Real-time branding for real-time decision making: Synovate Study

One main emerging trend identified is more 'real-time' decision making by consumers. In the first release of this publication in 2008, it discussed that consumers were expecting enjoyment and pleasure in all aspects of their lives at some point during the day. In 2011 and beyond, consumers will take this one step further and expect this pleasure wherever they are and in 'real-time' / 'in the moment'.

According to Synovate Censydiam's latest research, "This means real-time branding for brands because consumers are now expecting brands to respond to their needs as soon as the 'send' or "post' key has been pressed. This implies a real challenge for brands. Are you ready to communicate with your consumers, right at that moment that they might be looking for you?"

Examples of this emerging trend include vending machines that sell not just carbonated drinks and food but also umbrellas, mobile phones, hair straighteners, flat shoes, fragrances, board shorts ' other items needed immediately. There is also 'pop up retail' in which companies offer an experiential area and service for customers to immerse themselves in a brand experience. Another example is online/mobile platforms such as Opinionaided, which allow users to get opinions in real-time from friends, family and the public.

"We are not claiming to be the world's top trends experts, but we are experts in understanding human motivations - what people really want. We put the WHY at the front and centre of helping our clients make their brands more relevant, and one of the ways to do this is use the most relevant trends," said Sue Phillips, CEO for Synovate Censydiam.

The "real-time' trend, according to the Censydiam framework, taps into the human motivation for enjoyment and pleasure, and instant gratification. People want to fulfil their needs right on the spot.

"As a brand you have to offer consumers live channels on which to converse directly with you, and you need offers and propositions worked-out for all possible consumer contexts and whereabouts," says Phillips. "Brands should ask themselves if they are really ready to capitalise on this trend."

There are eight human motivations in the framework, and enjoyment is just one of them. The book relates each motivation to an emerging global trend. Synovate Censydiam said it is not intended as the absolute last word on trends as trends are continually evolving. But because the trends are rooted in a deep understanding of human motivations, the latest trends are expected to develop further over the next two or three years into mainstream attitudes and behaviours, just as has been observed from the Synovate Censydiam 2008 Consumer Trends book.