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Want to know what the nation is really feeling right now?

Each week join our hugely popular webinar for your chance to see powerful key findings that emerge from our weekly The Score consumer tracking study. See how life really feels for UK consumers and how it’s shaping behaviour. Get our expert predictions for the coming months to know how your brand should adapt to win in corona times.

Don’t miss this opportunity to join 500+ marketing, insight and strategy experts already signed up to hear these acclaimed insights. Scroll down and sign up now!

When is the webinar?

  • The free webinar runs every Wednesday at 15:00 BST (16:00 CET)
  • Each session is live and lasts for 45 minutes (including 5 minutes time for questions)
  • The sessions are not recorded so don’t miss your chance to get these acclaimed insights

What will I learn each week?

  • How consumers are feeling about life right now – their hopes, actions and fears
  • How fear of covid fears are changing and how this impacts daily activities
  • Predictions for the year ahead as life returns to ‘normality’
  • How buying behaviour is evolving and what it means for your sector
  • Attitudes towards finances as a massive economic storm brews
  • The brands being trusted in these fast evolving times

Who’s providing the thinking?

You’ll be inspired by Kokoro’s Founder, Alison Bainbridge, and Laura Gillespie – our resident qualitative genius!

How do I sign up?

Enter your details below to instantly sign up to the webinar sessions hosted on Zoom.

Customer Closeness – join our free webinar

Up, remote and personal – closeness in corona times 

In these uncertain times, it’s even more vital to get genuinely immersed in consumers’ lives. To capture a true read of their behaviours, triggers, motivations and pain points so your brand can discover new opportunities to get ahead. But the reality is most brands struggle to know how to do this well. So we’re holding a free webinar to share our expert knowledge on how customer closeness can be so powerful and how you can make your programme a success.

What will I learn?

  • Why customer closeness is more important than ever before.
  • Fundamentals for making programmes a success.
  • Our insider tips on how to get up close and personal in ‘remote times’.
  • How customer closeness can work across all layers of a business – from Board to innovation hubs to branch colleagues to field sales.
  • How to build a business case for customer closeness so you can secure funding in times of uncertainty.

When is the webinar?

  • Thursday July 2 at 1:00pm BST (2:00pm CET).
  • This is a live session lasting for 45 minutes (including time for Q&A).
  • The session will be recorded so if you can’t attend on the day we’ll send you a personal copy.

Who’s providing the thinking?

You’ll be inspired by Kokoro’s Founder, Alison Bainbridge, and Laura Gillespie – our resident customer closeness expert!

How do I sign up?

Enter your details below to instantly sign up to the webinar session hosted on Zoom.

Get your copy of our CoronaWatch month one highlights

We’re human and so is our response to Covid-19

Over the last month we’ve interviewed over 10,000 people across the UK, Germany and France to understand life during coronavirus.

We’ve discovered that, to a large extent, we’re responding in all the ways you’d predict humans would, with the virus acting as an accelerant for things already afoot in our lives.

Winning over the next 6-9 months will inevitably be easier for brands either lucky enough to find their business model aligned with these corona times, or who can quickly flex to suit them.

How should your brand respond? Read on!

1. We’ll take care of you

Even on a good day, we’re all drawn to a feeling of Control – it gives us a sense of equilibrium and, on a practical level, allows us to do the boring stuff in life almost on autopilot.

In contrast, we fear disorder – and coronavirus is disorder on steroids. The invisibility of the transmission phase and the exponential growth in the death toll is terrifying.

We’re so scared we’ve accepted lockdown and retreated into our homes. We’ve also become beyond grateful to frontline workers who either fight the illness or get essential supplies to our homes. These are people who, three months ago, we probably barely thought about.

Our disproportionate need for Control right now makes us drawn to brands and people who keep things simple, provide clarity of message, adopt an authoritative tone and take concrete actions.

Some early winners are Bill Gates (who predicted a pandemic and has now pledged billions to find a vaccination), Tesco (who have nailed social distancing), Guinness (with their powerful stay-at-home adverts), and Angela Merkel (whose early intervention/testing approach has led to fewer deaths).

The recently announced COVID-19 team up between Apple and Google is interesting. Through tracking our movements, it will allow anyone who encounters a ‘virus carrier’ during their asymptomatic phase to be retrospectively notified. In the short-term, both brands will benefit from being seen to ‘keep us safe’. In the longer run, both could gain from being seen to use our private data for the greater good rather than to merely ‘make a buck’.

The epidemic has seen an onslaught of letters and videos from CEOs. The joint comms from the supermarkets nailed it with the ‘we’re working together, we’ve got your back’ message. More recently, however, the deluge of comms is felt more ‘bandwagon’ or ‘self-congratulatory’ than genuinely helpful – people want concrete actions not platitudes.

2. We’ll bring it to you

We’re scared – particularly in the UK and France, where death rates are much higher than in Germany. The upshot is that we now much prefer stuff to come to us rather than go out shopping.

We all need food, so the demand for online grocery slots is sky high, and there’s been an increase in the use of restaurant delivery services and subscription food boxes. All were on the rise before lockdown, but the virus has clearly accelerated growth.

Online pharmacies have also boomed – Google searches for these being 4 times higher at the end than beginning of March.

Beyond this, despite all the talk of ‘the pandemic making us appreciate a simpler life’, we still want non-essentials – and, with the inevitable economic impact of the virus yet to fully sink in at a personal level, the desire for ‘stuff’ is increasing all the time.

Naturally, the ‘stuff’ we want centres on things the crisis has made doubly attractive. These include digital distractions (Netflix, Disney+, TikTok and the recently launched Quibi), family fun (games, puzzles, crafts), treats (booze, home baking, confectionery), home/garden (paint, bulbs, cushions), comfy clothes, gifts etc.

So, now is the time for brands (who have quite rightly shut up shop to protect their employees) to work out how to bring things into our ‘bubble’ homes safely. If they don’t, Amazon will and coronavirus will be another vehicle for the transfer of wealth to Mr Bezos (whose company has historically paid low taxes and thus contributed little to our desperately needed healthcare services).

3. We’ll help you feel connected

Humans are social animals. We don’t survive well in solitary confinement and so we’re all busy reaching out to people we rarely see in regular times! Zoom has seen users grow from 10 million to 200 million in just 3 months. Houseparty, the video chat app, became the number one app in the Apple store in week one of lockdown. Moonpig, the personalised card company, has seen orders flood in.

A significant upside of seeing people we know/love is that it makes us feel grounded – and so helps us put back another brick in the foundations of our sense of Control. We quite literally feel ‘stronger from being together’.

We’re looking beyond our friends and family for a sense of connection. The weekly applause for the NHS, the supportive messages in our windows and the helloes from strangers across the road are all facets of this.

The Boris ‘I’m alive’ speech encapsulated this feeling of connection with the line ‘Our NHS is the beating heart of our country. It is the best of this country. It is unconquerable. It is powered by love’.

This need for connection and community is also evident in our support for local businesses – whose existence we fear for and want to protect. Deliveroo and UberEats offer a lifeline for small restaurants via home delivery. Watch out for new community-based businesses springing up once the epidemic has passed.

Over the coming months we’ll also see big brands playing to Belonging. Here are a few early good ones worth a watch: ‘What’s for tea?’ from Bird’s Eye, a St Patrick’s Day from Guinness, and Barilla, which pays tribute to ‘resilient Italy’.

Our very close personal relationships are also accelerating during lockdown too. Proposals (and babies!) will arrive quicker due to months of ‘normal dating time’ being compressed into a few weeks. However, cracks in existing relationship will widen and divorce rates will rise. Change always leads to brand opportunities – in this case for ‘help me to cherish togetherness’ or ‘ensure I’m not alone’.

4. We’ll help you find balance

Another important aspect of Control is balance – including the guidelines we set ourselves to keep damaging behaviours in check.

Before the virus appeared, we all had the stories we told ourselves. These could be about exercise twice a week, 10k steps, limited screen time, alcohol-free days, walk (don’t drive) to work, 5-a-day, or bed by 10pm.

For all but the iron-willed, it’s likely these stories will have been hard to live up to over the last few weeks – because we’re seeking comfort, we’re bored or simply feel we deserve a treat.

Work also usually provides balance, but working from home is a new thing for many of us and, for those furloughed (last week this stood at 23% of the working population), this has been taken away from them.

Brands who can help provide structure, routine and balance will find themselves in high demand.

An obvious beneficiary here is online education and wellbeing. In the last month, podcasts have blossomed, Joe Wicks has added one millions users and Google searches for Strava (the running app) have increased four-fold.

Beyond this there’s significant potential for food brands/supermarkets (balanced eating/drinking) and tech (balanced digital habits), hair/beauty brands (feeling unkempt makes us feel out of control) – and, even if most consumers are ignoring it at the moment, for financial institutions to help us maintain financial balance.

Want more insights like this?

For more information on these insights or our acclaimed CoronaWatch study just email Alison.Bainbridge@Kokoro-Global.com or Laura.Gillespie@Kokoro-Global.com

Cut to the Future 2020: The webinar

Missed the event? Get the low-down on our live webinar!

Last chance to get your hands on our 2020 Trends Analysis!

We had over 200 businesses sign up to our Manchester and London events and an amazing turnout despite virus challenges. We’re giving you the chance to see the content brought to life for a final time via our live webinar.

Trends: emotions in motion

Science has proved that consumers notice and remember things which speak to their subconscious. Easy to say, but how do brands reach the subconscious? Our Founder, Alison Bainbridge, will show you how our 5Drivers model highlights the subliminal triggers consumers will find too irresistible to ignore and the role of trends within this!

Hot right now!

We’ve analysed all the major trends forecast for this year and overlaid them on a 2×2 version of our 5Drivers model. This allows you to understand the emotional needs consumers want help with this year. Whilst not every zone is ‘hot’ today, those that are offer rich ROI if you can create or adapt a proposition to land on the right one.

When is it?

Friday March 27 at 11:00 GMT (12:00 CET, 06:00 New York time)

This is a live session lasting 25 minutes – including 5 minutes Q&A at the end

Who’s providing the thought-provoking thinking?

You’ll be inspired by Kokoro’s Founder, Alison Bainbridge.

Who is it for?

Anyone working in marketing, insight, brand, CX or UX who would like to know how to harness trends to drive commercial success.

Love to attend but can’t make the time?

Enter your details and we promise to send you the content.

KokoroBites: Customer closeness redefined

Supercharge your brain cells in 20 minutes with our live webinar series

Customer centricity – how do you really achieve the biggest overclaim in business?

Everyone says their business is customer centric, yet few really achieve it. “We’ve got feedback surveys in place, we track NPS, we watched a focus group, we listened to some customer calls” Er………. Stop claiming you’re customer centric, start living like you are. Our emotionally intelligent approach gets to what people really want from you. You can’t put them at your heart if you don’t understand theirs.

What will you learn?

In just 20 minutes you’ll be inspired by our resident Customer Closeness guru Laura Gillespie. You’ll get to learn:

  • Why customer closeness is so important for businesses and how, when done right, it should transform the products, services and experiences you create and their commercial return
  • Why too many brands are stuck in their small siloed bubbles and how they can break free
  • How we’re employing a range of new, emotionally intelligent approaches to help brands get really up close and personal with consumers
  • Ideas and techniques to inspire your thinking and elevate your approach to customer closeness

When is it?

Friday February 28 at 11:00 GMT (12:00 CET, 06:00 New York time)

This is a live session lasting 20 minutes – including 5 minutes Q&A at the end

Who’s providing the thought-provoking thinking?

You’ll be inspired by Laura Gillespie  – leading Kokoro’s powerful work on leveraging emotions

Who is it for?

Anyone working in insight, marketing, brand management, advertising and UX who wants to harness the power of customer centricity to deliver commercial success.

Love to attend but can’t make the time?

Enter your details and we promise to send you the content.

KokoroBites: Christmas winners and losers

Supercharge your brain cells in 20 minutes with our live webinar series

Get the truth behind the trading reports

We predicted the Christmas trading period would be tough and we’ve certainly seen some shocker trading statements so far. Get the real consumer truths behind the figures – join our webinar for inside scoop.

Rejig your diary this Thursday and find just 20 minutes to hear how and why it all went so right for some brands and so horribly wrong for others.

What will you learn?

In just 20 minutes you’ll get to hear:

  • Who the winning and losing brands were this Christmas and the tactics they used to win
  • How consumer hopes really played out
  • How consumer spending plans materialised in the final critical weeks and what drove these
  • Whether we got it right! We’ll explore how our Christmas predictions played out

When is it?

Thursday 16th January 2020 – 14:00 (15:00 CET, 09:30 New York time)

This is a live session lasting 20 minutes – including 5 minutes Q&A at the end

Who’s providing the thought-provoking thinking?

You’ll be inspired by Laura Gillespie – leading Kokoro’s powerful work on leveraging emotions

Who is it for?

Anyone working in Insight, CX, UX, Marketing, Buying or Analytics for any brand where Christmas is an important trading period.

Love to attend but can’t make the time?

Enter your details and we promise to send you the content.

KokoroBites: Start with emotions to build winning propositions

Supercharge your brain cells in 20 minutes with our live webinar series

Don’t default to the rational! How to start with emotions to build winning products, services and experiences

The common problem for brands is that even if they are aware of the power of emotions, when they start to make big decisions – say about the development of a new proposition – they default to rational factors. This is often about the concrete features and benefits; things the business can be sure it is either delivering or not. When these are tested, the questions asked tend to invite rational evaluations. Results are then biased towards options that tick these boxes. The trouble is, when the product hits the shelves it isn’t judged in this way at all. The feel of it trumps the think and sales predictions made on the back of the findings are likely to be inaccurate.

The more effective way is to start with emotions customers want to feel, and design to this. This webinar will show you how you can do just that!

What will you learn?

In just 20 minutes you’ll get our award-winning thinking on leveraging emotions. We’ll show you:

  • Why you need to start with the feelings and think about the thinking later
  • How to explore new ideas, starting with feelings, and testing implicitly – a far more telling way of getting to perceptions than asking “why do you like it?”
  • The brands getting it right and wrong when it comes to connecting emotionally – examples of winning and losing products, packaging, services and experiences to stimulate your thinking

When is it?

Thursday 28th November – 14:00 GMT (15:00 CET, 09:30 New York time)

This is a live session lasting 20 minutes – including 5 minutes Q&A at the end

Who is it for?

Anyone working in market research, insight and analytics, innovation, NPD, marketing, advertising, CX or UX – from startups to global brands

Love to attend but can’t make the time?

Enter your details and we promise to send you the content