As a starting point for our insights work, we have conducted in-depth consumer studies in both Finland and Sweden. These The Informed Consumer studies provide us with a unique understanding of the values and attitudes as well as the trends that shape the consumption choices of the consumers in these markets. Additionally, they provide us with comparative data on how these countries differ – which they do in many aspects.
Our studies combine a broad quantitative study, qualitative home-interviews with a wider societal context about emerging societal changes through cooperation with academic professionals in both Finland and Sweden.
The data from our studies in both Sweden and Finland provide us with findings that with the expertise of our insights team can be customized to different branches, brands, products and services. We have a solid knowledge on how to implement data from the Informed Consumer studies in the following type of projects:
Publication of our study “8 windows on the future”
in association with TNS Gallup
Start of our study: “The Informed Consumer”
Qualitative interviews x 38 and quantitative
Release of “The Informed Consumer”
Publication in the International
Journal of Marketing Studies
Qualitative interviews x 8
Publication in Kuluttajatutkimus.Nyt
Release of first update
Quantitative research n=1100,
Qualitative interviews x 9
Release of second update
“The Informed Consumer” in Sweden
Quantitative research n=1100,
Qualitative interviews x 30
The strongest brands surpass expectations in terms of sustainability and transparency. You want to know exactly what you eat, so you want to know what you put on your body as well. New needs arise when people become more informed.
Even a global chain of 1000 restaurants has to answer to people’s need of significance. Nando’s support over 320 artists and own the largest collection of African contemporary art displayed internationally in their restaurants.
Significant use of social media: The founder realized that although he shares his daily life on Instagram, his grandma doesn’t know how he’s doing. Omapost (grannymail) sends physical postcards of your feed to your loved ones.
Columnist Bernard Salt commented that Millennials should afford Sydney’s pricey housing since they can afford their much loved avocado on toast breakfasts. Great uproar started! And companies responded to this anger with free avocado on toast deals and avocado on toast loans! Consumption is often not about necessity, it’s about defining yourself and the group you belong to.
The coolest place in Seoul right now is the new music library. And it’s build by a credit card company. You can visit it if you are a cardholder or invited by a cardholder. Hyundai Card offers much more than just credit card services, it offers unique experiences and communities.
The hardest thing is to be unique. Makers answers to this issue by connecting Koreans with small producers and craftsmen. You can buy truly unique products that are made by order. And the maker doesn’t have to keep a stock. Interestingly the service was launched by a big internet company, Kakao Corp.
People often like what they are used to. Australian biscuit brand Arnott’s got a lesson of this when they decided to make Australians’ favorite biscuit even better. A massive social media campaign started to fight for the original flavours, people were panicking to buy the reaming old products… And finally Arnott’s gave in and brought back the old flavours.
Doing good doesn’t need to be expensive or disrupt routines. In South Africa you can swipe a card at 1600 partner stores, including Woolworths, a major supermarket chain. The partner makes a donation, and you don’t pay a cent. You choose the cause from a list of local, concrete projects. This way the brands create lasting bonds to their customers and community.
Economical and ecological needs often meet. Picnic is successful because they know exactly what their customers are willing to pay for: a precise fixed delivery time rather than a couple of hours window that they can define freely. This is better for the company and for the environment too: costs and emissions are saved when the routes are planned optimally for the whole neighbourhood.
The Kuudes Concept Lab is a customising workshop package for businesses seeking to accelerate their concept development processes and make their concepts more customer-oriented. The workshops focus on customers and come to grips with their everyday lives using our Aware consumer tool and ethnographic research methods.For more information about Concept Lab