How to Research Trends: Move Beyond Trendwatching to Kickstart Innovation

(Paperback)

Available Formats

Publishing Details

Classifications

Physical Properties

Description

Trend research can be executed in a structured manner, but how to learn this There are many books on mainly long-term future studies, which include trend research as a part of future studies and trends almost as givens. There are also many books targeted at business professionals explaining the relevance of trends for commercial success. But there are not so many books deep diving into the process of trend research and explaining 'how to'. This book will provide the full scope on trend research, from scanning to analysing and applying trends. It shows how to use trend research to explore the future. You will learn in a hands-on way to scan your environment for signs of change, analyse your trend spots and apply your trend insights to kickstart innovation. You will learn by doing with the various exercises while interviews with experts will guide you in becoming a trend researcher. This book is written for students, young professionals and anyone else who want to get acquainted with trend research on a bachelor level. It brings trend theory in an accessible manner without devaluing the subject of trend research.

Author Bio

Els Dragt monitors trends 24/7, analyses and translates these societal shifts into brand strategies and consumer insights for various clients at Amsterdam-based agency MARE Research. As a lecturer, she shares her trend expertise with future trend professionals at Fontys International Lifestyle Studies.