Trenz blends consumer foresight and traditional consumer insights
Mikel Cirkus, BFA, ACCD, global director of conceptual design at Swiss flavor and perfume company Firmenich, introduced RCA conference attendees to the firm’s branded internal trendspotting tool, known as Trenz, which tracks and organizes the flow of trend information that starts at the edge with artists, high-fashion designers and chefs and flows inward to the masses. As part of this strategy, Cirkus does periodic Trenz walks in various parts of the world, exploring edgy neighborhoods; alternative bars and restaurants; and attending cutting-edge events, like Burning Man. This, combined with trips to more mainstream outlets (like Yankee Candle, to learn the most popular scents being sold), help Firmenich blend forecasting and insights on current trends.
"Trenz walks add consumer foresight to traditional consumer insight," Cirkus said. “On any given day, six to 10 of us are doing trend forecasting. We start identifying and interpreting information that then becomes part of the trend toolbox. Then we bring in flavors, ingredients, ideation and marketing. The Trenz piece is only one of the dots that connect to help you tell the story. All those dots collectively form the picture and concept, which go into design and then into the marketplace.”
Cirkus then distributed samples of Kung Pow Road Mix, a salty snack mix of nuts and dried vegetables infused with Asian-inspired flavors such as sesame and ginger. The snack was a prototype product targeting young, urban, on-the-go consumers rebelling against the routine. “Trends typically have a four-year cycle,” he said. “So we’re developing products for a consumer who’s still in past. They’re not ready for what you’re working on now. While you’re developing it, they’re being educated.”
