Consumer Insight: Getting under the skin of the consumer to reveal the key influences on decisions

Consumers are changing: The new consumer can no longer be thought of simply as an individual with a defined and fixed identity. Today’s consumer continually constructs identities for him or herself – consumption itself is part of a dynamic process of defining the consumer. Getting to grips with these complexities means getting to understand people and their identities better. Enhanced consumer insight can deliver this understanding.

Choices have changed: In most markets there is not only more but too much choice for consumers. Understanding what it is that drives consumer choice in any category has become the number one preoccupation of marketers. Understanding what makes consumers tick is fundamental to this understanding.

Frameworks have changed: There has been a gradual shift in society from an ‘age of deference’ (the Industrial age) to an ‘age of reference’ (the technological). It is shift which is now accelerating. –,there has been a complete reversal in those groups of people who we trust. Trust has increased in the views of the ‘Man in the street’ while respect and trust in governments and leaders has dwindled.

Consumers have changed: People are not simply people any more. Concepts of individuality have become more complex – one person can encompass several different identities.

Innovaro recognises that businesses need to be idea-led and consumer-informed. We work extensively with diverse sources of inspiration to ensure that consumer understanding is maximised. The sources which Innovaro employ include experts in the same or adjacent fields, international trend panels, ethnography and semiotics.

Key sectors where we are currently improving the depth and use of consumer insight include FMCG, travel, financial services, construction and chemicals.