‘The inhabitants of the marketing industry are astoundingly out of touch with anyone not like them’.

Over the past 5 years we have been working with hundreds of Global insights folk from the Worlds largest FMCG organisations. These people are charged with making their organisation closer to consumers. Globally.

I went to the MRS Impact 2016 event last week in London. I hadn’t been before so didn’t know what to expect – I admit to a little bit of skepticism before I walked through the doors on Tuesday morning. The below is a summary of some key findings/thoughts as well as some things I learnt which I will be bringing into the organization.

They won’t go away it seems. So for the latest of our shopper film series we wanted to find out more about them now.

Trends 2016: Predictions vs Reality. How well are 2016 market research company predictions translating to consumer actions?

It may sound like an over reaction but if you seriously want to offend me, using the “V” word and Watch Me Think in the same sentence is a pretty good starting point.

TARS: I have a cue light I can use to show you when I’m joking, if you like.
Cooper: That might help.
TARS: Yeah, you can use it to find your way back to the ship after I blow you out the airlock.
[cue light flashes]

Everyone talks about how consumers are going to consume video on their phone – but don’t get fed this, source it. Use it. Make this “era of mobile video” work for you.

In the last year WMT have been asked to demonstrate to many of the world’s largest brands, some simple processes that can make these goals a reality by doing more with less.