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Agenda

The Demand Institute is a member-driven organization. Our team will lead the research, but members will have many opportunities to shape the agenda and the findings so they are stronger and more relevant. We will structure participation within three Centers of knowledge and innovation, each dedicated to a broad and enduring theme.

The Center for Demand Leadership
We will help CEOs and senior executive teams learn and implement the best practices for leading and managing high-performance, demand-driven enterprises. We will equip members to:

  • Design strategies that align to consumer demand
  • Tap into current, emerging and hidden (latent) demand
  • Harness exploding demand in developing markets while continuously extracting incremental improvements in developed markets
  • Diagnose and improve demand-chain performance while creating a supply chain that is adaptable to market shifts
  • Create incentives to foster a demand-centric culture

The Center for Demand Evolution
We will improve the world's intelligence for how consumer demand is likely to evolve around the world over the next 10 years across countries, industries, and markets.  We will put a spotlight on the biggest and most important insights into consumers' desires and needs, and we will collaborate with our members to provide new knowledge in the following areas:

  • Describe the macro forces (cultural, political, economic, technological) driving demand today and tomorrow
  • Identify current, emerging and hidden (latent) demand across markets
  • Reveal the most important trends and themes for how demand is shifting
  • Explain variance across markets (e.g., countries, industries, segments)

The Center for Demand Science
We will enhance the technologies, tools, methods and processes for both uncovering and predicting future consumer demand.  We will also help our members understand how to deploy these approaches within an organization to make better decisions. We will invest so our members can:

  • Determine best practices for identifying and predicting demand
  • Showcase methods for spotting intrinsic desires, unsolved problems and unmet consumer needs
  • Improve human pattern recognition in spotting trends
  • Enhance mining of behavioral and communications (search, social network) information to spot emerging shifts in consumer desire
  • Guide ongoing innovation by identifying the most pressing needs and opportunities for improvement in the science of measuring and predicting consumer demand