This edition provides strategic design inputs to innovate successfully for the South Indian market. Understand the principal social trends affecting today's consumer behaviour. |
Each trend is presented in 3 slides: |
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Consumer segmentation |
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Trend illustrated with a persona. |
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Visual mapping of the consumer segmentation. |
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Trends locator depicting where it is happening. |
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Example of brands, products or organisations |
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Brands, products or organisations valued by the persona of the featured trend. |
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Consumer’s moods, needs and behaviours corresponding to the social trend. |
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Business opportunities |
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Ideas to innovate for the featured consumer segmentation. |
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Guidelines to implement consumers' moods in your design strategy. |
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Trends Report - 43 Slides in a  PDF format: |
Highlights: |
• Suitable for every B2C* industry and NGO. |
• Business and brand equity oriented. |
• Offers plenty of market opportunities. |
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Ways to utilise the trends report: |
1. Screen the 12 social and consumer trends present in South India. |
2. Select the one that suits your brand experience. |
3. Understand the potential consumer’s needs and behaviours. |
4. Enrich your design strategy with fresh inputs. |
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Conducting user research in India |
(2:34 min) |
User research can help you to generate new business design. Here are some techniques we are commonly using on the field to capture user's need, behavior and desires.
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How did we arrive at More & More? |
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We believe in anthropological research rather than statistics. We conducted qualitative interviews all over South India to find social trends and related consumer needs, behaviours and desires.
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Our methodology, Target Point has been specially created for studying emerging market population. This methodology helps to understand in-depth environmental factors and underlying needs of the consumers rather than superficial trends with no proper indicators. |
| Emerging market population is often attached to their traditions and not always receptive to global trends. Hence, it is essential to understand their cultural ecosystem for framing accurate social and commercial trends. |
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User's interview preparation |
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What is unique about More & More? |
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Firstly, this trends report is the only one that focuses on South India. |
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Secondly, More & More speaks about emotions. Emotions that come not only through consumption but also life experiences. Yes, we speak about people wants and expectations towards the future. |
| What are their needs, behaviours and desires? And how it affect their consumption pattern? |
This report is a great source of inspiration for those who want to innovate for the South Indian market. Create out off the box design solutions.
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Brands and organisations mentioned in this report include: |
Amudha Surabi / BMTC / Café Coffee Day / Chandrika / Chennai Super Kings / Coca-Cola / Colgate / Greenpeace / Good Shepherd International School / Hero Honda / Horlicks / ICICI Bank / Johnson & Johnson / Khadi Gramudyog Vikas Samiti / Kingfisher / Kollywood / Lacoste / LIC / Lifebuoy / Maggi / Maruti Omni / Optimum Nutrition / Pureit / Quillpad / Raymond / Reliance Fresh / Rusi Milk / SBI / SunTV Network / The Economic Times / TVS Scooty / Umecs / Woman's era / etc.
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Which consumer segment are we talking about? |
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There are millions of "poor" consumers who are waiting for affordable brand experience. These poor we are referring to are the ones who lead a modest lifestyle but still have a good spending potential as consumers. Their mindset is open to innovation as far as it is contextually integrated in their lifestyle. More & More provides you clues to innovate in that direction.
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The below graph shows the income level of the people we interviewed for More & More.
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Incomes shown are per month per head.
This is how we calculated the income: |
E.g. Family income INR 24000 / 4 members |
= INR 6000 per month per head |
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Why a trends report that focuses on South India when most are global? |
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Middle class population from Brazil, China, India, Russia and South Africa have barely similar needs and lifestyle. We call emerging market middle class the one who can afford experiences such as McDonald’s, Big Bazaar or ICICI Bank. Their behaviours and expectations are principally influenced by global trends.
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Targeting middle class population is no longer enough for companies who want to sustain their business in the emerging market. Low middle class and poor are also willing to integrate modern consumerist lifestyle. More & More provides strategic design inputs to reach those emerging market consumers. |
More & More does not aim to promote the typical Indian culture, taste, style or consumption pattern. But, more importantly it focuses on developing a consumer experience that is useful and relevant for the consumers as well as your business. This consumer experience may be local, national or multiethnic. |
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| User's interview |
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More & More - South India consumer trends provides guidelines to: |
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Adapt your brand experience according to consumers' needs, behaviours' and desires. |
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Drive emerging market consumers towards global trends. |
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Relieve economical challenge to enter into rural marketing. |
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Respond to social responsibility issues. |
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Localise your products and services. |
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