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Trends provide powerful answers to the huge question you’re wrestling with: ‘what will my customers want next?'
And if we have one secret, it’s the counter-intuitive insight at the heart of our trend methodology. To anticipate what your customers will want next, don’t simply ask them (faster horses anyone? ;). Don’t feel you have to study them obsessively (who has the time or money to do that these days anyway?). And don’t just crunch their data (no matter how ‘big’ your data, it’s best used for validation and optimization rather than to inspire truly disruptive leaps). Instead, look at the innovations – new products, services, campaigns and more – that consumers are lavishing attention on now.
Yes, that’s right. The key to actionable foresight lies in looking at the overwhelming onslaught of innovations that now whiz past our eyes and across our screens every day....
Via Jeff Domansky
Understand new global and regional consumer trends and uncover innovation opportunities.