Focus - Lifestyle

9 important questions on Focus - Lifestyle

Why has lifestyle research become important?

Because we don't have one single lifestyle anymore, but we have different lifestyles and the traditional target groups (gender, age, race, geography) do not apply anymore.

When do we call certain values manifest?

When those certain values are noticeably important to a certain group.

When do we speak of dormant values or needs?

When a change in instrumental values in the society does not lead (yet) to a change in needs. But it can happen in the course of time.
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What is the basis for the development of suitable products and services in the concepting process?

Knowing the manifested instrumental values of target groups as a starting point. Based on lifestyle.

What is the second step in concepting?

Discover the degree in which a target group is 'sensitive' to dormant values and needs in the society in order to see the focus points of innovation. This is established by taking the macrotrends from the trend analysis into account (rekening mee houden).

What is the goal of trendresearch?

To discover equal manifested values within target groups.

What is the BSR model?

It explores and structures the underlying values, needs and motives of people within a certain domain.

There are created four different quadrants (four worlds) as basis of how people think and act.

Extrovert <--> Introvert
Ego <--> Group

Red world: vitality (extrovert and ego)
--> Energetic, young people, passionate, progressive, controversial, focus on freedom.

Yellow world: harmony (extrovert and group)
--> Joyful life, social, active, sharing.

Blue world: control (introvert and ego)
--> Dynamic, being in control, materialistic, business oriented.

Green world: security (introvert and group)
--> Social focussed, secure and safe living environment, conservative, routine and tradition.

What is the ambition of serious concepting?

To develop concepts that are well-suited to the values of a certain lifestyle-group and that have a certain social impact (focus point innovation). This means that we have to respond to the values and needs that cause change in society. Therefore we can use insights from the trend analysis.

Why is it important to look at trend insights when we are concepting? And what is the process to follow when you are concepting?

Those trend insights show us what the change in values and needs is in society. With those change in values, we can see what the 'manifested values' are and what the 'dormant values' are. It is these dormant values that we can use to find the 'focus point innovation'. These focus point innovation we can use as a basis for concepting.

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