Posts Tagged consumer-research

Levi & Intel Track Shopping Behavior

Levi & Intel Retail Shopping Behavior

Intel and Levi have recently partnered to track your every movement when you shop for your next pair of jeans. Levi’s jeans have RFID tags that transfer data to the Intel IOT platform, mapping the journey of every single jean in the store.

The platform can reveal when items are sold out and when they need restocking. It can show which items are in-demand and during what time. It can also reveal which items were taken to the dressing room, but then were left there when the consumer decided to not purchase.

With this data, employees can now have a holistic view of the store and use their findings to improve the shopping experience for their customers.

What are other ways that retailers are attaining and analyzing shopper data to improve the in-store experience?

Cards Against Innovation: What the world’s most offensive party game does right

consumer research cards against humanity

Your users know your product better than you do. Are you accessing and extracting that insight to make your product better? It takes a lot of confidence to put your idea out there, and let your users run with it. That is why I love Cards Against Humanity (CAH). (If you don’t know the game…catch up quickly).

It seems obvious that the best new ideas are going to come from the people playing the game. That isn’t something to be threatened by; it’s something to capture and capitalize on (as CAH did by publishing under a creative commons license which allows users to adapt and remix the game, like this Cards Against Originality app by Dawson Whitfield).

In the last year, I traveled a lot and spent a lot of time with people of various cultures around the world. One of the things I loved exploring on the road was the universal love for CAH. I loved picking apart the seemingly universal desire to be naughty or offensive or just plain crude and laugh at it.

The game is one of those things that people will tell you won’t work with certain people, or certain cultures, but in fact it does. (Even though it currently only comes in Anglo versions: US, CAN, UK, AUS)

People even approach ‘being offensive” in the same way:

  • There is a grace period with new people. “Can we play with them?”
  • The opening round with new people or people of mixed cultures is timid, but slowly takes on a mind of its own.
  • There is universal code/energy around “things you shouldn’t laugh at”.
  • There is a universal look for “I don’t get that one, should I say I don’t get it”.
  • There are things that are universally understood (read: sex jokes) and things that are universally misunderstood (read: sex jokes).
  • You always underestimate someone. “There is no way XX person is going to get this or join in”
  • There are a range of things that are culturally specific (i.e. jokes about class aren’t funny to anyone who isn’t British) and a range of things that are culturally neutral (i.e. jokes about relationships)

However, the users quickly start to tailor the game to the needs of the group. It works in the same way as drinking games (i.e. “we play by these rules”).

I believe soon you will start to see a range of like-minds creating their own versions of CAH (i.e. women, computer scientists, etc.). And this can happen to any brand: your users can create new ideas, which are specific to them, their culture and their needs. These user generated ideas can lead to products that are more relevant than those created in a closed conference room, simply because they were created by the people who love and use them.

At antedote, we know how important it is to approach innovation with the user in mind. Our proprietary technology allows us to tap into user creativity and incorporate it into products and ideas before they launch.

To learn about antedote’s new platform, Idea Accelerator, that allows you to explore and iterate concepts early in the development journey with consumers globally and in real time, please click below:

Learn more

3 Things Innovators Should Consider About Personalization

innovation 3DPrintedOreos 606x385

Personalization has been and continues to be a hot topic with marketing – NYC Media Lab just hosted Personalizationpalooza – and the consumer definition and expectations around it continue to change as technology and tools continue to advance. Mass personalization, whether it’s creating your own Nike IDs or crowd-sourced innovation like Lay’s Do Us a Flavor or more recently at SXSW, 3D printing Oreo cookie flavors based on what’s trending on Twitter, has become the norm for consumers. All of this is starting to not only change consumer expectations, but also disrupt the new product development (NPD) process.

What are some aspects of personalization that we need to consider when it comes to innovation?

1) It’s not about choice, but rather relevance

Consumers aren’t necessarily looking for a breadth of choice when it comes to products and services – they’re seeking out the offerings that feel as if they were created specifically for their life and that align with their values. So when it comes to innovation, it’s important to focus efforts on creating products that can facilitate an emotional connection by demonstrating to the consumer that “we get you”. One of the easiest ways of establishing that connection is through consumer research that is designed to really unearth explicit and implicit motivations to get to the unrealized and unmet needs of the consumer.

2) Speed to market is more important than ever

As technology product cycles continue to set the point of reference for consumers when it comes to innovation and new products, the expectations around how quickly and frequently new product launches occur has fundamentally changed. When it comes to NPD, getting creative and leveraging nontraditional tools like 3D printers can lower associated capital investment and facilitate micro-scale experiments that not only gather consumer data and insights, but also can generate buzz for the brand.

3) Deconstructing the pieces to give consumers the tools

With the influence of the Maker Movement, more consumers are embracing a return to “making” products themselves, whether it’s buying the raw ingredients to create their own cleaning solutions or implementing hacks to personalize Ikea furniture. There’s an opportunity for companies to embrace this trend and provide consumers all of the pieces and tools that they need in order to “make” your product at home. In doing so, the consumers will have a stronger sense of ownership and pride for the finished product, having been a “co-creator” in the making process. Taking inspiration from the meal subscription services like Blue Apron that curate and deliver to your home all the ingredients that one needs to prepare a meal, what are some ways that you can deconstruct one of your current products? What are the components that consumers would be able to prep or assemble on their own?

By tapping into the latest consumer and technology trends and understanding the underlying factors that play in consumer affinity for customization and personalization, brands can play their cards right during the NPD process and successfully win the hearts of their consumers.