Data Driven Foresight

Data Driven Foresight

Using quantification for better trend evaluation and prioritization.

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Nextatlas and Mondelez transformed foresight from best guess and periodic reports to real science accessible in real-time using Artificial Intelligence, Big Data from multiple social media sources, and precise algorithms.

MONDELEZ’S CHALLENGE

As Mondelez embraces a “Lead from the Future” ideology, they sought to improve their Foresight Trend Research platform (FTR), a collaborative trend intelligence tool and single source of truth for internal trend information. In particular, they needed to strengthen their ability to focus on the long-term and accurately anticipate change.

OUR APPROACH

Our main goal in working with Mondelez was to help them achieve better prioritization and evaluation of future trends through applying Artificial Intelligence to analyse billions of verbal and visual Social Media data points and developing key insights for brand innovation and marketing strategies. Our outputs were provided to Mondelez through a SaaS platform and the API access to the data, so as to be readable, eye catching and easy to understand.

By providing a unique and flexible source of data, Mondelez could project both the long and short-term future of the business at global and local levels. In effect, our approach aimed to use Nextatlas APIs as a support infrastructure beneath Mondelez’s Foresight Trend Research platform (FTR).

To further add value, our set-up lends itself to highly customizable solutions that can seamlessly adapt the outputs to the particular requirements and objectives of the brief. For Mondelez, this meant we could listen and adapt our outputs to their specific needs, helping them to make accurate predictions about future behaviors and preferences of relevant consumers.

Data Driven Foresight - Case Study

THE RESULT

Nextatlas insights and intelligence were integrated into the foundation of Mondelez’s FTR platform.

In viewing the FTR framework as an iceberg, Mondelez’s own Megatrends, Macrotrends, and Trends make up the content “above the waterline” meanwhile, Nextatlas trends, metrics, and research occupy each of the segments “below the waterline”, providing information and curated content that informs and augments the more visible segments above.

Data Driven Foresight - Case Study

THE IMPACT

Mondelez’s SnackFutures - the global innovation and venture hub aiming at disrupting the snacking industry - is using FTR platform to derive opportunities and to identify trends and ingredients that would be appeal to their core targets – both immediately and in the long-term.

Mondelez’s FTR platform have already helped the SnackFutures team to develop successful line extensions of some of their in-house brands, as a line of nut butters infused with powdered mushroom blends.

This choice to include and focus on mushrooms as a functional ingredient points directly to Nextatlas’s Fungal Proliferation trend, which through its integration as a subtrend in Mondelez’s FTR platform, explicitly directed the SnackFutures team to the increasing popularity of mushrooms and their functional benefit.

Data Driven Foresight - Case Study

According to Mondelez Strategic Foresight Lead, Serhiy Kalinovsky, the “holy grail of trend research is not trend scouting, but rather trend anticipation and prioritization.”

IN THIS CASE HISTORY YOU WILL DISCOVER:

How your business can benefit from foresight as science

What the key metrics are essential to make precise predictions

• What makes Nextatlas technology unique and relevant for brands

How Nextatlas data can be integrated into your digital infrastructure and accessible to your organisations

AI-Driven Trend Forecasting

to uncover the emerging consumer trends you can’t see

  • Under-The-Radar

    Smarter

    Under the radar

    Nextatlas scouts and analyses the data of industry specific innovators and early adopters across multiple social-web sources.

  • Next Gen AI

    Faster

    Next Gen AI

    We apply next-gen AI techniques to automatically extract insights from evolving consumer behaviours, further enhanced by our expert curation.

  • Foresight

    Sharper

    Foresight

    We harness weak signals to predict emerging consumer trends to help you find the next big thing.

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