We recently helped our client Microsoft Advertising publicise the findings of its Digital Trends research. To identify the trends, 13,000 consumers were surveyed worldwide. For the first time, Dutch consumers were included. The question now is what this means for us as communications professionals.
The research identified eight trends at the meso level and related them to behaviour. Its main findings show that Dutch consumers expect businesses to make their online experiences more personal. Consumers are no fools: they know perfectly well that companies collect data about them in all sorts of ways. They are willing to accept that, but expect something in return, whether a direct reward or a more enjoyable online experience.
Consumers even want their data to be used to filter information so that more of what they see is relevant to them. They have had enough of the ever-growing information overload. They also want to decide which information third parties can use and for how long, and expect to have a say in shaping companies’ products and services.
That is all interesting, but what can a business or PR consultant actually do with it? A very good question. Identifying a trend, then analysing it so that it can inform your communications strategy, does not happen overnight. But those who succeed have something extremely valuable.
In the late 2000s, I interned at an international advertising agency where the strategy director was fascinated by trends. That set a trend for me too: I was asked to research the subject for my graduation project. In brief, my research explored how trends at macro, meso and micro levels could inform a marketing communications strategy.
I would be happy to explain the answer in person; my rather ambitious dissertation took 67 pages to do so. In very broad terms, trend research offers no crystal ball. Alongside a whole collection of academic models, it requires tremendous dedication. It is certainly interesting, and my fascination has stayed with me. Naturally, when Microsoft presented its research, I took a particular interest and asked myself: what can I do with this as a PR consultant?
Companies often commission consumer behaviour research. It provides valuable information that can help them adapt their products and services. This research answers the short-term “how” question: how are customers currently behaving in the market? The risk, however, is that you may already be lagging behind consumer demand and fast-moving competitors.
Investing time and resources in trend research can help answer the “why” question: why will my audience behave in a particular way? Good trend research can identify trends that have not yet translated into behaviour. In other words, you can get ahead of the crowd by identifying a trend and connecting it to future behaviour. Admittedly, prediction plays a role. But once you have that information and align your brand values and services with it, you can, in theory, pull ahead of the competition.
As a PR consultant, you do not often get the opportunity to oversee this type of research. Yet you work with trends, often without realising it. Our clients operate mainly in IT and technology. They are sitting on a wealth of innovation and, sometimes unknowingly, wonderful stories to tell. Our task as a PR agency is to uncover those hidden treasures and create visibility.
Part of that exploration draws on our experience. As PR professionals, however, we also observe the world around our clients and try to connect what we see with developments inside their organisations.
Microsoft Advertising’s research is useful here. It provides insight into consumers’ current and future characteristics. We can compare these with what our clients offer their audiences, build communication activities around the findings and proactively advise clients when the two appear to conflict.
Ruud Berendsen
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