BANANA TRENDS

CONSUMER TRENDS AND INSIGHTS

WHO

OUR ROOTS

Saatchi & SaatchiLeo BurnettLouderTeam Red (Венгрия)BBDOВключая опыт на стороне клиента: British Airways, Swissair / туризм в Швейцарии

Realty and developmentMuseumsJewelryAirlinesWhisky, vodkaFast foodRetailSmall business

OUR INDEPENDENT EXPERIENCE

BANANA TRENDS

CORE TEAMPARTNERS, STRATEGIC DIRECTORS

AISENA NOGOVITSINA

Knows everything there is to know about clients and service. Period. Keen insight into matching brand’s goals and issues with consumer world to unlock the full potential of the client’s business.From 2008 to 2014 - Client Service Director | Group Account Director at Saatchi & Saatchi Russia for clients such as P&G, The Coca-Cola Company, Novartis, Dixy, Moscow Public Libraries, etc. Prior to that 3 years with Leo Burnett P&G account management and 5 years of marketing experience in the client-camp before moving to agency side.

ILIA BURLAKOV

Strategic planner with a strong creative side.An inquiring mind with solid trend-watching experience.A culture junkie with deep understanding of human insights.

Bloomed as strategic planner in Saatchi & Saatchi Russia working with such clients as Head&Shoulders, Novartis. My interest in how consumers live in cities led to independent work experience with regional branding. Cut teeth as a journalist to hone creative writing skills.

BANANA TRENDS

CORE TEAMPARTNERS

FRANCK VINCHON

A C-level executive with a rock star attitudeA creative mind and a strategic visionnaire

17 years of marketing and communication experience through 4 different countries and in the best communication networks in the world - BBDO, Havas, Y&R, Publicis, Saatchi & Saatchi. Top Manager and Entrepreneur, worked for all categories and all types of companies. Specialist in brand culture, brand and entertainment content and emerging countries dynamics.Writer, screenwriter, musician, composer...let's simply say that he is the ultimate storyteller.

OKSANA KUZMINA

Field research and regional insights. 10+ years of experience in a research agency, field research in regions and Moscow (for a variety of brands ranging from Novartis to Ikea)

Lazer-sharp analytical mind that knows when to avoid generalization to preserve the target audience truth.

BANANA TRENDS

SISTER PSEUDO, LONDON

Global agency specializing in youth and young adults insights. The agency has a network of over 2000 members all over the world in 47 markets in more than 100 large cities on all continents.

Our approach is similar in that we unearth insights in real life, in the world of the consumer and not in the sterile focus group rooms.

Sister Pseudo studies their life: their homes, neighborhoods, places they love to visit, things they love to do. Sister Pseudo maintains personal connection with their network that is why they are always ready to open their lives to them and help Sister Pseudo find rich meaningful insights.

Employing Banana Trends to search for local (Russian) insights with the support of the global agency Sister Pseudo will help you become appropriate for the young target audience of the brand and not appropriate it.

WE SHARE OUR APPROACH WITH A GLOBAL INSIGHTS AGENCY SISTER PSEUDO,

OUR PARTNERS

BANANA TRENDS

WE OFFER

WE OFFER

WORKSHOPS FOR GENERATING INNOVATIVE SOLUTIONS, DEVELOPING BUSINESS IDEAS - COMMUNICATIONS, PRODUCTS, SERVICE, SPACE

INSIGHT HUNT RESEARCHREVIEW AND APPLICATION OF CONSUMER TRENDS IN BUSINESS

BRAND POSITIONING DEVELOPMENTDEVELOPMENT OF COMMUNICATION CONCEPTS, STRATEGIES AND BRIEFS FOR CREATIVE IDEAS

TRAINING FOR CREATIVE AGENCIES - STRATEGY AS A DISCIPLINE FOR ENTIRE AGENCY, CONSUMER TRENDS AND THEIR APPLICATION IN BUSINESS, HOW TO RUN A STRATEGY WORKSHOP, STORIES FROM CONSUMERS AS THE BASIS OF THE CREATIVE WORK (HOW TO LEAVE OFFICE AND FIND STORIES FOR A RICH, MEANINGFUL CREATIVE BRIEF).

BANANA TRENDS

BRAND DEVELOPMENT

ROAD MAP

BANANA TRENDS

Example: Современное Urban space today - tendencies in large cities. Wha global trends can occur in Moscow in the nearest future?

TREND REVIEW ON THE SUBJECT

MARKET ANALYSIS AND PRODUCT

CONCEPTS REVIEW

CHOOSE CATEGORY AND GENERAL

OFFER CONCEPT

COMPETITOR ANALYSIS

REVIEW TARGET AUDIENCE, DEFINE

SEGMENTS, RESEARCH INSIGHTS

Example:Town-planning analysis of the area, territory to identify potential, infrastructure, etc.

Define category or product segment

Analyze competitors in the selected segment

Review target audience, define segments. Analyze needs, barriers and insights.

DEVELOP BRAND PLATFORM

Develop brand positioning: mission, essence, character, attributes, продуктовые product features and emotional and functional benefits

DEVELOP VISUAL

IDENTITY AND EXPERIENTIAL BRANDING

Develop brand book, brand world, products and service that form the brand experience for consumer.

STRATEGIC WORKSHOPDEVELOP CONSUMER JOURNEY, DEVELOP PRODUCTS AND SERVICES, DEVELOP BRAND IMAGE

BRAND DEVELOPMENT ROAD MAP

WORKSHOP TYPES

BANANA TRENDS

POWER SHOP - DEVELOP CREATIVE IDEAS FOR BRAND COMMUNICATIONS

STORY SHOP - HARVESTING STORIES FROM CONSUMERS FRAMED AS AN IMMERSION ACTIVITY

CONCEPT SHOP - DEVELOP IDEAS FOR PRODUCT PROPOSALS

BRAND SHOP - GATHER AND DEVELOP MATERIALS FOR BRAND POSITIONING

BANANA TRENDS

POWER SHOP GROUP SESSION FOR DEVELOPING CREATIVE IDEAS FOR A BRAND’S COMMUNICATIONS

CAMPAIGN

CONTEXT: BRAND PYRAMID IN PLACE AND NEEDS NO MODIFICATION

PARTICIPANTS: CLIENT TEAM, GUEST EXPERTS (COPYWRITERS, PR, DIGITAL, ETC.),

STRATEGIC PLANNERS

BANANA TRENDS

BANANA TRENDS

STORY SHOP GROUP SESSION FOR GATHERING STORIES FROM CONSUMER IN THE FORMAT OF LIVE

CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY.

CONTEXT: NEW BRAND IS NEEDED OR INSPIRATION AND MATERIAL FOR BUILDING A NEW

COMMUNICATION CAMPAIGN OR NEW STRATEGIC TERRITORY FOR BUSINESS OR

COMMUNICATIONS

PARTICIPANTS: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES

(JOURNALISTS, PSYCHOLOGISTS, ETC.), STRATEGIC PLANNERS

BANANA TRENDS

BANANA TRENDS

CONCEPT SHOP

GROUP SESSION FOR THE DEVELOPMENT OF NEW PRODUCT CONCEPTS.

CONTEXT: NEW BRAND IS NEEDED OR INSPIRATION AND MATERIAL FOR DEVELOPING A

NEW PRODUCT OR SERVICES.

PARTICIPANTS: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM RELEVANT

SPHERES, STRATEGIC PLANNERS

BANANA TRENDS

BANANA TRENDS

BRAND SHOP GROUP SESSION FOR GATHERING MATERIALS NEEDED TO DEVELOP BRAND POSITIONING

(AFTER THE WORKSHOP).

CONTEXT: A NEW BRAND NEEDS TO BE DEVELOPED

УЧАСТНИКИ: CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES,

STRATEGIC PLANNERS

BANANA TRENDS

BANANA TRENDS

Workshop Power shop Story shop Concept shop Brand Shop

What? GROUP SESSION FOR DEVELOPING

CREATIVE IDEAS FOR A BRAND’S

COMMUNICATIONS CAMPAIGN

GROUP SESSION FOR GATHERING STORIES FROM CONSUMER IN THE FORMAT OF LIVE CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY

GROUP SESSION FOR THE DEVELOPMENT

OF NEW PRODUCT CONCEPTS

GROUP SESSION FOR GATHERING MATERIALS

NEEDED TO DEVELOP BRAND POSITIONING

(AFTER THE WORKSHOP)

Who? CLIENT TEAM, GUEST EXPERTS (COPYWRITERS, PR, DIGITAL, ETC.), STRATEGIC PLANNERS

CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES (JOURNALISTS, PSYCHOLOGISTS, ETC.), STRATEGIC PLANNERS

CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM RELEVANT SPHERES, STRATEGIC PLANNERS

CLIENT TEAM, CONSUMERS AND GUEST EXPERTS FROM VARIED SPHERES, STRATEGIC PLANNERS

How? REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS

TRADING STORES AND OPINIONS IN FREE CONVERSATION MODE, MINIMUM MODERATION

REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS

REVIEWS, BREAK OUT SESSIONS, GROUP PRESENTATIONS

Timing 3-5 hrs 3-6 hrs 3-5 hrs 4-6 hrs

Prep work CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS2 WEEKS

PREPARE THE EVENTDESK RESEARCH / INSIGHT HUNT / CONSUMER TRENDS2 WEEKS

CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS2 WEEKS

CONSUMER TRENDS, INSIGHT HUNT, BEST IN CLASS, CATEGORY REVIEW BRAND ARCHETYPES, ETC.3-4 WEEKS

Report COMMUNICATVE BRIEF: GOAL, BARRIER, INSIGHT, CHALLENGE, IDEA + ACTIVATION IDEAS

1-2 WEEKS

STORIES AND INSIGHTS GATHERED AT THE EVENT

2-3 DAYS

PRODUCT CONCEPT: NEED, INSIGHT, PRODUCT IDEA - BENEFIT + RTB

1 WEEK

POSITIONING PLATFORM: BRAND ATTRIBUTES, FUNCTIONAL AND EMOTIONAL BENEFITS, CHARACTER, TONALITY, ESSENCE AND MISSION

2 WEEKS

POWER SHOP EXAMPLE:

A WHISKY FROM DIAGEO

BANANA TRENDS

PROBLEM - CONSUMER ARE NOT AWARE WHAT THE BRAND IS ABOUT AND WHY THEY SHOULD CHOOSE IT OVER OTHER WHISKY

PROJECT OBJECTIVE - FIND CONSUMER INSIGHTS, AND BASED ON THOSE, REVIEW COMMUNICATIVE TERRITORIES OF THE BRAND

WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW AND POWER SHOP (GROUP SESSION

FOR DEVELOPING COMMUNICATIONS IDEAS AND ACTIVATIONS).

RESULTS - AUDIT OF THE BRAND TERRITORY AND DEVELOPMENT OF CREATIVE COMMUNICATIVE STRATEGIES FOR THE BRAND

BRAND SHOP EXAMPLE:

MAJOR MOSCOW DEVELOPER

BANANA TRENDS

PROBLEM - DEVELOPER UNDERSTANDS THAT WITHOUT STRUCTURED AND CONSISTENT APPROACH TO POSITIONING,

DEVELOPING VISUAL IDENTITY AND PROMOTION OF NEW DEVELOPMENT PROJECTS IS TROUBLESOME

PROJECT OBJECTIVE - DESCRIBE THE PORTRAIT AND MOTIVATIONS OF THE TARGET AUDIENCE OF A DEVELOPMENT PROJECT

AND DEVELOP A BRAND PLATFORM THAT SATISFIES THE DEMANDS OF THE DEFINED SEGMENT

WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW, POSITIONING EXAMPLES IN THE

CATEGORY (RESIDENTIAL PROPERTY) AND BRAND SHOP (GROUP SESSION FOR DEVELOPING IDEAS NEEDED TO DEVELOP BRAND

POSITIONING (AFTER THE WORKSHOP)).

RESULTS - DEFINED CONSUMER SEGMENTS, DEFINED BRAND TERRITORIES, GATHERED INFORMATION FOR DEVELOPING THE BRAND

POSITIONING PLATFORM

STORY SHOP EXAMPLE:

NEW VODKA BRAND

BANANA TRENDS

PROBLEM - CREATE A NEW VODKA BRAND THAT WILL CREATE BUZZ AT LAUNCH, CATCH THE ZEITGEIST AND WILL WIN A MARKET SHARE

PROJECT OBJECTIVE - FIND A PROPER CONSUMPTION NEED STATE AND PRODUCT CONSUMPTION STORIES RELATED TO IT TO DETERMINE THE

TERRITORY FOR THE BRAND

WHAT WAS DONE - INSIGHT HUNT (CONSUMER INSIGHTS RESEARCH), CONSUMER TRENDS REVIEW, STORY SHOP (GROUP SESSION FOR GATHERING

STORIES FROM CONSUMER IN THE FORMAT OF LIVE CONVERSATION STAGED AS A CONSUMER WORLD IMMERSION ACTIVITY).

RESULTS - REPORT ON THE STORES AND INSIGHTS FROM CONSUMERS, DEVELOPMENT OF CREATIVE COMMUNICATION STRATEGIES FOR THE NEW BRAND

WHAT IS

INSIGHT HUNT?

BANANA TRENDS

DEEP EMOTIONAL UNDERSTANDING OF

THE TARGET AUDIENCE

BANANA TRENDS

BANANA TRENDS

THIS IS A QUALITATIVE, ETHNOGRAPHIC RESEARCH WHEE INSIGHTS ARE UNEARTHED DURING IMMERSION IN THE CONSUMER WORLD. THAT IS WHY OUR INSIGHTS ARE A LIVE, HONEST REFLECTION OF THE CONSUMER LIFE THAT WILL HELP YOU DEVELOP FOR YOUR BRAND IDEAS AND INITIATIVES RESONATING WITH YOUR TARGET AUDIENCE.

THIS IS OUR DIFFERENCE FROM TRADITIONAL MARKET RESEARCH

BANANA TRENDS

1. INSIGHT HUNT REQUIRES FLEXIBILITY AND TIME. IT CAN BECOME INSPIRATION FOR A

BRIEF. OR IT CAN RESULT IN AN OPPOSITE DIRECTION. YOU HAVE TO HAVE A PLAN FOR BOTH.

2. WE ENGAGE OUR CONTACTS WITH CAPTIVATING CONVERSATIONS. THAT IS WHY

INSIGHT HUNT HELPS THEM REALLY OPEN UP.

3. INSIGHT HUNT DOES NOT ANSWER ALL QUESTIONS. IT DEPENDS ON STRATEGY

NEEDМ OF YOUR BRAND. SOMETIMES INSIGHT HUNT IS IRRERPLACEABLE. SOMETIMES YOU BETTER CHOOSE SOCIAL LISTENING OR CREATIVE BRAINSTORMING TO FIND AN INSIGHT FOR YOUR BRAND TERRITORY

REACH OUT TO US

BANANA TRENDS

BANANA TRENDS MOSCOW, RUSSIA

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