Marketing research, competitor analysis, intelligence collection, data hording, profiling, analysis, data-enrichment and predictive modelling.
Gone are the days where a mere patent, a single capitalization of an idea, a single creation may form the sufficient basis for the generational existence of a company. The business reality today is like dry sand sifting in ever shifting winds of change; where lines of distinction are razor thin, where tastes and preferences are sometimes incomprehensibly ambiguous and bohemian; a surreal reality where fiery customer loyalty is won one minute and wrath incurred the next. This harsh new reality demands corporate attention not only to the quality, safety and consistency of widgets, but how they are made, by whom, under what conditions, where... whether cultural, racial, gender, religious, sexual sensitivities or violated or not.
Consumer tastes shift so rapidly today that it’s suicide to think of product cycles in terms of years. Production cycles for widgets are now measured in nail-biting months. Without a clear understanding of trend evolution, misreading the pulse of your market could mean missing the boat of opportunity entirely.
The days of traditional empirical research conducted by the big guns of research and analysis are numbered. In a world of viral communication, buzz, and constantly breaking tickertape news, it's increasingly difficult for ad agencies and brand managers to benefit from the amount of information that crosses the wire.
Faced with overwhelming evidence that pop culture doesn't respond logically to traditional brand management, we set out to create an alternative system for pop culture brand strategy.
As organizations become overwhelmed by their exposure to new information, they are forced into reacting to the most recent news rather than to the most strategic news. They may have their ear to the ground, but there is so much ground, and so much white noise to mishear.
As they become further overwhelmed, they commission research... only to be fed yesterday’s news. Traditional focus-group oriented research is no longer of relevance today.
Anecdotes being gathered today in focus groups will be lose relevance in 3 days, and will not seen by the client for more than 3 weeks. The problem is not a lack of information, but of too much, too slowly delivered, too poorly deciphered.
Media Gen is a 24/7 trend research think-tank based in Singapore, with local presence in all major Asian cities. We specialize in working with companies and brands that operate at the accelerated pace of youth and pop culture marketplace.
Our main categories are automotive, beverage, fashion, luxury, niche technology, music and packaged goods.
- Traditional research no longer serves the needs of a 24/7 "I Need It Now!" global marketplace. Focus group research is too slow for the pace of the marketplace.
- Research should create on-going measurable action, not Powerpoint slides. The deliverable from analysis should be actionable recommendations, not a data report.
- Brand manager are overwhelmed with information. Our roles is to filter developing news so that they are overwhelmed instead, with insight.
- Brand strategy should move at the speed of the brand, not at the speed of the research company.
- Competitive intelligence is an under-utilized research tool in market research and brand strategy.
- Too many cool-hunters and trend-spotters have left too many clients overcharged and under-informed for too long. We intend to shift the paradigm: to restore client confidence in the usefulness of trend research, evolution tracking and predictive modelling.
- Until the cultural context of the brand is understood, it's impossible to create a workable strategy. Brands mean different things to different sets of consumers at the same time. By understanding consumers and their localized cultural context, brands can consolidate their relevance across wide demographics.
- To make a brand cool, it has first to become relevant. All cool brands are relevant brands.
- Brands are a powerful social bond in pop culture. Brands are our shared culture.
"You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke."
- Andy Warhol
Our methodology is based in account planning, we have the expertise and processes to help you better interpret the speed of the marketplace, and also to incorporate key elements of competitive intelligence. Our most innovative tool is our "Trend Evolution Tracker".
Media Gen is a company which focuses on depth, breadth, understanding, intuition, speed and action...
— Using tools and techniques from competitive intelligence, we spider all media to find details, and to recognize patterns that are beginning to affect our client's business.
— Our mastery and efficient use of technological tools and techniques enables us to cover an expansive array of topics. The broader our net, the wider our radars, the more we are able to inform you of what’s coming.
— We understand consumers, and the cultural context in which they operate. We work with our clients to explain how consumers think and feel about their brand.
— While not a science, it’s an undeniable component. Being in the industry, being in the know, there are things no one can fully explain, but we will know is coming. We share our gut feel and that nagging unease with you when warranted.
— To benefit from faster business cycles, companies need faster information, delivered in a way that represents clear-sightedness, not just more data points. Our focus on real-time information means that clients are able to incorporate the latest information into their production and strategy cycles.
— The competitive advantage gained from the speed
of our research system needs to be sustained by
quick implementation. We are particularly aggressive
about making all of our insights actionable and
realistic.
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