Consumer Insight

CONTEXT CONSUMER INSIGHTS:

Create Space

Foster Moments

Learn from Art

Fostering Serendipity
Consumers are coming of age as a result of the great recession. Conspicuous consumption and shopping as sport are passé. Meaningful social connections are becoming more commonplace. We welcome space for social serendipitous moments, ultimately creating joy in our lives. Businesses that recognize this cultural shift and provide environments that foster serendipitous moments – situations where unexpected fortuitous discoveries are made -- will thrive.

ESPN World Cup Match Trucks ESPN recently created a supped-up food truck with a large flat screen TV affixed to the roof to broadcast the FIFA World Cup games in real time. The truck served international cuisine for breakfast and lunch paying homage to the countries competing in the World Cup. But the real story is not about the tricked out truck, it’s about people of all ages and backgrounds spontaneously gathering to watch and share historical moments together. This is a great example of how a company can create space for serendipitous moments where people can experience joy and engage with one another.

SongVote -The Collective Playlist
A new application from SongVote helps to foster serendipitous moments. Users planning social gatherings can have friends vote to select the party playlist. This helps guests share their experiences and memories around certain songs – creating a fertile environment for serendipity.

Play Me - I’m Yours
Play Me, I’m Yours is a project from Luke Jerram that has been touring internationally since 2008. Pianos are placed in popular metro-areas for anyone to play. It is meant to encourage members of the community to engage with one another and their environment. Recently in New York City, 60 pianos were dispersed throughout various neighborhoods, adding a refreshing “noise” to the typical city sounds.

As marketers we need to help produce these moments – finding a way for a product or brand to “sponsor serendipity.”

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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