Download - Introduction to trend research
![Page 1: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/1.jpg)
COMMUNICATION
2015
# introductionto trend research
S E M I O S E A R C H . LT
b l o g :
I D E A G R O U P
c o m p a n y :
![Page 2: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/2.jpg)
we build brands based on insights, but we build them for the future and not for the present or the past
FORESIGHT AND INSIGHTS…
![Page 3: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/3.jpg)
we build brands based on insights, but we build them for the future and not for the present or the past
FORESIGHT AND INSIGHTS
…
…
that’s why we need foresight as much as insight
![Page 4: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/4.jpg)
NOW AND FUTUREwhat we are doing right now is defined by how we see the future and it is seeing through corners that enhances our abilities to achieve more
![Page 5: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/5.jpg)
TRENDtrends usually do not emerge due to the activities of the people who created them
WHO?
![Page 6: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/6.jpg)
TRENDthere are two types of people involved in the trend creation process
WHO?
![Page 7: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/7.jpg)
TRENDtrend-creators
trend-setters
![Page 8: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/8.jpg)
TRENDtrend-creators
trend-setters
usually create something new and innovative and stick to it without much digression
are people that take up something new and then make it a trend
![Page 9: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/9.jpg)
THE POWER OF A TRENSETTER
let’s take an analogy of a video going viral – in most cases trends work the
same way
![Page 10: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/10.jpg)
THE POWER OF A TRENSETTER
a trendsetter shares the obscure video and the very moment its views start climbing exponentially
a video that is yet to become viral lies there in total neglect with a few views up to a couple of years (in some cases more than six)1
2
3and finally this is what we come to know as the viral video
![Page 11: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/11.jpg)
GROUPS
poly-social mono-social
groups that have more social contacts with
other groups that differ from themselves
groups that have little social contacts with
other groups that differ from themselves
TRENDSETTER
![Page 12: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/12.jpg)
GROUPS
poly-social mono-social
the young, style - conscious, subcultures, artists, celebrities, the
wealthy, designers, people in creative
industries
groups that have little social contacts with
other groups that differ from themselves
groups that have more social contacts with
other groups that differ from themselves
TRENDSETTER
![Page 13: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/13.jpg)
GROUPS
poly-social mono-social
the young, style - conscious, subcultures, artists, celebrities, the
wealthy, designers, people in creative
industries
groups that have little social contacts with
other groups that differ from themselves
groups that have more social contacts with
other groups that differ from themselves
showing: curiosity, desire to
explore, social influence
TRENDSETTER
![Page 14: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/14.jpg)
MINDSET
imaginative practical
TRENDSETTER
vs
variety fixationvs
independence conformityvs
change practicalvs
![Page 15: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/15.jpg)
TREND-SPOTTINGGAME
we observe how the trendsetters observe trends
![Page 16: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/16.jpg)
CONDITIONSFOR A TREND
for a trend to emerge and grow it has to meet certain requirements
HOW?
![Page 17: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/17.jpg)
CONDITIONSFOR A TREND
observable
imitable
it is easy to adopt it, there are little entry barriers, it is not extreme
it is easy to observe and notice the change or the change elements
![Page 18: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/18.jpg)
only when several different trend-setter groups pick up the trend
with a large number of trendsetters embracing the trend in each group
different groups taking up related trends from different types of industries
group industry number
1 2 3
CONDITIONSFOR A TREND
![Page 19: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/19.jpg)
trend-creators
trend-followers
trend-setters
early-mainstreamers
later-mainstreamers
laggards
anti-innovators
trends as any type of innovation have to go
through groups of
people having
different attitudes towards
novelties, innovation
and change
![Page 20: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/20.jpg)
trend-creators
trend-followers
trend-setters
early-mainstreamers
later-mainstreamers
laggards
anti-innovators
only starting following a trend after the early-mainstreamers have hopped in – not adopting anything unless others have
open to innovation, but need confirmation from others
they have people they look up to and follow and take something up as soon as they see their role-models doing that
for them change is a positive thing – they search and look everywhere, adopt and communicate about it
innovating in their respective fields, creating trends, but usually not setting them
always taking the opposite approach to
a trend
taking something up only after the later-
mainstreamers are in
![Page 21: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/21.jpg)
![Page 22: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/22.jpg)
THREE LEVELS
there are three levels on which trends manifest themselves – the levels are distinguished on the basis of possible number of micro-trends that made them up
trend research aims to be multi-dimensional as otherwise it risks at mistaking fads for trends or not understanding the real significance of trends or reasons that are driving the change
![Page 23: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/23.jpg)
THREE LEVELS
there are three levels on which trends manifest themselves – the levels are distinguished on the basis of possible number of micro-trends that made them up
the first level consists of areas that feature most fundamental and long-shifting trends, the last one – the most personal and dynamic trends
![Page 24: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/24.jpg)
THREE LEVELS
GENERAL LEVEL
PERSONAL LEVEL
COLLECTIVE LEVEL
POLITICS, ECONOMICS, LEGISLATION, ENVIROMENT
CULTURE, SOCIETY, COMMUNICATION,ORGANIZATIONS
CONSUMPTION, WELL-BEING, LIFE-STYLE
1
23
![Page 25: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/25.jpg)
THREE LEVELS
GENERAL LEVEL
PERSONAL LEVEL
COLLECTIVE LEVEL
POLITICS, ECONOMICS, LEGISLATION, ENVIROMENT
CULTURE, SOCIETY, COMMUNICATION,ORGANIZATIONS
CONSUMPTION, WELL-BEING, LIFE-STYLE
1
23
the three levels are inter-related and changes in some of them relate to changes in others
![Page 26: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/26.jpg)
THREE LEVELS
GENERAL LEVEL
PERSONAL LEVEL
COLLECTIVE LEVEL
POLITICS, ECONOMICS, LEGISLATION, ENVIROMENT
CULTURE, SOCIETY, COMMUNICATION,ORGANIZATIONS
CONSUMPTION, WELL-BEING, LIFE-STYLE
1
23
the three levels are inter-related and changes in some of them relate to changes in others
![Page 27: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/27.jpg)
just think of the inter-relation between new forms of digital-social
communication, social forms of cyber-bullying and new legislation redefining the definition of being liable for certain
forms of online communication
![Page 28: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/28.jpg)
![Page 29: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/29.jpg)
REA
LIS
TIC
SC
EN
AR
IOS ID
EA
LIST
SC
EN
AR
IOS
![Page 30: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/30.jpg)
REA
LIS
TIC
SC
EN
AR
IOS ID
EA
LIST
SC
EN
AR
IOS
static
dynamic optimistic
radical
likely, conservative
in nature, predictable
likely, conservative in nature, predictable
overturning beliefs with complete alternative
taking into account possible
disruptive trends
![Page 31: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/31.jpg)
REA
LIS
TIC
SC
EN
AR
IOS ID
EA
LIST
SC
EN
AR
IOS
static
dynamic optimistic
radical
likely, conservative
in nature, predictable
different to existing strategies and codes
overturning situation with complete alternative
taking into account possible
emergent trends
WHAT TRENDSHAVE IMPACT
ON THESE SCENARIOS?
![Page 32: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/32.jpg)
![Page 33: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/33.jpg)
DIFFERENT WAYS TO ANALYZE
TRENDS
![Page 34: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/34.jpg)
expert panels /trend-scouts
semiotic / cultural analysis
extrapolation / scenario building
literature / data analysis
scientificstatisticalanalysis
finding themes, theories and expert formulated trends that originate in a specific field – usually a preparatory part for a more expansive trend research project
analyzing cultural codes to determine the cultural progression of certain conceptions and understanding and marking potential developments. This entails working with cultural artifacts and texts and performing content analysis.
statistical operations that allow to project changes in the future
gathering information on emerging trendsthrough pre-recruited panels
consumerresearchanalyzing cultural codes to determine the cultural progression of certain conceptions and understanding and marking potential developments. This entails working with cultural artifacts and texts and performing content analysis.
constructing how present developments might possibly develop in the future
![Page 35: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/35.jpg)
![Page 36: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/36.jpg)
counter-trend
mainstream
![Page 37: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/37.jpg)
counter-trend
mainstream
peripheral trends
![Page 38: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/38.jpg)
counter-trend
mainstream
peripheral trends
most of the trends start as the reaction to the mainstream and work as ball bouncing back and forth
![Page 39: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/39.jpg)
MACROTRENDmicrotrend
microtrend
microtrend
microtrend
![Page 40: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/40.jpg)
MACROTRENDmicrotrend
microtrend
microtrend
microtrend
try to think of the trends as a network – it the dots are
connected, most probably you are stumbling on something
important
![Page 41: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/41.jpg)
BACK-TO-THE ROOTS
roots rediscovery
/ simple ingredients
heirloom varieties /
antique eats
open kitchen
restaurant
green supply chain
![Page 42: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/42.jpg)
HIGH / LOW CULTURE
craft beer /beer
sommelier
reinstating hamburger
simple ingredient
kitchen
pizzarevival /gourmet doughnuts
![Page 43: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/43.jpg)
![Page 44: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/44.jpg)
TREND RESEARCH LAYS THE GROUND WORK FOR MEANINGFUL AND CONTINUOUS INNOVATION
INNOVATION SPOTTING
![Page 45: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/45.jpg)
REVERSEINNOVATIONRESEARCH
![Page 46: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/46.jpg)
REVERSEINNOVATIONRESEARCH
one way of working with trends is through the
lens of business innovations and the
actual change in consumers that make it
all possible
![Page 47: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/47.jpg)
one way of working with trends is through the
lens of business innovations and the
actual change in consumers that make it
all possible
businessinnovations
consumerneeds
consumerexpectations
![Page 48: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/48.jpg)
one way of working with trends is through the
lens of business innovations and the
actual change in consumers that make it
all possible
businessinnovations
consumerneeds
consumerexpectations
it is reverse, because you don’t start with social change or consumer needs analysis, but with what is actually happening with business/service/product landscape – what new thinking is
emerging in different markets – this points you further, i. e. what actually the users are searching for that these businesses are trying to provide
1 2 3
![Page 49: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/49.jpg)
one way of working with trends is through the
lens of business innovations and the
actual change in consumers that make it
all possible
businessinnovations
consumerneeds
consumerexpectations
what changes are happening internally and externally, how does that affect various stakeholders (employees, management, communities and consumers)?
what does that say about the consumer? what specific needs do these innovations address?
how is that going to change consumer perceptions and expectations for futre offerings and services
![Page 50: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/50.jpg)
CONFIGURATION OFFERS EXPERIENCE
profit model
network
processes
product performance
INNOVATIONS
product/service ecosystem
service
channels
branding
consumers
structure
innovations might occur in any part of the business: it can be on the visible side, or the
internal-facing part of the business. In any case the innovation framework might help identify the
occurring changes
![Page 51: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/51.jpg)
CONFIGURATION OFFERS EXPERIENCE
profit model
network
processes
product performance
INNOVATIONS
product/service ecosystem
service
channels
branding
consumers
-how you make money?-how you connect with others to create value?-how you organize your talent and assets?-what methods you use for your work?
structure
-how do you develop distinguishing features and functionality?-how do you create complementary products and services?-how you support and amplify the value of your offerings
-how do you deliver your offerings to customers and users?-how do you represent your offerings and business?-how do manage customer interactions?
![Page 52: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/52.jpg)
once the innovation becomes applied it is just common sense
![Page 53: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/53.jpg)
SUBSCRIPTIONownership model
![Page 54: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/54.jpg)
SUBSCRIPTIONownership model
let’s say we take the subscription model – we can see how lately it has been proliferated across different industries: starting with periodicals, going to software, now even present in hardware
![Page 55: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/55.jpg)
SUBSCRIPTIONownership model
let’s say we take the subscription model – we can see how lately it has been proliferated across different industries: starting with periodicals, going to software, now even present in hardware
but the rapid adoption of the subscription pricing model became possible only because of the changing attitudes towards ownership and generally – having stuff.
![Page 56: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/56.jpg)
SUBSCRIPTIONownership model
let’s say we take the subscription model – we can see how lately it has been proliferated across different industries: starting with periodicals, going to software, now even present in hardware
but the rapid adoption of the subscription pricing model became possible only because of the changing attitudes towards ownership and generally – having stuff.
and the mindset has started changing due to certain tangible aspects of our lives: the increase in spending power, the speed of innovations, amount of stuff that is possible to keep at home and etc.
![Page 57: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/57.jpg)
SUBSCRIPTIONownership model
let’s say we take the subscription model – we can see how lately it has been proliferated across different industries: starting with periodicals, going to software, now even present in hardware
but the rapid adoption of the subscription pricing model became possible only because of the changing attitudes towards ownership and generally – having stuff.
and the mindset has started changing due to certain tangible aspects of our lives: the increase in spending power, the speed of innovations, amount of stuff that is possible to stuff at home and etc.
SO business profit model and product performance innovations have become possible due to changing living conditions and behavioral attitudes – it‘s all connected
![Page 58: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/58.jpg)
CULTURAL ANALYSIS
![Page 59: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/59.jpg)
cultural innovation might bring brand into new territories by allowing them to capitalize on ideological opportunities. But this requires in-depth knowledge of the cultural code dynamics and the possible futures.
![Page 60: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/60.jpg)
RESIDUAL DOMINANT EMERGENT
a code is a particular way that configuration of different meaningful elements are prescribed with determined meanings ( as in certain elements denoting craft culture)
![Page 61: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/61.jpg)
RESIDUAL DOMINANT EMERGENT
a code is a particular way that configuration of different meaningful elements are prescribed with determined meanings ( as in certain elements denoting craft culture)
code can be described as a cultural currency that changes over time – new codes take the central position and push out the old ones
![Page 62: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/62.jpg)
RESIDUAL DOMINANT EMERGENT
codes that are regarded as old-fashioned and are less
relevant taking into the account the changing
cultural landscape
the mainstream codes that mark the status-quo interpretation of the
phenomenon
niche and new codes that propose alternative ways of evaluating / interpreting /
decoding cultural phenomenon
![Page 63: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/63.jpg)
EXAMPLE
![Page 64: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/64.jpg)
it is rather easy to notice change in the way certain roles are codified – what is important are not the actors or their role, but the concepts of the hero and man they represent
![Page 65: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/65.jpg)
it is rather easy to notice change in the way certain roles are codified – what is important are not the actors or their role, but the concepts of the hero and man they represent
so the first step while working with codes is to identify what is actually changing and what is staying the same
![Page 66: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/66.jpg)
it is rather easy to notice change in the way certain roles are codified – what is important are not the actors or their role, but the concepts of the hero and man they represent
so the first step while working with codes is to identify what is actually changing and what is staying the same
while using semiotics this entails looking closely at how relationships between different elements change within the stories analyzed: the hero and the organization, the hero and the enemy, the hero and the damsel in distress and etc.
![Page 67: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/67.jpg)
that really interests us, we have to look outside for codes that might influence or have influenced the evolution of our hero
THE NEXT STEPas it is the
![Page 68: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/68.jpg)
that really interests us, we have to look outside for codes that might influence or have influenced the evolution of our hero
THE NEXT STEPas it is the
and by doing this we might trace the overall changes in the hero type: i. e. him working against the system, outside of it, having a different relationship with the one to be saved and all the rest that can not be saved
![Page 69: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/69.jpg)
SUPERHEROESACTION HEROES
HERO ARCHETYPES IN
MODERN FICTION
DETECTIVEFICTION / MILITARY FICTION
IF STUCKthink about all the related areas and changes in them that might possibly affect the development of the BOND archetype
![Page 70: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/70.jpg)
sorting out the emergent codes from the residual ones, a trend research might start building future cultural
trajectories and scenarios
![Page 71: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/71.jpg)
![Page 72: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/72.jpg)
performance
imp
ort
an
ce
brands fulfil certain consumer needs and neglect others. Certain aspects of brand activity have different impact on perceived brand value.
![Page 73: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/73.jpg)
performance
imp
ort
an
ce
brands fulfil certain consumer needs and neglect others. Certain aspects of brand activity have different impact on perceived brand value.
when brand perform well in certain aspects, the consumer needs are fulfilled and with time become less and less prominent
![Page 74: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/74.jpg)
performance
imp
ort
an
ce
brands fulfil certain consumer needs and neglect others. Certain aspects of brand activity have different impact on perceived brand value.
when brand perform well in certain aspects, the consumer needs are fulfilled and with time become less and less prominent
and then those brand aspects appear here – in the high performance but low importance quadrant
![Page 75: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/75.jpg)
performance
imp
ort
an
ce
brands fulfil certain consumer needs and neglect others. Certain aspects of brand activity have different impact on perceived brand value.
when brand perform well in certain aspects, the consumer needs are fulfilled and with time become less and less prominent
and then those brand aspects appear here – in the high performance but low importance quadrant
and this in turn gives rise to new consumer needs that have to be fulfilled for the brands to stay afloat
![Page 76: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/76.jpg)
performance
imp
ort
an
ce
brands fulfil certain consumer needs and neglect others. Certain aspects of brand activity have different impact on perceived brand value.
when brand perform well in certain aspects, the consumer needs are fulfilled and with time become less and less prominent
and then those brand aspects appear here – in the high performance but low importance quadrant
and this in turn gives rise to new consumer needs that have to be fulfilled for the brands to stay afloat
CONSUMER NEEDS DYNAMICS
![Page 77: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/77.jpg)
![Page 78: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/78.jpg)
as the trends themselves emerge across different fields
and areas, within different communities, so the methods that are used to uncover them should be diverse – looking at
different aspects of trend landscape and integrating
findings in one system
![Page 79: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/79.jpg)
the trick is to start with the most observable changes moving away to most abstract and least
tangible areas
CHANGES IN CONSUMERPRIORITIES
BUSINESS INNOVATIONS
EXPERT / PROSUMEROPPINIONS
CULTURAL TRENDS
![Page 80: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/80.jpg)
THE LAST STAGE – integrating qualitative and quantitative data
and building future scenarios based on it
![Page 81: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/81.jpg)
![Page 82: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/82.jpg)
modern life
follow culture
product ownership
1950
1980
NOW
FUTURE
exploring lifestyle
experimentation / social taboo
product experience
individual empowerment
creativity
self-actualization
system / collective problems
empathy and cooperation
meaningful life
buy
express yourself
participate
co-create in network
![Page 83: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/83.jpg)
SIGNS OF CHANGE
FUTURE
we can already witness change occurring throughout different areas and industries that signal that we are entering into a new era of consumption
![Page 84: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/84.jpg)
the infolust trend is already having some negative consequences as people are starting to suffer from burn out from learning and are seeking meaningful learning patterns or even learning detox
INFOLUST
TREND CHANGE
since knowledge is becoming democratized and people no longer want to listen, but also to share something useful that they have
INFOSHARE
![Page 85: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/85.jpg)
learning more to efficiently do a job and become experts in a respective field, enabling an individual to learn
LEARNINGORGANIZATION
TREND CHANGE
being ready to adapt to any situation; open to possibilities and future developments; flat hierarchical structures
RESPONSIVEORGANIZATION
![Page 86: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/86.jpg)
collecting and tracking your own health-data to become a better / healthier person
INDIVIDUALHEALTH
TREND CHANGE
collecting a network data and working with that to provide better health information and service to individuals
HEALTHNETWORK
![Page 87: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/87.jpg)
![Page 88: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/88.jpg)
BRANDS
some of the most prominent and successful brands that we know today have become such because of the timely trend adoption – let’s
take a look
and trends
![Page 89: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/89.jpg)
stay properly hydrated trend
vitamin-a-day
form follows function
sugary drinks and taste
CONTEXT: emerging in the market that is saturated with products that offer new and stronger tastes, alarm bells of obesity crisis
the rise of the bottled water trend and the thinking that we need to stay properly hydrated throughout the day
vitamins can keep you healthy and protected against diseases and illnesses
Vitamin water – brand that literally embodied the emergent trends of the time and put them at the very center of its identity
design language that ditches the over the top promises and goes for the functional
![Page 90: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/90.jpg)
willpower (working not winning)
societal discrimination
individual competition
EMERGENT COUNTER-CULTURE: turning away from team sports to personal competition, from athletes to people; u
using the images of the marginalized groups and athletes
emphasizing not the result, but the actual efforts it takes to get somewhere
NIKE becoming the brand we know today not by making new and innovative products, but employing counter-cultural communication strategies
![Page 91: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/91.jpg)
community business
counter enterprise
sustainability
back-to-the-land
based on the rising critique of the American economic system and its values
explicitly stating their position and attitude towards rival corporate players’ actions
putting sustainability at the core of the business, instead of parading under its flag
reacting to family farm business problems
BEN&JERRYS working around numerous related trends that have emerged back in 1980’s and have been greatly affecting businesses since then.
![Page 92: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/92.jpg)
![Page 93: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/93.jpg)
http://coolhunting.com/
http://www.thecoolhunter.net/
http://www.jwtintelligence.com/
http://www.prosumer-report.com/blog/
http://trendcentral.com/
http://trendwatching.com/ http://www.fastcodesign.com/http://trendwolves.com/
http://springwise.com/
![Page 94: Introduction to trend research](https://reader035.vdocument.in/reader035/viewer/2022062406/55c3d12fbb61eba5538b467b/html5/thumbnails/94.jpg)
NEXT PART COMING
SOON
would like to learn more, have a trend workshop or dive into your industry trends?
a n d r i u s . g r i g o r j e v a s @ g r o u p i d e a . l t
c o n t a c t m e a t :