Understanding consumer trends and local culture
As a leading Global Consumer Healthcare Company, we fully understand the importance of consumer trends and how they manifest within different cultures. This as a key pillar in our desire to achieve a deeper human understanding.
We have worked with InSites Consulting on a number of projects, using their Illume Guides to help with a range of brand challenges, understanding which culture shifts and emerging trends are impacting consumers, our categories and our brands. We appreciate that not all consumers are able to provide us with that leading-edge perspective or articulate the next. And as a global company, we’re also conscious that we need to understand the local cultural context, which can easily be missed or misinterpreted. This is where we use the Illume Network.
By way of specific example project, we knew ‘wellness’ was one of the biggest trends amongst consumers, but we wanted to get closer to how this manifested in actual consumer behavior. However, we needed to ensure the insights emerging would have longevity, informing future thinking, not the now. In order to do this, we worked with the Illume Network, tapping into a highly engaged, early-adopting audience.