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The consumer has evolved! Did you notice?
Luxury brands are selling to secretaries, mobile phone companies are hiring fashion designers, seniors are acting like teenagers, young men are spending more time on their looks than girls, expensive mass advertising has lost it’s edge, consumers are fed up with choosing from a hundred types of toothpaste... need we say more?
Behind the Mood Consumption© theory is a simple challenge: to understand consumers better; to create more successful products and services!
You may have experienced that traditional demographic criteria such as age, gender and income no longer accurately explain buying attitudes. You may also be aware that cool branding does not automatically trigger purchasing or loyalty. The world of the consumer has changed. So our methods of consumer analysis must change too. But do companies actually know what to do?
Welcome the Mood Consumption© theory. With innovative tools from disciplines like Sociology, Psychology, Trend-research, Market-research, Advertising, Branding and Design, the Mood Consumption© Theory is creative. It's different. It works.
Mood Consumption© Theory - a human-focused marketing tool
The Mood Consumption© theory provides a deeper understanding of consumer behavior in a post-industrial world. In today's service economy products are personifying emotions and consumers spend according to their mood and the situation at hand. In today's landscape companies will benefit from using human-focused marketing tools, based on a more holistic vision, combining personal drivers such as psychological profiling, sensorial preferences and communication patterns.
The Mood Consumption© theory provides essential knowledge in the transition phase towards a more human-focused, dynamic and service-oriented economy. As simple as that!
Curious?
We have created an interesting white paper available explaining the methodology in two simple, but illuminating, chapters...
1. The consumer has evolved! Did you notice?
The 3 major shifts of Consumption
The consumer is a person
2. Segmenting in a world of Mood Consumption©
Where do the mood segments come from?
Mood & Psyche
Mood & Senses
Mood & Semantics
The advantages of Mood segmentation
To know more about our ideas behind the Mood Consumption© theory and human-focused marketing tools, please send a mail to genevieve.flaven@style-vision.com
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