T garage Strategy & Research

A very warm welcome to Norrelle Goldring, Sofia Hambi and Tok the Alaskan Malamute, our newest T garage Strategy & Research Sydney Team members! (In case you are wondering, Tok is 3 years old and weighs-in at a whopping 56kg).   #welcometotheteam #marketresearch #Sydney #ConsumerInsights #OnlineCommunities #brandstrategy #customerjourneymapping #tgarage

Brand Tracking = Reporting, it doesn’t need to be so. With 24/7 access to 25,000 Australian consumers and real time AI analysis tools, we make sure our tracking clients not only know what is changing but why it is changing. We help our clients move forward with confidence, not just look back. This is the power of dynamic, iterative, consumer-centricity. Ready to learn more? Just ask. #brandtracking #consumerinsights #marketresearch #tgarage

In case you missed it, earlier this week, Jed shared his thoughts on AI. "Lately, there’s been a lot of talk about Artificial Intelligence. It got me wondering – How are Australians engaging with it, how does it make us feel, and is it starting to shape social change in Australia? To dig a bit deeper, we ran a quick survey in T garage Strategy & Research's online community, SaySo. We found that only 28% of Australians are regularly using AI. The rest of us, not so much. This could be due to a lack of understanding of what AI is, which could result in many Australians not being aware of their AI usage. So, what’s holding us back? Here are our top concerns: - Deepfakes and misinformation (72%) - Data security (67%) - A loss of human touch (65%) Is AI affecting cultural trends in Australia? Absolutely, but It’s hard to separate AI from other factors. Lots of us have been feeling overwhelmed and isolated for a while, and the rise of tools like ChatGPT has only brought AI into sharper focus, intensifying some of these emotions. So, what do consumers expect in an AI-driven world?: - Authenticity – show us real, unfiltered life in your communications. Forget the flawless images. - When it comes to customer service, don’t just rely on chatbots, we can tell the difference. - Build genuine relationships at work - with managers, with leaders. Understand your team, connect with them, and lose the corporate jargon. These expectations aren’t new, but AI seems to be accelerating some of the angst people are experiencing in today’s landscape. AI is here to stay, and at T garage we’re leveraging it in lots of different ways, including our AI concept innovation tool (which is freaking awesome, by the way). A lot of our clients have been adopting this tool, and it is making them more successful with their innovation efforts. Humans, by nature, are fearful and cautious, but for me the key question is, how can I use AI to create something amazing? #marketresearch #marketingpsychology #tgarage #artificialintelligence #AIinnovation

Earlier in the week, Jed wrote about National Pride. In case you missed his post, here it is below: What’s really going on with national pride in Australia? Social commentator Bernard Salt AM shared some thoughts in The Weekend Australian about what Australians want for their future (Aug 24_24). Things like equal opportunity for all, justice, trust in our institutions, and a love for our country. These insights reminded me of marketing professor/author Scott Galloway's TED Talk from a few months back, which painted a stark picture of the U.S. In this talk, Galloway showed how younger generations in America are grappling with stagnant wages and soaring housing costs, causing a significant dip in patriotism. He notes a big difference in feelings of national pride across age groups, with only 18% of younger US adults feeling patriotic, compared to 50% of those over 55. These perspectives got me thinking about national pride here in Australia. There is a common thread: economic challenges influence how younger generations view their country. So, to get a clearer picture, I ran a quick survey through SaySo, our online community at T garage Strategy & Research, to check the pulse on national pride. While we’re a bit more patriotic than the U.S., there's still a noticeable gap between generations. Gen Z’s national pride sits at 52%, significantly lower than that of the Boomers at 81%. What I find interesting is that shared values of quality of life, opportunities, democracy, and freedom bring together Australians of all ages. We are separated by economic and cost of living challenges. It doesn’t seem everyone is getting a fair go. I agree with Bernard Salt. A country, (or any institution) is strong when they provide fairness and opportunity. These factors are the key to fostering national pride, and something we should continue to strive to achieve. ___________________ Cutting the crap: I help you stay relevant with the trends that matter. #tgarage #culturaltrends #marketingpsychology #marketresearch

The latest edition of the T garage Strategy & Research Signals Newsletter has just been published. Click on the link to read more. https://lnkd.in/gVGkgyNW #tgarage #signalsnewsletter #marketresearch

Earlier this week, Jed Simpfendorfer shared a trip down memory lane - you can read more here 👇🏻👇🏻

Join T garage Strategy & Research at the Human Insights Conference in Sydney next week and check out our new Concept Generator! This innovative tool is revolutionising new product development, it’s doubling the success rate of ideas passing research hurdles compared to traditional methods. Stop by to see the Concept Generator in action and meet some of our team members who will be there to demonstrate this game-changing technology. Or just stop by and say hello to Ray Crook and Todd Bosse. #tgarage #AI #NewProductDevelopment #HumanInsightsConference2024 #marketresearch #ConceptGenerator

Baby Bust: What Falling Birth Rates Mean for Marketers If you think understanding and catering to CALD communities is important now (and you really should), it is going to become so much more important in the future. Today, we see that the overall Australian birth rate fell by 4.6% in 2023 to the lowest level since 2006, leaving fertility rates low across the country - 1.44 in Melbourne, 1.57 in Sydney and 1.61 in Brisbane.    With no immediate end in sight due to the headwinds that are driving these low fertility rates (unaffordable housing and cost of living pressures); we expect these rates to stay low for the foreseeable future.   If we are to maintain population and economic growth, Australia needs a rapid increase in immigration. Australia's CALD (Culturally and Linguistic Diverse) Community is simply going to have to keep growing.   In timely news, check out this article and what we've learnt from studying the CALD community here in Australia! #marketingpsychology #tgarage #multicultural #brand #marketing

Celebrating World Rum Day, Aussie Style! Today, let's raise a glass to Bundaberg Rum Solera — a true Aussie icon with a luxurious twist! Crafted in the heart of Queensland, this premium rum is aged to perfection. Rated as one of Australia’s best rums in the T garage Strategy & Research Product Review System. Ray does love a Solera, but he prefers a different Bundy, the Salted Caramel liqueur. If you want to know how your products rate, get in touch with Ray Crook today. #WorldRumDay #BundabergRum #AussiePride #tgarage #productreviewsystem #consumerinsights #marketresearch

Nostalgia: Your Secret Weapon in the Cost of Living S%#@torm Ever catch yourself clinging to old memories when life’s throwing you around like a rag doll? Yeah, same here. Turns out, there’s science behind that warm, fuzzy feeling you get from the good ol’ days. Our colleague, Hedieh Karachi, PhD, dug deep into how nostalgia can be a kickass brand strategy during financial crises, and spoiler alert: it works. So, if you’re a marketer just trying to keep your head above water in this economic mess, maybe it’s time to: ⭐️ Dig Up Those Old Brands: Dust off the classics that people loved before everything went to hell. ⭐️ Own Your Brand’s History: Show people your brand’s been around the block and isn’t going anywhere. ⭐️ Bring Back Those Childhood Flavours: Mix a little innovation with the stuff that reminds people of simpler times. ⭐️ Resurrect Nostalgic Experiences: Maybe it’s time to revive that old TV ad everyone loved—just make sure you run it online because, well, it’s 2024. Want more on how to turn nostalgia into your marketing superpower? Go read the article! #MarketResearch #CostofLiving #MarketingPsychology #ConsumerSentiment #Tgarage #nostalgia