2. Insights a 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:
4. So, why look at trends? Trends Inspiration Innovation Source: TRENDWATCHING.COM
5. 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’.
6. an existing consumer desire, want, value, even ‘need’ ? Be in control Independence Convenience / comfort Boost in self-image Feeling of closeness Power Communication Feel better Nostalgia Relaxation Homey / security Feeling special / standing out Experience Feeling confident Escapism Honesty Pureness Look sophisticated Be in the know Feel individualistic Wellness Feel healthy Beauty
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8. 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!
9. think about watching trends: challenge the status quo seize diversity think different try & experiment have guts Remember - ideas change the world only when they’re shared
10. 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
11. what’s next? monthly trend reports - personalised for each client trend presentations book & magazine library general trend news - trend wall
