// Trends

Talking about…

Insightsa clear or deep perception of a situation

a feeling of understanding

a grasping of the inner nature of things intuitively

A part of our tools to generate:

ConsumerUnderstanding

To help with

So, why look at

trends?

Trends Inspiration Innovation

Source: TRENDWATCHING.COM

The landscape?

We used to have time available but hard to get information. Now we have no time and lots of information.

What is a trend?

a manifestation of something that has fulfilled an existing consumer desire, want, value, even ‘need’.

an existing consumer desire, want, value, even ‘need’?

Be in controlIndependenceConvenience / comfortBoost in self-imageFeeling of closenessPowerCommunicationFeel betterNostalgiaRelaxationHomey / security

Feeling special / standing outExperienceFeeling confidentEscapismHonestyPurenessLook sophisticatedBe in the knowFeel individualisticWellnessFeel healthyBeauty

Think about:

Societal norms, values, structures

Technology

Growing prosperity

Demographics

Experience, etc.

what a trend isn’t:

Fad -noun

A tendency to like a style, activity, item or interest for a very short period of time, often because others like it too!

therefore the fad IS the need!

think about watching trends:

challenge the status quoseize diversitythink differenttry & experimenthave guts

Remember - ideas change the world only when they’re

shared

the process and roles:(1) Gather

- anthropologist(2) Experience

- anthropologist & experience architect(3) Analyse & hypothesis

- collaborator, experimenter & storyteller(4) Share & Build

- storyteller, set designer, cross-pollinator & hurdler(5) Present

- storyteller & director(6) Re-evaluate & disseminate

- caregiver & anthropologist

what’s next?monthly trend reports

- personalised for each client

trend presentationsbook & magazine librarygeneral trend news

- trend wall

// thanks