Pepsi seeks better insight into consumer micro-trends

The rapidly changing face of communication means that brands now need to be aware of "micro-trends" among consumers, PepsiCo's insights leader for Europe has said.

PepsiCo: graduate scheme competition
PepsiCo: graduate scheme competition

Tim Warner, vice-president for insights and analytics, defined these as trends that are "almost real-time; things which are bubbling up, day to day, week to week". 

He added: "If we can better understand them, they would allow us to develop new products, ideas, communication campaigns."

The  food-and-drink giant this week launched the PepsiCo Go Trendsetter Challenge, an online competition
acting as a recruitment process for its insights graduate programme and one-year digital internships. The scheme invites applicants to pitch an idea for the next big food-and-drink trend.

Warner said the business was putting a "massive focus" on understanding external trends – ranging from economic macro-trends to specific fashions and behaviours among smaller groups. 

The recruitment process, he said, was about "challenging us to make sure our capabilities in spotting trends – in being very responsive to changing dynamics – are world-class".