Our society has been strongly impacted by an unprecedented health and social crisis. More than ever, brands need to "take the temperature" of the market and its consumers. To sound them out and decipher their future aspirations.
Following this pandemic, more than half of the French consider themselves as new people. They want to change their behavior in their relationship with their family and their family routine*. An in-depth understanding of these new needs is essential. To respond and adapt to the emerging societal expectations of this parental audience in order to generate brand preference.
Feeding on existing market insights, from recent studies, through an in-depth monitoring of strong trends in terms of habits, consumption behaviors and expectations is a basic requirement. However, commissioning your own studies, listening to your targets to detect and understand their declared or undeclared needs. This will allow, in the short and long term, to extract fundamental realities. These realities are specific to your brand, to your products/services or to the communication made around them. Nothing could be a better guide in this post-Covid fog. To build a solid marketing strategy on a market reality. And above all, to deduce a prospective that will allow you to anticipate new changes in the future.
More responsible consumption, with a focus on Made in France*, and over-consumption of digital and video products**. These are all concrete examples of the consumer desires and behaviors of adults, parents and young people that have been greatly amplified since 2020.
So how do you translate and capitalize on these underlying trends and apply them to your particular brand or product? Are the initiatives you're already considering heading in the right direction and will they have the desired impact in terms of brand image in the minds of your customers and consumers? How do you create video content that stands out from the crowd?
Food, Healthcare, Toys, Childcare, Entertainment and Leisure are all sectors for which we focus on gathering the answers to these questions, the famous insights. Our role is to find the right method of "harvesting". Through qualitative studies (interviews, round tables...) or quantitative studies (questionnaires) . By surveying parents, children alone (depending on their age), in duo with their parent or in triad with other friends who consume or use the products and services of these sectors.
In the case of qualitative studies, respondents (consumers) are generally asked to do some upstream impregnation. This is done through pre-tasks to bring out a maximum of relevant insights. And using the interview to confirm or deny the first trends, opinions or tastes mentioned in the previous step. Our qualitative methodology rarely stops at the interview alone and is also extended by the realization of post-tasks . This allows us to go further, especially in a co-creation process with the respondents.
Some examples of objectives of recent studies conducted with children ages 3-12 and/or their parents:
- Establish the positioning of the children's offer of tomorrow through interviews with parent-child duos.
- Determine children's advertising preferences to create campaigns that match their expectations through interviews with children's duos and triads.
- To study the image and appetence of a new cartoon broadcast on linear TV via an online questionnaire administered to 600 parents.
Sources:
* Ici Barbès x Institut Occurrence study "Portrait des Français post-Covid", 2021.
** eMarketer study, 2021.
