Free Think Piece
A powerful report that will change the way brands think about the amazing market beyond the 18-49 demographic:
Crossing The Chasm to the World’s 3rd Largest Economy
We expand Geoffrey Moore’s ionic Chasm Theory to help decision-makers re-think, re-imagine and re-generate to grab market share beyond the 18-49 demographic – the 119 million Americans aged 50-plus who represent the world’s 3rd largest economy behind the U.S. itself and China.
Although they account for half the nation’s consumer expenditures, they receive less than 10% of the national ad spend because old Mad Men era thinking claims they no longer adapt and damage brand image among the young. Equally as challenging is the Ageist Chasm that blocks the way to understanding and authentic engagement of Boomers and older Gen X.
The report details the enormous price brands pay for their lack of curiosity and sets Visionaries and mavericks on their way across the chasm ahead of the herd.
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Game-changing Reports & Analysis
Hidden Generational Imprinting Is Brand Destiny: How VW Accidentally Helped the Boomers Revolutionalize the Luxury Car Market
Generational imprinting drives destiny for brands in virtually all product categories and segments. Understanding embedded legacies is key to avoiding hidden pitfalls and maximizing opportunity.
This report examines the automotive arena, where these dynamics involve unusually long and complex socio-cultural timelines. It reveals how Volkswagen imprinted attitudes in Boomers and Gen Xers which dethroned not only itself – to the benefit of Toyota – but Cadillac, to the benefit of Lexus.
These hidden dynamics are still vital today. They dramatically scuttled Cadillac’s enormously costly Dare Greatly attempt to reposition in 2015 and they impact Volkswagen’s own 2019 relaunch, fashioned around its new line of electric vehicles.
Although consumers in the 50+ space are over half the current new vehicle market, as Millennials now approach their own peak buying years, they are inevitably influenced by the imprinted markers of their older Gen X siblings and Boomer parents.
Free Fast Facts & Photos from Vizionation Syndicated Research Studies
Vizionation is a Boomer / neXt sister company, publishing high value, low cost inter-generational reports across a wide range of consumer categories.
Available now, An Inside View: Car Interior Scenes & Secrets provides expert analysis, data from 600 Millennial and Gen X drivers, 100 in-depth excavations, 1,200 spontaneous vehicle UX and lifestyle photos.
With 88% of respondents seeking better storage solutions, it’s a must have insight and innovation trigger for planners, strategists and advertisers.
Click to download a free package of three content bursts – fast facts and photos from this 230 page, highly visual report.
The Interior Designer’s Dilemma: Is What Consumers Say Really True?
With rigorous design research studies running to six figures, too many decisions are based on guesswork and quick-and-dirty data; however, when it comes to consumer self-reporting, truth lies in the eye of the beholder. It’s a monstrous problem for interior designers, UX innovators and marketers who rely on consumer research for planning.
But Vizionation looks beyond what consumers say and photo-documents reality. For example, Krissy and Sydney both rate their vehicle interiors as somewhat messy – one is pristine, the other a disaster. See for yourself …
Pets on The Loose: Not Cute – Unsafe
“Oh boy, where are we going?!?!?!?!” Bailey is excited to ride with her mom to work, to trail hikes and on errands and road trips.
Her excitement masks a dark and dangerous truth: like over 90% of the ride-along pets in the Vizionation study Car Interior Scenes & Secrets, she travels unrestrained – in an accident she would become a projectile, injuring herself and human passengers as well.
Millennials may be America’s most dog-friendly generation, but their vehicles under-deliver on pet safety.
Most Cupholders Carry Far More “Stuff” Than Cups
Thanks to Chrysler’s minivan UX breakthough in 1983, Millennials grew up with built-in cupholders. Just in time, too, as the number of U.S. fast food outlets soared from 30,000 in 1970 to 140,000 in 1980.
Ever since, as passengers and now drivers, they found creative ways to crowd out cups with an amazing variety of “stuff” – from Mexican Worry Dolls to a clutter of cables and everything imaginable in between.
Today, their evolving adult lifestages have upended old perceptions and priorities – and they are crying out for innovative solutions next time they buy.