Companies

Consumers seeking instant gratification: Synovate

Our Bureau Mumbai | Updated on March 08, 2011

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Censydiam Consumer Trends 2011-12 has identified ‘real-time' decision making by consumers as a major trend. In 2008, Censydiam noted that consumers were expecting enjoyment and pleasure in all aspects of their lives. In 2011 and beyond, they will take this one step further and expect this pleasure wherever they are in ‘real-time,' according to a study by Synovate.

“This means real-time branding for brands because consumers are now expecting brands to respond to their needs as soon as the 'send' or ‘post' key has been pressed,” said a note from the firm.

Vending machines selling not just drinks and food, but other products needed for immediate use like umbrellas, hair straighteners and fragrances are cited as an example of this trend. Also listed are ‘pop up retail', where companies offer an experiential area for sampling the brand, and online/mobile platforms such as Opinionaided which allow users to get opinions in real-time.

The ‘real-time' trend, according to the Censydiam framework, taps into the human motivation for enjoyment and pleasure, and instant gratification.

“As a brand you have to offer consumers live channels on which to converse directly with you, and you need offers and propositions worked-out for all possible consumer contexts and whereabouts,” said Ms Sue Phillips, CEO, Synovate Censydiam.

Indian Consumers

The preview report categorises consumers globally as Enjoyers (high on indulgence), Flock Members (sharing with others), Explorers (try new things), Security Seekers (seek safe, predictable, calm environment), Status Eagers (excited by success) and Protected (looking for protection). India has a low presence of Enjoyers and Flock Members, and a high presence of all the other four categories, according to the study.

“Because the trends are rooted in a deep understanding of human motivations, the latest trends are expected to develop further over the next two or three years into mainstream attitudes and behaviours,” the note added.

The study is the qualitative portion of Synovate's Global Trends Program, covering 22,000 people in 28 countries.

Published on March 08, 2011

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