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A guide to the basics of trend forecasting
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William HighamNext Big Thing03/09/13
THE NEXT BIG THINGSPOTTING & FORECASTING CONSUMER TRENDS
WHY TRENDS?
WHY TRENDS?
WHY TRENDS?
WHAT ARE TRENDS?
WHAT IMPACT DO TRENDS HAVE?
New Products
Sales
Marketing
Strategy
Comms
Human Resources
3.Future Behaviour
1. ExternalDrivers
2.ChangingAttitudes
HOW DO TRENDS HAPPEN?
1. Prosperity
2.Confidence
HOW DO TRENDS HAPPEN?
3.Spending
3.AnticipateFuture Behaviour
1. Identify ExternalDrivers
2.Determine ChangingAttitudes
HOW CAN YOU SPOT A TREND?
HOW CAN YOU SPOT A TREND?
New extern
al driver
s
Changing
attitudes or
behaviour
Services catering for new needs
PREDICTION
What
Why
When
How
Where
Who
HOW SHOULD YOU ANALYSE A TREND?
… is the trend?
… is it happening?
… will it peak?
… strong will it be?
… will it spread?
… will it affect?
HOW YOU CAN TELL A TREND FROM A FAD?
HOW YOU CAN TELL A TREND FROM A FAD?
3.Future Behaviour
1. ExternalDrivers
2.ChangingAttitudes
HOW YOU CAN TELL A TREND FROM A FAD?
HOW CAN YOU USE A TREND?
New Products
Sales
Marketing
Strategy
Comms
Human Resources
TO SUM UP
Marketing
StrategyNew
Products
2.ChangingAttitudes New
external
drivers
THANK YOU
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