Scribd
Upload
1K views

Consumer Trend Canvas

This document outlines a Consumer Trend Canvas (CTC) framework to help identify new opportunities from consumer trends. The CTC has two main sections - UNDERSTAND and APPLY. In UNDERSTAND, trends are analyzed by examining basic consumer needs, drivers of change creating new expectations, and examples inspiring new innovations. In APPLY, trends are developed into visions, business models, products/services, and campaigns targeted at new customer groups. The goal is to proactively innovate in response to shifting consumer landscapes.

Uploaded by

Kool Adam
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
1K views

Consumer Trend Canvas

This document outlines a Consumer Trend Canvas (CTC) framework to help identify new opportunities from consumer trends. The CTC has two main sections - UNDERSTAND and APPLY. In UNDERSTAND, trends are analyzed by examining basic consumer needs, drivers of change creating new expectations, and examples inspiring new innovations. In APPLY, trends are developed into visions, business models, products/services, and campaigns targeted at new customer groups. The goal is to proactively innovate in response to shifting consumer landscapes.

Uploaded by

Kool Adam
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 14

(ENT600)

CONSUMER TREND CANVAS (CTC)


OBJECTIVES
Identify New Opportunity
Product or service Innovation
Responding to Trend
Proactive towards Consumers Expectation
Technology
CONSUMER TREND CANVAS:

An easy-to-follow framework that will help you not only unpack and understand any consumer
trend, but also help you apply it to launch successful consumer-facing innovations of your own.
CONSUMER TREND CANVAS
Basic Needs
Drivers of Change
UNDERSTAND Emerging Consumer
Expectations
Inspiration

Innovation Potential
APPLY Who
1. UNDERSTAND BASIC NEEDS

Consumer Trends - and consumer behaviors more broadly are


ultimately driven by basic, fundamental, rarely-if-ever-changing
human needs and desires. Identifying these underlying needs is
central to understanding any consumer trend. Where to start?
How about these:

Social Status Identity Freedom


Self Improvement Relevance Recognition
Entertainment Social interaction Simplicity
Excitement Creativity Transparency
Connection Fairness Honesty
Security
2. UNDERSTAND DRIVERS OF CHANGE
Whats changing?
Looking for shifts that make it possible to service consumers
basic needs and wants in novel, exciting-better-ways.

Shifts
Shifts are the long-term, macro changes that are playing out
across years or even decades, that while not consumer
trends themselves, will shape both the direction and flavor
of a specific trend. E.g. urban transition, ageing world and
climate challenge.
2. UNDERSTAND DRIVERS OF CHANGE

Whats changing?
Triggers
Triggers are the more immediate changes that drive the
emergence of a consumer trend. These can include specific
technologies, political events, economic shocks,
environmental incidents, and more. E.g. developments in
visual search technologies are driving the POINT-KNOW-BUY
trend. Another useful tools such as PESTLE Model to analyze
external change.
3.UNDERSTAND EMERGING CONSUMER
EXPECTATIONS

What new consumer


When identifying these newly emerging
needs, wants and
needs, wants and desires, look for
expectations are created
EXPECTATION GAPS between what
by the changes identified
consumers want, and what they
above?
currently have.
Where and how does
this trend satisfy them?
e.g. in the music industry, digital
technologies triggered consumers to
expect infinite choice and instant access
to music, on their terms.
UNDERSTAND Look at real-world examples to understand
trends.
4. Inspiration
See what other businesses, entrepreneurs, non-
profits, governments even, are already doing
How are other with the trend. Understand it and gain
businesses inspiration.
applying this
Combining several elements
trend? Take something and deploy it in a new context.

Look at existing business innovations,


understand them, then adapt them to your
business.

To gain as wide a perspective as possible, look


other industries, other regions or cultures or
other types of business.
APPLY Innovation Potential

Consider how and where consumer trend could impact your business using these four areas:

i. Vision
How will the deeper shifts underlying this trend shape your companys long-term vision

ii. Business Model


Can you apply this trend to launch a whole new business venture or brand?

iii. Product/Service/Experience
What new products and services could you create in light of this trend? How will you
adapt your current products and services?

iv. Campaign
How can you incorporate this trend into your campaigns, and show consumers you speak
their language, that you get it.

Note:
Not all trends will apply equally to all businesses or regions.
APPLY
Try thinking beyond those who are currently
living the trend. Indeed, thinking about what 6. Who
changes you would have to make, to make this
trend relevant for other (new) demographics is Which (new) customer
a great way to come up with new innovations. groups could you apply this
trend to? What would you
Need further inspiration? Then look to the have to change?
margins and at what extreme users are
currently doing. New consumer behaviors
usually start with certain (niche) segments,
before evolving and spreading throughout the
mass market.
Says trends and many people instantly think of
demographics. And of course, consumers that APPLY
share certain traits (whether in age, income,
lifestyle, location etc.) will often have similar
tastes and preferences. 6. Who

But when it comes to applying consumer Which (new) customer


trends, try thinking beyond those who are groups could you apply this
currently living the trend. Indeed, thinking trend to? What would you
about what changes you would have to make, have to change?
to make this trend relevant for other (new)
demographics is a great way to come up with
new innovations.

Need further inspiration? Then look to the


margins and at what extreme users are
currently doing. New consumer behaviors
usually start with certain (niche) segments,
before evolving and spreading throughout the
mass market.
THANK YOU

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy