Data Driven Foresight

Our main goal in working with Mondelez was to help them achieve better prioritization and evaluation of future trends through applying Artificial Intelligence to analyse billions of verbal and visual Social Media data points and developing key insights for brand innovation and marketing strategies. Our outputs were provided to Mondelez through a SaaS platform and the API access to the data, so as to be readable, eye catching and easy to understand.

By providing a unique and flexible source of data, Mondelez could project both the long and short-term future of the business at global and local levels. In effect, our approach aimed to use Nextatlas APIs as a support infrastructure beneath Mondelez’s Foresight Trend Research platform (FTR).

To further add value, our set-up lends itself to highly customizable solutions that can seamlessly adapt the outputs to the particular requirements and objectives of the brief. For Mondelez, this meant we could listen and adapt our outputs to their specific needs, helping them to make accurate predictions about future behaviors and preferences of relevant consumers.

Nextatlas insights and intelligence were integrated into the foundation of Mondelez’s FTR platform.

In viewing the FTR framework as an iceberg, Mondelez’s own Megatrends, Macrotrends, and Trends make up the content “above the waterline” meanwhile, Nextatlas trends, metrics, and research occupy each of the segments “below the waterline”, providing information and curated content that informs and augments the more visible segments above.

Mondelez’s SnackFutures - the global innovation and venture hub aiming at disrupting the snacking industry - is using FTR platform to derive opportunities and to identify trends and ingredients that would be appeal to their core targets – both immediately and in the long-term.

Mondelez’s FTR platform have already helped the SnackFutures team to develop successful line extensions of some of their in-house brands, as a line of nut butters infused with powdered mushroom blends.

This choice to include and focus on mushrooms as a functional ingredient points directly to Nextatlas’s Fungal Proliferation trend, which through its integration as a subtrend in Mondelez’s FTR platform, explicitly directed the SnackFutures team to the increasing popularity of mushrooms and their functional benefit.