2017 will be a transformational year for insights. The marketing world is rapidly changing. The top 100 CPG brands are in trouble with the majority losing market share and facing declining top line sales. Advertising will continue the rapid shift to digital, and although that market is thick with fraud and lack of ROI measurement, Google and Facebook will continue their breakneck growth and become a powerful duopoly. Clients will still massively deploy Zero-Based Budgeting which will put downward pressure on demand and prices for marketing and insights services.
Traditional insights will be under serious threat as automation and new labor models meet client needs in faster and cheaper ways. The poster child for automation is ZappiStore, which offers good enough insights at a fraction of the price and time. We will also see the rise of a liquid workforce to support automation models (McKinsey’s prediction) where consultants will flock to client projects when needed and not require full-time membership at a big insights agency. And so the big traditional agencies will start to lose their grip on long-term clients as the alternatives become too attractive to ignore. Lastly, we are close to the end of questions. The truth lies in behavioral data and non-conscious measurement. “Are you going to vote for Hillary?” just doesn’t work, and the insights industry will answer with new non-question-based methods.
It’s going to be a helluva ride.
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Author: Shane Skillen
Voted among the top global insights consultancies for 3 years in a row, Hotspex is working with 15 of Top 20 advertisers in 33 countries because we combine the most innovative approaches from behavioral sciences to understand WHY consumer behave the way they do and then apply marketing sciences to help you find out HOW to apply this to accelerate brand growth.