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The Insight Scoop: May

The Insight Scoop: May

By Charlie Gill

In this May edition we will explore:

  • How brands can own the British BBQ space
  • Should workers or customers come first?
  • How do estate agents value a property?
  • 10 ways to edit your Instagram photos in 2019
  • What is the UK’s most popular plastic surgery procedure?
  • 10 facts about Gen Z and travel



BBQ season

No brand as yet owns the barbecue space in the UK, and it’s ripe for the taking, a new study suggests.

Much to the amusement of those in hotter climates, Brits adore the al fresco dining experience even if the weather tends to be a let down. Last summer was a sizzler in the UK, and with forecasts indicating another this year, the great British BBQ is something brands should re-examine. BBQs in Britain are a unique gathering, a social event in their own right that triggers a deeply emotional response. Data reveals that BBQ related social media posts are growing fast in popularity (up 287% year on year). While sharing of such posts is also surging (up 311% year on year). And over a third of these shared posts, are in turn, re-shared. Hardly surprising when you consider the events are all about friends and family. Social media chatting starts around April – well before traditional BBQ season – the study found. By May, engagement increase significantly – and this is the time brands should be looking to engage with people. Brands that can feature in the BBQ space should grab the consumer now, before the heat of summer is on us. Couple with the emotional element that surrounds BBQs, will ensure social delivers you new customers.

Takeaway: BBQ related social media posts are growing fast in popularity (up 287% year on year).






Workers vs Customers

As the adage goes: “the customer is always right”. This saying implies that the customer is king, and that all others are subordinate before the might of the buyer. YouGov put a survey to more than 4.5k businesses in nine nations asking should firms prioritise customers or employees more highly?

The results show that businesses are more likely to favour staff over customers in five of the nine nations. This was especially the case in Denmark, where fully 60% of businesses said that companies should value their staff most highly, compared to just a third (33%) who said that customers take priority. In Spain, Sweden and Germany the lead by which managers expressed their preference for staff over customers also reached double digits. While in four countries businesses tended to place their customers higher on the pecking order, in only one was this view given by a clear majority of all businesses: Canada. Among Canadian businesses people, 59% said that firms should value customers the most highly compared to 38% saying the same of their staff. Australian businesses are the most closely split, with 50% opting for customers and 47% staff.

Takeaway: Canadian bosses are the most customer-oriented, while in Denmark the staff are most valued.






Estate agents

Judging the value of a property is an art, not a science. This is particularly true in specialist areas such as the country home market.  As well as property size and location, when valuing a property, estate agents will take into consideration: Market reports, Local knowledge (including micro markets), Knowledge of previous sales and current demand in the housing market, The quality of decoration and workmanship around the property and Development opportunities or unique features. A selling agent should be able to explain how they’ve come up with a valuation, giving examples of what comparable properties have sold for. It can be tempting to blindly choose the estate agent who’s given you the high valuation. After all, you want the best price for your home! If a property is priced too high for the market, it won’t sell. The longer a home is on the market, the more likely buyers will think something’s wrong with it, and the more likely you are to have to drop the price. An agent should also take into account their knowledge of active buyers in the market; they are the ones who have to be persuaded to pay up. The first 6 weeks of marketing are the golden window of opportunity. The key to achieving a successful sale is keen-accurate pricing.

Takeaway: The longer a home is on the market, the more likely buyers will think something’s wrong with it.







Insta editing

The #nofilter edit - When every photo Instagram is retouched to perfection, the polished photos begin to lose their allure. 2019 users prefer more natural photos, where people and objects have real texture. They’re more interesting and engaging than airbrushed images; Retain imperfection.

The digital “film” photo - Continuing the theme of authenticity. If you’ve wondered whether influencers are actually scanning Polaroids or uploading film images, the answer is probably no. Nostalgia is a powerful force, and these apps (e.g. Huji Cam) are time machines to the late 90s when disposable cameras were king.

The collage photo carousel - Carousel images have been around for a few years now. Increasingly, influencers and brands are posting carousels with a collage-like format. They look like scrapbook photos, inviting you to scroll and see what’s just out of view e.g. SCRL

The muted colour palette - Soft, muted tones are appealing in 2019. Think white, warm beiges, and subdued colours. This palette has an appealing vintage look while staying clean and polished.

The real food photo - They may not be as pretty, but they do look like they’re actually made to be eaten!

Takeaway: One trend for 2019 Instagram editing is keep images more natural, retaining the element of imperfection. 







Under the knife

This chart reveals the number of cosmetic surgery procedures carried out in the UK in 2018, by gender.

Figures released this week by the British Association of Aesthetic Plastic Surgeons have revealed the UK’s most popular plastic surgery procedures.

As the infographic shows, among women, breast augmentation (enlargement) was carried out the most often, with 7,727 people going ahead with the surgery.

The second most common for women is the opposite – breast reduction, at 4.014 times.

The number of men going under the surgeon's knife is a lot lower than their female counterparts, but there were still 571 that has a ‘nose job’ and 412 that underwent an otoplasty procedure, fixing a perceived issue with the appearance of their ears.

Takeaway: Breast enlargement is number one for women, whilst rhinoplasty is number one for men.




Gen Z & Travel

Gen Z are high frequency travellers 18% of under 25s took six or more holidays last year; higher than any other age group.

Gen Z are torn between work and travel For 61% money prevents more holidays and 37% can’t take more because of their work.

Gen Z are loved up 19% holiday with friends, 44% family and 31% partner.

Gen Z have decent holiday budgets Their typical budget for a 7 day break is £601-£800, but 56% spend more than planned.

Gen Z want to switch off from tech 75% agree they try to unplug when away. They desire to escape technology extends beyond the holiday itself to the booking process.

Gen Z want everything included Nearly 37% opt for accommodation where all food and drink is included in the rate.

Gen Z care about star ratings Hotels are the most popular type of accommodation for under 25s (68%). Nearly 40% said they wouldn’t stay in a hotel with < 4 stars.

Gen Z rely on word-of-mouth for holiday inspiration It’s recommendations from friends and family that have the most sway.

Gen Z like to be active on holiday 27% state they frequently take this type of break.

Gen Z go long haul While Europe is still popular, under 25s are more likely than older holidaymakers to travel far.

Takeaway: Nearly 40% said they wouldn’t stay in a hotel with less than 4 stars.



The Author

Charlie Gill

Charlie Gill

Insights & Planning Executive

Charlie is part of the Planning and Insights team here at twentysix. Using her BSc in Psychology, Charlie's work involves researching customer's behaviour and motivations, as well as their world around them. From going out and speaking to consumers in their natural habitats to conducting research in our in-house biometric lab, Charlie uses multiple techniques to become an expert on your customer.