Trends Research
 

Seeing what is not visible yet
What you'll learn
Looking outside in: a different way of seeing
Watching trend and selecting meta-trends
Discovering underlying change dynamics
Creating a trends radar 2030
Requirements
English speaking
Description
Trend research is about looking at the world from the outside in. Instead of focusing only on the organization itself, it examines what is happening in the broader environment such as the market, economy, politics, society, and among customers and suppliers. The goal is not only to understand what is happening now, but also what is beginning to emerge. By identifying trends early, organizations can better anticipate change, opportunities, and potential threats.
A key aspect of trend research is moving beyond surface level trends like social media hype and focusing on deeper underlying dynamics. This involves recognizing weak signals, subtle signs of change that are not yet widely visible. By constantly shifting perspective, zooming in and out, and learning to observe differently, these signals become clearer. This helps reveal the driving forces and turning points shaping the future.
Trend research is not about intuition or predicting the future with certainty. It is a structured and systematic approach. It involves finding the right sources, noticing deviations, connecting patterns, and understanding the deeper forces behind change. Signals are gradually collected, translated into trends, and then clustered into meta-trends, which represent the most significant drivers of long term change. These meta-trends help organizations understand potential impacts on their strategy, customers, and business models.
Create a trends radar to collaborate and actively invite the future into decision making, strategy sessions, communication, and marketing. A trends radar makes external change visible and shared, helping teams align around what is emerging and what it might mean. It is crucial because it reveals the superstructure of change, the deeper patterns and connections behind individual trends. By understanding these underlying shifts and dynamics, organizations can move beyond reacting to events and start anticipating them. This enables better strategic choices, more relevant innovation, and clearer communication. Ultimately, a trends radar helps organizations become more Futures Ready by turning uncertainty into insight and direction.
Who this course is for
Innovators who anticipate upcoming changes
Marketing managers who want to broaden their horizon
Board-members who need to become more Futures Ready
Strategists who are involves with strategic decision making
Consultants who want to set up a social listening and trends research process
Creatives who want to be inspired by upcoming trends
Change-makers who want to adapt to shifts in society and market