Kantar Millward Brown and Kantar TNS jointly uncover Trendozbiór 2017 – 9 areas of consumer trends, rich in consumer insights and inspiration from various market categories. However, the results of this report are not as obvious as marketers might think...

Consumer trends are a topic that has been at the center of interest for marketing, sales, and broadly understood marketing communication for several years. In times when market success is no longer determined only by a good product and a good advertising campaign, but mainly by understanding what "drives" the consumer, consumer trends are becoming an increasingly effective source of inspiration and a basis for decisions for marketers.

There are various trend reports on the market. However, these are often fragmentary studies based on one-sided methodology or original visions of reality supported by subjective observations. In this context, Kantar Trendozbiór is a unique offering.

Trendozbiór 2017

Kantar Trendozbiór is based on a strong methodological foundation. Each trend is described through the key tension that troubles consumers, and through the resultant of the forces that drive it. The data sources are social and marketing research as well as observations from the most experienced market and opinion researchers. Work on consumer trends was started by a team led by Dr. Piotr Łukasiewicz from Kantar Millward Brown back in 2012, and subsequent versions of the report were updated. However, the pace of technological, media, market, and social change – especially in the last year – has resulted in a completely new edition of the report. It contains observations derived from both international and local sources; both statistical data and consumer insights. Researchers play a huge role in searching for examples, analyzing material, and proposing explanatory frameworks. Since the beginning of 2017, a joint team from Kantar Millward Brown and Kantar TNS has been working on Trendozbiór, which gives the project an extremely broad base of expert observations and experience.

Kantar Trendozbiór 2017 is a ready-made report that can serve as a source of knowledge about consumers, but also as rich workshop material that allows for the implementation of advanced conceptual and activation projects. More information about Trendozbiór can be found on the dedicated page Kantar Trendozbiór 2017.