Consumer Trends in Russia regions for your business [ENG]

BANANA TRENDS
CONSUMER
TRENDS
IN RUSSIA
HOW TO USE LOCAL TRENDS FOR COMMUNICATIONS, PRODUCT CONCEPTS, BUSINESS
MODELS AND BRAND POSITIONING
BANANA TRENDS

BANANA TRENDS
Understanding how consumers are changing is absolutely critical. If you
haven’t a razor-sharp consumer insight at the very beginning you’ve got
problems. It’s integral to the marketing process.
Andy Routley, International Brand Marketing Director, Miller, SAB Miller

BANANA TRENDS
Segway thought their market was all the pedestrians
in the world, so they wrongly went for global PR
coverage instead of cheque-book holders.They are
still looking for their market. Expenses as of today:
$200 mln.
Four Steps to the Epiphany. Steve Blank
BUSINESS AND TRENDS

BANANA TRENDS
“We were surprised to ﬁnd out that low sales in one of
the regions is an almost virtual absence of federal chains.
The entire market is shared by local chains and
independent pharmacies.And you can’t interact with
them using our standardized approach.”
Research director, international pharmaceutical company
REGIONAL PECUILIARITIES

BANANA TRENDS
The trends that matter are the trends that show how consumers are changing.
Wayne Garvie, Director of Production and Content, BBC

BANANA TRENDS
CONTENTS
TREND CLASSIFICATION

GLOBAL CONSUMER TRENDS

WHY DO WE NEED TO TRACK CONSUMER TRENDS IN THE REGIONS OF RUSSIA?

EXAMPLES OF APPLYING TRENDS IN BUSINESS IN RUSSIA

METHODOLOGY FOR IDENTIFYING AND VALIDATING TRENDS

BANANA TRENDS

BANANA TRENDS
TREND IS A MANIFESTATION
OF A NEW TENDENCY IN SOCIETY

BANANA TRENDS
CONSUMER TRENDS
PRODUCT TRENDS
ATTITUDINAL
TRENDS
BEHAVIOURAL
TRENDS
LOCAL TRENDS
GLOBAL TRENDS
MICRO TRENDS
MACRO TRENDS

BANANA TRENDS
Definition
These are trends that exist in a certain category or sector, are driven by
technology or innovation, but not necessarily by human needs
Example
• Large screens of mobile phones
• Booming low-costers in the airlines sector
PRODUCT TRENDS

BANANA TRENDS
Definition
These are the changes in the behavior and / or attitude of people towards
their surroundings that point to the
Examples
• Horizontal development
• FOMO
• FSTR
CONSUMER TRENDS

BANANA TRENDS
RELATION BETWEEN TRENDS
MOLECULAR CUISINE
GOOGLE GLASS
E-CARS
CONSUMER
TRENDS
PRODUCT
TREND
FOODIES
INTERNET OF THINGS
LACK OF INFRASTRUCTURE

BANANA TRENDS
Definition
These are the trends that reflect changes in the attitude of people. First hey
change their attitude and then their behaviour, but it takes time.These
trends help understand “why” and “how” the changes are happening on the
level of behaviour.They also help forecast how the reaction of consumers
will change towards a product.Attitudinal trends do not cause direct
change in sales like Behavioral trends.Attitudinal trends are applied in
development of brand positioning, communication concepts.
Examples
In 1990s the Materialism trend was dominating, In 2000s
people started switching to “I am my beliefs, values,
interests, intellect, experience - and not the things I own”.
ATTITUDINAL TRENDS

BANANA TRENDS
Definition
Trends that are manifested in the behaviour and actions of the consumers.
Behavioural trends are the holy grail of marketers as they affect sales
directly. For example, Healthy Eating affects sales of carbonated drinks
Examples
“Being over having”.
People buy less and share / borrow more.Why buy an
apartment in a dormitory district if you can rent
apartments in different parts of downtown and experience
more?
BEHAVIOURAL TRENDS

BANANA TRENDS
attitudinal
trend
behavioural
trend
I am my beliefs, values,
interests, intellect, experience -
and not the things I own.
Experience
is the new
currency.

BANANA TRENDS
Definition
These are the trends that affect a wide range of demographic segments,
markets and sectors and exist for a significant period of time
Examples
Great Outdoor trend - passion for nature, going out of
town, outdoor sports.
MACRO TRENDS

BANANA TRENDS
Definition
These are the trends that exist in a single sector, affect only one consumer
segment and span over a significant amount of time. Micro trends are larger
than Fads, but smaller than Macro trends.A micro trend affects about 1% of
the population*
Examples
Ruralism - rural design, natural materials - wood, stone,
etc.
MICRO TRENDS
* Microtrends, Mark J. Penn

BANANA TRENDS
The Great Outdoor trend is manifested in the revival
of the passion for all things natural, going out of town,
etc.Today over 30% of the first time buyers in realty
sector want to live in the country or a small town.
Previously 12% wanted to live only downtown, and
14% in the suburbs.
Natural Fintess
walking,
running, cycling
Farmer’s
Market -
natural food
produced at
farms
Ruralism -
rural design
macro trend
micro trends

BANANA TRENDS
Definition
These are the trends that are present in multiple countries with similar
cultural and socio-economical development
Examples
Mobile phones penetration - as strong and obviously as
global as it gets a trend now
GLOBAL TRENDS

BANANA TRENDS
Definition
These are the trends that are characteristic for a country or a region, or a
market due to local peculiarities - climate, legal, moral and ethics, etc.
Examples
New Old - senior generation that is hedonism-inclined
much more than the previous generations.The trend is
characteristic of the Western countries as the New Old
were preceded there by the conservative wartime
generations. New Old are the aging Baby Boomers. In
other countries this trend is not observed or is
insignificant.
LOCAL TRENDS

BANANA TRENDS
Russian employees start
following this trend and
employers begin to
support them.
global trend local trend
Year 1 Year 2 Year 3…5
Remote Work
A growing number of
employees prefer remote
work to office hours.

BANANA TRENDS
OUR SPECIALIZATION
CONSUMER TRENDS
PRODUCT TRENDS
ATTITUDINAL
TRENDS
BEHAVIOURAL
TRENDS
LOCAL TRENDS
GLOBAL TRENDS
MICRO TRENDS
MACRO TRENDS

BANANA TRENDS
CONSUMER TREND - A SIGNIFICANT MANIFESTATION OF NEW
NEEDS AND DESIRES OBSERVED IN CONSUMERS BEHAVIOR,
ATTITUDE OR EXPECTATIONS

BANANA TRENDS
FREQUENTLY ASKED
QUESTIONS ABOUT
TRENDS

BANANA TRENDS
HOWTOTELL A FAD
FROM ATREND?

BANANA TRENDS
FADS COME AND GO.
TRENDS EXPAND AND DEVELOP.

BANANA TRENDS
SIGNS OF A FAD
• FAD IS OFTEN STARTED BY A BRAND OR MEDIA (WITH MASSIVE PUBLICITY)
• FAD IS NOT BASED ON PEOPLE’S NEEDS
• FAD STAYS WITHIN ONE SECTOR AND DOES NOT CROSS OVERTO OTHER SECTORS
• FAD IS A SHORT-TERM PHENOMENON

BANANA TRENDS
USING A FAD
FAD CAN POINTTO A FUTURETREND AND HELP IDENTIFY IT EARLY ENOUGH
FAD CAN BE USED FORTACTICAL CAMPAIGNS. OR WHENYOU NEEDTO COME UP WITH
PROMPT REACTIONTOTHE CHANGING MARKET

BANANA TRENDS
EXAMPLE OF A FAD
HOOLA HOOP

BANANA TRENDS
EXAMPLE OF A FAD
TACTICAL CAMPAIGN OF MCDONALD’S 2015
FAD - BURGERS ARE A THING, AS PART OF A
TREND FOR HERITAGE,AMERICANA, LUMBERJACKS
TREND - FOODIE: DESIRETO LEARN CUISINES,
BECOME A SOPHISTICATED FOOD CONSUMER

BANANA TRENDS
HOW DOES ATREND
APPEAR?

BANANA TRENDS
CONSUMERTREND APPEARS AS A REACTION FOR NEW B2C
INNOVATIONS
THAT IS WHY OBSERVING,ANALYZING AND STUDYING B2C
INNOVATIONS AND CONSUMER REACTIONSTOTHEM IS ATTHE HEART
OFTREND WATCHING

BANANA TRENDS
HOW DO I USE
TRENDS?

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“I DON’T CREATE TRENDS. I JUST FIND THEM AND
EXPLOIT THEM”.

DICK CLARK, ICON OF AMERICAN TV

BANANA TRENDS
TRENDS PER SE ARE NOTTHE POINT.
WHAT’S IMPORTANT IS WHAT OPPORTUNITIESTHEY POINT AT
-THESE ARE WHATYOU USE

BANANA TRENDS
HOW DO ITELL IF A
GLOBALTREND WORKS IN
MY MARKET?

BANANA TRENDS
THE CONTEXT OF A LOCAL MARKET ISVERY IMPORTANT.
BUT PEOPLE ARE PEOPLE.
ANY BRAND IS BASED ON FUNDAMENTAL HUMAN NEEDS AND DESIRES

BANANA TRENDS
GLOBAL
CONSUMER
TRENDS

BANANA TRENDS
FSTR
HORIZONTAL DEVELOPMENT
VISUAL CULTURE
STATUS STORY
EXPERIENCES
CARING BRANDS

BANANA TRENDS
FSTR [FASTER]
EVERYTHING IS SPEEDING UP - INTERNET CONNECTION,
INFORMATION ACCESS, FINDING AN ANSWERTOTHE
QUESTION, PACE OF IMPRESSIONS.

BANANA TRENDS
LEARN TO DRAW IN ONE DAY
A GROWING NUMBER OF ART SCHOOLS PROMISINGTOTEACHYOU
TO DRAW IN ONE DAY

BANANA TRENDS
DISTANCE EDUCATION
RUSSIAN MARKET FOR DISTANCE EDUCATION GROWS BY 23% PER
YEAR.TWICE FASTERTHAN ANYWHERE ELSE INTHE WORLD.

BANANA TRENDS
ORDER A TAXI FROM ABOARD
THE PLANE
AEROFLOT ALLOWS ORDERINGTAXI ABOARDTHE PLANE ON
DOMESTIC FLIGHTS (12 DESTINATIONS). PASSENGER FILLS OUT A
FORM AND CREW ORDERS ATAXI ATTHE AIRPORT.

BANANA TRENDS
HORIZONTAL
DEVELOPMENT

BANANA TRENDS
HOBBIES, COURSES, SCHOOLS
DUETO GROWING SOCIAL AND ECONOMICAL INSTABILITY PEOPLE
RESORTTO DEVELOPINGTHEIR PASSIONS,VISITING COURSES,
SCHOOLS - SCIENCE,YOGA, DRAWING, COOKING, FOREIGN
LANGUAGES

BANANA TRENDS
NORDIC WALKING ON THE RISE

BANANA TRENDS
OPEN LECTURES BOOMING
BOOMING KNOWLEDGE ECONOMY BROUGHT AN EXPLOSION OF
OPEN LECTURES AND A RISING INTEREST FOR INTELLECTUAL
DEVELOPMENT, EXPANDING HORIZONS
MOSCOW, DOSTOEVSKY LIBRARY - LECTURES ON GADGETS AS
HUMAN EXTENSIONS, ROOTS OF MINIMALISM,WHAT IS ANARCHY

BANANA TRENDS
POPULARIZATION OF SCIENCE
SCIENCE BATTLES.AUGUST 2014. GORKY PARK, OPEN MOVIETHEATER
PIONER. ENVIRONMENTAL SPECIALIST, GERONTOLOGIST,
EMBRYOLOGIST,ASTRONOMER AND PSYCHOPHYSIOLOGIST WILL
COMPETE FORTHETITLE OFTHE GREATEST POPULARIZER OF
SCIENCE BYTELLING ABOUTTHEIR OWN RESEARCH WORK USING
ONLYTHE SIMPLEST PROPS

BANANA TRENDS
MY DREAMS
THE WORLD GETS CLOSER, DREAMS ARE EASIER
TO COMETRUE. CONSUMERS PREFERTO
VISUALIZETHEIR DESIRES - IT IS EASIER, FASTER. IT
IS REFLECTED INVISUAL DIARIES, MOOD
BOARDS -THEME-BASED COLLECTIONS AT:
TUMBLR. PINTEREST

BANANA TRENDS
MY LIFE AND ME
VISUAL REFLECTION OF INDIVIDUALITY IN SOCIAL
NETWORKS - INSTAGRAM,VKONTAKTE.

BANANA TRENDS
ICONS INSTEAD OF VOLUMES
OF ‘WAR AND PEACE’
REFLECTING EMOTIONS WHILE ONLINE CHATTING
WHERE MESSAGESTENDTO BE SHORTER IS EASIER
AND FASTER WITH ICONS

BANANA TRENDS
STATUS STORY
No more keeping up with Mr Joneses. Now consumers
want to be unique, one of a kind.They want to stand out
thanks to the objects that reflect their values, their world.

BANANA TRENDS
STORIES ABOUT ME
PEOPLE OBSERVE AROUNDTHEM AND CREATE
FORTHEMSELVES “A LIFE RICH WITH EVENTS”
AND ARE EQUIPPEDTO CREATETHEIR OWN
STORY (PHOTO,VIDEO SHARING, SELFIE,
INSTAGRAM).
“ME, MYSELF AND I - MY OWN REPORTER, ME
AND MY LIFE INTHE CENTER OF EVERYTHING”

BANANA TRENDS
HUBWEAR
HUBWEAR OFFERST-SHIRTS WITH FAVORITE DESTINATIONS
OFTHE OWNER IN AIRPORT CODES - JFK, SVO, HKG, BKK
EVERYT-SHIRTTELLS A STORY - AN ADVENTUROUS JOURNEY,
A WEDDINGTRIP

BANANA TRENDS
MY SIGNATURE PIZZA
DOMINO’S PIZZA OFFERSTO CREATE AN INDIVIDUAL
DREAM PIZZA - INGREDIENTS AND NAME OFYOUR
CHOICE - FOR 10.99 USD. EACH PIZZA INTHE DATA BASE
CAN BE ORDERED BY OTHER CONSUMERS AS WELL.
OVER 12000 PIZZAS WERE CREATED

BANANA TRENDS
MY COLA
IN 2014 СOCA-COLA LAUNCHED NEW PACK CAMPAIGN
WITH NAMES ON BOTTLES. PREVIOUSLYTHIS CAMPAIGN
PROVEDTO BEVERY SUCCESSFUL IN AUSTRALIA IN 2012

BANANA TRENDS
EXPERIENCES ARE
THE NEW
CURRENCY
Standing out is much easier now with
experiences you lived through - this is always
unique and speaks about you much more than
anything you could own and it can be shared
long after it happened.

BANANA TRENDS
UNUSUAL EXPERIENCES
GROWING MIDDLE CLASS IS HAPPYTO EXPLORE
MATERIALISTIC NEEDS,WHICH INCREASES DEMAND
FOR GOOD SERVICE AND ENTERTAINMENT.
OPEN-AIR CINEMA, SWIMMING POOLS FOR
EMPLOYEES ONTHE ROOF.
FOOD FESTIVAL BOOM IN MOSCOW -
CONFECTIONARY FESTIVAL, FOODTRUCK FESTIVAL,
JAM FESTIVAL, ITALIAN CUISINE FESTIVAL.

BANANA TRENDS
UNUSUAL EXPERIENCES
SCHIPHOL AIRPORT AND KLM LAUNCHED A POP-UP
3D OPEN-AIR CINEMA.VISITORS WERETHE LUCKY
FAMILIES WITH CHILDREN WHO WONTHE
COMPETITION “PAINTYOUR AIRPLANE”TO SEETHE
DISNEY FEATURE “PLANES” (OVER 8000 PARTICIPANTS).

BANANA TRENDS
SAMPLE AIRPLANE FOOD IN
THE CITY
AIR FRANCE.AUSTRIAN AIRLINES AND NOW
ARLADNA AIPORT IN STOCKHOLM OFFER
AIRPLANE FOOD. YOU CAN GET FOOD AND
DRINKS FROM FOODTRUCKS. STANDARD
LUNCH PRICE - 10 USD.

BANANA TRENDS
CARING BRANDS
Brands always claim they care about consumers, but most consumers
don’t believe them
Now consumer demand from brands authentic care that can be
felt in real life.
If the brand really cares about consumers, it’s very easy to prove ;)

BANANA TRENDS
GULF AIR BAHRAIN WERETHE FIRSTTO LAUNCH A PROGRAM FOR PARENTS WITH KIDS - SKY NANNY. IT ASSISTS WITH
GETTING ABOARD, PROVIDES SPECIAL ENTERTAINMENT FOR CHILDREN, SPECIAL MENU AND EVEN BABYSITTINGTHE
CHILDREN SOTHAT PARENTS CAN GET A REST. SIMILAR PROGRAMS NOW LAUNCHED BY SRI LANKAN AIRWAYS (CHILD
CARE STEWARDESS),AND ETIHAD AIRWAYS (FLYING NANNIES).

BANANA TRENDS
SYMPATHETIC PRICING
PRICE DISCOUNTS THAT ARE RIGHT ON TIME TO SOFTEN THE HARDSHIP OF
REALITY, OR SITUATION. OR SHARE SIMILARVALUES.

BANANA TRENDS
UBER
TRANSPORTATION APP UBER OFFERED DISCOUNTS
FOR DURING PUBLIC TRANSPORTATION STRIKES IN
LONDON AND BOSTON.
IN APRIL 2014 DURINGTHE 48 HR METRO STRIKE IN LONDON UBER
OFFERED 50 % FOR PASSENGERS READYTO SHARE A RIDE WITH
ANOTHER PASSENGER.
IN OCTOBER 2013 UBER OFFERED FREE RIDESTO STUDENTS DURINGTHE
24HR BUS STRIKE.

BANANA TRENDS
THE WOLF & I
FREE DRINKS FOR PATRONS WITH PARKING TICKET
IN MELBOURNE
EVERYTHURSDAYTHE WOLF & I OFFERS FREE COMPASSIONATE
DRINKS.

BANANA TRENDS
BGH
DISCOUNTS ON AIR CON SYSTEMS IN THE HOTTEST
APARTMENTS IN ARGENTINA
IN DECEMBER 2013 HOUSEHOLD ELECTRONICS BGH LAUNCHD
SUMMER CAMPAIGN “MY HOME IS A STOVE” IN ARGENTINA.
CONSUMERS COULD USE WEBSITETO MEASURE INSOLATION LEVEL IN
THEIR APARTMENTSTO DETERMINETHE DISCOUNTTHEY WERE
LEGIBLE FOR.

BANANA TRENDS
RATP
FREE PUBLIC TRANSPORTATION RIDES TO FIGHT WITH
POLLUTION
TO MOTIVATE CAR OWNERSTO LEAVETHEIRVEHICLES AT HOME FOR
A DAY,ALLTHE PUBLICTRANSPORTATION OF PARIS OFFERED FREE
RIDES FOR A WEEKEND.THIS WAS OFFERED AFTER AIR POLLUTION
LEVEL WAS DETERMINED AS DANGEROUS.

BANANA TRENDS
SYMPATHY INSIDE THE
COMPANY
IN MARCH 2014 PANASONIC ANNOUNCED HEY WILL OFFER
MONETARY COMPENSATION FOR CONTAMINATED WORK
ENVIRONMENT.
REALLY ADVANCED BRANDS CARE ABOUTTHEIR EMPLOYEES AS MUCH
ASTHEY CARE ABOUTTHEIR CONSUMERS.

BANANA TRENDS
MARS
EMPLOYEES ARE PAID 10% SALARY PREMIUM FOR PUNCTUALITY.

BANANA TRENDS
AIR BALTIC
AWARDS BONUS MILES FOR RUNNING POINTS
BURN AS MAN CALORIES ASTHE MILESYOU FLEWTOTHIS
DESTINATION WITHIN 24 HRS FROM ARRIVAL ANDYOU WILL GET
REWARD.

BANANA TRENDS
WHY DOWE NEED TO
TRACK TRENDS IN THE
REGIONS

BANANA TRENDS
“GLOBALTRENDS
WORK ONLY AT STRELKA
AND INSIDE SADOVOYE
KOLTSO”
“THESETRENDS ARE
RELEVANT ONLY FORTHE
YOUNG AND HIP,AND WHAT
ABOUTTHE URALS
REGION?”
“THIS WILL REACH US IN
SOME FIVEYEARS”

BANANA TRENDS
THE EXPANSE OF VARIETY IN RUSSIA
147 MLN POPULATION
180 ETHNICITIES
10 MLN MORE WOMENTHAN MEN
THE NUMBER OFTIME ZONES WAS REDUCED FROM 11TO 9.AND IT’S STILL A LOT
40 UNESCO BIOSPHERE RESERVES AND WORLD HERITAGE SITES
THERE AT LEAST 15 CITIES IN RUSSIA REMAINING WITHTHEIR NAME AND LOCATION
UNKNOWNTO PUBLIC AT LARGE

BANANA TRENDS
VLADIVOSTOK
BURGEONING URBAN DESIGNER SUBCULTURE
EXAMPLES OF REGIONAL PECULIARITIES

BANANA TRENDS
NOVOSIBIRSK
STUDENT CITY IN SIBERIA WITH HIGH SOCIAL
ACTIVITY OFYOUTH

BANANA TRENDS
ROSTOV-ON-DON
DESPITE BRUTAL EXTERIOR LOCAL MEN ARE NOT
SHY OFTHETACTILE MANIFESTATIONS OF
BROTHERLY SENTIMENTS

BANANA TRENDS
YAKUTIA
SHORT LIGHT DAY AND -50OC IN WINTER AFFECT
THE LIFESTYLE OFTHE POPULATION

BANANA TRENDS
EXAMPLES OF
IMPLEMENTING TRENDS IN
BUSINESS IN RUSSIA

BANANA TRENDS
IMPLEMENTING TRENDS IN RUSSIA
GLOBAL TREND
LIFE OF USUAL PEOPLE AND INTERESTS OF
CONSUMER IN THE FOCUS OF THE BRAND
ATTENTION
MANIFESTATION OF THE
TREND IN RUSSIA
IN 1MLN+ POPULATION CITIES AND REGIONS - ACTIVE USE
OF SOCIAL NETWORKS’ FEED ASTHE NEWS CONTENT
SOURCE FROM FRIENDS AND ACQUAINTANCES, EVERYONE
IS ON INSTAGRAM
IMPLEMENTATION
S7 - 2013-2014 CAMPAIGNS, MTS 2015 CAMPAIGN,
PROMO FOR NEW CITY LIBRARIES IN MOSCOW 2013

BANANA TRENDS
GLOBAL TREND
LOCAL LOVE
TREND IN RUSSIA
PEOPLE START LOOKING INTOTHEIR ROOTS,THEIR NATIVE
TOWN,THEIR NEIGHBORHOOD,THEIR HISTORY
IMPLEMENTATION
WALKING CITYTOURS (MOSCOW OF GILYAROVSKY),
BLOGS AND ONLINE COMMUNITIES DEDICATEDTO CITY
NEIGHBORHOOD, LOCAL ‘ROOTS PRIDE’ BRANDS, E.G. I*M
SIBERIAN

BANANA TRENDS
GLOBAL TREND
NO INTERFACE
MANIFESTATION OF THE TREND
IN RUSSIA
USING PHYSICAL FORM-FACTORS IN BANKING PAYMENTS
BECOMES PART OFTHE PROBLEM NOT SOLUTION. SO BANKSTRY
OUT BIOMETRIC PAYMENTS
IMPLEMENTATION
SBERBANK IS RUNNING A PILOT ON PALM SCAN PAYMENTS
FOR SCHOOL CANTEENS

BANANA TRENDS
GLOBAL TREND
BOOMING MOBILE MESSENGERS - FASTER, SIMPLER,
MORE CONVENIENT - REPLACE SOCIAL NETWORKS
TREND IN RUSSIA
SINCE 2013YAKUTIA IS EXPERIENCING A WIDE SPREADING
OFTHE MOBILE APPLICATION WHATSAPP WITH WIDE
POPULATION FROM 8TO 88
IMPLEMENTATION
IN SEPTEMBER 2014 ELECTION CAMPAIGNS FORTHE
HEAD ВЫБОРНЫЕ КАМПАНИИ КАНДИДАТОВ НА ГЛАВУ
OFYAKUTIA EMPLOYED WHATSAPP AS ONE OFTHE
COMMUNICATION CHANNELS

BANANA TRENDS
METHODOLOGY FOR
IDENTIFYING AND
VALIDATING TRENDS

BANANA TRENDS
ON THE IRONY OF TRENDS

“NOBODY GOES THERE ANY MORE. IT’S
TOO CROWDED”.

YOGI BERRA.

BASEBALL PLAYER, AUTHOR OF ICONIC
QUOTES

BANANA TRENDS
IF THE TREND IS SUPPORTED BY A
SIGNIFICANTVOLUME OF DATA, MOST
PROBABLY IT IS ALREADY ACTIVELY
EXPLOITED BY OTHER BRANDS. ITS NOVELTY
AND RELEVANCE IS GONE.

BANANA TRENDS
THAT ISWHY FOR US TREND SPOTTING IS
FIRST OF ALL ETHNOGRAPHY AIMED AT
IDENTIFYING NEW BELIEFS AND SHIFTS IN
THE SOCIETY BY COMMUNICATINGWITH
PEOPLE AND OBSERVING THEM

BANANA TRENDS
YET,WE DO ADHERE TO A MULTI-METHOD
APPROACH AND USE STATISTICAL DATA AT
THE STAGE OF LOOKING AT THE BIG PICTURE
AND / OR TOVALIDATE THE RELEVANCE AND
COVERAGE OF THE IDENTIFIED TREND

BANANA TRENDS
TREND SEARCH
DESK
TREND SEARCH
ETHNOGRAPHY
WORKSHOP
Research and gather
info from open and closed
sources.
trendwatching.com,Afisha.ru
the-village.ru, and local news,
business, entertainment, etc.
resources.
A list of global trends validated
by manifestations occuring in
local market on the whole.
Depth ethnographic
interviews with consumers and
observers in the regions (in the
field).
Gather insights, identify new
expectations, models of
behaviour, that can point to
new consumer trends in the
region.
Workshop whee
trends are selected and
innovation ideas for business,
comminications or products
are developed. Participants -
client team/ agency/ guest
experts.
Results - presentation with
selected trends and
generated ideas, based on
relevent trends.
RESEARCH CONSTRUCTOR | METHODOLOGY
TREND
VALIDATION
DESK
Find validation of the
gatherer statements and trends
from open and closed resources
including resources with open
statistical quantitative data.
TREND
VALIDATION
FOCUS GROUP
Validation and
refining of gathered
statements and trends in
focus groups with specially
selected respondents.

BANANA TRENDS
METHODOLOGY | TREND SEARCH | DESK
GATHER INFORMATION FROM OPEN SOURCES
Identify changes in the behaviour of consumers in different sectors - from movies to trending words in
Google Search - that can help spot or validate a new consumer trend.
NEWS RESOURCES AND INFORMATION OUTLETS
• Niche resources (culture/ fashion/ technology)
• Social networks
• Specialized resources for studying and gathering data on trends in different sectors

BANANA TRENDS
DEPTH ETHNOGRAPHIC INTERVIEWS
Conversations with selected respondents to identify, validate and elaborate the trends in the given
region.
Conducting 5 to 8 depth interviews with consumers and observers in the region, spanning 3 to 4 hours along ethnography
observation (visiting the consumers’ places: cafe, apartment, culture venues, etc.).
CONSUMERS
innovators
influentials
early adopters
OBSERVERS
journalists
scientists
researchers
entrepreneurs and experts
METHODOLOGY | TREND SEARCH | ETHNOGRAPHY

BANANA TRENDS
ONLINE OBSERVATION JOURNAL
Selected consumer and observers are keeping a daily journal of their observations on a selected topic
(available online in real-time) for 2 weeks.
METHODOLOGY | TREND SEARCH | ETHNOGRAPHY
CONSUMERS
innovators
influentials
early adopters
OBSERVERS
journalists
scientists
researchers
entrepreneurs and experts

BANANA TRENDS
METHODOLOGY | TREND VALIDATION | DESK
VALIDATING THE IDENTIFIED TREND WITH OPEN-SOURCE DATA
AND MEDIA OUTLETS
Correlating the available open-source data with the identified consumer trends to validate or refine / adjust or
disprove an identified trend.
• Government data resources, polls and census results, for example Federal Government Statistical Service, etc.
• Media monitoring - media coverage can help determine the trend size

BANANA TRENDS
METHODOLOGY | TREND VALIDATION | FOCUS
GROUPS
VALIDATING THE DISCOVERЦED TREND, STUDYING THE MOTIVATIONS BEHIND IT,
IDENTIFYING THE NEW EXPECTATIONS AND CHANGES IN THE CONSUMER
BEHAVIOR

BANANA TRENDS
METHODOLOGY | WORKSHOP
PRESENTATIONS
• Review of general trends in the category, society, etc.
• Innovative products that inspire or change the behaviour of consumer
• Attitudinal trends
• Behavioural trends
BREAKOUT SESSIONS
• Trend analysis with the use of the СONSUMER TREND CANVAS
• Generate innovations (for the business model, communications, product or brand positioning) based on the trend

OUR ROOTS
Saatchi & Saatchi
Leo Burnett
Louder
Team Red (Венгрия)
BBDO
Including client side:
British Airways, Swissair /Tourism in
Switzerland
Realty and development
Museums
Jewelry
Airlines
Whisky, vodka
Fast food
Retail
Small business
OUR INDEPENDENT EXPERIENCE
BANANA TRENDS

CORETEAM
PARTNERS, STRATEGIC DIRECTORS
Knows everything there is to know about clients and
service. Period. Keen insight into matching brand’s
goals and issues with consumer world to unlock the
full potential of the client’s business.
From 2008 to 2014 - Client Service Director |
Group Account Director at Saatchi & Saatchi Russia
for clients such as P&G,The Coca-Cola Company,
Novartis, Dixy, Moscow Public Libraries, etc. Prior to
that 3 years with Leo Burnett P&G account
management and 5 years of marketing experience in
the client-camp before moving to agency side.
Strategic planner with a strong creative side.
An inquiring mind with solid trend-watching experience.
A culture junkie with deep understanding of human
insights.
Bloomed as strategic planner in Saatchi & Saatchi Russia
working with such clients as Head&Shoulders, Novartis.
My interest in how consumers live in cities led to
independent work experience with regional branding.
Cut teeth as a journalist to hone creative writing skills.
BANANA TRENDS
A C-level executive with a rock star attitude
A creative mind and a strategic visionnaire
17 years of marketing and communication
experience through 4 different countries and in the
best communication networks in the world - BBDO,
Havas,Y&R, Publicis, Saatchi & Saatchi.Top Manager
and Entrepreneur, worked for all categories and all
types of companies. Specialist in brand culture, brand
and entertainment content and emerging countries
dynamics.
Writer, screenwriter, musician, composer...let's simply
say that he is the ultimate storyteller.
AISENA
NOGOVITSINA
ILIA BURLAKOV FRANCK
VINCHON

OKSANA KUZMINA
Field research and regional insights. 10+
years of experience in a research agency,
field research in regions and Moscow (for a
variety of brands ranging from Novartis to
Ikea)
Lazer-sharp analytical mind that knows
when to avoid generalization to preserve
the target audience truth.
WE COOPERATE WITH A WIDE NETWORK OF INDEPENDENT EXPERTS (CREATIVES, PR, SOCIOLOGY. BRANDING, SOCIAL MEDIA, ETC.)THAT CAN
JOIN US ON AD HOC BASIS. PLEASE FIND SOME OF THEM BELOW:
KRISTINA FARBEROVA
Kristina laid foundations of her career in
Novosibirsk, which gave her a deep
understanding of the regions. In Moscow she
worked as editor in the online city newspaper
TheVillage where she gained knowledge of
how people in modern cities live and what
they expect from their environments.
In BananaTrends Kristina expands her
knowledge of the media to the context of
marketing.
EXTENDEDTEAM
BANANA TRENDS
ANASTASIA CHERKASHINA
Seasoned researcher experienced in quantitative
and qualitative projects. Mastered various research
tools including the ones aimed at implementing
obtained data in the client business.
Worked atVCIOM, Synovate Comcon, Ipsos.
Currently helming quant research at a growing
company. Some of the past clients include
MegaFon,Yota, Procter&Gamble,ABinBev, L’Oreal,
Pepsico. Managed international projects in
European markets.

CONTACTS
BANANA TRENDS
BANANA TRENDS
MOSCOW, RUSSIA
M: +7 916 5573120
M: +7 964 7076420
E: AN@BANANATRENDS.COM
E: IB@BANANATRENDS.COM
FB: WWW.BANANATRENDS.COM

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