

Start with this research question:

  • What is the behavior and lifestyle of the mentality group related to the urgency of x? Give a bit of advice for intervention related to behavioral change based on your research

Links:

  • Selected links of Behavioral Scientist digital magazine fo all topics dealing with behavioral science and Covid-19 (coronavirus) such as handwashing (and why we do not do it) .
  • Links on the new masculinity and topics such as Alpha men (in Dutch) of the Dutch channel VPRO.

More links will be uploaded soon!

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Thank you so much

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Welcome to 2020! A new decennium has begun and it is time for a change!

Trndmrkr started this year with loads of new exciting (travel)plans and I presented the first ‘What’s Next 2020’ presentation of the year. In 2020, we will need to rethink how they establish lasting and meaningful relationships with consumers beyond the purely transactional. Brands that cater to the ever-changing human needs of today’s consumers, whether they are physical, mental or emotional, will be the ones that triumph in this landscape. In the next couple of days, I will share some examples here on my blog/ site. If you would like to receive more information or comment so not hesitate to contact me via info@trndmrkr.com

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#WhatsNext2018

Invite_WhatsNext2018

WELCOME 2018!

Hope you all enjoyed the holidays.

As founder of Trndmrkr, I would like to wish you a happy new year!  For Trndmrkr 2017 has been a wonderful year and it was a pleasure working together with talented people on several communities, (trend)research projects, presentations and workshops!

As my way to say thank you, here is a short overview of 5 big trend areas that will be(re)defining customer needs in 2018. And if you are interested to learn more, please let me know.

Looking forward to make 2018 even better with you!

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Case Licht Verdicht: a study on the future of living in the city of Rotterdam

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Living in the heart of the city, in the middle of the urban vibe, is becoming popular.
As a result, means that cities like Rotterdam are facing a challenging task to ‘top-up’ excisting buildings to provide for extra horizontal space.
In the study “Licht Verdicht”, moderated by the ‘Branchevereniging Nederlandse Architectenbureaus'(BNA), seven multidisciplinary design teams looked at how to literally bring Rotterdam’s city center to a greater extent.

For the project “Lumiere Lijnbaan”, Trndmrkr (Hortense Koster) worked together with Adam Smit, Mijke Rood (ZZDP Architecten), Walter Spangenberg, Rudi Roijakkers (ABT), Edwin Santhagens and Stephen Tas (Santenco). Trndmrkr was responsible for a trend trend research on the future needs of users to live, work and shop in the project “Lumiere Lijnbaan”.

The results of the study are published in the book Licht Verdicht. The book shows how we can create new space on top of the old giants already standing. Renewal without demolition: it can – with some perseverance – lead to beautiful things. As Hans Ibelings writes in his view: Lightweight is a plea not to choose the path of least resistance and, where possible, to build on what is already.
The Book Licht Verdicht and is available in Dutch on the site of the BNA

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How we do it: Design Thinking as a Basis for Innovation

Design Thinking is a proven method to shape innovation creatively. Innovation is about new solutions, new ideas and their realization, and creating an unique value. That value is not so much the technology, product or service, but especially in the experience of the customer / user. They are experiencing value through the use of products and services to achieve their goals. Therefore defining what is value is increasingly a co-production between provider and customer. What role does a product of service have in this changing landscape? And how can an organization reinvent itself? Can a industry or department (e.g. marketing) also innovate itself? Design Thinking is one way to find an answer to these questions.

Below are the steps Trndmrkr uses to come to an answer.
Trndmrkr_design_thinking

Having a open-minded,active and creative mindset is indispensable.

Furthermore it is important to remember:

“Design Thinking is a process which includes the ‘building up’ of ideas
However, it is not a religion or a linear process. The steps can occur simultaneously and be repeated.
It’s all about understanding the story and finding the red line”.

For more information what Design Thinking tools can do for your challenge, contact Trndmrkr.

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Google’s latest project: Improving city life

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Google’s products are designed with the goal of improving your digital life, but the company now wants to help city dwellers IRL with Sidewalk Labs.

Sidewalk Labs’ website described itself as an “urban innovation company” with a “focus on improving city life for residents, businesses and governments.” read more here.

 

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Her story

A couple of years ago Trndmrkr wrote a trend report and gave lectures about a new female narrative -about the changing mindset and empowerment of women . Today, this shift towards a more femine mindset is expanding world wide. JWT has finalised research spanning nine countries – including the US, the UK, Saudi Arabia, Brazil and China.

The living research, known as the Female Tribes campaign, includes interviews with 4,300 women between the ages of 18-70. Setting out to “change the conversations brands have with women”, key findings from the report include:

76% believe there has never been a better time to be a woman
58% said role models in TV or film have inspired them to be more assertive or ambitious
74% said their work is linked to their sense of self
86% said that femininity is a strength, not a weakness.

See more on how female mindsets are changing in the documentary Her World

RefL JWT, Stylus

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Design Thinking- The Movie

Design Thinking Documentary

Just got a glimpse of the new documentary: Design & Thinking
I’m curious how this documentary explains the journey and can add to a more professional crowd- aka my learnings of at least 10 yrs of putting DT into practise.
If you are in Berlin check out the screening at ITR8 or check the website:
designthinkingmovie.com

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How to use WhatsApp to conduct research

AAEAAQAAAAAAAAM9AAAAJDFjN2U1YmMwLTQ1MzgtNGI3Mi1iNGRiLTk2MjhhZWUwODYwNgWhy WhatsApp is the perfect tool for conducting qualitative research… not sure if I agree with all the mentioned ‘benefits’- but it is a nice snapshot tool…interesting read

Ref: OMD Interational

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