We live in a multi-platform, multimedia world, and digital is becoming more and more pervasive, resulting in a range of impacts from social to psychological, political, legal but also value and convenience.

As a research business, we will need to pivot and embrace technological change to understand how consumers are adopting change faster than brands can cope.  The role of research becomes increasingly important for businesses struggling with digital communications and fragmented audiences.

Digital fatigue will mean that clients feel even more distanced from their consumers and they will need to see and feel them more than ever.  But we’re not just talking about a resurgence of focus groups – we’re talking about big forums, small intimate immersions and better ways of connecting through research pop-ups and non-sterile, consumer-friendly environments.

As a research business, we need to be focused on consumer trends if we are to deliver to our innovation value proposition and help clients stay ahead of the game.

Here are the top 10 trends driving Ruby’s predictions for the future.

1. Let’s first talk about the backlash trend. Board games are back and being played in living rooms, pubs and picnic areas all over the place – Why?  We spend more time than ever on screens- social media, work, gaming – candy crush.   Technology born and fatigued millennials and Gen Z’ers have had enough and have revived the board game industry to have a non-digital way to relax, connect and unwind.
2. The trend that has so many possibilities is Cannabis Maximus. The medicalisation of MJ has opened it up to everything from skincare to mood improvement products.  My prediction is that MJ seeds will be the next superfood.  And I’m putting Ruby’s hand up to do the rebranding!
3. Recycling 2.0 is here, and nudge theory is helping drive this. ABC War on Waste has driven a revivalist movement and new products like Keep Cup (with 400% increase in sales since the documentary) driven by mainstream consumer take-up. Anybody seen the signs big bin/little bin to drive more recycling over landfill.  This is a great consumer space for brands to be innovating in.
4. The experience economy has been around for a while but why it is important is that brands must realise that the antiquated model of parent/child consumer engagement has gone. Consumers want more and expect more and brands need to master emotional engagement to win in this space.  Lots of great examples but a simple consumer one is Uber is doing a great job here with personalised driver details and cashless interactions that drive safety.
5. The rise of emotional bots – Google home, Alex and Siri are all aiming to know you better and to engage emotionally. Sounds scary but in practice it can be great.  Last year Wentworth – the Foxtel remake of prisoner used a chat bot to engage viewers – basically a mole who was dropping mini spoilers.  I loved it!  Can see this developing into better customer service options and moving consumers beyond the dreaded Voice activated menu nightmare.
6. The golden age of audio is upon us. Aussies are spending on average 5.5 hours listening to AUDIO ON DEMAND (AOD) from podcasts and audio books to music, interviews and much more.  AOD is a huge space for brands to play as more and more consumers become hooked to their favourite stories, and storytellers as the antidote to daily stressors such as traffic and work.  There is a very practical role for market research here and maybe this will get us beyond the need for a Power Point for every presentation, or a webinar?
7. & 8. Choice simplified and mass personalisation kind of go together.  Why are we making choice so hard for consumers?  Winners are simplifying consumer choice with single product offers and growing business organically where consumers need it (Crocs – kids, adults, sport).  Mass personalisation is designed to simplify choice and drive convenience for mainstream consumers.  Anybody ordered a Hello Fresh recently?

9. Blockchain is going to be the future because consumers need better digital security. BC is a digital record which sits on a distributed digital database which nobody owns (and everybody kind of does).  It means that once a record has been added it can’t be hacked. Because hackers would need to hack every record on every database around the world. I love the Kodak take on this for securing photos – it also incorporates its own digital currency but fundamentally protects your photos and monitors infringement.  This is going to be huge.
10. Finally let’s talk about VR and AR. VR replaces your reality while AR enhances it.  VR will do practical things like reinvent retail models and drive online purchase decisions and loyalty. But I love its ability to enable a feeling of connection to people who live lives far different to our own.   There is a big role for connecting marketers to their consumers here.

The NYTimes did a great VR piece called the Displaced – refugee stories told in a multimedia doco project with feature story, interviews and virtual reality film inviting New Yorkers to walk in the shoes of a refugee.   

Estee Lauder invites you to try on lipsticks or play with makeup to create your look – on your own face.  That is AR.  Snapchat is the best consumer example of this.

AR is small now and only a handful of brands using it, but we see a strong opportunity for AR and research, an area we plan to embrace and develop.