Future of Britain

In 2013, OMD UK launched the Future of Britain. In the wake of the recession, they found that British lives were fundamentally changing. There was a need to delve deeply into this to better understand the implications the recession had on the way British people consume brands and technology, as well as how they relate to each other.

In this research OMD UK didn’t simply confirm that Britain was changing, they also uncovered detailed insights demonstrating the extent to which attitudes, values and behaviours of the nation were shifting. After this wave of research there was a great appetite from OMD UK’s clients and colleagues to dig deeper into the trends.

Therefore, OMD UK launched their second phase – Living with Future Britain, an innovative mobile ethnography study which enabled them to virtually live with British households, and gain a richer understanding of what makes British people tick. Over 200 Brits from across the nation shared images and videos detailing all aspects of their lives, from the food in their fridges to the products they have in their bathroom cabinets!

Since these two revolutionary projects, numerous waves of the Future of Britain have been launched, using a plethora of research techniques to provide insights into different areas. These include exploring changing family relationships and household dynamics in ‘The Future of Families’, looking into how connected Britain helps people become more empowered in ‘Now and Next’, and most recently the myths of Christmas shopping behaviour and attitudes in ‘The Future of Christmas’.

So what is next for The Future of Britain? The plan for 2016 is to launch smaller and more thematic modules across the year to continue delivering the company promise of being culturally connected. In particular, OMD UK are looking at four themes – audience, how we spend time together, media and different sectors and categories.

Right now the team are working on their Generations piece. This addresses the changes in attitude towards youth, middle-aged and the elderly, accompanied by a blurring of traditionally perceived boundaries of age-appropriate behaviour and lifestyles.

The objective of the Generations research piece is to challenge some of these assumptions, and stereotypes as well as understand intergenerational relationships, shared values and uncover intergenerational differences on attitudes towards categories and brands. For this, OMD UK have commissioned House 51, specialists in Behavioural Economics, to support with the analysis. Part of the research included IRT (Implicit Response Testing), which uses time constraints to give a less rationalised view of perceptions of different age groups in Britain today.

This project is also a platform to provide a point of view on Purpose-Led Marketing; evaluating the potential impact it could have on brand image and purchase intent.

Whilst OMD UK are knee deep in the analysis stage the launch is set for the next few months so keep your eyes peeled for an update soon.

For more information please visit the Future of Britain blog or contact the team at insight@omd.com

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Myriam Fernandez

Myriam is a natural born researcher helping to bring the voice of the customer into our clients’ business. Well rounded in quantitative and qualitative methodologies, Myriam pursues research to understand what people do and the whys behind it.

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