Introduction To Trends
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Transcript of Introduction To Trends
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// Trends
Talking about…
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Insightsa 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:
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ConsumerUnderstanding
To help with
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So, why look at
trends?
Trends Inspiration Innovation
Source: TRENDWATCHING.COM
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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’.
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an existing consumer desire, want, value, even ‘need’?
Be in controlIndependenceConvenience / comfortBoost in self-imageFeeling of closenessPowerCommunicationFeel betterNostalgiaRelaxationHomey / security
Feeling special / standing outExperienceFeeling confidentEscapismHonestyPurenessLook sophisticatedBe in the knowFeel individualisticWellnessFeel healthyBeauty
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Think about:
Societal norms, values, structures
Technology
Growing prosperity
Demographics
Experience, etc.
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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!
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think about watching trends:
challenge the status quoseize diversitythink differenttry & experimenthave guts
Remember - ideas change the world only when they’re
shared
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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
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what’s next?monthly trend reports
- personalised for each client
trend presentationsbook & magazine librarygeneral trend news
- trend wall
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// thanks