Trend Monitor®

A TOOL FOR SCENARIO ANALYSIS AND TREND MONITORING

Research product

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About trends

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A TREND IS THE DIFFERENTIATING ELEMENT GIVING ADDED VALUE –ON THE BASIS OF ITS CAPABILITY OF ANTICIPATION- TO MARKET PHENOMENA

THE SCENARIO ANALYSIS AND THE ONGOING MONITORING OF TRENDS IS AN ESSENTIAL PART OF BABA CONSULTING AND MARKET RESEARCH ACTIVITIES

TRENDS AT THE CORE OF OUR STUDIES ARE NOT SUPERFICIAL PHENOMENA,

BUT CONCEPTUAL DRIVES CAPABLE OF FOCUSING THE NEXT DEFINITION/CONTEXTUALIZATION/SUPPORT OF DIFFERENT COMMUNICATION ACTIVITIES

FOR THIS REASON, WE MONITOR A COMPREHENSIVE DEFINITION OF THE IDEA OF WHAT A TREND IS, UPON ITS INTENSITY STAGE

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HOT STAGE

EARLY STAGE

CURRENT STAGE

A TREND CAN HAVE THREE INTENSITY STAGES:

About trends

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“HOT SPOT” TRENDS ARE THE STRATEGIC CONCEPTS ON WHICH TO ESTABLISH COMMUNICATION AND PRODUCT PROJECTS FOCUSING ON INNOVATION, A RENEWAL OF PERCEPTIVE HABITS AS WELL AS BEHAVIOURS

î NOT MERE DISTINCTIVENESS, BUT A REORGANIZATION OF EXPECTATIONS

THESE ARE TRENDS NECESSARY TO ACT STRATEGICALLY AND WHICH BRANDS/

PRESS USE ACCORDING TO WHAT THEIR POSITIONING ALLOWS î A DEFINITELY POLEMICAL MODE TOWARDS WHAT’S ON NOW, WHICH

MOVES AWAY FROM WHAT HAS BEEN CONFIRMED IN THE CURRENT SITUATION

About trends / Hot Stage

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“EARLY TRENDS” MANAGE THE TRANSITION FROM THE MOST WIDESPREAD

TRENDS TO THE EXTENDED ONES.

THEY DON’T CREATE A NEW PHENOMENON BUT MAKE THE SIGNAL VISIBLE

AND TURN IT INTO THE CODE THROUGH WHICH INDIVIDUALS SHOW

THEMSELVES AS “ADVANCED”: PEOPLE WHO ARE LIVING IN THE PRESENT

AND ARE GOING TOWARDS THE FUTURE

î EARLY TRENDS “DILUTE” THE HOT SPOT AND MAKES THEM USABLE

About trends / Early Stage

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“CURRENT TRENDS” REFER TO SIGNALS OF TOPICAL BUT WIDESPREAD INTEREST AND REFLECT THE COMMON MOOD

î THEY ARE ENTIRELY CONSENSUAL AND REPRESENT THE BEHAVIOUR,

ATTITUDE OR MODEL THAT INDIVIDUALS FOLLOW TO FEEL THEMSELVES WITHIN THE PRESENT

About trends / Current Stage

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About trends - Examples

HOT STAGE EARLY STAGE CURRENT STAGE

1 2 3

Flowered Terrace/Home Garden

(Dubai)

Green Under Glass

(Japan)

Metropolitan/Vertical Vegetable

Garden (Italy)

 

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12 COUNTRIES ARE MONITORED BY DEFAULT (I, F, D, UK, E, J, US, CN, IND, RU, BR, TR) AND 9 MARKETS (FOOD, BEVERAGE, TOILETRIES, HOME, MOBILITY, FASHION, HI-TECH, MEDIA AND RETAIL), IDENTIFYING INNOVATIVE PRODUCTS AND COMMUNICATIONS THAT MARK A DISRUPTION WITH THE STATU QUO

THE OBSERVATION AND ANALYSIS OF TRENDS IN BABA HAS ISSUED TO A SPECIFIC RESEARCH PRODUCT: TREND MONITOR®, WHICH MONITORS SINCE 2001 THE EVOLUTION OF INNOVATION BOTH FOR PRODUCT/BRAND AND COMMUNICATION CONCEPTS

Trend Monitor®

MONITORING FOCUSES PER EACH COUNTRY AND CATEGORY WIDE SELECTED INFORMATION SOURCES (WEBSITES, TRADITIONAL MEDIA, ADV, EXHIBITIONS, INDUSTRY-FAIRS, BRANDS, ETC.)_> IDENTIFYING INNOVATIVE CONCEPTS AND ANALYZING THEM THROUGH SEMIOTIC ANALYSIS

Trend Monitor® / Evolution 2009/12

CRAFTOLOGY

MINIMIZE FAKING

INDIE

ECO-EGO

NEVERLAND

FLOPPING

FOOLISH

REVAMP

SELFISH NAÏVE

SWINGER

SELF_SUSTAIN DOUBLE FACE

VANISH

MAPPING 2011-12

CHALLENGE

DEFECT

MAPPING 2012-13

BR

EA

K

CO

NTIN

UITY

RE-BUILDERS ICONICS

UNCONDITIONALS GAMBLERS

RESHAPE

HA

RD

TACTIC

SO

FT

FREESTYLERS CLIMBERS

UNMOVERS

MAPPING 2013-14

DIS

CO

NTI

NU

ITY

CO

NTIN

UITY

DISJUNCTION

CONJUNCTION

INDIVIDUAL

SOCIETY STRATEGY

LIMITING

 

1. GATHERING OF INTERNATIONAL INFORMATION 2. SEMIOTIC ANALYSIS 3. AD HOC RESEARCH

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THE TREND MONITORING IS CARRIED OUT BY SPECIALIZED RESEARCHERS. THREE STAGES FOR THE PROCESS INVOLVED:

Trend Monitor® / Methodology

 

1. DAILY AND DETAILED GATHERING OF INTERNATIONAL INFORMATION

FROM WEBSITE, BLOG, SOCIAL NETWORKS (FB, TWITTER, PINTEREST ETC.) PRESS, CINEMA, TV, EDITORIAL, ADVERTISING, EXHIBITIONS, INDUSTRY-SPECIFIC FAIRS -> AND PERIODICAL ETHNOGRAPHIC “RAID” LOOKING FOR INNOVATIVE AND UNCONVENTIONAL PRACTICES

î THIS STAGE INCLUDES AN INFO IMPLEMENTATION CARRIED OUT BY INSTITUTE’S COOL HUNTERS AND LOCAL PARTNERS AROUND THE WORLD

2. ANALYSIS, AIMED TO RELATE THE VARIETY OF INFORMATION TO MAJOR CONCEPTS THAT COVERS DIFFERENT EXPRESSIVE INTERFACES, IN ORDER TO IDENTIFY THE TREND DRIVES OF FORECASTING AND ORGANIZE THEM IN A TREND MAPPING, FOCUS OF THE ANNUAL FORECAST REPORT

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Trend Monitor® / Methodology

 

 

3. AD HOC REPORT IS CARRIED OUT UPON THE CLIENT’S ISSUES ON THE

BASIS OF TREND DRIVES IDENTIFIED AND MAPPED

î IN RELATION TO BRAND POSITIONING î FOLLOWING COMMUNICATION AND MARKETING OBJECTIVES î TAKING INTO CONSIDERATION THE TARGET PROFILE AND COMPETITIVE SCENARIO

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THE PROCESS IS DESK TYPE GOING FROM PHENOMENA TO CONCEPTS. IF A FURTHER ANALYSIS OF A SPECIFIC ISSUE IS NEEDED, FIELD ACTIVITIES CAN BE CARRIED OUT TOO: ANY SUPPLEMENTARY FIELD PROBING CAN BE RUN THROUGH AN OFF OR ONLINE ETHNOGRAPHIC APPROACH, AS WELL AS WITH SEMIOTICS (BASICALLY ON OPINION LEADERS AND TREND SETTERS).

Trend Monitor® / Methodology

Trend Monitor® / Intervention Areas

 

 

î This activity occurs on an ongoing basis and once a year, and sums up the results in a report and trend mapping identifying the qualification and location of trends in the current situation

î The number of trends varies (it’s higher in contexts with a greater socio-

cultural complexity); they can include drives that have been in place for years (mature trends), emerging trends, and trends in the process of being consolidated

î The length potential of a trend is assessed on the basis of the observation

frequency, on saturation evidences, and in relation to the positioning of the reference brands

THE FIRST INTERVENTION AREA OF OUR TREND MONITORING (TREND MONITOR®) IS :

1. IDENTIFICATION AND QUALIFICATION OF ACTIVE MACRO-TRENDS AND THEIR POSSIBLE FUTURE EVOLUTION: CONCEPTS, CODES, STYLES, TYPES, VALUES, FORMATS, LANGUAGES AND INNOVATIONS IN THE REFERENCE MARKETS

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MONITORING

SCENARIOS INTERNATIONAL BENCHMARKING

ADVANCED SEGMENTS ID.

AIMS

SEMIOTIC ANALYSIS

MAPPING

FOO

D

BEV

ERA

GE

BOD

Y C

AR

E TE

CH

NO

LOG

Y M

OBI

LITY

MED

IA M

KT

HO

ME

RET

AIL

FASH

ION

ETNOGR. ANALYSIS

COUNTRIES SOURCES MARKETS

DESK & FIELD

UK

FRA

NC

E SP

AIN

G

ERM

AN

Y IN

DIA

JAPA

N

USA

CH

INA

WEB

CO

OL

HU

NTE

R

NET

WO

RK

PRES

S

IDENTIFICATION AND POSITIONING OF TREND DRIVES

AD HOC THEMATIC MONITORING

TREND SEGMENTATION BY PLAYERS, MARKETS, COUNTRIES

FOCUS ON EVOLUTIVE TARGETS

POSITIONING CONCEPTS/PLATFORMS + INTEGRATION FOR AD HOC RESEARCH + EDUCATION + CONSULTING + WORKSHOPS

Trend Monitor®

RU

SSIA

BR

AZI

L

ITALY

O.L.

TUR

KEY

Trend Monitor®

 

2. INTERNATIONAL BENCHMARKING THROUGH TREND SCREENING IN TERMS

OF PLAYERS (BRANDS), MARKETS AND COUNTRIES 3. IDENTIF ICATION OF ADVANCED SEGMENTS IN TERMS OF

COMMUNICATION TGTS OF COMPETITORS AND IN RELATION TO CURRENT TREND DYNAMICS

4. ANALYSIS, ON THE BASIS OF TRENDS EMERGED, OF THE DEVELOPMENT

POTENTIAL OF A BRAND/PRODUCT/EDITORIAL INITIATIVE (ALSO WITH REGARD TO TOPICS AND EXPRESSION CHOICES) IDENTIFIED AS ADVANCED BY THE SCENARIO RESEARCH

THE FIRST STAGE OF THE TREND MONITORING IS SUPPORTED BY THE FOLLOWING TREND OBSERVATION ACTIVITIES:

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Trend Monitor® / Intervention Areas

Why use Trend Monitor®

 

 

§  FOR TREND FORECAST AND ASSESSMENT OF ITS LIFE IN A SPECIFIC MARKET

§  TO DEFINE THE POSITION / RELOCATION OF A BRAND

§ TO LAUNCH A NEW CONCEPT OF PRODUCT / COMMUNICATION

§ FOR IDENTIFYING AND ANALYZING CONSUMER ATTITUDES AND EVOLUTIONARY

BEHAVIORS

§  TO RENEW / ASSESSING THE NEED FOR RENEWAL OF ONE ELEMENT OF THE MIX

§  TO MONITOR THE COMPETITIVE SCENARIO

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§  FOR WORKSHOPS ORIENTED TO BRAND OR PRODUCT INNOVATION

§  FOR AD HOC SEMINARS DESIGNED FOR THE SPECIFIC NEEDS OF THE CUSTOMER

§  FOR BUSINESS TRAINING ABOUT TRENDWATCHING AND SCENARIO ANALYSIS

§  FOR THE RESEARCH CONSULTANCY FOR TRADE SHOWS AND INDUSTRY

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Why use Trend Monitor®

AGGIUSTAMENTO

potere

RINNOVAMENTO

sapere

OVERFLOW

HARD SOFT

TACTIC

SURROUND

STRATEGY

TENSING

COMPRESSION

IL MAPPING 2013/2014

JUMPERS

FREESTYLERS CLIMBERS

LIMITING

TREND MONITOR® 2013/14

3. MAPPING 2013/14

UNMOVERS

Trend Monitor® 2013-14

TREND MONITOR® 2013/14

SUM UP

LIMITING

Trend Monitor® 2013-14/ Sum up

TREND LAB WAS BORN FROM THE DESIRE TO EXPORT TREND MONITOR® IN THE WORLD, STARTING FROM THE 12 COUNTRIES OUR RESEARCH REFERS TO

THE ANNUAL TREND REPORT IS PRESENTED IN EACH OF THE COUNTRY

MONITORED BY TREND MONITOR®, AND IT TURNS OUT INTO A WORKSHOP DAY

ADDRESSED TO THE LOCAL MARKET, WITH A SCENARIO PARTICULARLY DEDICATED TO IT

TREND LAB IS ACTIVE FROM 2013

THIS IS FOR US A WAY TO SHARE WITH THE LOCAL PARTNER OUR SPECIALIZED

KNOWLEDGE ON MARKET TRENDS, OFFERING IT TO AN AUDIENCE OF CLIENTS/

PROSPECTS ENTREPRENEURS, MARKETING AND RESEARCH MANAGERS, STRATEGIC PLANNERS AND ALL THE SUBJECTS INTERESTED IN EVOLVING THEIR

BUSINESS IN A SMART, DISTINCTIVE AND INNOVATIVE WAY

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Trend Monitor® nel mondo/Trend LAB

ANNEXES CASE HISTORIES

 

Case Histories/International Benchmarking: “The Whitening Concept”

§  The Whitening concept has e m e r g e d i n t r e n d s identified by baba since the 2004 mapping

§  In 2005, the Whitening trend was the subject of an international monitoring in a research project carried out by baba on behalf of P&G

§  We followed its evolution in a phenomenon concerning health & beauty markets, with an high potential satisfaction benefit relevant for many products

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Case Histories/Identification of Advanced Segments “The Senior Trends”

§  In 2007, baba devised a

scenar io focus ing on Sen iors to assess the a p p l i c a b i l i t y o f g e n e r a t i o n - r e l a t e d marketing for the over 60, on the basis of trends i d e n t i f i e d b y T r e n d Monitor® in 2007-2008.

§  The drivers identified were independent of seniority as age, and gave it a form of e m p o w e r m e n t : t h e s e g m e n t a t i o n recommends to work on perceptive styles, and not on life styles dictated by age.

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Case Histories/ “Geox New Positioning”

§  The research of a new brand-positioning has been the goal of the 2010 research for Geox

§  The analysis of the trends related to the fashion market, and to the shoes’ one in particular, finds in denial of the traditional gender and generational divisions the smartest way to evolve the brand’s offer in a distinctive way

§  An analysis that has resulted in a clear recommendation: to cover a new meaning of functionality, opposed to a simple technical interpretation, a l imit to the aspirational and utopian value of the brand

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Case Histories/ “Nespresso Evolution”

§  In 2011 baba has collaborated with Nespresso to search new plat for ms for the s t rategic evolution of the brand

§  A deep semiotic analysis of the whole communicat ion and products has been the first and necessary step to understand the areas of meaning occupied by the brand during his life

§  Then, the trend analysis of the year, has helped to highlight an alternative way of innovation, far f r o m t h e m a g i c c i r c l e o f perfection and closer to the imper fection trend that has strongly animated the market in 2011

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More case histories

EXAMPLES OF CASE HISTORIES ADDRESSED WITH THE SUPPORT OF BABA TREND AND SCENARIO ANALYSIS OBSERVATION:

§  Research of the positioning concept for a new bio milk (Candia Italia) §  Research of the positioning concept for a new magazine (Il Sole 24 Ore) §  Planning of the strategy for the evolution of MrDay campaign (Alberto

Cremona) §  Evolution of Dietorelle packaging (Carré Noir) §  Assessment of the relation between communication concept and trend

(H3G) §  Evolution of digital TV (Mediaset) §  Evolution of TV news system (Mediaset) §  Evolution of brand positioning (Pupa) §  Relation between corporate image and social trend (Nestlé) §  Evolution of Breil endorser (Binda) §  Potential of the Whitening trend (P&G) §  Evolution of food and entertainment (Cadbury) §  Re-Positioning (Geox) §  Italian trends (Philip Morris Italy)

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baba designs and develops qualitative and quantitative market research, and scenario analyses for strategic marketing applications

It offers a comprehensive system of research and consulting services that results from an integrated approach with marketing-oriented semiotics and anthropology of consumption; it

operates in Italy and abroad via a network of international partners

It caters for ongoing monitoring of international trends, ad hoc scenarios, market strategy and research aimed at assessing and positioning products and communication, brand equity,

pre/post testing, naming, website evaluation and creation of new concepts

Trusted by: Amadori, Alberto Cremona, Alcantara,Allaxia, Arclinea, Armando Testa, Artsana, Barilla,Lodigrana, BottegaVerde, British American Tobacco, CandiaItalia, Carré Noir, Citifin, Clergerie, DeaKids, Deborah Italia, Ebay, Edizioni S.Paolo, ERG, Essenza, Ferrero, Fiat, Frette,

Futurebrand, Giò Rossi Associati, Geox, Grey Worldwide, Gruppo Afin, Gruppo Coin, Gruppo Sigma Tau, Hachette, Heineken Italia, Hilti Italia, H3G, IFM, Il Sole 24 Ore, La7, Lovable, Luxottica,

Manifatture Bianchetti, Mediaset, Modafil, MTV, Nespresso, Nestlé, Novartis, Panzani, Philip Morris, Pirelli RE, Playtex, Pinko, Publicis, Pupa, Rai, Sistema Moda Italia, Spirale Arte, Telecom,

TotalErg, Unicredit, Zambon, Zucchi

BABA

Market Research and Scenario

Corso Magents 31 – 20123 Milan

- tel. +39.02.83241678/fax +39.02.89419298 www.babaconsulting.com

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