Shelby Lee Walsh — August 28, 2009 — About
References: chicagonow
Jeremy Gutsche and his upcoming book EXPLOITING CHAOS got the thumbs up recently from the Chicago Tribune. The article features some of Gutsche’s thoughts and insights with regards to ROHTO’s controversial “Cool/Not Cool” survey.
Gutsche describes how the survey “confused `mainstream popularity’ with `cool’” and provides reasons as to why the results of this particular survey may not be accurate.
Check out all the juicy details by clicking the link below!
Implications - Consumers are looking for media portrayals to let them know what is trendy or not. Certain types of publications that feature this topic are appealing to consumers who look towards them as a way of identifying themselves. Companies trying to stay on the cutting edge could focus on this when creating their products.
Gutsche describes how the survey “confused `mainstream popularity’ with `cool’” and provides reasons as to why the results of this particular survey may not be accurate.
Check out all the juicy details by clicking the link below!
Implications - Consumers are looking for media portrayals to let them know what is trendy or not. Certain types of publications that feature this topic are appealing to consumers who look towards them as a way of identifying themselves. Companies trying to stay on the cutting edge could focus on this when creating their products.
Trend Themes
1. Media Trend Identification - Consumers look to media portrayals to identify trendiness; companies can use this to stay on the cutting edge.
2. Questioning the Mainstream - Jeremy Gutsche points out the confusion between 'cool' and 'mainstream' in ROHTO's 'Cool/Not Cool' survey; companies can utilize this insight to differentiate themselves.
3. Consumer Identity - Consumers identify themselves through trends; companies can use this to create personalized products.
Industry Implications
1. Media and Publishing - Publications that feature trend identification are appealing to consumers; media and publishing industries can capitalize on this trend.
2. Marketing and Advertising - Companies can focus on 'cool' and 'trendy' identification in marketing campaigns to appeal to consumers' identities.
3. Fashion and Beauty - Consumers frequently use trends to identify themselves, making the fashion and beauty industries potential disruptors with personalized products.
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