Seeing the variety of observation and interview profiles we meet across the Northern states we thought that the research would never end has insights where coming in a very unstructured and diversify ways. We had to interview 105 people to finally get the whole picture of the North Indian consumer group pattern. It took us weeks to form accurate social trends and render their viability from a business perspective.

Comparatively we interviewed only 73 users for last year South India consumer trends report. After 45 interviews they were already some strong consumer group pattern coming out in South. The reason behind this is that South Indians think collectively, North Indians think individually.

The richness of this North Indian consumer trends is on individual perception, needs, behaviours and desires towards the consumer market. As it is focusing on the consumer individual behaviour it is obviously less spectacular from a social perspective. But it is not less interesting and rich in lifestyle experience. The North Indian consumer market is developing in a similar way than the European market where the innovation platform is barely the same for all but lifestyle very different. South Indians are open to design innovation from scratch in a big way. North Indians are OK with the common thing but need high value design senses and lifestyle experience.

We were not in a hurry of wrapping this North Indian consumer trends so that we could catch the after economical recession effect and its influence in middle town. In fact things are changing in remote area as well. With 85% television coverage on the Indian population there is barely any “unaware” citizen in India.

People have lost their trust in the “system” for a much more liberal and individual thinking involving new behaviour. It is an opportunity for businesses to support the entrepreneurial wave and respond to the reviving e-family business thinking.

Contextual innovation would play a major role in re-shaping the North Indian rural economy. Inside the report you will find scenarios showing how it is happening and how your company can contribute to what one of interviewed call the" vibrant society”

The vibrant society is about fighting fatality and give sense to what we do in the daily life. The vibration is what motivates people in accessing to better living condition while responding to their social aspirations. In this consumer trends report we tried to catch peoples “will to do” to help you in making it at the heart of your innovation strategy.
Thus get people to adhere to your brand experience and propose a meaningful design language.

The 12 creative scenarios illustrate consumers' latent needs, behaviours and desires towards the consumer market. In each scenario, you will find opportunities to match your design and brand strategy with real consumer’s aspiration.