Free Stuff: Reports and Presentations
In line with the recent machinations in Westminster we thought we'd share some thoughts on the current state of UK politics and specifically voting patterns and intentions.
While psephology isn't a core discipline for Trajectory we also recognise that it is often the area that is overlooked in many PEST/LE type analyses. Never ones to shy away from a forecast and not short of a political animal we hope you'll enjoy the presentation and would as always welcome your feedback.
Please get in touch if you'd like a copy.
The World in 2013...
Powered by analysis from our bi-monthly Global Foresight survey, this presentation examines the key trends that will be driving consumers around the world in 2013. From the New Morality to C-Suite Scrutiny (via the changing face of CSR, the emergence of key new emerging economies and three scenarios for the Eurozone), the deck tells you all you need to know about the year ahead...
Earlier this year we were commissioned, on behalf of Ribena Plus, to look at Children's Play.
The report was released in three parts, all three are now available - part three being featured in the Sun, Metro, Irish Independent
- click through the slides below to see how phase one of the campaign went...
As previously noted in the BBC Radio 4 Fourthought lecture given by Paul Flatters, we believe that there is a lot to be positive about when it comes to the lifestyle, values and behaviours of children today. In this report we asked 2,000 parents about play - how confident they felt in getting involved in play, whether they wanted children to be outside, to be creative, to use everyday objects. With some great input from experts in the field of childhood wellbeing and play, this report is certainly helping to fuel the debate.
- BBC - Child's Play
- Telegraph - DVDs instead of Climbing Trees
- RibenaPlayLab - Twitter Feed
- Talking Retail - Parents Losing Confidence
- Nursery World - Cardboard Boxes lose out to DVDs
- Made for mums - Ideas to get children and parents active
- Day Nurseries.co.uk - Play is crucial
- The Sun - Kids say boxes are top pressies
- Irish Independent - This year's must have
20th September 2012 Paul Flatters gave this presentation to the TradeDoubler Summit. #tdConnect
Will there be a lost generation? Are they more adventurou? More tolerant? More Multinational? How should you connect with them?
And what is the oldest Millennial brand?
A challenging and provocative presentation.
Introducing our 'Trajections':
Our Global Foresight programme throws up findings that we love. Observations on changing social & consumer behaviour that get the brain cells whirring and perhaps fuels the desire to hold us to account and debate the outcomes.
We love that.
Sign up to our newsletter to receive the fortnightly articles - first one here.
Last week, Trajectory CEO Paul Flatters was invited to speak to the ISBA Charity Action Group
Representatives from the major charities advertising in the UK - Oxfam, Cancer Research, British Heart Foundation, British Red Cross, Alzheimer's Society, Age UK, Save the Children, Barnardo's, National Trust, Shelter, Oxfam and others - listened to the key findings from our recent research programmes - our own Global Foresight, plus work for Which? and RAPP.
The presentation is available for free.
The United Nations World Tourism Organisation recently published the Tourism Towards 2030 reports (Global Overview and regional studies). This was one of the first projects that we undertook as the Trajectory Partnership and are delighted that the results are now available.
Since developing these forecasts we have worked with many tourism and leisure clients: Butlins, Sun Resorts, Avis, Historic Royal Palaces and more. We are able to create place/business specific forecasts and analysis, advising clients on future strategy and opening up new audience streams.
With a surge of under 18's and over 60's hitting the UK, family holidays are changing in shape and size. Here we look at 3D Dads & Generation X-tra...to examine the potential for British holidays and family fun in 2037.
Understanding Mums is a presentation that brings together facts about the demographic and commercial power of mums, strategies for harnessing the online influence and a warning about the 'sting in the tail' from the 'hive mind'.
It was wonderful to see Black and Decker sitting alongside Boden - this really is a topic for a wide range of brands. Thanks Unity PR for organising the event - great stuff.
Towards the end of 2011, Consumer organisation - Which? commissioned Trajectory to evaluate the impact of the financial downturn. To understand the premise of the much-discussed (but little understood) 'Squeezed Middle - do they exist? Are they Middle Class or Middle Income?
We introduce the 3D Squeeze and ask public and private sector organisations to reconsider who is really feeling the squeeze.
- The Guardian - 1 in 4 use savings to buy groceries
- Daily Mirror - Cash Strapped Shoppers Borrow Money
- The Independent - Half of Britons Struggle Financially
- Marie Claire - 1 in 5 borrow money for groceries
- Daily Express - British Families sinking into debt
- This is Money - Forced to Borrow to buy Groceries
- Herald Scotland - One in four using savings
- Wales Online - One in four using savings
- The Sun - Millions of cash-strapped Britons
Request this presentation for a concise overview of what our proprietary, bi-monthly consumer insight service offers: which countries and regions it covers, key question areas and themes and how you can sign up
Much of the media regards the current climate of austerity as a national issue affecting people in a largely uniform way.
- Some sectors are prospering,
- Some groups of consumers are doing well
- There are some surprises around the groups who will struggle in the next few months
- The squeezed middle is not who you think they are.
There are good opportunities if you judge the mood and understand your audience
Throughout the Autumn of 2010 and the Spring of 2011 we have been working with direct and digital marketing specialists, RAPP. Finding 'Opportunity in Austerity' covered the impact of the comprehensive spending review, a review of 'who would be feeling the pinch', and the changing 'tactics' employed by consumers.
It has been a fascinating programme and the highlights have been captured by RAPP through a white paper and embedded videos of the speakers at a conference on the topic.
Visit their website to learn more about their services and / or request a free copy of the paper.
As part of our Glimpses Global Monitor service, we have been looking at leisure and how it differs across the world (well, the 20 countries that we survey!) The analysis team here have been working through the data - finding the 'relative' levels of interest in leisure pursuits. The American's love sport and love to watch it - if you want to show sport, that's the place to head, but if your campaign is around participation...then look elsewhere - Americans enjoy taking part, but other countries love it more.
Request a free sample of this analysis. The correspondence map is annotated to guide you through the key stories and showcase what else you can learn from the data.
New report available from BDO
I am delighted to share with you the insights from our latest
Annual CFO technology, media and telecoms (TMT) survey,
which examines the new business opportunities and challenges
across the TMT sector.
Julian Frost. Partner, National Head of TMT
Is Mental Health the last workplace taboo?
Based on the global analysis of access to IT and Wellbeing carried out by the Trajectory Partnership for the Chartered Institute of IT. This presentation was given by Trajectory Managing Partner, Paul Flatters to the leading lights of the global tourism industry at the Totec conference in Paris.
A presentation given by Trajectory Partner, Paul Flatters, at the 2010 ABTA conference in Malta. Forecasts for the travel industry and some thoughts on the role that mobile marketing can play in driving that future.
The Information Dividend: Why IT makes you ‘happier’
A global study from BCS, The Chartered Institute for IT, shows that access to information technology has a 'statistically significant, positive impact on life satisfaction'.
Additionally, the report showed women, those on low incomes and few educational qualifications benefit most from access to IT. Not only do women gain more than men from access to, and use, of technology, they also achieve greater increased life satisfaction from using it. For disadvantaged women without access therefore the impact of digital exclusion could be the hardest.
Research involved a number of different elements brought together for the first time in this report. The first phase of research involved the analysis of large global social research data sets to establish whether there was a link between IT access and usage and life satisfaction.
This global analysis was followed up by in-depth research into how IT access and usage influences life satisfaction in the UK. Our research in the UK included a unique analysis of data from the British Household Panel Survey plus original primary qualitative and quantitative research programmes.
Elizabeth Sparrow, President, BCS The Chartered Institute for IT said: "Too often conventional wisdom assumes IT has a negative impact on life satisfaction, but the research has found the opposite to be true. IT has a direct positive impact on life satisfaction, even when controlling for income and other factors known to be important in determining well-being."
Tomorrow morning the Trajectory Team are at the press launch of The Information Dividend. A follow-up to our global analysis of the contribution that IT makes to our ‘wellbeing’ this instalment focuses on the impact of digital exclusion in the UK.
Creating a case for a digital strategy? Trying to reach a female audience? Interested in lower-income groups? The report contains original research and analysis – it’s free and well worth a read.
A word from the client: "Working with Trajectory has been an energising experience. We chose them because they clearly understood what we were trying to achieve, and they set very high expectations. Throughout the process they have kept their promises, diligently gone where the research has taken them, and delivered a seminal report that we are proud to be associated with"
On 12th May the Chartered Institute of IT launched the first report in this series by Trajectory looking at the impact of IT on wellbeing and happiness - a study based on a 35,000 person global dataset.
The work was featured by the BBC, Independent and Time Magazine as well as a host of online journals.
For a free copy of the report - click here
A presentation given to the Peach Network - CEO's and Marketing Directors from the UK's restaurant and pub chains. The presentation draws upon work from the Media Forum
Last week, Trajectory Managing Partner, Paul Flatters spoke at ITB Berlin - one of the travel and tourism sectors' most influential events.
We have a rather optimistic view of the future both in the long-term and even in the short-term if organisations can make consumers feel good about spending....'because it's worth it!'
Request a copy of the presentation - we would be very happy to discuss the findings with you.
On the 29th April the Chartered Institute of Marketing Creative Communications Market Interest Group (CIMCOM) hosted an evening looking at the future of mobile marketing, one of the fastest growing marketing disciplines.
Mobile offers marketers a real opportunity to connect directly with their audience at a time and place that is appropriate to the message. Just as you are thinking about a quick drink after work a special offer from a local bar can arrive on your handset! However, it also throws the marketer some make or break challenges around issues of opt-in, relevance and brand engagement.
Presentations from Shan Henderson, Sales Director of O2 Media and Paul Flatters, Managing Partner of the Trajectory Partnership are now available
O2 Media and The Trajectory Partnership are currently hosting a series of debates and research on these issues under the banner of ‘The Media Forum’. With over 350 members drawn from across the advertising and marketing industry in the UK the Forum is fast becoming an invaluable hub for shared learning and knowledge development for the industry.
On the 7th December the Young Foundation announced the launch of a new report looking at the future of unmet needs in the UK. 'Sinking or Swimming' looks at new and emerging psychological and material needs in the UK. We were delighted to contribute and hope that you will find the results.
Find out more about the report Young Foundation
Or request a free copy.
Understanding the post-recession consumer mindset - a new article by Paul Flatters and Michael Willmott for the Harvard Business Review.
We have a few copies of the article to give away, please request one.
"Your and Michael’s article in HBR is outstanding... It makes sense that “going green” will go by the wayside some as it might not be a realistic aggregate financial goal for companies trying to keep in the black. Thanks for the team production and I look forward to enjoying your research and predictions in the future!" Jeffrey P. Levine, M.Ed. Director, Office of Enrollment Management, Gratz College USA
"The American business community eagerly awaits the end of the recession and a return to the good times. What they may be missing is that the definition of "good times" has shifted for the American consumer. The Trajectory team's take in the current HBR highlights that missing link." Jeremy Conaway, President, RECON Intelligence Services.
"It is a superbly applicable understanding" Thomas R Troland, Senior Market Analyst, Meredith Research Services
The article is cited widely amongst journals including the Journal of Brand Management, Journal of Strategic Marketing - for a full list of Citations, click here
On June 10th the 2020 Public Services Trust (part of the Royal Society of Arts) launched our paper on the future of public services. This paper is the second in a series of three papers from the Commission in the Scoping the Challenges for 2020 Public Services series. This series of three publications seek to survey the landscape of issues and questions that need to be posed to hold a coherent and comprehensive debate on the future of public services.
This download highlights some of the key findings from a major new national study of over 2,000 respondents.
Looking at consumer behaviour during the current economic gloom and identifying where new behaviour patterns chime with other longer-term trends, this study quantifies and explains why some consumers are making some radical lifestyle changes. The work covers seven key consumer sectors and forecasts how behaviour is likely to change over the next 3 years.