Macro Trends is the key when developing solutions that meet the true needs of tomorrow’s people. In this talk Anne Lise Kjaer will illustrate the links between macro trends, consumer behaviour and needs. Further Kjaer looks at how society and people will evolve in an age where emotional consumption and personal empowerment sets the agenda for businesses.
Anne Lise Kjaer will deliver ‘out of the box thinking’ exploring new ways to understand the future. The presentation is an overview of Society Trends translated into vital consumer insight, product needs, preferences and opportunities.

The current function of packaging is no more solely to sell a product, but also to fulfil the consumer’s needs for orientation, information and stimulations. Since the package is a permanent representation of the product not only at the point of purchase but also in the household of the consumer, packaging has also a privileged role in building and sustaining the brand itself.
The methodological challenge in consumer psychology is that the introspective access of consumers to their real behaviour is very limited - in other words we cannot trust what shoppers say. That is why Eye Square relies on tools like eye tracking, behavioural observation and reaction times.
Following the neuro semiotic approach we try to understand how packaging really affects the human brain. We will summarize general insight about the basic biological and cultural pattern which inflicts this process and will demonstrate why good packaging can be so rewarding.

The understanding of the different groups of customers in Bulgaria and their shopping patterns is a key factor for the determination of an effective marketing strategy for the various formats of retail outlets.
Based on GfK Shopper Typology, a survey carried out in 10 countries in Central and Eastern Europe (Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Ukraine), 8 separate types of shoppers were identified, with each of these types representing a different share of the overall population in the different countries. These groups have their own specific shopping behaviour, specific dispositions, demographic features and preferences for different shop formats and chains.
The aim of the presentation is not only to illustrate the current status of the consumer behaviour but also to outline the directions for its future development thus helping the design of effective marketing means for client management.

Consumers in the Internet era have the unlimited opportunity to find information about the goods they consume. Information channels with consumer-generated content such as blogs, online forums, social networks, comparative websites, etc. are becoming more and more popular.
What is specific to them is that they present information about products even if the consumer is not directly interested in them. Besides, these Internet channels create a golden environment for disgruntled and negative consumers.
The presentation is aimed at outlining how these trends change consumer behaviour through the prism of the Bulgarian market. It would be especially useful for retailers in the sector of fast-moving consumer goods.

Advertising in public spaces is changing. No more posters and billboards that look always the same, irrespective of what you do in front of them. The world is changing. The 'eyes' of a new generation of attentive displays and digital signs are watching the viewers, buyers and passers by, trying to figure out what they do, what they want and what they need.
Advertisements, up-to-date information and games for public spaces make the new interactive content shown by these new displays. And by moving your hands, your head and your whole body, and shifting your attention from one part of the display to another, you are the one who changes what it shows. Welcome to the new age of attentive and interactive advertising.
This lecture will present a review of interactive and attentive systems developed and deployed in recent years around the world.

The subject is one of the main challenges for all Bulgarian retailers - the communication with the clients. To give you a better idea, Em Studio и Jos de Vries International demonstrate together how it works in European retailing and present two of the most modern communication concepts in retailing: "Best of Two Worlds" (from the fresh and packed goods department in the store) and "The Emotion of Shopping - New Value Retailing".

According to the experience of GfK Hungary the classical research methods are not efficient enough in store marketing. It was the reason to choose some advanced techniques like NPVO and METC. With these methods we ware able to gain deeper insights in the past 2 years than in the proceeding 10. Krisztian Steigervald is going to share his experiences during this presentation. He is going to speak about results of some projects leading with NPVE (non-participant video observation) and METC (mobile eye-tracking camera). He intents to show some practical, useful learnings about Hungarian and Polish hypermarkets with interesting movies. Mr Steigervald will endorse on some concrete learnings about the differences among the CEE countries' shopper insights.