ARTD 1109 CONSUMER

INTELLIGENCE:
SOURCES, PLATFORMS
AND APPROACHES
Week 22
2024 - 2025
SCHEDULE
Week 18 27/01/2025 INTRODUCTION
Week 19 03/02/2025 EXPLORING DEMOGRAPHICS
Week 20 10/02/2025 SEGMENTING CONSUMERS
Week 21 17/02/2025 PSYCHOGRAPHICS: MOTIVATION, BEHAVIOUR AND BEYOND
Week 22 24/02/2025 SOURCES, PLATFORMS AND APPROACHES
Week 23 03/03/2025 RESEARCH METHODS & FORMATIVE ASSESSMENT
Week 24 10/03/2025 HOW WE BUY
Week 25 17/03/2025 THE POST-COVID DIGITAL CONSUMER
Week 26 24/03/2025 REVIEW WEEK
Week 27 31/03/2025 EASTER
Week 28 07/04/2025 EASTER
Week 29 14/04/2025 EASTER
Week 30 21/04/2025 EASTER
Week 31 28/04/2025 SIGN-UP TUTORIALS AND HAND IN

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MODULE
LEARNING
OUTCOMES

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SLIDO QUESTIONS
No questions this week.

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 • Feedback

REVIEW FROM • Review of Psychographics

• Models and theories reminder

WEEK 21 • Tribes, subcultures, archetypes

• Pen portraits

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TOMORROW’S SEMINARS ARE ONLY
1 HOUR!

LS:N Global Training at 11am

https://teams.microsoft.com/l/meetup-join/19%3ameeting_Nz
cwMGZiMzQtYzg2Ni00YTc1LTkwMWMtMzlkZjk3YWVmYjA1%
40thread.v2/0?context=%7b%22Tid%22%3a%224a5378f9-29f
4-4d3e-be89-669d03ada9d8%22%2c%22Oid%22%3a%2202ac
89b2-8289-4848-86fc-89a05dba3674%22%7d

For those of you who have EAP at 11 am, you can attend the
12pm or 2pm sessions.

For those of you whoForhave a seminar

Any Questions: between 11 am at 1pm,
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IF YOU HAVEN’T DOCUMENTED
YOUR FOCUS, PLEASE DO THIS
NOW

VIA THIS LINK Consumer Intelligence Brief Focus Areas.xlsx

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THIS SESSION
• Feedback review
• The formative assessment
• Your next steps
• Source validity and doing this sort of research
• Sources for the regions
• Sources for the events
• Sources for the subcultures
• Sources for the pen portraits
• The platforms
• Euromonitor
• Mintel
• LS:N Global
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FEEDBACK

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HOW ARE YOU FINDING THE
MODULE SO FAR?
• Interesting
• Confusing
= Tutorial session this week will be
purely focused on formative feedback
so you can ask questions
• Lots of information
• Good
• Hard
• Stressful
• Like intro to business
= Will get a bit deeper now
• Need more sources
= Will go into sources later today again
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DO YOU UNDERSTAND THE
CONTENT OF THE MODULE

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CAN YOU ACCESS THE RESOURCES
NEEDED FOR THE MODULE?

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HOW DID YOU FIND THE PLATFORM
TRAINING?
• Useful
• Confusing
• Informative
• Full on
• Good tool for dissertation
• Hard to follow
• Might need more
= I’m going to show you some more
examples later in this lecture that
can clarify a bit. That was heavy.

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HOW DID YOU FIND THE MØRNING
LECTURE?
• Interesting
• Good
• Confusing
• Fits the report well
• Really useful
• Less useful

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FURTHER FEEDBACK / WHAT WOULD
BE USEFUL?
• Examples of work
= Will start to include from next
week
• Guidance on where to start
= See the brief guidance on
Blackboard and we will talk through
this today and in the seminar
= Begin with your generation and
geographic location
• More info on the structure
= Will be discussed this week and
next week
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THE FORMATIVE
ASSESSMENT
We will get to the summative assessment next week… but if you want to
look ahead check the ASSESSMENT BRIEF GUIDANCE document on
Blackboard

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THE FORMATIVE ASSESSMENT
MARCH 4TH!
• 5 minute in-person presentation with a Slide Deck (max. six
slides) saved as a PDF and sent to your seminar tutor BEFORE
THE SESSION begins.
• You will present your initial research focus and findings
• Receive feedback from your seminar tutor and from your
colleagues
• You *CAN* use notecards, but you should not read directly off
your notes or the slides

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THE FORMATIVE ASSESMENT
WE WILL WORK ON THIS IN THE SEMINAR THIS WEEK!

Slide 1 Introduction: (one sentence) what will your presentation cover?

Slide 2 Demographics and Geographics: Define your demographic and your chosen location. What
are the key characteristics of this group?

Slide 3 Key Events: Outline three key events that took place during the lifetime of your generation.
How have these impacted their characteristics, views, behaviours.

Slide 4 Subcultures: what are the different consumer segments in your group? What are the qualities
and characterstics of each group?

Slide 5 Conclusion and Sources: Round up your findings

Slide 6 Reference list

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PRESENTATION TIPS
• Use images
• Your presentation doesn’t need to be super aesthetically
pleasing. Don’t agonize over the design. Your sources, research
and proposed findings are more important!
• Don’t put too much text on your slides
• Practice your presentation in advance
• Speak slowly (you are faster than you think)
• Look up from your notecards if you are using them

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YOUR NEXT STEPS
1. Identify the key demographic characteristics of your generation in your
region
2. Select and research three key events that took place during the lifetime
of your generation
3. Analyse how each of these events have impacted your generation
(characteristics, views, behaviour)
4. Identify three subcultures within your generation in your location
5. Look at the basic characterstics of these subcultures – what are they?
What do they do? What do they value? How do they spend their time?

Your subcultures do not need to be really detailed yet!

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SOURCES

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DATA AND SOURCES
• Research data are the materials collected, process and studied
in the undertaking of research
• There are two different types of sources from which you can
collect data;
Primary sources contain raw data and Secondary sources are discussions,
information that has not been analysed evaluations, syntheses and analyses of primary
and secondary source information

Eg: firsthand accounts of events, letters,

records, interview transcripts, survey Eg: books, academic articles, magazines articles
results, unanalyzed statistical data, from which you are taking subject matter or
magazine editorials, advertising images, opinions about something , podcasts, videos,
etc. industry reports, etc.
GOOGLE IS NOT A
SOURCE!
(it’s a tool that takes you to sources)

Chat GPT is also not a source – it is a tool

EVALUATING RESEARCH
• Reliability – whether the results of the study are repeatable
and align with clearly defined concepts

• Replicability – close to reliability but about the way the study is

undertaken. Requires clear indications of how the study was
conducted and the choices made by the researcher

• Validity - related to the integrity of the conclusions. Does the

work really measure or relate to what it suggests it does? Can it
be generalised?
HOW ARE YOU FEELING ABOUT
YOUR RESEARCH SO FAR?
REMEMBER, YOU ARE HERE, YOU
HAVE TIME

Code: 212767
OUR EXPECTATIONS
What we expect from you
• You do not need to conduct primary research
• Work with secondary research and with data collected from platforms like
Mintel, Euromonitor, etc…
• Present data and statistics in infographics and visuals (next week!)
• Include citations

Triangulate
• Triangulation refers to the use of multiple methods or data sources in
qualitative research to develop a comprehensive understanding of
phenomena (Patton, 1999)
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YOUR FORMATIVE PRESENTATION
SHOULD HAVE 5 – 10 SOURCES WHICH
DIRECTLY REFER TO YOUR
GEOGRAPHIC LOCATION AND
GENERATION
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SOURCES FOR THE GENERATIONS AND
REGIONS
International Regional
• Worldbank Open Data • US Census Bureau (US)
• Worldbank Gender Data Portal • European Commission (EU)
• World Health Organisation Country Data • Eurydice (Education, Europe)
• Statista • ArcGis (US, Complicated!)
• • Office of National Statistics (UK)
Nielsen
• Hong Kong Business (HK)
• WGSN
• Eurostat (EU)
• Pew Research Centre
• UK Data Service (UK)
• KW Finder
• Datashine (UK, older!)
• Population Resource Bureau
• National Bureau of Statistics China (CN)
• OECD iLibrary
• Gov.uk (UK)
• UN Data
•
• Population Europe (EU)
United Nations Population Fund
• • Japan Apparel Technology and Research Association (Japan)
UNESCO Institute for Statistics
• Higher Education Statistics Association UK (UK)
• IPUMS International
• London Datastore (London)
• WorldPop
• USA Bureau of Labour Statistics (USA)
• McKinsey & Company
• Business of Fashion
• State of Fashion reports
• WGSN
• Gapminder For Any Questions: SLIDO.COM #1281086
• Our World in Data
SOURCES FOR EVENTS
• Use the platforms
• Use the same sources as before
• Look at the news!

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FINDING SOURCES FOR THE
SUBCULTURES
A group of people who share a set of values and characteristics

Think about them as communities, subcultures, groups

• Read further about your generation in the location

• What do they value? What are their interests?
• Where do they fit on the VALS spectrum
• Look at platforms like Mintel and LS:N Global and industry reports
• Your pen portraits should be based on the subcultures data and developed further. You can
also include further sources in these

Note: your subcultures do not have to cover all of your generation. They can collectively form
a part. They do not have to cover the whole.
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OR MAKE YOUR OWN,
THAT’S FINE!
(it needs to be based on research and sources)

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USING THE PLATFORMS

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EUROMONITOR PASSPORT
• Good for general
demographic and
geographic data
• Lots of click
throughs – do
some clicking

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EUROMONITOR PASSPORT:
CONSUMERS - POPULATION

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EUROMONITOR PASSPORT: CONSUMERS
– INCOME AND EXPENDITURE

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EUROMONITOR PASSPORT:
CONSUMERS - LIFESTYLES
• Lifestyles
consumer
survey
• Section on
personal traits
and values!
• You can then
view results by
country and age
group

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EUROMONITOR PASSPORT:
REPORTS

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EUROMONITOR PASSPORT:
REPORTS

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EUROMONITOR PASSPORT:
REPORTS

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MINTEL
• Regions are
not as
detailed
• Good for
overall
statistics and
trends
• Could use to
develop the
base of your
subcultures
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MINTEL: TRENDS (MILLENIALS)

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IF YOU ARE STRUGGLING FINDING
SOURCES RELATED TO YOUR SPECIFIC
REGION, EITHER EXPAND IT, OR
INCLUDE SOURCES THAT RELATE TO A
BROADER AREA AS WELL

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LS:N GLOBAL

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WE WILL GET INTO LS:N
GLOBAL TOMORROW
LS:N Global is super helpful with subcultures

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NEXT WEEK WE WILL LOOK AT
EMPLOYING DATA, BUILDING
INFOGRAPHICS, AND EXAMPLES
OF THE SUMMATIVE ASSIGNMENT

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REMINDER: YOUR NEXT STEPS
1. Identify the key demographic characteristics of your generation in your
region
2. Select and research three key events that took place during the lifetime
of your generation
3. Analyse how each of these events have impacted your generation
(characteristics, views, behaviour)
4. Identify three subcultures within your generation in your location
5. Look at the basic characterstics of these subcultures – what are they?
What do they do? What do they value? How do they spend their time?

Your subcultures do not need to be really detailed yet!

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GOOD LUCK WITH YOUR
PREPARATION FOR THE
FORMATIVE!

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