Joyce Lam
Joyce is a Trends Analyst at Mintel, focusing on capturing consumer behaviour for the Greater China market, as well as supporting the global Mintel Trends team to identify new consumer trends.

China’s movie makers are tapping into online video platform iQiyi’s viewership data to help create blockbusters. In addition to the tags that iQiyi applies to each movie, the online video platform collects and analyses data about users’ content consumption, discussion topics and sharing behaviour.

With this information, production companies and streaming platforms can learn the profiles and preferences of their audiences, and are able to engage their fan base right from the start of the creative process. From developing a storyline to casting actors and generating hype surrounding the movie release, viewer interest is sustained, ensuring a successful release.

The power of data

According to Mintel research on music and video streaming in China, the number of users in the video streaming market is expected to grow in the next five years. Future growth of this industry will mainly be driven by more high-quality, exclusive content, as access to audience data enables film makers to produce movies that people want to watch.

We are also seeing other industries transforming the consumer experience by tapping into the power of data. This aligns with Mintel Trend ‘Data Creators’ which highlights how people are creating data through their actions, movements and behaviour, which all leave a trail and tell a story. Technology is now allowing people to better analyse this data, learn from and react to it.

For instance, 7-Eleven is expanding the scope of its artificial intelligence (AI) platform to 11,000 stores throughout Thailand. The convenience store brand will combine facial recognition technology with data analysis of its 10 million daily customers to study in-store behaviours, manage inventory levels, and tailor its promotion of products.

A ubiquitous presence in Thai cities, 7-Eleven stores offer an array of services in addition to selling convenience products, including phone charging, bill paying, parcel shipping and dry cleaning. This enables it to accumulate and cross-reference large amounts of consumer data, which can in turn are used to influence the decision-making process of its customers.

Over in Japan, we’ve seen the launch of the ZozoSuit, a full-body wearable fitted with 150 sensors that accurately capture and store users’ measurements for customised online orders; meanwhile, Yamaha’s AI programme uses a dancer’s movements, such as balance and posture, to create music that flows to the mood of the dance.

What we think

Because brands can easily collect and use data to deliver what consumers want based on their habits, they run the risk of producing predictable experiences. Brands should make sure that they do not lose the creative element that leads to surprises which are beyond consumers’ expectations, whether they are driven by data or not.