April 2-3, 2019

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Decoding Disruption: Understanding Consumer Expectations for Brands

Room 5 | 11:30-12:00 | Wednesday, April 3, 2019

Disruption. It’s a word we hear every day, whether it’s used to describe shifting consumer expectations, emerging businesses or even sweeping changes within entire industries.

Much has been said and written on the subject but very little focuses on understanding the consumer perspective of the concept and how that translates to brands. With this in mind, 20|20 set out to answer a seemingly simple question – in a world that is being disrupted every day by new technologies, solutions and products, how does the average consumer perceive disruption? And what does that mean for us as researchers?

In this session, we’ll share the findings and implications from our multi-phase study decoding disruption. First, we’ll present the insights from our consumer study, diving into their awareness and definitions of disruption, expectations of the benefits of disruption and how disruption influences their relationships with brands.

To round out the findings, the consumer phase was followed by a series of in-depth interviews with corporate researchers. Building upon the initial consumer learnings, this phase focused on what disruption means to researchers, their organizations and their approaches to gathering and acting on insights.

Regardless of whether your company or industry are “disruptive,” our findings indicate it’s rapidly becoming an expectation, a new normal – one with a definition unique to each brand. You’ll walk away with a better understanding of how your brand can leverage the idea of disruption to position itself more effectively and better meet the needs of your consumer.

Presentation type:

  • Research Report

Subjects covered:

  • Customer experience
  • Industry trends – future of marketing research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)


  1. Understand consumer definitions for disruption within industries and individual companies.
  2. Identify the tipping point between disruption and mainstream expectations and how this influences consumer interactions with brands.
  3. How consumers’ perceptions of disruption are shifting best practices for collecting data and putting insights into practice.


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