A guide to the basics of trend forecasting

1. William Higham
Next Big Thing
03/09/13
THE NEXT BIG
THING
SPOTTING & FORECASTING CONSUMER
TRENDS

2. A LITTLE BACKGROUND

3. WHY TRENDS?

4. WHY TRENDS?

5. WHY TRENDS?

6. WHAT ARE TRENDS?

7. WHAT IMPACT DO TRENDS HAVE?
Strategy
New
Products
Marketing
Sales
Human
Resources
Comms

8. HOW DO TRENDS HAPPEN?
1.
External
Drivers
2.
Changing
Attitudes
3.
Future
Behaviour

9. HOW DO TRENDS HAPPEN?
1.
Prosperity
3.
2.
Confidence Spending

10. HOW CAN YOU SPOT A TREND?
1.
Identify
External
Drivers
2.
Determine
Changing
Attitudes
3.
Anticipate
Future
Behaviour

11. HOW CAN YOU SPOT A TREND?
Services
catering
for new
needs
Changing
attitudes
or
behaviour
New
externa
l
drivers

13. PREDICTION

14. HOW SHOULD YOU ANALYSE A
TREND?
What
… is the trend?
Why
… is it happening?
When … will it peak?
How
… strong will it be?
Where … will it spread?
Who
… will it affect?

15. HOW YOU CAN TELL A TREND FROM A
FAD?

16. HOW YOU CAN TELL A TREND FROM A
FAD?

17. HOW YOU CAN TELL A TREND FROM A
FAD?
1.
External
Drivers
2.
Changing
Attitudes
3.
Future
Behaviour

18. HOW CAN YOU USE A TREND?
Strategy
New
Products
Human
Resources
Marketing
Sales
Comms

19. TO SUM UP
Strategy
New
Products
Marketing
2.
Changing
Attitudes
New
extern
al
driver
s

20. THANK YOU