How Trends Drive Decisions: Leveraging the Strategic Value of Consumer Trend Insights

With Eric Wagatha

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While “trending” may have become a buzzword on social media, distinguishing the deeper trends and forces that drive consumer purchase demands rigor and insight. In this podcast, the leader of GfK Consumer Life in North America tells us how to tell a trend from a fad, why trends are essential for smart marketing decisions, and which consumer movements he is watching for the future.

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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WHITEPAPER: From AI to COVID-19: The transformation of influencers in a culture of doubt

In a new GfK Consumer Life ebook, Jola Burnett explores the dramatic transformation of influencers – their roles, their identities, and even their flesh-and-blood humanity. She reveals the significance of

  • COVID-19 effects on influencers and brands
  • a new movement towards “ugly” authenticity
  • the growing preference for expertise over glamour, and
  • the emergence of “synth” influencers – AI-generated celebrities who interact with real people and products.
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