In the first phase of our research series Decoding Disruption, we’ve been exploring how consumers perceive the trend and what they believe it means for them (for a refresher on the findings we’ve released so far, you can click here and here).
Now our full analysis of consumers’ responses is complete, and we’re excited to share the detailed report.
The main takeaway from this phase of the research? Consumers are giving brands permission to be disruptive – and they have three distinct expectations.
- Do it for me. Use disruption to more closely align with consumers’ needs, even if (and especially if) it’s a need they don’t know they have.
- Back it up with actions. Don’t just talk about disruption; brands need to make investments and take on initiatives that support it.
- Treat it as a cycle. Disruption is not one and done, but rather something consumers expect brands to constantly rethink.
In the new year we’ll continue Decoding Disruption, building off the learnings from consumers to explore in detail what they mean for us as researchers and brands. When you download your copy of the report, you’ll have the chance to share feedback on topics for us to cover in phase two of Decoding Disruption.