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MOOD CHECK©
THE MOOD CHECK identifies the moods of the target consumers: their personality, values and sensorial preferences.
MOOD CHECK© provides accurate qualitative and quantitative information behind consumer motivations by their personality and taste.
It is a questionnaire (online or offline) measuring the moods of consumers. It combines psychological questions, value questions and sensorial questions as well as demographics (such as gender, age, revenue and education).
Customised versions of the Mood Check often include specific questions about consumer lifestyles (including home, vacation, leisure) preferred brands or values (ecology, family, religion, etc.) that are relevant in the context of the survey.
Results:
Updated segmentation with qualitative profiles and quantitative data.
Definition of the mood profiles targeted by the brand/product/service.
THE SENSE LAB©
The SENSE LAB provides a deeper knowledge of the target consumers.
The SENSE LAB© consists of qualitative interviews of customers that we select because they are in the moods specifically targeted by the brand, product / service or especially concerned by a trend. Candidates are invited to follow an entirely personalised protocol (3 hours) combining different steps:
Lifestyles, beliefs and values:
We enrich the Mood profiles through questions related to their personal image, their values, their brand perceptions or the cultural symbols that are meaningful to them. We also integrate in the protocol the test of future brand positioning according to brand core values and competitive environment.
Sensory profiling:
We test and analyse how the consumers use their five senses through sensorial stimulations such as colour and visuals, fragrances, flavours, sounds & textures. We also integrate in the protocol the test of future design patterns according to trends.
Results:
Updated segmentation with enriched qualitative profile and sensorial library.
MOOD TREND ANALYSIS©
The MOOD TREND ANALYSIS combines the vision of the future trends with the present moods to deliver scenarios of the target consumers.
First, the future lifestyle trends are identified in the relevant context of a market (sector, geography) or a brand and its competitive environment.
Second, according to the Mood Theory, people in different moods will react differently to the lifestyle trends impacting them and their environment. Each scenario reveals the impact of a general lifestyle trend on a specific mood. For instance, the scenario "Sphere to Sphere" reveals how the Intuition mood combines traditional values and modern attitudes.
Third, the importance of the different scenarios (Mood +Trend) on the future market is estimated the data from the Mood panel which counted more than 3500 individuals worldwide. Indeed, as the proportion of moods in the population are stable in time and space, present moods and future scenarios can be linked.
Results:
Scenarios of future consumers revealing the most important general trends.
MOOD DESIGN©
The MOOD DESIGN translates the target consumer scenarios into design & communication orientations.
The selection of target consumer scenarios results from the analysis of future trends, market opportunities, brand DNA and competitive environment.
Then, the selected scenarios provide a consistent space for designers to create or enhance products that will meet the expectations of the future consumers.
The MOOD DESIGN© package comprises extensive creative components and detailed product directions in the universe of colour, material, textures, shapes and sensations...
The MOOD DESIGN© approach is also applicable to the definition of brand communication activities. Following the same logic, it aims at reinforcing the consistency and impact of future brand communication according to future trends, market opportunities, brand DNA and competitive environment.
This results into a menu of communication activities, detailed plan and budget, as well as text baseline and creative brief.
Results:
Product design and design palette combining colour range, pattern, shape, texture, aspect.
Brand communication design: baseline, creative brief, plan and budget.
If you would like to develop a customized version of the Mood tools for your own design, trend and marketing activities, feel free to ask and send a mail to genevieve.flaven@style-vision.com
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