Article

Philippa Clayre
Philippa Clayre 21 May 2015

How To Address Your Consumers' Undefined Needs

MENA Trends for 2015: Brands need to start proposing personally crafted solutions that inform better, stronger, faster.

The “what”, “where”, “how” and “why,” of shifting consumer behavior



In its third annual forecast of Middle East and North Africa consumer centric trends in the near future, J. Walter Thompson MEA uncovers the “what”, “where”, “how” and “why,” of shifting consumer behavior in the region and spans the dynamic digital and social changes that are enabling more sustainable transformations in the community.

The 10 Trend report features trends such as Benevolent Brands, Caring Tech, Generation B-Old, Retail Rivalry, “Bil 3arabi” [In Arabic], and Buying Betterment. A summary of the report can be viewed on Slideshare:
 

 

10 Trends for MENA 2015 - J. Walter Thompson MEA from J. Walter Thompson MEA J. Walter Thompson MEA

“Caring Tech” highlights the need for brands to address their consumers’ undefined demands by proactively proposing personally crafted solutions that inform better, stronger, faster, immediately. In a world where the Internet of things is booming, with the support of artificial intelligence and big data, brands have to benefit from the outpour of analytics to guess what their consumers want, before they even realize it.

Examples and manifestations of the trend – stemming from the very active regional tech entrepreneur scene – include the now famous “Instabeat” a wearable fitness tracker dedicated to swimming, which mounts onto any pair of goggles and provides real-time tracking of the swimmer’s heartbeat, Salla7ny (Egypt), a small car device coupled with an app to discover car failures and suggest solutions for the problem, and Wally, a cutting-edge personal finance app. Issued in February, the Executive Summary of J. Walter Thompson MEA’s 10 MENA Trends for 2015 is now being shared externally. The full report is to be made available for download in September 2015.

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