Qualitative segmentation provides new perspectives on understanding the consumer. Life consists of 17 distinct phases from birth through to death which can each be characterised by different motivations for consumption. The switch from one phase of life to the next is more critical for changes in terms of consumption than your age as stated on your birth certificate. With a description of the 17 phases of life, the fundamental motivation factors connected to each of them and examples of actual products, you will be well equipped to add an extra dimension to your segmentation.

Knowledge of the children of today, the young people of tomorrow and the major consumers of the future is already essential today, as this generation has acquired purchasing power earlier than any other generation – if you are able to offer what they want, that is. Get a unique insight into how their consumption will unfold, which conditions are critical in this regard, as well as how the next generation’s values and preferences can be met from a commercial perspective.

The senior boom is happening now! For the first time in history, half of the population is over the age of 50. But who are they, how do they wish to prioritise their future consumption and how do you interact with them? How do you develop products for them, how do you communicate with them and how do you sell to them? Gain insight into the experienced senior citizens of the future and make sure that you develop products, services and communication that reflect this market segment.

A complete picture of six generations, their characteristics and their needs and wishes. Hear about the young digital consumers from Generation Alpha and the attention-seeking older sister from Generation Z, the constantly zapping youngsters from Generation Y and the hard-working and stressed Generation X, as well as the newly-discovered Generation Jones, which is the first genuine welfare generation, and not least the happy Baby Boomers, who ignore the evidence of their birth certificate and party all the way to the care home. Furthermore, get an insight into the concept of Flat Age – a term and an approach in which generational differences and age are blurred.

Why do men shop with a basket and women with a trolley? And why does it take a long time for women to make a decision? Knowledge of the fundamental motivation factors for consumption exhibited by the two sexes is crucial when it comes to developing products, selling and communicating. The simple fact is that 70-80 percent of all household purchasing decisions are made by women, in addition to which ‘smummies’ (smart mummies) dominate consumption in small groups of women, whilst women have also assumed a number of what used to be male-dominated purchasing decisions. This is something of an eye-opener for most people. However, does that mean that men can just be ignored? No – men spend money in a completely different way, and if you manage to attract their attention in relation to a hobby or an interest, then price is no longer relevant. Do you know the sexes well enough?

17 phases of life, 37 family types, 6 generations, multiple identities and countless situations make segmentation an almost impossible task. What do you do then? The pursuit of the eternal truth concerning consumers and their attitudes, behaviour, habits and susceptibility is deeply rooted in anyone who is employed in product development and marketing. The pursuit of the truth has evolved from simple models with a handful of segments to more recent models comprising one-to-one recognition of the individual consumer across channels and media. Big data is ‘big bucks’– especially for those who believe they can find the holy grail. But big data is also ‘big complexity’ – which risks losing the very essence of segmentation: simplicity and action. Perhaps it is time to stop and reflect?

Although reference is often made to a single Scandinavian culture, major differences exist between the countries of Scandinavia – and you ignore these at your peril! Many product launches and acquisitions across national borders have failed due to a lack of knowledge of values, culture, lifestyle, preferences in terms of housing, fashion and food, in addition to which the structure of the retail industry is very different. Get to know your neighbour and make sure you hit your mark.

What will the consumer of tomorrow look like? Times change – and so do consumer values. Values and emotions control consumer behaviour and willingness to buy. Get an update on the consumer of tomorrow, what you as a business need to be aware of and what is ‘in’ right now and in the longer term. Hear about the 10 most important consumer trends and be equipped for the future.

In many ways, retail trade has become an unforgiving and demanding discipline. Demographic and geographic shifts, the new economy, matter-of-fact consumers, numerous sales channels, liberal legislation and technological developments have all had a radical effect on retail trade. Consumers are ruthless in their choice and appraisal of a store, and are not afraid to share their experiences and opinions on the internet. Learn how changes in consumer behaviour and strict demands have altered the rules of the game for retail trade.

The many trends that characterise the retail trade can be compiled into three megatrends:
1. Curating; 2. Cross channel; and 3. Digital integration. These three trends are not necessarily mutually exclusive, but trying to accommodate all three at once can be a real handful. Target group, concept and competencies determine which of these it is worth focusing on. Hear more about the three trends and see examples of how they are executed within the different sectors and in different degrees of innovation. Even the most extreme examples can be instructive.

An important parameter in terms of meeting consumer demand is having both online and offline presence – and not least ensuring that online and offline are consistent – also referred to as cross channel. Consumers are channel-indifferent and expect the same product range, price and level of service in all channels. Each channel has its strengths and weaknesses – and the strengths must be made even stronger in the future. Those stores that choose to operate across the various channels can look forward to an exciting period. New opportunities will open up, and things will be a lot more interesting than has been the case during the last 30 years, which were characterised by centralisation, shopping centres and monotony.

The internet has changed the way in which we do our shopping – and within a very short space of time. Consumers love freedom of choice: there is nothing better than being able to shop all over the world whenever you want; to have access to greater choice and better prices; to be able to shop from the comfort of your home and have the goods delivered to your door. This does not mean that physical stores will disappear, however. There is still a great need for service, knowledge, inspiration and experiences. And as 90 percent of all purchasing decisions are not rational, in all likelihood the physical store will survive. However, there is a need to rethink the position and setup of sales channels – and quickly. There is no room for mediocrity and poorly thought-through concepts; consumers are much too impatient and demanding in terms of their choices.

For most people, trends are an obscure and unruly concept – primarily because trends cannot be quantified or documented. But there is method in the madness; knowledge of trends can ensure that you launch the right product at the right time with the right communication and in the right packaging. Learn about the differences between gigatrends, megatrends, microtrends and one-hit wonders. Get a box of tools that enable you to spot trends, classify them and react in time.

We live in a world which continues to develop and which becomes more complex by the day. Taking an overall perspective, there are a number of megatrends that drive us forward and which influence everything in our lives: all the way from where and how we live to how we work, share knowledge and interact with each other. Some of these trends are inevitable – such as urbanisation, and in this case it is basically a question of reaction and adaptation in time. Other trends are more open to influence on our part and changes to the process, such as how we cope with life, technology, stress, etc. Get a picture of the biggest trends as we head towards 2020, and learn to distinguish between hard and soft megatrends.

What is a trend? How does it develop? How does a trend forecaster work? Extrapolations, forecasts and scenarios – what is the difference? How do trend forecasters move forward from these elements of the trend process and how is each aspect exploited in your business? How do you and your business get the greatest possible value from trend forecasting? These questions are addressed in a lecture that looks beyond the work of a trend forecaster, defines trend types and trend development graphs, reviews the phases in trend forecasting and gives a unique insight into methods, processes and tools.

The time is ripe to rediscover the value of inspiring and unique trend material in the creative process. The analogue working process is important and cannot be completely replaced by the digital process. For 40 years, pej gruppen has been an agent for the best and most inspiring international trend materials and has published unique materials throughout this entire period. Knowledge of what the different trend houses have to offer, how you interpret and use their material and get the most out of it are important. We provide concrete guidance as to how you can work with physical trend products as a supplement to digital solutions. Whether it is in your design process, in branding or in terms of sales, you and your colleagues now have the chance to get a new perspective on how to tackle your processes.