Trendwatching.com geeft een kijkje in de keuken met 5 tips om zelf een trendwatcher te worden. Een samenvatting.
Tip 1: Know why you’re tracking trends
Trend watching should ultimately lead to profitable innovation.
What is a trend?
A manifestation of something that has unlocked or newly serviced an existing (and hardly ever changing) consumer need,* desire, want, or value.
Common misperception
- Predicting next year’s colours
- Gazing into a crystal ball
- Declaring the pizza cone an emerging consumer trend
- Applying all trends to all people
- Those who watch trends have to possess some rare kind of intuition
Tip 2: Have a point of view
Make sure you acquire a point of view about the world around you. The more trends you spot and track, and the more skilled you are at putting these trends into context, the more guidance you’ll have. When you have a broad point of view, even tiny observations start to make sense.
- Look cross-industry
- Be a generalist
- You don’t have to like every trend
- Ask questions
- Try stuff out
- Get rid of taboos, prejudices, dogmatism, negativity
Tip 3: Weave your web of resources
Tip 4: Fine-tune your trend framework
Macro, consumer and industry trends
- Macro trends: social, technological, economic, environmental, political
- Consumer trends
- Industry trends
Context
The more trends you track, the easier it will be to spot a truly new trend
Naming
- Arous curiosity
- Create a common language
- Coin, onw and track, a new word that preferably hasn’t been uised by anyone else
Tip 5: Embed and apply
Turning trends into innovation
Ask yourself if the trend you’re discussing has the potential to:
- Vision
- New business concepts
- New products, services, experiences
- Marketing, advertising, PR
Lees het volledige artikel op: http://www.trendwatching.com/trends/tips.htm
