To me: the holidays are a time to celebrate your family, be it biological or the larger family of professionals in the design, branding and marketing world that makes up the Fuse community. We're so looking forward to our 2013 conference where we'll be revealing a new, more inclusive FUSE. Hope to see all of you there in April 2013!

In the meantime, we're taking some unmediated time away from the computer to celebrate the season, please enjoy this round up of our top posts from 2012:


Defining the future of healthy eating

Fuse Speaker Spotlight: Author Maggie Macnab on Design By Nature

STFD on your comfort zone

Former Kraft Design Head Talks State of the Industry

Vince from Apple to Coca-Cola.

To submit guest posts or content ideas for 2013, you can contact me, Michelle LeBlanc, at meblanc@iirusa.com

Happy holidays from the whole Fuse team!

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She is the voice of the Fuse conference on Facebook and Twitter.
Trend Hunter launched their Top 20 Trends for 2013 video this morning, and I was pleased to recognize many of the topics we've touched on here on the blog and at the Fuse conference included in the round-up. Are you incorporating immersive branding, "shoppertainment," or "fashionising" into your brand experience for 2013?

Why or why not?

Check out the video here for a the full list from TrendHunter.com


Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing, she may be reached at mleblanc@iirusa.com
How do you identify the biggest growth opportunities for your brand?

We've seen before at our PROOF: Market Research for Packaging Design tracks and events that traditional market research methodologies often fail to reflect what people actually do, so how do you as a marketer really understand what is happening with your brand?

Join Kirsten Zapiec, Senior Vice President, North America Brand & Communications Practice Lead at TNS for a complimentary webinar, "Winning the Brand Share Battle," next week to explore this topic

Register here

Using real examples from a global TNS study, The Commitment Economy, Kirsten Zapiec, Senior Vice President at TNS, will show you how to identify the biggest growth opportunities for your brand. They will reveal the three main marketing levers that prevent companies from taking advantage of these growth opportunities – and the best ways to deal with each of them.
Kirsten Zapiec leads TNS’s Brand and Communications practice in North America. Kirsten’s core focus is on identifying clients’ growth strategies through strong brand and communications practices.

Most of Kirsten’s 25 years of marketing research experience have been focused on brand and communications strategy and development on both the client and research agency sides of Market Research.

Kirsten was instrumental in developing the first diagnostically-focused, copy testing system that measures the emotive responses to advertising; providing valuable insights towards developing advertising that resonates with both the head and the heart of consumer. In recent years, she has been focused on the role that digital plays in brand and communications strategy. She went on to lead the development and commercialization of the first panel-based, digital media effectiveness approach; giving marketers, for the first time, confirmation of the impact of digital media on brands.

This webinar is part of IIR's ongoing "Insights Webinar Series," you can learn about the series and future offerings here.
We're on the verge of unveiling to Fuse 2013 program, but before we start looking forward, let's look back to one of our favorite presentations from Fuse 2012.

Jason Foster, Founder of Replenish was definitely one of the stand-out speakers of Fuse 2012. The session was mentioned in write ups by Ologie, Richard Shear of The Package Unseen blog, and Julie Anixter of Innovation Excellence in their respective write-ups of the event. Claire Storrow of Webb deVlam wrote:
"This is not the usual design “jewel” like the Apple lozenge motif which you see on all their products as a brand touchpoint. This is a touchpoint with something deeper and altogether more human behind it; one of those reminders to stop and pay attention."

We wanted to bring an insider view of the Fuse experience to this, our online "stage," so check out the full session by Foster here:
Jason Foster Session from IIR USA on Vimeo.



Looking to hear more from Jason Foster? He will also be appearing at the upcoming Front End of Innovation EMEA conference. 

To be updated as soon as the Fuse 2013 Program is available, opt-in for our email updates here

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing, she may be reached at mleblanc@iirusa.com
In our challenging economic times, consumer relationships with brands have changed. This change is relevant and present across all generations, including Millennials, as consumers seek a new balance.

So the question is: is your brand helping consumers reach their (perhaps new or different) goals?

Join us for an upcoming webinar: "Falling Dow + Rising Tao: What the Quest for Balance Means for Your Brand," on Wednesday, December 5, 2012 1:00 PM - 2:00 PM ET to explore this topic.

Presented by Erin Barber, Vice President, C+R Research and Mary McIlrath, Ph.D., Senior Vice President, C+R Research, the research to be discussed delved into multi-generational consumers' lives to get a holistic understanding of what they're doing and how they feel about their lives on a daily basis. C+R Research uncovered what brands are currently helping them and what your brand could do to help consumers reach their goals.

Register or learn more here.

Using a multi-pronged approach - in-depth online discussions, mobile and video ethnography, online chats, and online surveys - learn how C+R Research captured the latest balancing act and what it means for your brand.

Learn how you can:
Help sustain your consumer's household ecosystem
Keep your consumer’s eye on the big picture
Shift the focus to progress, not perfection
Win by understanding the new family team
Trade in the currency of time

This webinar is part of IIR's ongoing "Insights Webinar Series," you can learn about the series and future offerings here.
Image via LaughingSquid
You may have seen this photo floating around the web this week. It's from a 3D Printer Photo Booth that makes figurines instead of photos.

Like something out of a modern daguerreotype, customers are 3D scanned in a process that requires them to stand still for 15 minutes and then a computer-refined image can be 3D printed.

This is not the first example we've seen of modern technology mixing with a desire for the physical object. For example, Printstagram will create a calender or stickers from your iPhone snapshots. iCrates, the once all-digital ode to the inherently un-digital music format of Vinyl is now planning a high quality print magazine via Kickstarter.

The very concept of Pinterest seems tied up in the idea. Browse any category on that site and you will find the DIY, the one-of-a-kind and the vintage dredged back up and put to modern use.

This is also a trend we've heard of at FUSE before. Back in 2011, Marco Beghin, president of Moleskine introduced a similar concept. Kristina Loring wrote of his session on the design mind blog:
"But Beghin wasn’t arguing for us to bury our experiences in notebooks. He explained the obvious: the possibility of sharing analogue experience is amplified by the digital experiences we have through online storytelling. At the Salon di Mobile this week in Milan, Beghin announced that Moleskin would display the reverse phenomenon by capturing all online data happening around the event with a 3ft high robot and transcribing it on pieces of paper to create a physical expression of the conversations happening digitally."
Where Moleskin may have been on the edges almost two years ago, is this trend now mainstream? Are there any examples of iconic brands embracing it? Will we continue to desire objects...perhaps as The New Luxury? Or is this simply a momentary backlash against an increasingly digital world?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing, she likes vinyl and also the Internet, and she may be reached at mleblanc@iirusa.com
Earlier this month, World Future Trends Summit speaker Rob van den Dam discussed consumer insights being the top organizational priority reported by the 2012 IBM CEO Survey. He further shared the following stats:

"More than 70 percent of CEOs are seeking a better understanding of individual customer needs and improved responsiveness.”

 “Seventy-three percent of CEOs are making significant investments in their organizations’ ability to draw meaningful customer insights from available data”

 IIR has recognized the growing importance of consumer insights and research and are happy to announce the newest addition to the Consumer Insights Webinar Series.

Join us for a new take on driving innovation in your organization through the use of Evolutionary Algorithms (EAs) next week, and a can’t miss look into how changing consumer priorities are effecting your brand.

How Evolutionary Algorithms are Changing Consumer Innovation 
Evolutionary Algorithms have permanently changed the way we use the internet and listen to music. In fact, EAs are the driving force behind companies like Google, Pandora and Amazon. Now, the science of Evolutionary Algorithms (EAs) is being translated across all industries and literally changing the face of innovation. This case study driven seminar will share how leading consumer driven companies like Dannon, Sprite & Fanta, as well as companies in retail, technology and financial services have implemented EAs to drive higher innovation success rates.

While consumers are not rational creatures, traditional market research often follows an assumption of complete rationality thereby limiting the consumer insights gained through those means. EAs have allowed researchers and marketers to overcome the irrationality conundrum and allow for testing of as many options as they have ideas in a quantitative, projectable manner.

This webinar will share:
 • How evolutionary algorithms are changing the way leading companies innovate
 • Case studies from products launched using EAs
 • How to test lots of ideas quantitatively
 • How EAs account for the irrational consumer mind
 • How to measure return on innovation from EAs
 • How to use consumer choice to overcome traditional limitations of concept testing

Register here.
Mention your priority code, MWJ0024-BLOG, when registering.

Falling Dow + Rising Tao: What the Quest for Balance Means for Your Brand. 
Hard economic times have shifted the way consumers prioritize the pieces of their lives, and the way they select brands to help them walk their chosen path.

Using mobile and video ethnography, we capture the latest balancing act and what it means for your brand. In this webinar, learn how you can:
 • Help sustain your consumer’s household ecosystem
 • Keep your consumer’s eye on the big picture
 • Shift the focus to progress, not perfection
 • Win by understanding the new family team
 • Trade in the currency of time

Register here.
Mention your priority code, MWJ0026-BLOG, when registering.

Best,
The Future Trends Team
Follow us on Twitter: http://bit.ly/iwgurV 
Become a fan on Facebook: http://on.fb.me/j1FMxK
Read or submit to our Tumblr: http://worldfuturetrends.tumblr.com/
INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:
July 15-17, 2013 
Swissotel - Chicago, IL 
Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 16, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 16, 2012, to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

In July 2012, more than 578 retailers, brands and thought-leaders rallied in Chicago for a Shopper Insights in Action Conference experience that exceeded expectations and raised the bar even higher for 2013.

 

 Shopper Insights in Action is THE annual event for best-in-class national brands and mega retailers. Staying true to its core, the emphasis is always on the ACTION, every presentation must illustrate both the research and what was done with the research, moving beyond theoretical to real-world stories.

CONTENT AREAS FOR 2013:
• Mobile, Social & Digital Shopper Initiatives
• Activating the Shopper Along the Journey to Purchase
• Virtual Shopping Case Studies
• Multi-Channel Strategies & Emerging Shopper Channels
• Trends, Technology & Strategies Impacting Retail Environments
• New Store Formats & Store Experience
• Strategies for Integrating eCommerce & Brick and Mortar with the Shopper
• Category Reinvention & Retail Leadership
• In-Store Activation Strategies
• How do you Make Brands Relevant to the Shopper
• Mobile Shopping Innovation • Measurement & ROI
• Big Data & Analytics
• Neuroscience Case Studies
• Best Practices for Loyalty Card Insights
• Shopper Segmentation Research
• Understanding the Mindset of the Always On Shopper
• Trends & Innovation Driving Shopper & Consumer Behavior
•  Category Growth Strategies
• Collaboration Methods between Manufacturers & Retailers
• Aligning Shopper Marketing & Category Management Initiatives
• Strengthening Retail Partnerships
• Collaboration Practices for Category Growth
• Developing Global Capabilities in Emerging Markets
• Innovation in Private Brand & Brand Identity
• Integrating Traditional Research Around Categories, Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate. Corporate Practitioner Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities
What if I am not a corporate practitioner (from a client-side company) but still would like to participate? More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

 How to Submit For proper consideration, please include the following information with your proposal:
• Proposed speaker name, job title, and company name
• Complete speaker contact information - address, telephone and e-mail
• Short biography of speaker (50-75 words max)
• JPG headshot photo, minimum 300 dpi
• Title of presentation (one line, benefit oriented)
• Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to "take away" from the presentation

 Tips/Guidelines to Consider
• Sessions are 30-45 minutes in length, inclusive of time for Q&A
• Preference will be given to proposals that clearly illustrate the full insights to activation process
• Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
• The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what's new, hurdles to get there and how it can move the industry ahead.
• Travel and expenses are the responsibility of the speaker.
• If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else. Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:
• Content matches interest of audience identified through research.
• Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
• Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the "how-to" details. 

Those selected will be notified no later than January 2013. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.
At the 2012 Fuse Conference in Chicago, I had the chance to catch up with speaker Damian Mycroft for an interview. In his exciting session, Mycroft discussed Industrial Design and The Brand. In this interview, we discussed key takeaways from his session and more. Hear what Damian had to say below:
 
Damian Mycroft Interview from IIR USA on Vimeo.

For more great videos from FUSE, make sure to subscribe to our Vimeo Channel or follow us on Twitter or Facebook.

Plus, join our LinkedIn community to share your own thoughts. The Fuse insights don't stop with the event and we'll continue to present design and branding news through Fuse 2013. 
Leading up to the World Future Trends Summit in Miami, we're pleased to run this series from the Pearlfisher Insights program. To view the whole series, click here.

As designers we are in the business of change. And from our point of view, we believe that insight is all about understanding this change to create a rich and stimulating 'big picture' to truly see the change impacting on the future for all brands. Then with this knowledge we can create bespoke insight and new futures for specific brands.

Our previous blogs have focused on the four basis areas - that form our transatlantic Insight Program - and that underline the needs and wants of human behavior and which are therefore most relevant to brands and business: Taste (the future of food and drink), Luxury (the future world of aspiration and its evolving expressions), Body (the future ways in which we will view our bodies) and Connection (the structure and rules that will guide the future of our relationships and way of life).


Pearlfisher Creative Partner, Jonathan Ford, is putting Taste and the future of food and drink branding under the microscope as he looks at Defining the future of healthy eating in Miami on Oct 17th. Ahead of his presentation, we posed some questions to him to get a flavour for the issues he will be discussing on the day.

1) Are we not all generally more aware that we need to be eating more healthily?

Generally, yes. In the past, healthy eating was a compartmentalized rather than an integrated part of our lives. And this monumental shift has come from many different instigators. In recent years, health has become more of a global and public concern with government, business and consumers attempting to create a new world of integrated, healthy lifestyles. But that said, health attitudes are now at another pivotal – and some would say crucial – turning point.

2) What is this turning point?

Up until now, virtue and pleasure have polarized the eating spectrum. But, now, healthy eating is ready for renewal. In the future our goal will ultimately be to understand, accept and optimize our health. We will be looking to brands to still deliver what we need but we will also want them to be so versatile that they will fit even the busiest agenda.

3) How can this manifest? What has your Insight shown?

How brands now take food and drink into the future has the power to affect all of us on a personal, social and commercial level. Our Insight has shown that the onus is on us to create a world that makes the best of all the natural goodness and resources available to us and a need to foster and showcase the cultural communal and educative value of food production. But this will also be balanced by just as strong a want to escape through extreme fantasy and use creative direction in food to open up new worlds of delight.

4) What role can design play in creating this change?

Now more than ever - in this age of fragmentation- design remains the constant. It is the best way to express the future desire and create the change that we have gleaned from our Insight. Desirable design can - and does - make an impact on business and peoples' lives for the better. On the 17th, I will talk more about the shifts from our Taste Insight and show the concepts we have created that we believe build a rich picture of the future for brands.

To find out more about Insight at Pearlfisher please email jessica@pearlfisher.com
 
Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the World Future Trends Summit next week. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.

Leading up to the World Future Trends Summit in Miami, we're pleased to run this series from the Pearlfisher Insights program. To view the whole series, click here.

In the past there were rigid social structures that kept people connected and rules that guided relationships.

But these structures have been broken down and the rules are disappearing which means that the laws of society are changing as well. An unusual dichotomy has arisen from these changes; on one hand, we are now more connected to the world around us than ever before, and yet at the same time we remain grossly disconnected from one another. Today we are free to decide how, to whom, for how long and in what depth we connect, and the possibilities are endless.

Beyond all of this, our ultimate aspiration remains for perfectly balanced union with each other and the world. In the past we wanted to be liberated, in the future we will want to be united.

Our transatlantic Pearlfisher Insight program focuses on four basic areas that underline the needs and wants of human behavior and are therefore most relevant to brands and business: One of these areas is Connection, which focuses on the structure and rules that will guide the future of our relationships and way of life. The other 3 key areas are Taste: the future of food and drink, Luxury: the future world of aspiration and its evolving expressions, and Body: the future ways in which we will view our bodies. (To review our previous blog pieces and find out more about our Insight areas and the blue sky concepts we have created please click on the links here: Taste, Body, Luxury.)

For Connection, as with all of our key areas, we will explore the big shifts that are happening and define the leading edge by speaking to experts and opinion makers who are in the best position to shape the future. We combine this knowledge with our own explorations into the cultural and categorical changes happening around us to create blue-sky design concepts that build a rich picture of the future for brands.

 Today the way we connect is at the center of our lives, defining how we see ourselves and relate the world around us. Our insight into connection explores the structures and rules that will guide the future of our relationships and way of life.

Connection is at the heart of Pearlfisher as a design agency. Pearlfisher was founded in London by Creative Partners, Jonathan Ford and Karen Welman, and Managing Partner, Mike Branson. This November, Pearlfisher will be celebrating its 20th year! Our New York studio was founded in 2003 and both teams work together, championing the Pearlfisher brand across the Atlantic. With teams in different continents and clients all over the world, we continuously look for new ways to inspire and connect with each other, from standard technological means of communicating, to wider initiatives that inspire, surprise and make a difference. Our teams recently worked together on the Create A Master Peace campaign in support of this years Peace One Day on September 21st - http://masterpeacegallery.tumblr.com/ http://peaceoneday.org/. 

Pearlfisher teams from New York and London created Peace motif installations made from white flowers in Union Square and Trafalgar Square and galvanized creativity from schools and community groups around the world. The campaign was a fantastic example of the power of a good idea and how this can spread organically, connecting not only our teams, but children and adults standing up for Peace around the world.


Next week we will share a taster from Jonathan Ford ahead of his presentation in Miami on October 17th. Defining the future of healthy eating will be a vibrant mixology of insightful and future focused visions to help redefine the future of healthy eating and its impact on consumers, organizations and brands around the world. 

Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the upcoming World Future Trends Summit. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.
One of the most complex relationships we have in life is with ourselves, and how we view and treat our bodies has become increasingly affected by society, culture and the media. Pearlfisher's insight into the future of the body will explore how the way we view and treat our own bodies is changing in a society increasingly affected by outside opinion.

Our transatlantic Pearlfisher Insight program focuses on four basic areas that underline the needs and wants of human behavior and therefore most relevant to brands and business. We have already looked at Taste: the future of food and drink, and Luxury: the future world of aspiration and its evolving expressions. Connection focuses on the structures and rules that will guide the future of our relationships and way of life but today we want to share some initial thoughts from our latest Body Insight which we will be unveiling in the not too distant future!

For Body, as with all of our areas of insight, we explore the big shifts that are happening, defining the leading edge by speaking to experts and opinion makers who are in the best position to shape the future. We combine this knowledge with our own explorations into the cultural and categorical changes happening around us to create blue-sky design concepts that build a rich picture of the future for brands. Our upcoming Body Insight report identifies 4 key shifts. Below is a brief synopsis of what to expect!

1) Today we are moving away from stereotypes. Beauty is unique, distinctive and inimitable. In the past we conformed to culture, in the future our constantly evolving, individual expression will challenge, change and create it.


2) Feeling the true value of time. We live in a society that encourages us to grow up fast, and then demands we aspire to stay young. In the future we will challenge archetypes and generalizations as the distinction between young and old becomes increasingly irrelevant.


3) Our health has never had more of a premium. We are embracing sport and science, pushing our bodies to new levels. In the future both illness and wellness will become integrated into our daily lives. We will be educated, empowered and confident. We will take control of our own health and demand knowledge and smart systems we can interact with.


4) Creating completeness for body and mind. In the future we will turn beauty outside in, look beyond self-expression and aside from age as we realize that the happiness we seek will ultimately come from achieving a more deep-rooted harmony.


Here, in our fourth blog post, we introduce these big shifts in our culture as they relate to the body, from a past where we transformed ourselves to look the same, to a future where we will transform ourselves to look different. Please watch this space for more inspiration from our latest insight study on the future of the body.

Next week we will share an introduction to what to expect from our Connection Insight that will cover the future of an increasingly connected world. To find out more about Insight at Pearlfisher please email jessica@pearlfisher.com

Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the upcoming World Future Trends Summit. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.

Rarely are you presented with the opportunity to step outside your office while still getting business done. To hear from industry superstars, to share stories of good and bad with like-minded individuals who face similar challenges and maybe even overcome or avoid challenges you may eventually face. To be a part of something bigger than yourself that contributes to the future health of an industry while also directly accelerating your job on a day to day basis.

We present to you, The International Shopper Insights in Action Event, because no other conference out there is as trusted for activating research at retail.
Shopper Insights in Action brings you the right mix of experience from leading Retailers to FMCGs to Service Providers.  Take a look at a sampling of companies already confirmed to participate:

AbuDawood
Advantage Group
Arla Foods AmbA
Asda
Bacardi
Barilla GeR Fratelli Spa
Beiersdorf AG
Binzagr
BrainJuicer
British American Tobacco
Business Analytica
Campofrio Food
Carlsberg Breweries
Category & Trade Company
Coca-Cola
COOP Denmark
Danone Group
Douwe Egberts Nederland
Energizer
Entyce Ferrero Spa
G2
General Mills UK
GfK
Google
Halfords
Hasbro Europe
Henkel AG & Co KGaA
Houtshop Van der Gucht
Ipsos
Johnson & Johnson
Jordan PHC
JT International SA
JTI Marketing & Sales
Kantar
Kantar Retail
Kantar Worldpanel
Kepak Group
Kodak UK
Kraft Foods Europe GmbH
Lego Mars Nederland
Mars Petcare Russia
Metro Cash & Carry
Migros
MITTEL MGU Market Research & Consulting
MMR Research Worldwide
Nestle SA
Newell Rubbermaid
Nokia
Nomura Research Institute
Omega Pharma NV
Omnicom Research Group
PepsiCo
Perception Research Svcs
Philips Consumer Lifestyle
Philips Lighting
Planet Retail
Quirk’s
QVC
Red Bull GmbH Red Dot Square
Relish Research
Research Now Netherlands
SAB Miller
SCA Hygiene Products SE
Shell
The Silver Spoon Company
Tiger Management Services
TNS
TNS Global
TNS Russia
TNS Sofres
Tobii Technology
Unilever Netherlands BV
VF Europe – Wrangler
Vision Critical
Vrumona
Wrigley UK

And if meeting the above companies isn’t enough, here are the key takeaways that set Shopper apart from other events:

• Corporate Matchmaking – Connects you with like-minded attendees to co-create the next big idea
• Shopper Connect – A private networking site for attendees to schedule meetings, review the agenda and download presentations post conference
• Unmatched Networking – It’s where relationships are made and partnerships happen
• Executive Summary -Highlights key learnings from the event that you can take back and both implement and share with colleagues
• Event Debriefing Powerpoint – A convenient document that helps your organize your takeaways from each session you attend

Bringing you the best in expertise, the right content and the extensive networking you need to navigate the rapidly evolving multi-channel retail landscape, The International Shopper Insights in Action Event is an experience you don’t want to miss.

Register today and SAVE: Mention your VIP Code to save 15% off the standard and onsite rate: SHOP12BLOG

Online: www.shopperinsightsintl.com
Call: +1.941.554.3500
Email: register@iirusa.com

* Republished from www.myshopper360.com 

Luxury is by definition excessive. We don't need it we purely desire it. But our desires change with our culture and our values. And it is luxury that takes brands to their ultimate expression.

Our transatlantic Pearlfisher insight program focuses on four basic areas that underline the needs and wants of human behavior and is therefore most relevant to brands and business. These four areas are Taste, Body, Connection, and Luxury. Our Luxury Insight explores the big shifts in the world of luxury by looking at cultural and categorical change to unearth the future trends and discover the leading edge. We speak to the experts and opinion formers who are in the best position to shape the future, then explore the changes we see to create concepts that build a highly inspirational, imagined picture of the future of luxury.

Our most recent study shows that in the past luxury was about one ideal but in the future it will be about many ideals. We have reconciled these key ideals into a series of shifts. Below is a brief synopsis of these shifts and the future brand concepts that we have designed.

1) Shift: From Established to Emerging Ideals – Historically, luxury has been rooted in the West but a new global audience driven by diversity is drawing inspiration from new cultural nuances and opening up dramatic and dynamic new languages of luxury.

Concept: Rever; a new luxury brand that celebrates both East and West by creating the ultimate union between the two. It is one brand made of two parts perfectly mirroring each other – strikingly different yet completely connected with admiration, attraction and fascination.




2) Shift: From Indulgent to Ultimate - In a world where the proportion of high net worth individuals is growing at an exponential rate, we're looking for increasingly innovative ways in which to showcase our wealth and status.

Concept: 10,000 X; a service that helps reveal and hone your natural talents in a world where money is no object and the ultimate luxury is genius.



3) Shift: From Surface to Depth - a Tiffany trademark is a pure and aspirational affirmation of love. In a future where individuality rules and the complexity of love is celebrated, not hidden, Tiffany will challenge it's own norms.

Concept: TBC by Tiffany; a new type of statement; a bespoke, metamorphic jewelry service that affirms not just the beginning of love, but also its magnificent evolution. One piece of jewelry with unlimited alterations. A perfect way to tell the world how powerful and rich love truly is.



4) Shift: From Excess to Asset - Human beings are incredible feats of natural engineering but we often struggle to function at optimum potential. The easy answer is escapism, the aspirational solution is a way to stay put with tools of the future that allow us to function at our most powerful at all times.

Concept: Audi Principium; a future-focused solution; a state of the art, human fine-tuning service that uses four powerfully precise mechanisms to strip away our frivolous excesses and re-set us. It's the ultimate experience; transforming us into sharp, well oiled machines of unforgiving focus.



Next week we share our Body Insight. To find out more about our Insight offer please email jessica@pearlfisher.com

Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the upcoming World Future Trends Summit. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.
Old-meets-new: Jonathan Ive, lead designer at Apple
will be designing a limited-edition camera for Leica
Sometimes it feels like it is hard to walk out of a session at Fuse without hearing a least one mention of that beloved brand "Apple."

Last year, for example, Vince Voron told us the story of Apple's "jewels," and ever since the original iMac and iPod Apple has been on a steady march of innovation, first earning itself the preference as designer's choice and eventually making the competition seem downright dowdy in comparison. We even made a Pinterest board entitled "Inspired By Apple" the brand popped up so frequently.

However, the recent Fast Company article "Will Apple’s Tacky Software-Design Philosophy Cause A Revolt?,"and the less than stunning reveal of the new iPhone 5 seem to be early harbingers of a trend: are we tired of Apple's designs? Fast Company's Austin Carr derides the skeuomorphism in Apple's software "calendars with faux leather-stitching, bookshelves with wood veneers, fake glass and paper and brushed chrome" and notes "Apple iOS SVP Scott Forstall is said to push for skeuomorphic design, while industrial designer Jony Ive and other Apple higher-ups are said to oppose the direction."

It was interesting then to see that Jonathan Ive is currently working on an (extremely) limited edition camera for Leica. Design hasn't begun yet, so it remains to be seen what the camera will look like, but Leica cameras generally maintain many original design details in an increasingly digital world. I'll definitely be keeping an eye peeled to see what comes of this.

In the meantime, what do you think of Apple's recent design choices? Are you still eagerly queuing and per-ordering their products? The brand has built up a lot of love amongst it's consumers (HP CEO Meg Whitman is a fan, for one) and until sales start dropping or another company starts offering a superior experience, we can't imagine those jewels going anywhere.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com



CALL FOR PRESENTERS:
FUSE: Design & Culture // Brand Identity & Packaging


From: Krista Vazquez, Conference Director, IIR
Re: FUSE: Design & Culture // Brand Identity & Packaging
Event Date: April 8-10, 2013
Location: Chicago, IL
________________________________________
Submissions due Friday, September 21, 2012
Submissions are accepted on a rolling basis so early submissions are encouraged.

Your Opportunity
Production has begun for FUSE 2013. FUSE unites top design leaders and brand executives to share stories about fusing strategy and design to ignite brand passion and growth. The 17th annual FUSE is taking place April 8- 10, 2013 in Chicago, IL.

Our theme this year celebrates the brilliance and opportunities born from a collaborative approach to building brands. One that marries design in all its forms, culture and strategy. Specifically, we will delve into graphic design, industrial design, digital design & social media, brand strategy, packaging, leadership, trends and culture.

We are actively recruiting speakers to bring FUSE to life in 2013. The submission deadline is Friday, September 21, 2012. Proposals will be accepted on a rolling basis so early submission is encouraged.

Added Bonus: All speakers will receive complimentary admission to the entire event (a $3,000+ value).

The Crowd
Each year, hundreds of leaders converge at FUSE to advance their brands, businesses, and careers … and to get inspired by our speakers’ stories. Attendees have a diverse set of expertise - graphic design, marketing strategy, brand management, package design, art direction, structural design, digital design, consumer insights, trend forecasting, and design research. Industries represented include consumer packaged goods, retail, industrial manufacturing, technology, financial services and health care among others.

Presentation Options
These content areas will be addressed at FUSE 2013:
• Design & Creative
• Brand & Marketing Strategy
• Trends & Insights
• Global Design & branding
• Social Media &digital design
• Structural & Industrial design
• Packaging
Please do not feel limited by the list above. We are happy to consider topics not listed here that you feel would add value and be appropriate.

Formats include
1. Standard presentation (30 - 45 minutes long)
2. Interactive ideation and brainstorming sessions to engage the audience in discussion (30 - 45 minutes long)
3. Panel with 3 – 4 people debating/discussing a particular topic (30 - 45 minutes long)
4. One on one interviews (15-20 minutes)

Speaker Benefits
Why do speakers want to be part of FUSE? To:
• Advance the purpose and value of using design to tell a brand’s story
• Position their company as one that values brand identity and design
• Reinforce their own position as a leader
• Share results of an exciting project
• Network with other industry leaders and participate in high-level discussions Submission Guidelines & Deadline

For consideration, please e-mail Krista Vazquez at kvazquez@iirusa.com with the following information by Friday, September 21, 2012.
• Proposed speaker name(s), job title(s), and company name(s)
• Contact information including address, phone and e-mail
• Title of presentation
• Brief overview of the presentation (1 short paragraph plus 2 bullets that illustrate audience takeaways): Please note: if your proposal is selected, portions of this description will be printed in the brochure and used online to promote your participation
• Brief speaker biography

SPECIAL NOTICE TO VENDORS, CONSULTANTS & SOLUTION PROVIDERS

Whether you are looking to build awareness, generate new business or strengthen existing relationships – a presence at FUSE will help you achieve your goals. Be at the right place at the right time. A limited number of sessions on the program are reserved for our event sponsors. Solution providers who wish to become part of the program should contact David Smith at 646-616-7627 or dsmith@iirusa.com

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in FUSE. Check back for updates on the program at www.iirusa.com/fuse.


All the best,

The Fuse Event Team
Consumer insights continue to be a consistent foundation for marketing strategy, business innovation and product development decisions. And now, with the digital and social world giving way to a multitude of new methods to gain feedback and assess consumer attitudes and behaviors, how does this impact you - the USER of research and insights?

Find out what's in today's research toolbox, both new and traditional methods during Methodology Assessment: An End Users Guide to the Research Arsenal at The Market Research Event...for Non Research Leaders. Research leaders from TIAA-CREF, CVS Caremark, Microsoft and CitiGroup will share the definitions and differences between quantitative, qualitative and social listening.
For more information on this session and the rest of the event, download the full agenda.

The Market Research Event for Non Research Leaders is co-located with The Market Research Event, November 12-14, 2012 at the Boca Raton Resort & Club in Boca Raton, FL. With shared keynote sessions and receptions, this unique opportunity will not only empower your end users with hugely valuable knowledge, but will provide a great opportunity for you to strengthen your own working relationships with your team. As a reader of this blog, when you or non-market research colleagues register, you save 15% off the standard rate when you mention code NMRL12BLOG. If you have any questions about this year’s event, feel free to contact Jennifer Pereira.
What is around the corner for the world of food and drink brands? Is our health and that of society our most sought after wealth? Have we turned our backs on the perfection offered by industrialization? How are we gaining unadulterated pleasure through food?

We all need food and drink and these things should be a basic, nurturing pleasure. But when it comes to our health and the depletion of the world's resources, food and drink become a contentious and serious topic for debate by governments, brands and businesses.

Our transatlantic Pearlfisher insight program focuses on four basic areas that underline the needs and wants of human behavior and is therefore most relevant to brands and business. These four areas are Taste, Body, Connection, and Luxury. Taste Insight: the future of food and drink; Body: the future ways in which we will view our bodies; Connection Insight: the structures and rules that will guide the future of our relationships and way of life, and Luxury: the future world of aspiration and its evolving expressions.

We explore the big shifts that are happening in each of these areas, defining the leading edge by speaking to experts and opinion makers who are in the best position to shape the future. We combine this knowledge with our own explorations into the cultural and categorical changes happening around us to create blue-sky design concepts that build a rich picture of the future for brands.

Today, we want to share some of our Taste Insight. This explores how our relationship with food is changing, what this will mean for food and drink brands moving into the future, and how this will effect us all on a personal, social and commercial level.

Our most recent Taste report identified 3 key shifts. Below is a brief synopsis of our findings and one of the blue-sky concepts that we created.

1) Shift: Fake to Alive - Our personal health and that of society and our environment. How can we create a world that makes the best of all the natural goodness available to us?

Understanding our individual health should be instinctual but the commercialization and changing nature of food has distracted us from our natural instincts of what to eat. In the future we will look to brands that can help simplify and enhance our choices, creating a new world that makes the best of the natural goodness available to us.

Concept: Dirty Food; a brand that reinvigorates children’s relationships with food and educates them about the origins of their food.

 

2) Shift: Easy to Enduring - Our interest in the cultural, communal and educative value of food production and our desire for real gestures that feel natural and instinctual.

We are looking more deeply into the sources of our food. We no longer desire the perfection offered by industrialization, with highly processed and preservative-laden products. We want to embrace the rich, intense and time-honored experiences that center us and give our food real substance.

Concept: Preserve; a brand that draws attention to the natural history of our food; the beauty of methods passed-on, of secret recipes and traditional cooking.



3) Shift: Indulged to Inspired - Our wish to escape through extreme fantasy, where creative direction in food opens up new worlds of delight. Food is experiencing a renaissance of creativity - a return to both art and unadulterated pleasure. We explore this new creative direction in food, and the aspiration, fantasy and exciting symbolic worlds that this movement is opening up.

Concept: Seasonaire; a brand that provides as much specialness and glamor in gourmet food as is found in exclusive boutiques and the iconic fashion houses.



Next week we will share our Luxury Insight and the exciting blue-sky brand concepts that have arisen from shifts that highlight the future of the luxury world. To find out more about Insight at Pearlfisher please email jessica@pearlfisher.com

Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the upcoming World Future Trends Summit. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.  
Replenish, whose CEO Jason Foster encouraged us to
"Just Wash The Spoon," is now available nationwide.
I came away from Fuse 2012 (and I'm probably not alone here) basically obsessed with our new unofficial mantra "just wash the spoon." It's been great in the subsequent months to look at some of the amazing work different brands are doing to be more sustainable. For example, the video below explores a campaign for Volkswagen: The Bluemotion Label.



Volkswagen was able to encourage South African consumers to recycle a whole magazine by including a mailing label within the pages. AdWeek reports:
"Following the edible print ad and the test-drive print ad, here's a magazine insert from VW South Africa that embodies its green message—for the automaker's eco-friendly BlueMotion technology—by including a pre-paid mailing label you can use to send the magazine to a recycling plant."


With so many automakers struggling to reach the millennial marketplace, perhaps messaging like this could be the differentiator.
'DryDye' Adidas shirts via Treehugger.com
Volkswagen isn't alone in trying new strategies, many brands are trying to creatively reach eco-conscious consumers. Adidas is another example, launching a program to use ‘DryDye’ technology in its production to dye 50,000 T-shirts and save the equivalent of a full-sized swimming pool of water. Is your brand doing anything to go green this year? What inspiring campaigns have you seen lately?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
Change is both frightening and exciting and, ultimately, when it comes to brands and business, it is both desirable and necessary. As designers, it is integral for us to be able to open up new ways of seeing the future, and this is why Insight is one of our core foundations at Pearlfisher.

As designers we are in the business of change. And from our point of view, we believe that Insight is all about understanding this change to create a rich and stimulating 'big picture'. To truly see the cultural changes impacting the future of brands. Then with this knowledge we can create bespoke Insight and new futures for specific brands. Ultimately, Insight is fundamental to our work because it shows us to look beyond today to see the possibilities so that we can design for the future.

But to fully explain what we do and how we do it, we wanted to share some selected Q&A's from a recent interview conducted with our very own Insight Director Sophie Maxwell.


What is the Pearlfisher methodology?

We create Insight by looking at change from all perspectives, to define the big shifts that are happening and show what this all means for the future. Our knowledge comes from our ongoing examination of the leading edge. By speaking to opinion formers who we believe will shape the future in their respective fields. We believe that Insight is about understanding change and creating a picture of the future that informs and inspires us. Our Insight programme feeds our entire culture here at Pearlfisher.

Who are these opinion formers?

We speak to a wide spectrum of people globally to get a rich and diverse picture. We are continuously adding to our network and our sources change for every area and brief but they range from the technological opinion former – the innovators who invent new processes and materials – to the street opinion former – people at the grassroots who are influencing culture here and now – and everything in between.

How do you use and process these opinions?

The distillation of these opinions gives us a deep understanding of what kind of change the future will bring and the opportunities open to us. We can then take this future perspective into everything we create, from new brand directions to fresh ideas and original expressions which we then apply in three ways through what we call the three 'c's' - cultural insight, category insight and creative insight.

Technology is driving the whole world forward so quickly. How does this impact on what you are doing?

The advances of technology are obviously having a huge bearing on everything and of course technology plays a huge part in framing what we do. There are four areas that underline the needs and wants of human behaviour and therefore that are most relevant to brands and business and we centre our Insight Programme around these: Taste – the future of food and drink; Body – how our relationship with our bodies is changing; Connection - which explores the changing structures of society and how we relate to one another and Luxury - exploring the future of our aspirations.

So, you're truly designing the future. Is this really different from other methodologies?

We specifically interpret knowledge with our design expertise to create design and brand concepts that actually show just how a new and emerging picture of the future will look. We are not just imagining the future but designing it and giving our clients something that is more tangible and comprehensive. Twice yearly our whole teams in New York and London take focus on a different key area of insight. We then design blue sky concepts that bring to life our visions in a tangible way - so we truly are designing the future! Through the collective expertise of all our teams Insight feeds our entire culture and becomes the basis for everything we create.

Next week we'll share some of our insights and blue sky concepts on the future of Taste.



As Head of Insight at Pearlfisher, Insight Director  Sophie Maxwell leads a highly creative team who are responsible for painting a complete picture of the future for the agency, informing and inspiring in the most imaginative ways and creating the foundation that is essential to design.

With a degree in fashion from Central St Martins and a background in the fashion industry, Sophie takes insight to a whole new level using her visual expertise to bring together global culture, design aesthetics and brand language. Over the past ten years, she has helped shape the visual expression of both niche and multinational brands, from financial services to food, beverages to luxury and beauty. Beyond Pearlfisher clients, she takes her wealth of design experience into the public domain, sharing her perspectives on how brands can embrace change and create the future.

Jonathan Ford, Creative Partner, Pearlfisher will be presenting "Pearlfisher Insight: Seeing the Future" at the upcoming World Future Trends Summit. To learn more about the event, visit the website here. Readers of our blog can save 15% off the registration price with code FT12BLOG.
The Back-to-School shopping season is rich with insights on the economy and where retail is headed and its a nostalgic season for us as well. It harkens a fresh start - filled with excitement about the future.

 As we prepare for the International Shopper Insights in Action event in October, we would like to offer you a chance to spend this transitional time of year preparing your minds for the road ahead as well. In addition, we would like to thank you for being part of our thriving Shopper Insights in Action community: attending our events, reading this blog, sharing with us on Facebook, making our LinkedIn Group 10,400-members strong, and chatting with us on Twitter.

Dr. A.K. Pradeep, CEO & Founder, NEUROFOCUS and Author, THE BUYING BRAIN, will present a keynote address on the Seven Dimensions for Shopper Marketing Excellence in Amsterdam, Netherlands, at the International Shopper Insights in Action event on October 24-26, 2012. To learn more about his session, visit www.shopperinsightsintl.com. We hope you can join Dr. Pradeep for a fascinating look into how consumer neuroscience is remaking marketing and retailing in the 21st century in October.

In the meantime, we have a copy of his book, The Buying Brain: Secrets for Selling to the Subconscious Mind, along with copy of Drinking from the Fire Hose: Making Smarter Decisions Without Drowning in Information by Christopher J. Frank and Paul F. Magnone, and The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency by Liz Crawford to giveaway to our community.

  Please enter here to win the book set.
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