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How were our soothsaying skills for 2017?

This time last year we were merrily coming up with predictions for what 2017 might have to offer. We now revisit these and see whether there was any truth to our fortune telling.

The fact that the data was so unique really helped them get the coverage

Ian Morton
Campaigns Manager
Campaign Collective

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This time last year we were merrily coming up with predictions for what 2017 might have to offer.  We now revisit these and see whether there was any truth to our fortune telling.

1.     Greater use of behavioural economics

Our own experience tells us yes, although this is perhaps something which is still emerging.  The fact that Richard Thaler (the proponent of the Nudge Theory), won the Nobel prize for economics is a follower and practitioner of behavioural economics indicates this is still one to watch!

2.     Pop up surveys will die

We might have been a little morbid with the ‘die’ prophecy, although this is still likely to happen.  Pop up surveys are damaging to brands and to trust in the site that they appear on.  They are also more likely to collect nonsense data as if you’re prevented from accessing your original goal and you will then be more inclined to ‘click anywhere’ to move past.

3.     The Harry Potter universe, far from disappearing, will continue to expand

We’ll take this one as a win.  Just look at the Harry Potter sections in Primark.  Harry Potter Scrabble. The continuation of illustrated editions. The showing of all eight films over Christmas. The arrival of the Cursed Child on Broadway.  The list goes on, the universe is expanding.  Oh, and there was also this.

4.     Personalisation (or should we say over-personalisation) will no longer be flavour of the month

NewsWorks and the7stars talk about ‘serendipitous’ online content.  Over personalisation based on expressed interests etc. receives negative associations.  If brands can offer personalisation in the form of ‘unexpected’ and ‘surprising but interesting’ results then these brands could see an increase in positive associations.  The study also revealed that consumers are unaware of just how much digital advertising is personalised.

5.     Another “hottest year on record”

2017 wasn’t the hottest year on record.  2016 still holds that title, but 2017 was the “hottest year on record without an El Nino” and was the second hottest year on record. 

6.     World Board Gaming championships held in the UK

No.  It was Pennsylvania, like it has been and will be forever more.  But as board game enthusiasts we can still dream…

7.     The value of defining the brief properly will out weigh the importance of data collection

A good quality brief is essential for good quality work.  It follows that without a well defined brief, subsequent project tasks, including data collection, won’t be the best they can be.  Yet, briefs are consistently lacking, although we feel that there is more understanding about how important it is to get this first step right.

8.     Real estate in the City of London will become increasingly better value for money

We reckon we were on the money with this one (yes, pun intended!).  See Savills for a full overview.

See what our survey says for 2018 predictions.

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