Essa é uma série de artigos de uma pesquisa, onde identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu os artigos anteriores, leia-os na sequencia abaixo, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentamos nesta série de artigos.
LER Artigo ERROS #1 e #2– De um Modelo Comercial Ultrapassado.
LER Artigo ERRO #3- Os pedidos chegam na indústria sem padrão ou de forma descentralizada.
Representantes de algumas indústrias ainda trabalham com onerosos mostruários físicos e emitem seus pedidos através de talões, repetindo-se assim os problemas citados no artigo anterior, onde exploramos o ERRO#3- Os pedidos chegam na indústria sem padrão ou de forma descentralizada.
Mostruários de vendas além de serem caros, muitas vezes precisam ser trocados ou reparados com frequência e, dependendo do valor, precisam de seguro contra roubo.
Isso gera um enorme custo para essas indústrias e muitas vezes, em alguns casos, esses mostruários nem se pagam.
Com uma ferramenta como o app mobile do Pedidos Digitais, os representantes podem trabalhar com tablets ou smartphones (Android e iOS), tendo todo o mostruário da indústria na palma da sua mão.
Em tempo real, eles podem consultar rapidamente produtos, imagens, descrição, preços, pedidos e clientes. E tudo isso sem necessidade de conexão com a internet.
Dependendo da indústria, ainda não há a possibilidade da substituição de 100% do mostruário físico por um digital. Mas, na grande maioria das indústrias que fizeram parte da nossa pesquisa, mais de 80% dos mostruários puderam ser substituídos pelo digital, sendo produzidos mostruários físicos apenas dos lançamentos, reduzindo-se drasticamente os custos.
Mesmo para aqueles representantes que trabalham com mostruários físicos, o app mobile Pedidos Digitais possibilita emitir pedidos em campo, em visitas aos clientes e em feiras do setor, com total eficiência, rapidez e padronização.
Quando os pedidos são transmitidos para a fábrica, eles chegam exatamente igual aos pedidos que foram feitos através da plataforma online, mantendo-se assim o padrão e centralizando-se as informações em um só lugar.
Uma ferramenta como essa aumenta a produtividade do representante de vendas, permitindo que ele atue de forma profissional, mas também proporciona agilidade, eficiência e padronização para a Indústria.
Clique aqui e conheça mais sobre o Pedidos Digitais e veja como ele pode ajudar sua indústria, seus representantes e clientes a venderem mais e com maior previsibilidade.
Essa é uma série de artigos de uma pesquisa, onde identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu os artigos anteriores, leia-os na sequencia abaixo, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentamos nesta série de artigos.
Leia o Artigo: ERROS #1 e #2– De um Modelo Comercial Ultrapassado.
Muitas indústrias ainda se utilizam de E-mail e WhatsApp para receber os pedidos dos seus clientes e representantes.
Dessa forma, corre-se enormes riscos com a despadronização, perda de pedidos e erros de digitação.
Em nossa pesquisa, indústrias e representantes reportaram uma enorme quantidade de produtos produzidos erroneamente pela fábrica, por conta de erros de digitação, troca de números de referência ou erros de interpretação de quem recebe os pedidos.
Além desse problema, que gera custos e prejuízos para a indústria que poderiam ser evitados, os pedidos chegando de maneira descentralizada, por vários meios de comunicação e padrões diferentes, demonstra um terrível amadorismo da empresa e de seu departamento comercial.
Um plataforma dedicada como o Pedidos Digitais, centraliza a emissão e entrada dos pedidos em um só lugar.
Pois, tanto clientes, representantes e a equipe de vendas interna da fábrica irão fazer todos os pedidos por ali, com enorme rapidez, facilidade, eficiência e principalmente, padronização, evitando assim os erros e problemas de produção citados acima.
Além de passar uma imagem profissional e tecnológica da indústria, uma plataforma de marketing e vendas como o Pedidos Digitais agiliza as reposições do cliente, que não precisa aguardar a visita de um representante, incentiva a compra sugerindo produtos relacionados àqueles que o cliente selecionou na plataforma e faz com que a marca e os produtos da indústria esteja sempre na memória destes clientes, pois estão à apenas alguns cliques dele.
As the consumer insight industry’s technology leader, Toluna has always been solidly rooted in technology. From our very beginnings, we have been an early technology adopter, always employing the most up-to-date technologies to forge the best and most secure route to the consumer insights businesses need.
But the last few years have seen hyper-acceleration of change in the marketplace. In order to remain competitive in a global economy, customers need deep consumer insight in real time—and they look to us to provide them. So—in this era when technology advances piggyback on one another—we need to couple a legacy of investment in technology with the newest and most advanced tools and streamlined processes.
Here are some of the ways Toluna is staying one step ahead of change, continuing to evolve as an advanced technology leader.
Thriving in the Cloud
One thing that has dramatically impacted consumer insights—and really every industry—is of course cloud-based technology. The cloud has changed every aspect of business operations by providing access to advanced technologies that businesses can use to build their infrastructures. That means it’s no longer necessary (or optimal) for companies to invest in developing their own hosting infrastructures. Services like Amazon’s AWS are now making top-of-the line technologies available to all within a few clicks; infrastructures can be deployed in multiple geographic regions and can scale up and down based on demand. At Toluna, we are in the middle of a cloud migration in which we are migrating all of our infrastructure to be 100 percent cloud-based.
Open Source as an Opportunity for New Tech Adoption
At Toluna, we recognized the potential of open source technology early on, and continue to take full advantage of its effectiveness in boosting tech agility. For example, by adopting Facebook’s React as the framework for all our frontend developments, we’re able to streamline the process of optimizing our user interfaces (UI). Our team of experienced engineers is in contact with the open source community and is able to dramatically decrease the amount of code generated in development, by re-using existing components and adopting the best methodologies. We use REACT for Web as well as mobile UI development and this is helping us generate more intuitive UI for a much lower cost and at a much faster pace.
All of this feeds into an increasingly agile and efficient technology organization on every level.
Optimal Team Structure to Boost Efficiency, Security and Agility
We are also adopting a new team structure to increase efficiency and security and support an agile response to demands in the marketplace. Rather than working through a multitude of product-related teams, we now have teams made up of specialists that are working together in dynamic teams that we call Squads. For example, we have a front-end and a backend team. This creates a highly efficient and transparent environment, eliminating the need to repeat the same development process in multiple product teams. For example, it ensures that critical security measures are adopted across our consumer insights platform. And this configuration ensures that programmers can quickly root out and resolve issues in the development process.
Our temporary teams or Squad system, enables us to develop code in a more agile way. These teams bring together staff with key skills, including product management, programming and security. The teams work together on a rapid, iterative basis, toward achieving a specific goal, making security a central concern in every part of the process. That guarantees that security is built into every Toluna product and service.
We maintain a small number of Squads at any given time, with members occupying the same virtual space, boosting efficiency. When the specified goals have been achieved, members then return to their original teams, bringing with them the invaluable experience they gained as part of the Squad.
The End-Result: A Smooth-running Machine
In the end, agile technology and streamlined processes have combined to cement Toluna’s reputation as an early technology adopter—a true tech marcom company.
Essa é uma sequência de um e-mail anterior onde explicamos como identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu esse e-mail anterior, leia agora aqui, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentaremos na sequência desta série de artigos.
Atuar apenas com representantes comerciais ou através das feiras do setor é um erro clássico que a maioria das indústrias cometem, e isso pode acarretar riscos comerciais e enormes prejuízos para essas indústrias.
Veja só. Nem sempre seu cliente está preparado para comprar e são vários os motivos para isso acontecer.
Ele pode não estar em um dia bom, pessoal ou profissionalmente, pode não ter tido uma boa semana de vendas, pode não estar querendo a visita de representantes, não saber o que falta no seu estoque e por isso estar inseguro do que comprar, etc.
Nesse caso, se um representante passa para visitá-lo sem pré-agendamento, dificilmente conseguirá uma venda nesse dia e ainda pode irritar o cliente por não ter pré-agendado.
Caso o representante consiga fazer um pedido, será um pedido forçado, mal feito e ainda deixará o cliente com alguma sensação de arrependimento. O que não é nada bom para uma relação comercial saudável e duradoura.
Caso o representante ligue antes, para agendar uma visita, não sendo um dia bom para o cliente, ele rapidamente descarta qualquer possibilidade de visita do representante.
Se a sua indústria atua apenas com representantes de vendas, neste exemplo acima possivelmente já perdeu essa venda e também não conseguirá saber ou controlar se o representante voltará a contactar o cliente nos próximos dias.
Isso pode fazer com que o cliente seja “esquecido” momentaneamente pelo representante e, sendo ele o único canal de vendas da sua indústria, o cliente fica sem uma segunda opção de atendimento.
O que fazer então? Quais outros canais de venda eu posso oferecer ao meu cliente?
É isso que eu vou responder abaixo, no ERRO #2 identificado nessa nossa pesquisa.
Estamos na era digital, com o e-commerce crescendo na faixa de 20% ao ano e as vendas B2B sendo responsáveis pela maior parte deste crescimento, tornou-se vital e urgente para as indústrias oferecerem um canal de vendas digital.
Como citado no exemplo do ERRO #1 acima, se aquela indústria tivesse um canal de vendas digital, uma plataforma online com acesso restrito aos seus clientes, resolveria o problema, tanto do representante como também daquele cliente que não estava querendo atender o representante naquele dia, mas que poderia precisar comprar alguma coisa logo depois.
Daí, entra um outro problema muito comum identificado em nossa pesquisa, junto à alguns clientes lojistas e representantes. Alguns clientes relataram que têm receio em receber representantes hoje em dia, pois sabem dos altos custos de deslocamentos que estes representantes tem e não querem se comprometer em comprar grandes volumes.
Ou seja, os clientes estão querendo pedidos menores e mais frequentes, repondo mais vezes apenas aquelas peças que faltam no estoque e que eles têm certeza da venda ou algumas peças das novas coleções. Não querem inflar seus estoques.
Assim, os pedidos são mais frequentes, porém bem menores, fazendo com que a conta não feche para o representante autônomo, que tem custos de deslocamentos cada vez que precisa visitar o cliente presencialmente.
Dessa forma, o representante não atende o lojista da forma que ele precisa hoje e o lojista fica sem outra opção de compra da indústria.
Uma plataforma online dedicada exclusivamente para atender indústrias de Joias, Semi Joias, Bolsas e Acessórios, como o PEDIDOS DIGITAIS, funciona como se fosse um representante atendendo o cliente presencialmente.
Assim que o cliente escolhe uma peça, o sistema sugere composições de peças relacionadas ou peças do conjunto, fazendo com que o cliente acrescente essas peças ao pedido e se sinta amparada com as sugestões do sistema.
O sistema está disponível para o cliente lojista 24 horas por dia, 7 dias por semana o ano inteiro.
Assim, o cliente poderá acessar e fazer suas compras e reposições quando e onde bem entender, no dia que preferir. Ficando o representante com a função de apoio remoto e apresentação presencial das novas coleções lançadas.
Para os representantes destas indústrias, o sistema funciona como um preposto virtual, que trabalha 24 horas por dia, 7 dias da semana. Enquanto o representante atende presencialmente um cliente, o sistema estará atendendo outros clientes dele ao mesmo tempo, remotamente.
Além disso, o representante poderá atender um cliente distante geograficamente com o auxílio do Pedidos Digitais, reduzindo drasticamente seus custos de viagens, e assim pulverizar ainda mais sua carteira de clientes, ampliando sua região de atendimento e melhorando seus resultados de vendas.
Para aquelas indústrias que não atuam com representantes de vendas, essa plataforma se torna ainda mais importante e imprescindível, pois não fica restrita em atender seus clientes apenas nas feiras do setor ou através de Telefone, Whatsapp e E-mail, e pode oferecer mais esse canal de compras para seus clientes, durante o ano todo.
Clique aqui e conheça mais sobre o Pedidos Digitais e veja como ele pode ajudar sua indústria, seus representantes e clientes a venderem mais e com maior previsibilidade.
Há 20 anos eu venho trabalhando na área comercial de indústrias que produzem sob demanda. Recentemente realizei uma pesquisa com alguns representantes de vendas, clientes e principalmente, proprietários destas indústrias. Uma das maiores queixas destes empresários é em relação ao seu Modelo Comercial, que não traz mais os resultados que antes traziam.
Na grande maioria das vezes, são Modelos Comerciais ultrapassados, que já funcionaram bem no passado, mas hoje já não trazem mais os resultados que a empresa precisa para continuar competitiva no mercado, e infelizmente isso tende a piorar.
Porque aquelas indústrias que não ajustarem o seu modelo comercial ultrapassado, terão muitas dificuldades de sobreviver num mercado cada vez mais capacitado e competitivo.
Durante nossa pesquisa nós conseguimos identificar 7 principais erros nestes modelos comerciais. E é sobre eles que a gente vai falar hoje.
Mas, pra que esse primeiro artigo não fique muito longo, hoje eu vou apenas listar esses 7 erros identificados em nossa pesquisa, pra que você analise também se o seu modelo comercial se identifica com algum deles.
Caso não possa assistir esse vídeo agora, continue lendo esse artigo, pois o conteúdo é o mesmo.
A boa notícia é que existe solução pra cada um destes erros, e é isso que eu vou te mostrar nos próximos artigos dessa série, onde eu vou detalhar cada um deles e apontar a solução.
1- A indústria atua com apenas um canal de vendas;
2- Não oferece uma opção para o seu cliente comprar diretamente online;
3- Os pedidos chegam sem padrão, de forma desorganizada ou decentralizada na indústria;
4- Não oferecem ferramentas para que seus representantes atuem de forma profissional;
5- Não mantém uma comunicação frequente e, principalmente consistente com seus clientes;
6- Não faz campanhas de reativação pra clientes inativos;
7- Não ajuda seus clientes a venderem.
Então, se você se identificou com algum destes erros no seu atual modelo comercial, acompanhe a sequencia desta série de artigos aqui do blog, onde eu detalho cada um destes erros acima identificados em nossa pesquisa, e aponto a solução para cada um deles!
When you think about what defines the On Demand universe it is, more than anything else, direct access. Consumers want direct, uninterrupted (disintermediated) access to their brands’ products and services and—in turn—brands demand direct access to consumers to gauge effectiveness of everything from marketing plans to package design and shelf placement.
Not surprisingly, the current atmosphere has spawned a whole cadre of disruptor brands that are thriving on direct, one-to-one relationships. Think of brands like Casper, which made it easy to finally get a good night’s sleep; myriad home repair and maintenance companies that bring homeowners and craftspeople together; and then of course there’s Uber, which changed everything. Simply put, Uber is a direct line from consumers to drivers and back again. In fact, the brand has been so disruptive that experts often refer to the transportation industry as pre-Uber and post-Uber. (I would argue that Uber changed the way every industry functions—not just transportation.)
Clearly, a vast number of online shoppers are becoming aware of and purchasing disruptor brands. This behavior change is prompting an increasing number of traditional companies to bring DTC companies under their corporate wings or consider new solutions themselves. Big, well established brands understand that consumers appreciate the level of control, and direct access they have when purchasing disruptor products. Market disruption is here to stay given the new digital, and distribution channels retailers have at their disposal.
With a Real-Time Need to Understand Disruption – Why not Use a Disruptor?
In the age of Uber, it’s not enough for brands to provide direct access to their products and services. They also need to maintain constant contact with their most important consumers, to stay abreast of constantly changing tastes and preferences. That’s where Toluna comes in, with its end-to-end on-demand consumer insights platform. This platform is fully integrated with Toluna’s proprietary, global consumer panel, and connects brands and consumers directly, in real-time, a disruptive force when considering traditional consumer insights solutions.
In the On-Demand world, consumers now have unfettered access to their favorite products when and where they need them, and brands can communicate directly with their most important consumers. It’s the definition of Win/Win.
Survey Proves Taste for Disruptor Brands
In an effort to gain a window on the scope of consumers’ migration toward disruptor brands, Toluna recently conducted a pre-SXSW Direct to Consumer and Subscription Shopping Preferences Survey, which shed a bright light on consumers’ behavior related to direct-to-consumer (DTC), subscription, and retail products. Questions posed to 1,500+ American consumers included: “What type of offer would entice you to try a new DTC company?”; “Do you currently use subscription services and what kinds?” and “How often do you online shop?”
Here is what we learned:
• 57% of those surveyed have seen a disruptor brand in the last year
• 44% report having purchased a disruptor brand in the last month
• More than 50% report purchasing a disruptor brand within the last three months
• As always, free trials are the way to engage with new customers, with 42% saying a trial would motivate them to try a disruptor
• Food continues to be the category people feel will continue to be disintermediated
What’s Next?
When we think about what the next disruptive force will be (and trust us there’s something new happening every day), it’s clear that companies need real-time insight into their consumers. Agile decision-making is key, and insights are needed to power that decision-making.
If you made it to CES this year—or even if you just followed the coverage—you probably felt drowned in the products and innovations that surrounded you. When confronted with everything from a meatless burger that actually tastes good, to the introduction of fast-as-a-speeding-bullet 5G wireless technology, to robots of every description, it seems impossible to sort out the winners from the losers. But if you’re part of a brand marketing or product development team, you need to translate the glitz and glitter into actionable data about what consumers really want.
At Toluna, we’re all about getting to the root of what consumers really need and want; it’s what we do all day, every day. So we’d like to share our translation of what this year’s show said about what consumers REALLY need and want in the vast electronics universe.
1.) My Home is Smarter Than Yours
Google was of course the biggest smart home presence at the show, with previews of a landslide of new Assistant-connected products set to hit the market later in the year. But, not to be outdone, Amazon was showing a number of Alexa-related partner home products, and even one that ventured out onto the highways, Echo Auto.
It seems that homes—and everything connected to them, including autos—now have to be smarter and more connected than the neighbors’. But they also have to be more entertaining, with TVs with 8K resolution showing up at the show, along with the products of new partnerships with Apple: Samsung, Sony, LG, for example, which can now be controlled through iPhones, iPads or Macs.
Takeaway: You may have thought millennials were all about being out and about. But they’re really immersed in—and willing to spend on—their homes, as long as the products REALLY keep the various threads of their lives connected and keep them entertained.
2.) A Healthy Obsession
Judging by the slew of health-and-fitness products at CES, consumers are obsessed with
health and willing to spend on products that make them feel they’re in better control of their bodies. We saw everything from watches to monitor blood pressure, to vision self-testing devices, to portable ultrasounds, to vests that detect signs of heart attacks. And there were plenty of fitness-related products, including a treadmill that turns a workout into electricity.
Takeaway: Willingness to spend on health-related products is nothing new. Consumers have always looked to trusted brands to help them stay in control of their health. Both fitness-obsessed millennials and health-conscious Baby Boomers will invest in health-related products—as long as they solve a real, common problem and are easy to use.
3.) The Beauty of Technology
It was only a matter of time before the world of beauty and technology became conjoined, and the magnitude of beauty-related products at CES is proof perfect that moment has arrived. There were hand-held devices of every kind to analyze skin, with one of the most interesting coming from Procter & Gamble. The brand’s start-up division, P&G Ventures, was showing off a new device that detects changes in tone and prints makeup on those spots. P&G also featured a retail-like experience that used facial recognition to determine the best products for a consumer’s skin. And there were a number of magic mirrors that analyzed everything from skin issues to weight.
Takeaway: Consumers all willing to open their pocketbooks for products that make them feel more beautiful, longer. And—just as in every other area of their lives—they want products that are designed to meet their individual needs.
4.) Final Takeaway: Again this year, CES was tangible proof that there is an ever-expanding universe of and products to make consumers’ lives smarter, easier, healthier and more beautiful. It’s literally impossible to determine where and how well your new product or innovation fits into the landscape—without the help of consumer insight products and expertise to keep you up-to-date on consumers’ needs and wants in real-time. It’s what today’s marketplace demands.
China is, of course, the most populous nation on Earth, with a population of 1.4 billion, nearly one-fifth of the planet’s population. Until recently, a number of factors—including a government-controlled economy and the sheer land mass of the country—kept that massive pool of consumers almost out of reach to many brands. But a vital, entrepreneurial economy, growing emphasis on consumers, brand growth and a range of new consumer insights methods have combined to make China the second largest consumer insights industry in Asia-Pacific, following closely behind Japan. And, in fact, the impressive, double-digit growth of the Chinese industry is set to propel it into the number one slot in the very near future.
Understanding the Chinese Market
The size of the Chinese economy—the second largest in the world, and the world’s largest in terms of purchasing power—means that brands, marketers, and consumer insights professionals need to understand the Chinese market. But, until recently, it has seemed impossible to gather the quality, quantifiable information needed to generate meaningful, actionable insights. The sheer size of the consumer population means that any study needs to include a huge number of consumers in order to have any statistical viability.
Over the last decade or so availability in China of internet and mobile technologies has now given the industry the tools it needs to garner information from across the country. While Chinese consumers rarely own PCs—which tend to be reserved for the country’s elite—smartphones have spread across the landscape, including into tier two and three cities. (This is partly because phones are relatively inexpensive in the country, putting them within the reach of many consumers.) That has given consumer insights professionals the tool they have always needed to reach out to Chinese consumers.
Chinese consumers’ reliance on mobile logically means that consumer insights professionals should gear their practice to mobile-related techniques. And the unique aspects of the country’s culture and economy make it critical to join forces with an experienced and cutting-edge partner.
Having the Right Feet on the Ground
In Toluna’s case, that partner is sister-company, KuRunData, the leading provider of APAC-based survey respondents, featuring the best-profiled online and mobile panel in the region, with more than 5 million registered members. After more than a decade of operations in the country, the company has a depth of understanding and immersion in the market that would be impossible for an outsider to achieve.
Recently, KuRun launched a WeChat mobile survey app, enabling direct access to WeChat—the most popular app in China, with 1 billion users. It’s important to note that WeChat provides access to so much more than a social network. It plays an important role in everyday life in China, providing users access to messaging, social media and mobile payment capabilities within the platform. So the company’s mobile respondent access via WeChat enables KuRun to provide respondent access beyond its 5 million-member panel and couples this with a robust survey platform. There could hardly be a configuration better suited to the expansive Chinese market.
As the Chinese consumer insights market continues to drive toward number one ranking in AP, Toluna will be there with its indispensable partner KuRun to provide clients with a new and clearer vision of the once mysterious Chinese consumer.
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Ludo Milet joined Toluna in 2015 as Managing Director APAC, bringing more than 20 years of market research industry experience to the company. Based in Hong Kong, he is responsible for Toluna’s strategy and execution across the Asia-Pacific region.
As you consider navigating the cavernous territory of CES 2019, you might be asking yourself, “What’s hot and what’s not?” We’re all only human and everyone wants to know who the winners are going to be in the tech sector. What new tech will blow the doors off the economy in 2019? If you’re in any tech-related field, that’s obviously where you want to be spending your time, attention and budget in the months to come.
So we at Toluna are offering you a little cheat sheet to help you plan your days at CES. To do that, we used Toluna’s QuickSurveys platform, at the end of 2018 querying more than 1,000 U.S-based respondents about tech adoption, purchase intent, and reaction to developing trends, shedding light on the effectiveness of marketing approaches and new-product introductions. Technologies included facial recognition technology, VR and/or AR, smart home devices or IoT connected devices, speech recognition / voice search, wearable technology devices, smart or foldable displays, and interactive devices. Consumers were also asked about adoption and purchase intent for products under these three categories: baby tech, sports tech, and sleep tech.
Here’s what we found out:
Smarter At Home and Away
We determined that consumers are definitely intent on staying smart at home, with smart-home devices or IoT connected devices already in the homes of 22 percent of the respondents. What’s more, homes are destined to get even smarter, with 27 percent saying they are planning to purchase these products within the next six months.
And consumers aren’t leaving all that great technology at home. Twenty-two percent said they’ve purchased wearable tech, with 24 percent putting it in the budget for the next six months.
Now a Reality
Consumers are showing they’re intent on stretching reality, whether at home or work, over the coming months. While a total of just 10 to 14 percent said they had adopted virtual reality (VR) and/or augmented reality (AR), facial recognition technology, smart or foldable displays, and interactive devices, those numbers nearly doubled when noting intent. Twenty-two percent said they had plans to purchase these types of technologies in the next six months.
Trending Now
The survey also shed some light on coming trends and the effectiveness of some marketing approaches. For example, we learned that entertainment is a driving interest in new technologies, with 43 percent of consumers saying they plan to purchase new technologies for this purpose, followed by automating tasks with 26 percent, tracking and measuring behavioral data with 23 percent, then sharing on social media with 18 percent, and lastly receiving more personalized ads with 12 percent.
And we learned that sleep technology is a viable and emerging tech category, with 22 percent of respondents saying they would be interested in purchasing products under this category, compared to 17 percent who said sports tech, and 14 percent who said baby tech were priorities.
Interestingly, the survey revealed that advertising in smart speakers is not a deal-breaker for most consumers, with just 19 percent saying they would be more willing to use smart speakers without ads, while 23 percent said it wouldn’t affect their behavior, and 16 percent said they didn’t know or were unsure.
Hopefully, the info above will help you find the real hot spots at this year’s show.
Every year, CES is like a microcosm of the global economy. There before you are the most innovative products, from the most innovative brands, making their first appearance on the world stage. And as you look around at this impressive display of cutting-edge technology, you can’t help but wonder which products will actually take center stage and become stars in the months to come.
Clearly, there are a number of factors that combine to guarantee product success. One, of course, is a solid foundation in market-leading technology, ranging from cloud infrastructure to SaaS solutions. These days, advancements piggyback on one another at a mind-bending pace, with brands constantly struggling to stay on top of the tech heap. And effective, targeted marketing certainly plays a key role in product and brand success.
But one factor that sits at the root of success in the constantly shifting sands of the marketplace is consumer insights. Product development and marketing teams need to know that they are answering real and articulated needs in the marketplace, not just shooting in the dark at poorly defined targets. A steady flow of consumer insights throughout development and marketing processes serves as a well-defined roadmap, allowing teams to course-correct in time to make the product and marketing refinements that will ensure success.
Thanks to advanced technologies and research expertise coming together—teams now have access to the consumer insights they need throughout the brand-development process. And market research expertise is being seamlessly integrated, so product development and marketing teams now have access to on-demand insights throughout a development process.
That means that, before taking a step that might take a project in the wrong direction—wasting precious time and money—teams can quickly, easily and cost-effectively gauge reception in the marketplace. And they can now have the information they need on demand, making it possible to stay constantly in-tune with changing sentiments—whether their product is B2B or B2C. For example, Toluna’s end-to-end platform, TolunaInsights, gives teams the power they need to gather and analyze their most important customers’ sentiments on an ongoing basis, constantly informing product-development processes.
So, as you look around at CES and marvel at the innovative products on display, it should be clear that only a small percentage will make it to the top of the heap in their market segments. And if you’re taking bets, you can be sure that it’s the brands that have a solid foundation in consumer insights that will be clear winners. Increasingly, consumer insights gathering and analysis has become an integral part of the tech product development cycle. Consumer insights has earned a seat at the tech table.
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