Why do poor performing ideas go through rounds and rounds of iterative testing, wasting time and money? Phil Norminton, VP of Insights & Partnerships explains how using objective data and relevant stimulus makes creativity productive.
Here at Black Swan Data, we are proud to be recognised as a Twitter Official Partner. The Official Partner badge is awarded to a handful of select companies who have been independently evaluated as best-in-breed solutions, which in our case is using social intelligence to anticipate and predict consumer behaviour for marketing and innovation strategy.
Since the beginning of market research in the early 1900’s, companies have been trying to understand the needs of their customers, find ways of improving their products, and validate new ideas before spending large amounts of money developing them.
As briefs go, it’s not often you get asked by a leading platform to explore what makes their content, and how people engage with it, unique.
Yet, this is the challenge Pinterest and other content platforms face to keep Advertisers engaged and to differentiate themselves in an industry where ‘trends’ are the commodity.
Our mission is to accurately predict and anticipate changes in consumer behaviour so that our customers can stay ahead of the curve, make better strategic decisions and launch more successful new product innovations to market.
Consumers’ non-alcoholic beverage choices and preferences are evolving.
2020 was ripe for embracing the low- and no-alcohol trends, and consumers’ thirst for non-alcoholic beverages have continued to increase with attitudes towards moderation and balance becoming salient.
Using our US Non-Alcoholic Beverages dataset, we’ve taken a deep dive into three major shifts that are occurring within the category; Breaking Monotony, Enhance The Natural and Functional Health.
Covid has undoubtedly shifted consumer’s cleaning habits and priorities. Although many of us are slowly easing out of the pandemic, and may feel ‘normality’ returning, the last 18 months has permanently elevated the importance of hygiene in the home, and consequently, purchasing behaviour.
This may sound odd coming from me, as I am the Chief Data Officer for Black Swan Data, and it may be stating the obvious for others, but I’ve always found that even things that are obvious are easy to forget and are worth repeating — this job is not about data.
Customers are changing the way they’re viewing and consuming snacks. We’ve not only seen a long-term increase in snacking itself but also a shift in the reasons behind why shoppers are grabbing a bite or beverage.
The Vitamins, Minerals and Supplements category has never been healthier. Fuelled by Covid, the category’s heartland of immunity and prevention has seen a huge resurgence amongst both core and new consumers over the last 18 months.
Kombucha tea anyone? Or maybe a turmeric shot? An increasing number of consumers are taking a proactive approach to their health and wellbeing, but not necessarily in the traditional formats we have become used to.
Context is King.
In all research, no matter what technique you are using, surveys, focus groups, online communities, social data analysis, or Big Data science work, establishing context is a critical task.
