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Internal
TRENDIPEDIAFraming the Facts and the Fluffy
for the Future
IIex Amsterdam, 18 Feb 2019
Anna Larsson, Business Insights Manager
Internal
How move from fluff to true business impact?
5 Success factors
Internal
What is Tetra Pak®’s Trendipedia Consumer Trends?
It is our way of assessing how consumer trends are shaping our world
and our industry.
It will give you answers, but also create new questions.
It is open for feedback, as it continuously should develop with the
changes of the world.
#1 Explain the role of the trends
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Explain the role of the trends: relative to time
SOCIETAL CHANGES & DRIVERS
Source: Jens Lanvin, Ipsos Sweden
TE
TR
A P
AK
®T
RE
ND
IPE
DIA
TRENDS
SUB-TRENDS
Internal
#2 Structure
Create a process!
PATTERN
RECOGNITION EVALUATIONEXPLORATION
ESTABLISHMENT
OF TRENDS
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QUANTITATIVE DATA
FREE SOURCES ONLINE
QUALITATIVE QUOTES & EXAMPLES
Structure: Define your sources
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“The future is already here
– it's just not evenly distributed.”- William Gibson
Structure: Early signals
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Structure: Define your trend criteria
E.g.
- Multiple sources
- In line with your mission, vision & focus
- In your categories
- …
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Structure: Report
NUMBERS
OWN EXAMPLES EXTERNAL EXAMPLES
STORYTELLING
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#3 The visual identity
Graphic designers Brand department
Create a unique look and feel
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#4 Raising internal engagement
If you can align your products or
services with relevant trends that
you have identified, you will
increase the likelihood of your
business being relevant and
successful.
Everyone can help you trend hunting
Cross-functional teams to assess the
implications of the trends
Explain why trends are important Invite colleagues to participate
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Internal workshops
Alignment of product portfolio
Inspiration for new ideas
Check list
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#5 Communicate externally
Starting point for discussions with customers
Stimuli for co-creation workshops
Storytelling for Marketing Communications
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Remember...
#1 Explain the role of the trends
#2 Structure: Set your process and trend criteria
#3 A strong visual identity
#4 Engage your organisation, align your portfolio
#5 Communicate externally, engage your customers
Internal
SEE YOU
IN THE
FUTURE!
Anna Larsson
anna.larsson@tetrapak.comBusiness Insights Manager, Tetra Pak, Sweden
Special thanks to Ipsos Sweden
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