Consumer brands can apply Kantar’s Emerging Trends toolkit equipped with top of the line artificial intelligence and advanced analytics using:
The approach is machine led yet human-guided based on Kantar’s understanding of global trend cycles.
This is a completely new way to understand shifting consumer demand globally and across categories, with speed and at scale. Kantar’s proprietary toolkit identifies, classifies and quantitatively visualizes candidate trends across thousands of categories across all languages and all markets. We also explore if candidate trends are likely to stick or fade to ensure relevancy. Example trends that consumer brands will be able to identify include ingredients, products features, needs, moments, occasions and sustainability movements as well as understanding which retailers, brands, influencers and celebrities could trend. Understanding if a trend will likely travel across a market or a category is something that consumer brands have been asking us to achieve for the last couple of years. We have researched different approaches and different data sources, but the scale just wasn’t there. Emerging Trends finally provides marketers with more ammunition to make the right investment decisions, using the power of artificial intelligence and advanced analytics. They will be able to address tomorrow’s consumer needs today.
The combination of human and machine intelligence (Trends 3.0) is the new normal when it comes to successful innovation and brand strategy. I hope we can join you in your journey to accelerate growth through big data and AI. Emerging Trends is the result of deep understanding data and analytics combined with the creativity, deep knowledge on trends and lateral thinking of our diverse team. I am sure you will find it ground-breaking.
Find out more: https://www.kantar.com/expertise/analytics/innovation-analytics
