What does it take to be a consumer analyst? Do your studies in politics relate to the job?
Curiosity! And constant reading and watching, mixed with always asking “why?” Also, much of my political study revolved around trying to understand systems as well as people's motivations, both of which are relevant when looking at consumers and how their behavior is changing.
Name some trends you’ve observed that you found bizarre.
Because we always look to ground our trends in deep-rooted human needs and wants, I wouldn’t say I find any trends bizarre, even if sometimes the manifestations might be.
For example, we recently alerted to an organic butcher’s shop for dogs in Munich, Beute Fuchs, that offers custom-made, organic raw food diets for dogs featuring beef, lamb and chicken, as well as venison, duck and goose in season. But when in the context of our “tribefacturing” trend, which looks at the opportunities to truly tailor a product or service to a specific group’s needs, it makes perfect sense.
Another example we recently saw in Brazil: Cuelcinha is a shop that offers lingerie for men. Are they for men? Definitely not! But again, when looked at in light of our “maturalism” trend (about how mature, experienced and urban customers are looking for more exotic or risqué products to tell interesting status stories to other customers), it makes sense.
What do you enjoy most about your job?
I love seeing innovations spread. While a large part of my job is reading and thinking, in the end, trend watching isn't about theories or abstract concepts. We always try to identify trends that we think have the power to spread across markets or industries because they have a certain level of universal applicability.
What's the most life-changing thing you've ever done?
Speaking at a conference with Kofi Annan was pretty mind-blowing. Just to hear some of his stories was very humbling.
Where are all the trend-forward people?
We're seeing more trends emerging from Asia as experienced, urban “citysumers” become not just wealthier but more demanding, confident and willing to try new things. An example of such a trend is Korea’s Homeplus virtual subway shop that was replicated worldwide, including in Singapore’s SMRT subways, by Cold Storage.
What do you think of Singapore as a city that affects change?
Singapore is so well positioned at the heart of Asia. Yes, of course everyone's talking about the potential of China, but the Singaporean society is so open to trends, which puts it right at the forefront of both regional and global trends. And we love being in Singapore because of the optimism. While Europe and American wrestle with their problems, Singaporeans just keep on moving forward! That's why we're excited to be expanding here, so we can better develop our local network.
Is this your first time speaking at Social Media Week? What do you think of the initiative?
This is my first time at SMW. The whole event is a great demonstration of the “mass mingling” trend we first looked at a few years ago. Previously, people had suggested that socializing online would replace physical interaction, and we'd all be cooped up inside tending to our virtual avatars. Of course, what's actually happened is digital connections are fueling real-world meet-ups and events, like SMW. Social Media Week Singapore has some fantastic events lined up and I'm really looking forward to attending a few.
Henry Mason will be hosting the Keynote Address at Social Media Week on February 13. Visit our live blog.
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What he does: While most people typically work with goals like weight loss, lean muscle gain and improved energy levels, Tan prefers to focus more on improving movement, skill and posture—goals that help you lose fat and gain lean muscle. He’s also a firm advocate of full body movements and high intensity interval training for maximum effect, especially since many of his clients are busy and are prone to going on hiatus.
What he recommends: “To start, sign up with a good gym with reliable trainers and create a simple, realistic goal like ‘I will train here at least twice a week.’”
Get disciplined with Ian Tan at Thrive (Blk 72 Seng Poh Rd., 9687-0854) from $90 per private class.
What he does: Mason conducts classes at the Claycourt Tennis Academy, the new go-to place for tennis players who don’t live in condos. This one features US Open-worthy DecoTurf hard courts, as well as clay courts.
What he recommends: “If you’re trying to get back your speed and stamina for an upcoming doubles match, get those feet moving by skipping 5-10 minutes a day. Combine that with interval training (slow jogs and wind sprints so you can chase those balls down).”
Improve your backhand with Simon Mason at the Claycourt Tennis Academy (10A Winchester Rd., Alexandra Park, 9144-5223. Private lessons cost $40-100 per hour.
What he does: This senior coach at the Singapore Swimming Academy believes that swimming can be more effective than running. “In my 40 years of swimming, I’ve seen many friends who’ve switched routines because their joints can’t deal with the high impact of running anymore,” he says. He’s worked with those who just want to maintain their overall fitness and also clients with target goals such as losing belly fat.
What he recommends: “If you haven’t gone swimming in the past few months, don’t overestimate yourself. It’s not necessary to swim in deep water just for the sake of training.”
Lawrence Ang coaches with the Singapore Swimming Academy, various locations, 6680-6530. Four classes for $240.
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