REGIONAL & GLOBAL LIFESTYLE STUDIES
COMPANY: Nokia
INDUSTRY: Insight & Innovation + Consumer Vision
DURATION: 8 months (2006) + up-date (2007)
BRIEF
Expert feedback on existing segmentation and trend management. Develop a coherent customer driven Visual Lifestyle Tool to inform and influence the creative and strategic directions both short and long term. A tool that validate and enhance the existing consumer segmentation model for Nokia in line with company vision and ethos.
FOCUS
Global and regional lifestyle studies from extensive quantitative research – 75,000+ globally. Support strategic insights into lifestyles influencing Nokia’s customer base.
Collating holistic qualitative research and synthesise findings into a visual lifestyle tool. Adding value by implementing Kjaer Global methodology and tools to support corporate coherence, objectives and understanding.
OUR WORK
* Visual Lifestyle Tool
* Expert Feedback on collated Quantitative data
* Global lifestyles based on existing segments.
* Consumer behaviour Linked to mobile devices
* Holistic analysis of Values, Behaviour & Profiles
* Details of demographic relevance
* Full scale contextual ‘Visual Lifestyle Tool’
* Analysis of Emotional, Social and Tech attitudes
* Analysis of general brand attitudes
* Comprehensive lifestyle narratives
* Detailed lifestyle preferences insights
* Aiding Nokia in developing corporate synergy
* Bridging the strategic & creative processes
* Emotional & qualitative aspects of consuming
* Educational Implementation Workshops
* A holistic ‘Visual Lifestyle Tool’
* Printing of Book, Poster & DVD
OUTCOME
Development of a holistic ‘Visual Lifestyle Tool’ serving both the marketing and strategy team as inspirational framework for design and communication.
* Identification & validation of key lifestyles
* A stepping-stone for Brand experience development
* A strategic bridge between departments inside & outside Nokia
Corporation and ultimately the end-user, creating a coherent brand experience and sustaining corporate vision and ethos.
* The ‘Visual Lifestyle Tool’ tool successfully identifies and pinpointed opportunities in the mobile devices industry by helping Nokia understand the real drivers and needs of each segment as they emerge and take form.
* High quality consistent and coherent trend management input to consolidate and sustain industry leadership and customer loyalty for Nokia on a global level.
* The ‘Visual Lifestyle Tool’ complements Nokia’s extensive trend and concept management programmes while also bringing added value as a ‘stand alone’ independent tool
* Designed to develop and build upon an existing common language within Nokia, this tool makes communication and information exchange succinct, inspirational and effective.
* Seasonal campaigns and in-store events can efficiently be implemented in accordance to Nokia while allowing scope for localised and regionalised opportunities.
UNIQUE TOOLS
* Lifestyle Navigator
* Multidimensional Model
* How to Spot
