trendVantage
THIS IS

trendVantage

Keeping up with the latest trends? trendVantage is a service that extracts trends and generates messaging and product innovations. How can you understand what drives the consumer in me? We offer a unique way of helping you solve your business needs and will do so within 5-10 days.

Watch the introduction video

SOLUTIONS

Trends extracted by Week/Month or Year
All IRI Categories are included
CategoryBustingMetric, ClaimDynamics and Distance to Natural extract Sales Driven innovation insights
Top-10 claims and associated co-claims are available for each category
Non-Conscious drivers of claims provided using millions of Songs/Movies and TV Scripts
Conscious drivers of consumer choice are extracted from Google Searches and Twitter data
TrendVantage includes Metaphors for each category
Activations from machineVantage curated Innovation areas are provided for top-10 claims
Solution is hosted on IRI Liquid Data Platform

IN USE

What is the next BIG trend in ice cream? This global company was employing ‘social listening’, focus groups, mall intercepts, and other traditional market research tools. All of it seemed to be “too little, too late”, as the CEO phrased it. “Tell us something we don’t already know” – this was the challenge machineVantage accepted.

trendVantage set about discovering trends in the non-Conscious of the human mind – where 95% of desires and decisions lurk. Not easily accessible through traditional research, unique data sources and neuroscience grounded proprietary .ai engines of machineVantage found occasions and flavors for ice cream.

“Okay, this new flavor scored as high as our best-selling flavor, how can this be?” was the response of the enthusiastic CEO. The seasonal product was made, and out on the shelves in just a few months – an unheard off phenomenon for this global manufacturer.

“As a global company we have to manage changing consumer trends across widely different markets quickly and efficiently. For our product planning and marketing purposes, we literally can’t afford to be behind the curve. trendVantage keys us into what’s emerging at the non-conscious level, which as we’ve learned is where purchase decisions are actually made.”

-EVP of Market and Consumer Insights