The Lay of the Land – exploring New Zealand’s social landscape

Windshift’s work focuses on understanding the social landscape of New Zealand.  In the past two years, this has morphed into the Lay of the Land study [LOTL].  It’s a study with practical marketing goals, like assessing the popularity of brands. But it also provides deep wells of insight into how people’s lives are changing and what’s driving that change.

We ran our first Lay of the Land study in 2017, exploring  the mood, values and social behaviour of New Zealanders.  In 2018 we wanted to pinpoint the kind of social changes that are emerging with the change of government.

The Lay of the Land 2018 covers these broad topics:

patterns and trends – wellbeing, economics, media & tech
  • What makes people happy? Who has confidence in the country’s direction?  How do we view our personal economic prospects? Where do we get our news and entertainment?
Values and Expectations -social issues, personal values
  • Who do we think we are? What expectations do we have of technology, businesses & brands?  How do we define our personality & identity?
Similarities & Differences- Demographics, social tribes
  • Exploring the differences between city and country, men and women, older and younger people. What we have in common?  Where  we differ and what drives differences between us?

Get the report  [instant download] or organise an in-person briefing . . . available in June 2018 and beyond . . . contact Windshift Director Jill Caldwell to arrange a briefing.  

How to be Right for the Times 2018

The 2018 How to be Right for the Times presentation is built on top of  the  Lay of the Land study.  It adds a broad overview of the ‘health’ and relevance of  almost 100 New Zealand brands.

Last run in 2015, this study answers the question: how do we compare to other major brands in our category?  Is our brand doing enough to be relevant, connected and useful to our customers? Does it appeal to potential customers in 2018?  How has this changed since 2015? And most importantly – what should we do differently?

Windshift provides in-depth analysis of the factors that are propelling a subset of brands into the top echelon of New Zealand brands and what you need to do to get there too. For more information please contact Jill Caldwell.

Or get the  report here.