Making assumptions about trends can be dangerous. Organisations need to examine further how consumers assimilate new trends.

Take the trend for ‘technology’ and the use of mobile phones. Some years ago, the CEO of a major mobile communications company said: “Consumers’ choice of mobile phones is driven by technology, not appearance”. His words made rational sense; consumers were indeed fascinated by the advances in technology. This assumption, however, was disastrous.

Our process reveals that mobile phones are much more than just technology. They are an integral part of young consumers’ identity. At Cultural Imprint, we call it the first level of ‘robotization’. Young consumers previous experiences of portable video games, such as game boys, paved the way and helped transform the technological dimension even further.

To innovate and address consumers’ emerging needs, engineers and designers must have a ‘hands on’ approach to consumers. Otherwise, innovation can become bureaucratic and out of touch. Our methodology enables that to happen. During the workshops, the barriers between client and consumer are removed. The process allows clients to reconnect with consumers because they experience the new products and concepts side by side. Clients learn to ‘walk in their consumers’ shoes’ and evaluate the new products through their consumers’ eyes. The results are successful NPD and innovative ads.