There is more and more pressure to innovate and this creates tunnel vision. The long term is getting shorter and shorter. While we know who our customer is today, we need to understand who our customers are going to be 3-years, 4-years, and 5-years from now. In this presentation, GfK's Shelley Haus talked about how to create an anticipatory vision of the consumer of tomorrow.
Creating an anticipatory vision includes seeing who the consumer is going to be and painting a picture/directing the innovation. Some inputs include understanding the:
- Fundamental forces for your customer (political, societal, environmental, etc. viewpoints)
- How values are evolving for your consumer (GfK use Roeper as their values model - 54 micro values) - measures open mindedness, equality, self-reliance, protecting the family...
- Way your customer sees the world by working with visioneers (science fiction writers, economists, social anthropologists, etc.) to paint the picture of your customer.
- Contextual situations