What we do?
Featured Projects: 2012
In this section we highlight some of our current projects where, due to a sponsor or syndicate, we can work directly with you looking at what the results would mean for your business or sector.
Understanding identity, privacy and how it can be shared - GLOBAL STUDY
Intel have approached us to create a cross-party research programme to understand the consumer relationship with their digital identity. If you have an interest in this subject area and would like to discuss the remit of the programme and how to take part. Please get in touch.
Concept: Consumers can manage their digital identity and are increasingly able to dictate their interaction with brands. How they will do it and whether they will choose to do it needs to go under the microscope to enable brands to deliver appropriate strategies and services. Our proposition is that there is a very positive relationship to be had when the nature of the desired social and transactional exchange between brand and individual are well understood.
Output: A clear strategic guide to the potential for better digital interaction with key audience groups via a critical evaluation of the future of personalisation by geography and audience:
- the fundamentals of identity – how we create it, how we manage it, how we put a value on it (and what we are prepared to exchange it for). Has it changed in the digital landscape and how it might change in the near future
- consumer awareness of their own digital footprint
- NFC +: understanding the consumer mood around new personalised technology – does the desire for convenience and simplicity win over privacy and security concerns?
- a social or transactional approach – which is right for you (and for which audiences)
- will your consumers actively engage, passively participate or run-away if you hyper-personalise? How to make yourself ‘appropriately’ welcome...
The amount of personal data that is available to marketers and organisations is on a steep upward trajectory. With all the excitement surrounding new technology, the potential that it brings for new services, and ways to reach the consumer, the timing of this work is exciting. The marketplace is at a fascinating point in its maturity – past the ‘early adopter’ but yet to go mainstream – perfect for this type of research.
The geographic remit of this programme will be dictated by consortium member interests. We propose a mixture of qualitative and quantitative research approaches blended to both identify and, importantly, measure opportunities for members.
Contact: Sarah Morris or Nicola Austin 02079021171 @TrajectoryTweet
Understanding the Two-Speed Consumer
Listen to the media and you can imagine a world of consumer misery and financial despair - but record results for Costa Coffee, Waitrose, Harrods and Land Rover paint a different picture. Through our Global Foresight service Trajectory are developing a picture of the Two-Speed Consumer, the positive impact of high-spending consumers across the world and the patchwork of experience in the UK. If you are trying to target consumers in the UK but worried where your brand fits into the current 'anxiety vs need for luxury' then get in touch - we can help.
Citizen Brands - a global view.
We have recently posed some questions on the perception of key brands (Apple, Google, Intel, Microsoft, Honda, Toyota) . The human and business characteristics that consumers feel they embody.
In 2000, Trajectory Partner, Michael Willmott published the book Citizen Brands - Putting Society at the heart of your organisation. It aruged that successful organisations will embody the positive human values such as openness, honesty, trust - alongside business values of innovation and dynamism. We have taken this proposition and revisited it across 20 countries - with the world's most valuable brand (Apple) ranking highly on the Greed index - we have to ask - was Gordon Gekko right - is Greed Good?
The Geography of Time - understanding urban lifestyles in the UK
Nokia / Kellogg's / Posterscope / Metro / Oxford University...join them!
A new study launching this Summer that will blend qualitative and quantitative research to understand time-use and social interaction in the UK's major conurbations. How do people feel about their environment? How and when do they interact with media? Who do they spend time with, and why? How have these patterns changed over three generations and how is this likely to change in the future?
We are delighted to be working with Oxford University in a 'first-of-it's kind' time-use measurement study to underpin this piece.
For more information, or to join this syndicate please get in touch Geography of Time Study
