How to plan for uncertainty

Last week we predicted there would be no single trend ahead in 2021 owing to the sheer uncertainty gripping the world, and the knock on effect this has on consumer behaviour -  although not everyone agrees!

But if we are right, how can you plan for the future when the future is so uncertain?

Do you stick to what you’ve always done and capitalise on your brand equity? Do you instead limit your activity? Do you step away from the market and wait? Or do you build the ability for your messaging to react faster than your consumers by baking real time research into your creative development and innovation process?

To do this you could take a combined and holistic approach to:

  • Learn what consumers THINK by collating how their “Jobs to be Done” have changed, increased, stopped or started via text based activities or consumer video submissions
  • Understand what they FEEL by capturing their emotional response to new stimuli via uploading pictures that represent these latent emotions
  • See what they DO by recording their product usage via video or images detailing how, where and when they use your products or services
  • Learn what they WANT by asking them to improve current & new offerings, concepts or stimuli via directly discussing with them how they would make it better 

The only place you can capture what consumers THINK, FEEL, DO & WANT in one place, and turn those insights into strategic recommendations that build brands is with the Catalyx Consumer Activation System. 

If you would like to know more about how this approach can be used to put your consumer at the heart of your creative development process please click here for more information.

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