Streetcredibility thanks to trend sensor
JvM/Limmat uses the new planning tool Trendsensor as a source of inspiration
JvM/Limmat uses the new planning tool Trendsensor as a source of inspirationJvM/Limmat has been offering its in-house Trendsensor for several months now in order to be able to react to relevant trends in good time and make strategic recommendations. This is a planning tool that is used as an early indicator. "It's not a tool to identify or create trends, but to use consumer insights strategically," explains co-initiator Carlos Friedrich, Planning Director and GL member at JvM/Limmat. The measurement tool is not intended to replace traditional market research. Rather, the aim is to find out what is currently popular with trendsetters. The trend sensor is a qualitative video survey of around 100 people per issue, but it makes no claim to be representative.
The young people surveyed are segmented into two groups: Trendsetters and Followers. The groups are divided according to qualitative criteria such as response quality, confidence or spontaneity. "Only the trendsetters, i.e. the innovators and early adopters, are included in our trend sensor," says Carlos Friedrich. After all, they are the ones who will influence and shape the near future with their innovations. They jump off a trend as soon as it reaches the masses and the first approaches to the mainstream are foreseeable.
Carlos Friedrich continues: "We want to reveal one of the most important sources of purposeful creativity: the conversation with contemporaries as probably the best way to listen into the social noise."
Where the trend of tomorrow is born
According to junior planner Regula Fecker, the aim is not to obtain representative results, but "what you would hope for from an interesting conversation: inspiration". The trend sensor, which is conducted quarterly, is made available as an updater within the agency and to JvM clients in Switzerland, Germany and Austria. So far, surveys have been conducted on the streets of Zurich, New York, London and Berlin.
The young and still new members of the scene largely come from the subculture of the design industries such as fashion, design, graphics, photography and gastronomy and provide information on the latest phenomena in these areas such as consumption, brands, leisure and advertising. JvM argues that the trendsetters in the global village are not particularly different and that they communicate with each other internationally, which is why the agency can draw parallels between the trend metropolises and Swiss conditions, even if not all of them are relevant.
It is much more important for those responsible to use the tool to enable agency clients to make contact with street and youth culture. In the first four Trendsensors, the Planning Director did not notice the increasingly popular brand weariness among young people. He explains the movement more in terms of a pseudo-attitude among many young people who may not publicly admit to their affinity for brands, but who are still strongly oriented towards brands due to their clique behaviour. Luca Aloisi
The young people surveyed are segmented into two groups: Trendsetters and Followers. The groups are divided according to qualitative criteria such as response quality, confidence or spontaneity. "Only the trendsetters, i.e. the innovators and early adopters, are included in our trend sensor," says Carlos Friedrich. After all, they are the ones who will influence and shape the near future with their innovations. They jump off a trend as soon as it reaches the masses and the first approaches to the mainstream are foreseeable.
Carlos Friedrich continues: "We want to reveal one of the most important sources of purposeful creativity: the conversation with contemporaries as probably the best way to listen into the social noise."
Where the trend of tomorrow is born
According to junior planner Regula Fecker, the aim is not to obtain representative results, but "what you would hope for from an interesting conversation: inspiration". The trend sensor, which is conducted quarterly, is made available as an updater within the agency and to JvM clients in Switzerland, Germany and Austria. So far, surveys have been conducted on the streets of Zurich, New York, London and Berlin.
The young and still new members of the scene largely come from the subculture of the design industries such as fashion, design, graphics, photography and gastronomy and provide information on the latest phenomena in these areas such as consumption, brands, leisure and advertising. JvM argues that the trendsetters in the global village are not particularly different and that they communicate with each other internationally, which is why the agency can draw parallels between the trend metropolises and Swiss conditions, even if not all of them are relevant.
It is much more important for those responsible to use the tool to enable agency clients to make contact with street and youth culture. In the first four Trendsensors, the Planning Director did not notice the increasingly popular brand weariness among young people. He explains the movement more in terms of a pseudo-attitude among many young people who may not publicly admit to their affinity for brands, but who are still strongly oriented towards brands due to their clique behaviour. Luca Aloisi
