Article by: Mike York, COO
Most of you readers don’t know this, and why would you? My first job as a high schooler was that of a weekend donut slinger. The story I’m about to tell, although fictional, has a direct correlation to my past and present gig, and how they intersect in all of their sugary goodness.
Fiction, for the sake of fun
Last summer, the nearby donut-buying community went into crisis mode. Not because of the economy, or politics, or even those raccoons I’ve referenced previously (though they’re still plotting). No, the catastrophe was this: the local confectionery shops kept selling out of donuts by 8:07 AM.
Now, to you, that might sound like a “not-me” problem. But to a recreational carb enthusiast? That’s a national emergency.
And here’s the kicker: the shop owners had no clue why demand suddenly skyrocketed. They thought maybe people just got hungrier. Nope. Turns out, some influencer had posted a video called “Why Donuts Are the New Therapy.” Overnight, the apple fritter went from “nice breakfast” to “emotional support pastry.”
This, my cronut-loving friends, is one of the reasons why SMARI exists. And also why custom market research is a superpower.
Shifts Happen (and They’re Sneaky About It)
Demand doesn’t always announce itself politely. It doesn’t send a calendar invite that says: “FYI, starting Monday, everyone’s gonna be obsessed with oat milk.”
Nope. One day you’re selling normal amounts of oat milk, and the next, your stockroom looks like it got ransacked by lactose-intolerant Vikings.
Custom market research works like a radar. It catches those little tremors: Google searches, TikTok mentions, whispered conversations in Reddit threads, before they turn into an earthquake.
Without it? You’re those bakery owners shrugging as a line of donut-less, devastated customers glare at you with glazed-over eyes.
The Comedy of Being Too Late
Brands that miss demand shifts always look the same:
- Launching avocado toast kits in 2024 (adorable, but no one cares anymore).
- Stocking fidget spinners to the gills just as kids are moving on to NeeDoh .
- Writing “millennial marketing strategies” in a world where Gen Alpha is already roasting them on Roblox.
It’s like showing up to a costume party in 2025 dressed as Tiger King. Wrong trend. Wrong year. Smells faintly of desperation. Might get a laugh and then a cringe.
Spotting the Weird Before It’s Normal
At SMARI, our research doesn’t just catch the obvious. It spots the weird stuff before it becomes normal.
- Before kombucha was mainstream, it was that “mysterious mushroom tea your yoga teacher makes in a jar.”
- Before pickleball exploded, it was just “weird tennis for people who hate running.”
- Before donuts became therapy, they were… well, donuts.
When you can see those quirky early signals, you can pivot, adapt, and maybe even lead the charge with a little bit of thought leadership, sprinkled with a dash of good fortune.
The Last Word
Emerging demand shifts are like breaking character on SNL; you never see it coming, but once it hits, the laugh track is unstoppable.
Our research allows you to write yourself into the episode early, rather than being the character who wanders in all serious during the credits, asking, “Wait, what happened?”
So, here’s the real takeaway: you can either scramble to figure out why your shelves are empty, or you can be the one who knew donut therapy was going to be a thing all along.
The world doesn’t wait for late adopters. With custom research, you’re not just riding the wave; you’re the one pointing out the incoming tide before everyone else even notices their shoes are wet.
***
SMARI is an award-winning Indiana-based market research consultancy that was founded in 1983 with the idea of guiding change and inspiring confidence. We are proud to work with SMEs as well as a variety of Fortune 500 brands. We are powered by our core values: integrity, community, perseverance, trust, passion, curiosity, and innovation. SMARI’s expertise includes full project scopes, including instrument design, sampling & fielding services, reporting & analysis in Healthcare, CPG, Retail, Food & Beverage, Manufacturing, Financial Services industries, and beyond. Much has changed in our 40+ years, but our tagline and overarching mission remain the same—to guide change and inspire confidence. Start a conversation with us at www.SMARI.com.
